Destinations and mountain railways
One reason to come is not enough. Ten make a season.
LaceUp turns your huts, passes, summits or slopes into a digital collection challenge that runs from snowmelt to first snowfall. In your region’s branding, with your partner businesses, with your data.
Starting point
What goes wrong today
Most destinations have had the collection principle for ages. Just without data, without reach and without repetition.
The collection pass works, but you don’t know who takes part
Stamp cards are handed out, sent back and counted. Afterwards you have a number, but no contacts, no origin, no way to reach out again. The effort for printing and postage stays the same every year.
On Peakhunter or similar platforms, the relationship isn’t yours
The guest downloads someone else’s app, sees other regions next to yours and leaves their data with a third party. You rent visibility on a platform that can change its terms tomorrow.
The season has one spike and then silence
One event in July, one newsletter in spring. Between campaigns there’s no occasion to send anything at all. Exactly this gap is what a challenge running over months fills.
Every checkpoint is a reason of its own to travel back. And every unlocked badge is an occasion to write to the guest again.
Formats
Formats that work in your region
All variants run on the same mechanics. What changes are the points on the map and the story around them.
The hut pass, digital
All the region’s serviced huts as checkpoints. Whoever is up there gets recognised automatically, no stamp and no postage. Hut keepers become partners instead of admin desks.
Passes, summits and viewpoints
The classic trophy for cycling and hiking. Ten to thirty points, tiered by difficulty, with badges at five, ten and all points.
Collecting descents
Your ski area divided into sectors, every fully skied slope counts. Instead of a plain daily tally of vertical metres, a season goal emerges that pulls for months.
Businesses as checkpoints
Mountain restaurants, baths, museums or rental stations become part of the route. That distributes footfall to where you need it and turns partner businesses into co-financiers.
Benefits
What you get out of it
Repeat visits instead of a single visit
A trophy with twelve points is, on average, not one outing but a series of outings. That extends the length of stay and spreads footfall across the week.
The contacts sit with you
Sign-up, profile and progress run on your domain and in your corporate design. You get the usage rights to the results and contact data within your event — not a third-party platform.
Steerable visitor flows
You decide which points are worth how much. Quiet valleys or off-season weeks can be deliberately boosted with bonus points.
Content for the whole season
Every level reached, every new checkpoint, every leaderboard is an occasion for a newsletter, social post or press release. The automation sends it personalised, without anyone at your end having to think of it.
Reference
References
Trophy
Alpenbrevet Extended
The legendary Alpenbrevet can be ridden all season long – as the "Extended", with 2,000 participants a year, it delivers lasting value for the Andermatt …
Learn more →
Trophy
Lake and Alps Adventure
The Lake and Alps tourism region shows how the LaceUp Trophy format positions a region for cycling in a lasting way – with real value for guests, locals and …
Learn more →
Trophy
Züri Velo Cup – Winter Quest
From 21 December to 21 March, the mission is to collect 9 municipalities around Zurich. Three new ones unlock every month – visit them, collect points and stay …
Learn more →
Process
From first conversation to launch
Four steps. Most of the work sits with us.
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1
A short briefing
You send us what there is: sites, routes, target group, time frame. Twenty minutes are enough to start.
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2
Concept and quote
We propose format, checkpoints, levels and communication, with a quote that lists every position separately.
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3
Setup
Set the zones, apply your design, configure sign-up and the email journey, test. The work sits with us.
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4
Season and evaluation
You communicate, we operate and support. At the end of the season comes the evaluation the next edition is built on.
Questions
What we get asked most often
Do our guests need an app?
No. Anyone using Strava, Garmin or Polar connects their account once, and everything runs automatically after that. For everyone else there’s the app-free check-in straight in the browser.
What if someone cheats?
Together with ETH Zurich we developed algorithms that detect manipulated or poor GPS tracks. The tolerance is configurable per format — generous for collection formats, strict for timed ones.
What do we have to install on site?
Nothing. No boxes, no signs, no batteries, no winter maintenance. The checkpoints are zones on the map.
How much work is it for our team?
The setup runs through us. You supply the points, the images and the tone of voice. On request we also take on concept, copy, graphics and promotion.
Investment
What it costs
Full service with concept, copy, graphics, photo, video and promotion can be booked separately.
- PilotCHF 5'000 per season
- SaisonCHF 9'200 per season
- Programmfrom CHF 13'500 per season
- Three-year agreementprices 20 percent lower
Next step
We’ll send you the documents
A concept example for a region your size, references and a transparent price overview. No meeting, no obligation.
LaceUp AG
go@laceup.ch
Other areas
Who else we work for
Organisers and series
Race day becomes a relationship that lasts months.
Brands and sponsors
Activation under your own brand instead of rented reach.
Companies
Activity programmes with real routes instead of generic step counters.
Charity and fundraising
Charity runs with your story and your contacts.
Cities, regions, public sector
Trails, towers, museums or huts as collectible points.