Facts & Stats

CREATING VALUE FOR BUSINESS AND SOCIETY

In 1986, Bob Verbeeck organized his first running event in Tessenderlo: the Nike Classic.Four years later, Golazo took off – then still known as Consultants in Sports (CIS).Since day one, the company’s mission has been to get people moving, and in doing so,contribute to a healthier and happier society.“We want to inspire people to embrace sport and physical activity so they can become healthier versions of themselves.In this way, we add value to society as a whole. Every year, we get more than 4 million people moving”, Verbeeck says.

SPORT AND EXPERIENCE

From that very first Nike Classic, it was clear that sport and experience form a golden combination and that brands are eager to associate their names with it. “Sports marketing didn’t exist back then; it was true missionary work. But our first client, Nike, immediately saw the potential.”In 1992 came the first Tour of Flanders for amateur cyclists, sponsored by Lipton Ice Tea. The Becel 10 Miles evolved into the Antwerp 10 Miles.To get more women running, Golazo launched the Start 2 Run podcast with Evy Gruyaert. Both Flanders and the Netherlands embraced it wholeheartedly.Today, the Start 2 Run app has helped 2.5 million people reach their first 5 km, with 17,500 new runners joining every month.“Our biggest strength? We’ve always continued to rethink the role we can play in the world of sport and then we simply act on it. Step by step.

SMART DIVERSIFICATION

Driven by personal commitment and supported by a passionate team, Bob Verbeeck continued to grow Golazo. The range of sports and services expanded, and today the business model rests on five pillars: Events, Energy, Brands, Media, and Talent.Event organization remains the largest segment, accounting for 70% of revenue. “We organize over a thousand events every year – from small walking tours to international highlights such as the Allianz Memorial Van Damme, the NN Marathon Rotterdam, and Paris–Roubaix for amateur cyclists. Many of our events are linked to charitable causes like Climbing for Life or the 100 km Run for Kom op tegen Kanker, together raising around €40 million annually.”Through Golazo Brands, the company advises clients like Nike, Lotus, and Allianz on how to credibly connect their brand to sport and healthy living. Golazo Energy supports companies in boosting the physical and mental wellbeing of their employees.Golazo Talent managestop athletes such as Loena Hendrickx, Thibau Nys, Noor Vidts and Winfred Yavi. Finally, Golazo Media produces its own magazines and digital content.“Each division has its own dynamic, but they reinforce one another. That cross-pollination provides a structure that is both solid and agile.”

INTERNATIONAL EXPANSION

Golazo has also built a strong international footprint.“In addition to Belgium, we now have permanent offices in the Netherlands, Germany, France, Switserland, South Africa, Kenya and Rwanda. Our event operations are truly global.This internationalization pays off: since 2014, Golazo has achieved average annual growth of 15%.“Only COVID-19 interrupted our growth trajectory – in a few months, we lost 70% of our revenue. When events were cancelled, we made them free and digital instead.We learned a lot from that period, especially aboutimproving the entire customer journey. Today, we guideparticipants from registration through training, coaching, and post-event engagement.We motivate them with new challenges and a strongcommunity experience. Every sporting effort becomes both personal and social.”

INNOVATION AS A DRIVING FORCE

Remarkably, 60% of Golazo’s revenue now comes fromactivities developed in the past decade.“Ten years ago, no one had a sports watch; today, wearables are everywhere. We integrate technology across all our programs – from digital tracking platforms to personalized challenges and health apps.”