Sam Heward - Founder - Ultra X

Would you run 220km as your holiday?

Some of you might say yes, others might need convincing.

Because that's what Sam Heward does.

We live in a world where people are no longer solely in pursuit of a holiday. We speak experiences, be them to switch off mentally or to turn it up physically.

Sam is the founder of Ultra X - an ultra marathon experience business that has created a community tens of thousands of runners who travel to various parts of the world to experience something unique, like running 220km across Jordan.

We spoke about:

- How life as a chartered accountant was complemented by the extraordinary sport of ultra running. Sam started running before it was cool - you know, the sort where all your friends are up to the usuals whilst you're doing 50-100km runs on the weekend. The obsession in this is a major underlying quality of good founders, something I always talk about when being close to a problem and your customer.

- Changes to consumer behaviour. We live in a world where people are no longer solely in pursuit of a holiday. We speak experiences, be them to switch off mentally or to turn it up physically. Either way, consumers are in search for traveling to places they haven't before and trying something they haven't done. Ultra X captures both of these opportunities in one.

- Event logistics. Some events are a day, others five days. Some in the UK, others abroad. Where do you even start. Sam discussed the multi-faceted planning approach required to get an event from signed up to completion. Behind the scenes are route, medical, safety, support and a lot more going on. Some which starts months before.

- Looking at the opportunities for growth. With an awesome return rate of community members wanting to do more races, we discussed the various pathways of growing revenue to attract new runners whilst retaining a great experience to past ones.

Those of you that know me, will know my desire to run was cut short after a rough Paris Marathon a few years back... but who knows, there's something interesting in what Sam is building as an experience at Ultra X 👀 

A massive thanks to Vestd for supporting our series!