Background

10 Peaks is a non-profit organisation that created and runs the Cliff Bar 10 Peaks challenge event. The event was created by Paul Smith following his father’s battle with cancer. The first event took place on 31st July 2010 and marked the 1st anniversary of his father’s death. The objective is to raise as much money as possible for Macmillan Cancer Support whilst providing a memorable and extremely tough challenge.

Each July participants gather in the Lake District to climb the 10 highest peaks in a single day. In previous years the event attracted a significant number of registrations but typically only 50% of these resulted in starters on the day.

In order to increase the levels of commitment from registrants and thus numbers of actual participants the organisers took the decision to charge for entry. This also provided the organisers with additional funds to provide a fully supported infrastructure.

How ACTIVE Helped

	Online Participant Registration – Secure online payment and technology features such as automated emails helped the event achieved double the number of starters in year 2 and a 59% increase in the number of participants year on year.
	Online Event Exposure – ACTIVE ensured the event gained exposure through ACTIVE.com’s calendar listing, newsletters, social media and a dedicated “special offer” email. The latest event listing in the newsletter generated over 500 visits to the client website.