‘Sweaty pound’ is bringing economic gain Extreme sport events helping boost tourism industry
IRONMEN, ultrarunners, mountain bikers and marathoners are all helping North Wales cash in on the “sweaty pound”.
While it may look like a holiday from hell for most people, many of those taking part in these extreme sport challenges are combining it with a short break.
With North Wales an absolute hotbed for these events, it is having an impact on tourism operators in the region.
One Gwynedd-based holiday cottage booking company says these events are now accounting for nearly one in five of their reservations.
Dubbed the “sweaty pound”, there is evidence this segment of the tourist sector will endure and grow further in the coming years – great news for the area.
According to Gwion Llwyd, owner of Dioni Holiday Cottages based near Harlech, enquiries from guests taking part in organised races and events has spiked in the past two years.
He said: “The enquiry forms we get from our guests at Dioni tell us that increasing numbers of guests are planning weekend getaways and longer breaks around taking part in specific race events and challenges.
“This slice of the market made up around 8% of our total bookings three years ago.
“It currently stands at more like 18% of our total bookings throughout the year, and we’re pretty confident it will carry on growing.”
Gwion says he increasingly swaps referrals with his friend Matt Ward of RunComm – a sports marketing and race events specialist based near Machynlleth.
Matt organises events like the Salomon Trail Marathon Wales and Buff Winter Trail Wales, and also helps run a junior running club at the Coed y Brenin trail centre, Academi Coed y Brenin.
“It was actually Matt who coined the phrase ‘sweaty pound’ – you could say that the rest of us have just run with it,” adds Gwion.
“We are referring increasing numbers of guests and clients between us, matching proximity to action and events with suitable accommodation and vice-versa.
“There is a real appetite out there.” Most people visiting North Wales to compete in a race or sporting event come as part of a family group or with a bunch of friends.
If not to take part in the same challenge, then they are at least to be part of a cheerleading entourage.
Nigel Kendrick is the director of Always Aim high events, and organises some of North Wales’s most popular challenges, with events including the Slateman, Sandman and Snowman Triathlons, the Snowdonia Trail Marathon, the Tour De Mon cycle sportive and the Anglesey Half Marathon.
He says their data shows that the average race participant will bring along an entourage.
He added: “Our post-race analysis shows each participant brings an average three additional people with them when they take part.
“They stay for an average of three nights and spend around £86 a night and £66 a day.
“Between 60-75% of the people taking part in our events have travelled from outside Wales.
“The so-called sweaty pound equates to a visitor spend of approximately £245 per person per event.
“Our data also tells us that 20%25% of participants will also come and recce the course prior to the event, so there’s a doublewhammy effect for the visitor economy.”
Over the past three years (2016– 2018) the economic impact of Always Aim High’s race events has generated more than £37.6 million of economic benefit for North Wales.
And what makes for suitable accommodation for our racing and event heroes?
According to Gwion at Dioni, hot tubs top the wish-list.
He said: “Apart from proximity to their chosen location or event, people really want a cottage with a hot tub, because they are so good for muscle recovery, and post-race beers.”