Organisers and series
You have one day a year. We turn it into eleven months.
Registration, race number, results, silence. Between two editions, LaceUp adds a digital format that works with the same routes and the same brand — and keeps the community moving all year.
Starting point
The problem with the single day
An event is a very good touchpoint. It just has one date.
Eleven months without an occasion
Between the finish line and the next registration opening, almost nothing happens communicatively. The newsletter gets opened when start places are at stake, otherwise barely. The bond with the brand has to be rebuilt every year.
Everything hangs on one weekend
A storm, a heatwave or a closure, and the whole season is affected. A second, digital format decouples part of the revenue and visibility from the race date.
A logo for one day is hard to sell
Sponsors want reach over time and measurable contacts, not a banner in the finish area. A season-long format is a different sales argument than a race day.
The same routes, the same brand, a second date. Except the second date is the whole summer.
Formats
How organisers use LaceUp
The digital format doesn’t compete with race day — it feeds it.
Qualification and start place allocation
Anyone completing defined routes or vertical metres in spring qualifies for the start or moves up the waiting list. That makes allocation transparent and gets things moving in the months before the event.
The digital second edition
Anyone who can’t make race day rides the route themselves within a defined window. Scoring runs on GPS, to the second, with route validation. An additional revenue channel without additional infrastructure.
Rankings across several events
Several events of a series are linked into an overall ranking with checkpoints, badges and levels. Individual occasions become a season with a shared leaderboard.
Community challenge after the finish
Right after the event, the collection challenge starts on the region’s training loops. The moment of highest motivation isn’t wasted — it’s extended.
Benefits
What you get out of it
A second revenue channel
Entry fees for a digital format — without course marshalling, feed stations or permits. The margin is a different one than on race day.
Sponsor packages with a duration
The day package becomes a season package. Every automated message to participants is a sponsorable touchpoint — personalised, and at the right moment.
Full control over the brand
Registration, leaderboard and badges live on your website and in your corporate design. No third-party branding, no third-party platform alongside.
Data that belongs to you
You receive the usage rights to leaderboards, section times, completed checkpoints and contact data within your event. That’s the foundation for next year’s registrations.
Reference
References
Trophy
Swiss Cycling Top Tour Challenge
The Swiss Cycling Top Tour links Switzerland's most important cycling events. Now LaceUp brings it into the digital world – with checkpoints, badges and a …
Learn more →
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
Züri Velo Cup
As a companion event to the UCI World Championships in Zurich, the Züri Velo Cup attracted more than two thousand hobby riders and made the pros' course an …
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
Does this cannibalise our race day?
Experience shows the opposite. The digital format reaches people who can’t make the date or don’t yet dare to start. It’s the entry into your brand, not the replacement.
How fair is GPS timing really?
Activities are imported, checked against the reference route and screened for manipulation. The algorithms were developed together with ETH Zurich. For race formats, the tolerance is set tight.
Who supports the participants?
We do. Participants reach our support directly via a form — for a dead GPS device, detours or outliers in the recording. Your team stays on the event.
How fast can something like this be up?
A trophy format with defined routes can be set up in a few weeks. What matters is usually not the technology, but how quickly routes, images and copy are ready.
Investment
What it costs
If you run the format as its own revenue channel, the package costs are usually refinanced through the entry fees.
- 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 format like yours, references from comparable series and a transparent price overview. No meeting, no obligation.
LaceUp AG
go@laceup.ch
Other areas
Who else we work for
Destinations and mountain railways
Guests come back several times a season instead of once a year.
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.