Summiting that mass participation mountain in Vietnam

A huge thank you to Chris Robb and his outstanding team of Tet Bermejo Robb , Sean Lau and Nina Razin for hosting yet another exceptional #MPWConference. This was my second in-person MPW Conference and this time it was hosted in Ho Chi Min City in Vietnam. It was my first visit to Vietnam, and it certainly didn’t disappoint. A mass participation event in a mass participation city where crossing the road takes on a whole new meaning!

This year’s theme, “Climbing the Next Mountain: For Those Who Dare”, was an inspiring concept and certainly very thought-provoking. True to form, Chris brought a unique and unexpected element to the event, an unforgettable experience simulating climbing Mount Everest. We were broken up into teams and taken through a VUCA (Volatile, Uncertain, Complex, Ambiguous) environment, which was a masterclass in teamwork, goal setting, and decision-making—albeit with a sobering lesson on the harsh realities of leadership under pressure. Who thought half of us would leave a man to die on the mountain in order to reach our goal and the summit. Beware your objective settings!

The first day started with an informative discussion between Arnaud Ginolin , and Bang Trinh , Sunrise Events Viet Nam (SEV) , with Arnauld setting the theme for the day that “Leaders have to make increasingly large bets in an increasingly uncertain world”. This was followed by a great session on "A Climber's Perspective - Insights from Industry Members", together with Chris Robb , Pierre Duvelleroy , Mike Coleman , and Bang Trinh and Su Tien Ng . It was good to hear that the mass participation industry is seeing an upward surge in numbers driven by Gen Z under 35’s and women. Mass is the new ‘cool’ and healthy lifestyles are over-taking the party theme of older generations. It was interesting to hear that the panel felt they had a lack of knowledge of this sector and certainly the conference attendees didn’t reflect this shifting change in the mass industry. Opportunities are clear but are these numbers transitory and how does the industry shift to take advantage of this new demographic?

Throughout the first day there was a wealth of knowledge sharing from people like Wayne Larden , Adrian Tamone , and Tom Chesters , talking about the TCS Sydney Marathon presented by ASICS ’s recent elevation to Abbott Major; Sam Middlehurst sharing the concept of a new commercial model for the mass participation industry; Mirshan Hassan and Tu Thai Minh Diem , discussing the role of a sponsor and Deepthi Bopaiah providing some great insights into the developing opportunities for sport within India, on the back of the mandatory CSR regulation for all companies in the country.

The second day started with a wonderful opportunity to explore parts of the city on an early morning MYLAPS Sports Technology run which surprisingly generated some good networking discussions despite the speed!

Day two was focused on innovation and change and started with presentations and discussions between Petter Hederstedt , Stefan Gent, Sheyong Tan , Niels Schut , Alex Rausch, Tom Woods, and Danae Kornaros .

A special thank you goes to my remarkable panel of experts, who shared invaluable insights into how their events are driving sustainable impacts through my panel session “Summiting Sustainability: How the 7 Pillars can help grow your event and business”.

Lê Việt Phuong’s account of Typhoon Yagi’s disruption of the Hanoi Marathon was particularly striking. Rather than abandoning the event, the team transformed it into a civic initiative, rallying community support for the typhoon’s victims. It was a powerful demonstration of sport’s unique ability to unite people. This success was underpinned by strong partnerships, notably between Sunrise Events Vietnam and Techcombank. Similarly, Thai Minh Diem Tu shared how her personal journey into running highlighted the immense societal value of mass participation sports, underscoring their potential for purpose-driven engagement.

Darko Habuš echoed these sentiments, emphasising that teamwork lies at the heart of success. His work with the Belgrade Marathon and the newly minted European Running Champions exemplifies this philosophy, with a focus on People, Participation, and Partnerships. Meanwhile, Deepthi Bopaiah provided a fascinating perspective on sport’ growing prominence in India, particularly in light of a potential #Olympic bid for 2036. Despite sport not being deeply ingrained in Indian culture, the country’ Corporate Social Responsibility (CSR) programmes are driving grassroots investment, laying the foundation for a thriving sports ecosystem by 2036.

A big thank you also goes to my incredible team leaders who spearheaded the “ Sustainability” workshop. We divided into groups based on the 7 Sustainable Pillars of Sport—Chris on Partnerships, Sam on Participation, Danae on People, Georgie Eyre on Planet, Darko on Power, Deepthi on Power, and Marish and Su on Prosperity. Their insights illuminated the immense potential that mass participation events hold for both people and the planet but the challenges faced in understanding the concept of sustainability in a mass participation context. Each team offered innovative ideas that showcased the power of collaboration and purpose-driven initiatives.

The final segment of Day Two saw an inspiring presentation by Cade Netscher on the potential of AI in the mass participation followed by the GSIC powered by Microsoft MPW Innovation Challenge led by @Peggy Tyn . Some great innovations were presented by TRACX , Orion Innovation undefined , Athletopia , OnePlan , Providential Media , tagSpace , svexa , Veridas , and Neoma .

For me, the standout takeaway was the “Halo moment” currently enjoyed by mass participation sports, as evidenced by the growing numbers at major events. However, this surge comes at a cost, as the mid-tier segment continues to face significant challenges. Now more than ever, the mass participation industry must seize this opportunity to reassess its business model. As Sam Middlehurst aptly put it,“the old broadcast model of eyeballs on screens is dead.” A more balanced approach that integrates purpose and profit is essential to ensuring the industry’s sustainable future.

To everyone who contributed their ideas, expertise, and energy to this year’ event—thank you. Your passion and commitment made my time in Vietnam truly memorable.

Let’s continue to climb new mountains together!

Rory Squires Genevieve Spurway (Lewis) Veronica Armstrong