— About
Building the infrastructure behind global endurance.
World's Sports Group was founded in Sweden with a vision to make endurance participation more accessible globally.
Today, WSG powers one of the world's largest structured endurance participation ecosystems.
— A vision for global participation
"Endurance sport provides a unique opportunity to not only improve your physical and mental health, but also to broaden your horizons and challenge what you thought were your limitations. It unites people from all cultures and backgrounds in the celebration of movement. Maybe that's why I love cheering the last participants across the finishing line — they really have pushed their own boundaries and inspired so many others along the route. My goal is to make endurance sports more accessible and help athletes find unique and inspiring events across the globe."
— Timeline
From 2010 to today.
- 2010
Ahotu is founded
Ahotu launched with a vision to create the world's most comprehensive endurance event database, helping athletes discover races globally.
- 2016
World's Marathons launches
World's Marathons was founded in Sweden to make international endurance participation more accessible. The company joined the STING Accelerator in Stockholm the same year.
- 2017
International registrations at scale
WSG launched its global marketplace infrastructure, enabling organizers to reach and register athletes across international markets.
- 2018
RaceOffice™ infrastructure launch
RaceOffice™ was introduced to support organizers with scalable registration management, athlete communication and international operations.
- 2019
WSG is formed
The merger between World's Marathons and Ahotu created one of the world's largest endurance participation ecosystems.
- 2020
Supporting virtual participation
As endurance events adapted during the pandemic, WSG expanded into virtual participation experiences to keep organizers and athletes connected globally.
- 2021
Expansion beyond running
WSG expanded into triathlon, cycling, trail running, ultra and more — broadening the participation ecosystem significantly.
- 2023
Infrastructure modernization
Ahotu underwent a major platform rebuild with a new technology stack, upgraded data infrastructure and a redesigned global user experience.
- 2023
Garmin partnership
Garmin integrated Ahotu events into Garmin Connect across web and mobile, expanding event discovery directly into the athlete training experience.
- 2024
Strava route integrations
WSG partnered with Strava to integrate route maps and improve event exploration and planning across thousands of events.
- 2026
Expanding the participation layer
WSG continues expanding through deeper organizer partnerships, richer event data, multilingual growth and new participation-driven integrations across the active lifestyle economy.
— Join us