Always Aim High Events is a renowned event production company based in North Wales, specializing in high-quality, adventure-driven sports events. They are recognized for organizing some of the UK's most challenging and scenic races, combining a passion for endurance sports with a dedication to showcasing the natural beauty of Wales. The company was founded to create events that inspire athletes of all levels to push their limits while enjoying the outdoors.

Prominent Events:

Always Aim High Events produces a diverse range of sporting events, including triathlons, duathlons, running races, and cycling events, focusing on incorporating Wales’ dramatic landscapes. Some of their signature events include:

• XTERRA Snowdonia Eryri Trail Running Event: Perhaps their most prominent event, this trail race, is held in Snowdonia National Park and will serve as the host site for the 2025 XTERRA Trail Running World Championship. This race is part of the globally recognized XTERRA series, offering distances from a marathon (42 km) to shorter routes like the 21 km and 10-12 km. The event draws top-tier international athletes, along with local and amateur participants. It is renowned for its rugged, technical terrain and stunning vistas.
• Snowdonia Marathon Eryri: Another flagship race, this marathon weaves through the heart of Snowdonia, offering runners one of the most scenic and challenging courses in the UK. It has become a bucket-list event for long-distance runners.
• Slateman Triathlon: A favorite among triathletes, this event combines a swim in the cool waters of Llyn Padarn, a bike ride through mountainous terrain, and a challenging run through the slate quarries and hills of North Wales. It’s part of a series of triathlons held by Always Aim High.

XTERRA Partnership:

Their partnership with the global XTERRA brand has elevated Always Aim High’s reputation on the international stage. The XTERRA Snowdonia Eryri event, now established as one of the most challenging and scenic in the XTERRA series, has solidified their role as a key player in the global trail running community. The 2025 XTERRA Trail World Championship will mark an exciting milestone, bringing elite athletes from across the globe to compete in the iconic landscapes of Snowdonia.

Commitment to the Community and Environment:

Always Aim High Events places a strong emphasis on sustainability and community engagement. They collaborate with local businesses and charities to ensure their events have a positive impact on the region. Additionally, they strive to implement eco-friendly practices, aiming to minimize the environmental footprint of their events while promoting the natural beauty of Wales. By delivering world-class events in stunning locations, Always Aim High Events has earned a reputation for excellence in event production and continues to grow in both stature and scope on the UK and international endurance sports scene.