Case study Endurance events

A 10x return in three weeks from AI lead generation

10x

return on the build, three weeks after go-live

100x

more contacts to sell to, from 30 a month to 3,000+

more clients in the pipeline

An endurance-events business found its prospects by checking race websites by hand, about 30 a month. We built a tool that reads the whole market every night and gives the Sales Director a scored list of organisers to call. Three weeks after go-live it had returned ten times its cost.

Industry: Endurance events
Team: Sales
Worked with: Sales Director
First prototype: 42 Days

Summary

Problem: Prospects were found by checking race websites by hand, which produced about 30 new contacts a month. Tens of thousands of races are listed across dozens of registration sites and directories, and none of them say which company runs each race.
What we built: A tool that reads 26 public sources every night, traces each race to its organiser, finds the decision-makers and scores every organiser on fit.
Result: More than 3,000 organisers ready to contact. Three weeks after go-live the tool had returned ten times the cost of the build. Five more clients are in the pipeline.

ROI

The return

10x

return on the cost of the build

Cost: One build, with the first prototype in about a month.
Return: Contract value won through the tool, worth ten times what the build cost.
Timing: Three weeks after go-live.
Not counted: Five more clients in the pipeline. Nothing from them is in the 10x.

Measured on contract value won, not forecast.

Before and after

Measure	Before	After
New contacts	About 30 a month	3,000+ organisers ready to contact
How they are found	Race websites, checked by hand	26 sources, read automatically every night
Market covered	What could be checked by hand	44,000 races in 183 countries
Who runs each race	Not shown on the listing	Traced to the organiser, with UK companies checked against Companies House
Decision-makers	Found by hand	Found by AI, with the source of every name recorded

After

One dot, one organiser to call

30 new contacts a month, found by hand 3,000+ organisers ready to contact, with more added every night

How

What we built

01
Read every race, every night

26 public sources across running, triathlon, cycling and swimming, read automatically. 44,000 races in 183 countries so far.
02
Find who runs each race

Each race is traced to the organiser behind it, the company that buys, not the site that lists it.
03
Find the decision-makers

An AI researcher reads each organiser's website for the race director and the other decision-makers, and records where it found every name. Where nobody is listed, it says so.
04
Score and hand over

Every organiser is scored on fit, and UK companies are checked against Companies House. An alert goes out when an organiser switches registration platform. The Sales Director exports a list that is ready to call.