Guided by
Le Champion

Le Champion is one of the largest sports event organizers in the Netherlands, hosting renowned events like the Dam to Dam Run, the Amsterdam Marathon, and Egmond Pier Egmond. Traditionally fueled by its members, Le Champion now faces a changing landscape. In an era where membership organizations are under pressure, how do we engage and bind athletes who practice largely individual sports? And in what form can we create lasting connections?

Together with our strategic sports marketing partner, Track Record, we developed the strategy and concept for a new proposition that attracts and connects people in a different way—kickstarting Le Champion’s transformation from a member-based club into a service provider. A service proposition that focussed on providing added value to individual athletes—helping them bring out their best and ensuring they arrive at the start of our events as prepared as possible. 
 

Guided is a web-based application designed to help participants achieve their best run, ride, or walk. It offers premium content on techniques, gear, tips and tricks, nutrition, inspiration, and smart upsell opportunities, all seamlessly integrated into a structured 10- to 12-week training schedule.