Hannah Sprake was named one of the founding members of The Women’s Multisport Action Group (WMAG) established by the Running Industry Alliance and Triathlon Industry Alliance.
WMAG exists to amplify women’s voices, unlock opportunity, and build practical pathways that support women’s progression, leadership and influence throughout the running and multi‑sport business community. Originally conceived as a support network, the group now continues as a structured working group within the RIA x Triathlon Industry Alliance (TIA) ecosystem, reflecting its growth and impact within the sector.
The group forms at a time of opportunity and need. 2025 saw record female participation (44.5%) in the London Marathon but there’s still a lot of work to do, including in increasing participation on trails and in ultra events.
I'm excited to be joining RIA x TIA WMAG and to work alongside others with a shared passion for creating lasting change for women in running and triathlon. Much of my work has focused on understanding what women need to thrive in sport—whether as participants or professionals—and translating those insights into practical strategies. This working group gives us the platform to turn that insight into action for the running and triathlon industry. I'm looking forward to helping champion women across the industry, address real barriers, and create meaningful opportunities for representation, inclusion and leadership.
The group’s core purposes are to:
Champion women across every part of the running and triathlon industry, elevating visibility and representation in leadership, operations, creative, commercial and strategic roles.
Create a platform for collaboration, support, discussion and action where women can share insight, inspire one another, and co‑create solutions that benefit the whole multi‑sport industry.
Ensure women’s voices are represented and heard across industry conversations, best practice, product development and organisational standards.
Build connections and partnerships with like‑minded organisations, communities and leaders advancing gender equity and inclusion in sport.
Tangibly, that means initiatives and focuses including:
Improve representation, opportunity and inclusion for women at every level of the running and triathlon industry with industry-wide support
Create clearer pathways for progression and leadership, recognising the career complexities faced by women, including support for mothers and women balancing family with professional growth
Identify and remove barriers to participation and strengthen safeguarding for women across events and the industry
Influence and help shape stronger industry standards and best practice for women’s products, services and engagement across the UK & Ireland
WMAG Leadership, Board Champions & Founding Group Members
WMAG brings together industry professionals and advocates from across diverse sectors, ensuring broad experience and insight:
- Rebecca (Becs) Richardson – CEO & Co‑Founder, Running Industry Alliance (RIA)
- Lucy Greenhalgh – ASICS, RIA Advisory Board Champion
- Kate Allan – Compete PR, TIA Advisory Board Champion
- Helen Webster – Kelsey Media, TIA Advisory Board Champion
- Kayleigh Howard – Sport In Mind, WMAG Lead
- Sophie Power – SheRACES, WMAG Lead
- Melanie Berry – Women’s Sport Store, WMAG Lead
- Katie Evennett – Pro:Direct Running
- Michelle Castro – SCOTT Sports
- Penny Welch – Threshold Sports
- Alice Peyredieu – The Great Run Company
- Nicola Fitzmaurice – Revive Active
- Bianca Fernandez‑Clark – Women In Tri UK
- Louise Clark – Howden
- Hannah Sprake – Sporting Insights
- Lia Hamilton – THE•TEAM
- Amber Aitken – Ultra Challenge
- Rosie Hislop – Find A Race
- Susie Roberts – Nice Work
For more information on WMAG, its members, and how to join, visit the dedicated webpage.
Running Industry Alliance (RIA) connects ten defined sectors of the running industry – Brands, Retailers, Events, Charities, Communities, Media, Distributors & Agents, Buying Groups, Service Providers, Suppliers, and NGBs/NGOs – across the UK and Ireland, with global reach due to growing links with European and International markets. Our dynamic network fosters continuous conversation to galvanise, align, elevate, inform, educate, collaborate, and advance the industry at home and abroad.
Triathlon Industry Alliance (TIA) exists to connect, support and grow the business of triathlon and multisport. Bringing together events, brands, retailers, coaches, governing bodies, charities and service providers, TIA creates a collaborative space where the industry can share insight, build partnerships and shape the future of the sport together. Through membership, research, networking and industry events, TIA helps businesses thrive while championing innovation, inclusivity and long-term growth across the triathlon ecosystem.
