The People Your Brand Needs to Reach
Before a single banner goes up, a brand manager needs to know who will see it. This page presents the B-Active Events audience profile — the demographics, geographies, and reach data across our 2026 event portfolio. The complete data set, including email statistics and per-event figures, is available in the downloadable media kit.
Audience at a Glance
Male/Female Split
Average email open rate
New athletes added annually
Core demographic age
Who the B-Active Athlete Is
Athletes who participate in organised endurance sports in South Africa invest significant time, money, and planning into their sporting lives. Participation in events run through entry.bactive.com requires active registration, entry fee payment, and commitment to training. This is an opted-in, engaged community — not a passive audience reached through algorithm targeting.
The profile below represents a general description of who participates in organised endurance sport in South Africa.
Age range
8 years to 68 years
Gender split
55% male / 45% female
Geography
Johannesburg · Durban · Cape Town · Sun City · Wild Coast
Geographic Reach
Opted-in and registered
Every athlete in the B-Active database has registered through the event entry system at entry.bactive.com. This is an active opt-in — they have chosen to register, paid an entry fee, and provided their contact information in the context of a specific sporting event.
Socially active on race day
Race day generates organic social content — bib reveals, finish line photos, and results posts. Branded race bibs, sponsor finish line arches, and activation backdrops extend brand visibility through athletes' own social networks at no additional cost to the sponsor.
Invested in their sport
Participation in organised endurance sport requires investment in gear, nutrition, coaching, and event travel. Athletes who enter multiple events per year across B-Active Event's calendar are demonstrably committed consumers in their sporting category.
Email Database
Athletes who register through entry.bactive.com opt in to receive event communications from B-Active Events. This database is the foundation of the email advertising inventory. Full database figures are available in the media kit.
Frequently Asked Questions
B-Active Events attract athletes who participate in organised endurance sport in South Africa. They invest deliberately in their sporting lives and carry those values into their purchasing decisions. Full demographic data is available in the B-Active media kit, sourced from event registration records.
B-Active Event's 2026 calendar covers Johannesburg (Gauteng), Durban (KwaZulu-Natal), Cape Town (Western Cape), Sun City (North West Province), and the Wild Coast in KZN.
Yes. Individual event sponsorships can be structured to target a specific city — for example, TinMan Durban for the KZN market, TinMan Joburg for Gauteng. Multi-event packages offer national coverage.
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