 Our concept art for how Pullman could create an impactful brand experience. The Strategy Pullman Rotorua joined the Whaka 100 as Official Accommodation Partner, tapping into one of the Southern Hemisphere’s largest MTB events. With 94% of riders traveling from outside Rotorua, the partnership was a natural fit.
 We created content on one of our key athletes attending to take part in the event, including his stay at Pullman. Results
Impact This partnership showcased how a luxury hospitality brand can become part of the mountain biking lifestyle—offering comfort, connection, and convenience to riders, while driving measurable business outcomes. The Pullman Rotorua stood out from the crowded accommodation market through thoughtful touches, authentic integration, and community involvement.  Sponsorship includes relevant digital and physical brand touchpoints, such as banners and flags. As Rotorua’s premier five-star hotel, Pullman Rotorua sought to align with a partner that could deliver not just short-term guests but year-round visibility and loyalty within a high-value audience. Their goals included filling rooms, growing food & beverage sales, and creating meaningful connections with New Zealand’s passionate mountain biking community.
We worked with the General Manager and team to understand their objectives, create measurable KPIs and provide a number of ready-to-go activation and leverage ideas to make it happen. Objectives:
 A Partnership Built on Cheeky Ideas & Real Results The Challenge New to market, That’s It was a fresh face in the competitive skincare space, offering first aid creams, lip balm, and later, a chamois crème. They needed to cut through the noise with an active, health-conscious audience who care about what they put on their skin. Their goals? → Brand awareness → Sampling at scale → Real engagement with potential customers The Partnership As naming partner of the Whaka 10km Fun Ride for three years and counting, That’s It found the ideal platform at NZ’s premier mountain bike event — one that attracts 3,200+ riders and a buzzing family-focused crowd. The 10km category gave the brand standout exposure with a younger and family audience bias. But the magic happened beyond just logo placement.
 📈 The Results ✅ 170+ leads from a single campaign ✅ Expanded footprint across multiple Nduro events ✅ Positive year-on-year feedback in debriefs ✅ Genuine brand love from participants And most importantly, they renewed and expanded to our Run The Forest event to connect with a wider audience.  💬 In Their Words
"We are super excited to be a part of Run The Forest and love working with Nduro who come up with crazy fun ideas to make events awesome to be part of. We love all the wee extra bits that give people a smile!” — Vanessa Dickie, Co-owner, That’s It 🧠 The Takeaway Working with Nduro isn’t just about sponsoring an event — it’s about finding the smartest, funniest, and most effective ways to connect your brand with passionate people. From porta-loos to purchase funnels, we make it memorable.  More than three thousand people will be lacing up their shoes to run, jog or walk through Rotorua’s tourist hot spots this weekend. 2024’s Run the Forest, presented by Wai Ariki Hot Springs and Spa, is set to get underway from 8am on Saturday (10 August). This year’s event has seen record growth – with 30% more entries than last year and around 91% of participants coming from out of town. “Last year we sold out, so this year we added in more capacity, and we've sold out again. The high entry numbers are proof the event – and, by extension, Rotorua – has well and truly bounced back from COVID. There’s so much vibrancy in our city and this run really celebrates how unique it is,” says Event Director Helene Nicholson. Around 2730 of the 3000 participants will be travelling to Rotorua for the event. Nicholson says they’re coming from all over the globe. “In New Zealand we have entrants from the Kari Kari Peninsula in the far north to Invercargill in the deep south. Many more are coming from overseas, including runners from Uruguay, Canada and across Europe.” “Rotorua’s natural appeal and our one-of-a-kind course make this a run like no other. Participants make their way past natural wonders like geysers and through wonderful cultural centrepieces including Te Puia and Whakarewarewa Living Māori Village … it’s pretty special.” Entrants can choose to run or walk a range of race options – the 21km Pohutu Geyser Trail, the 10km Geothermal Traverse and 7km Redwoods Trail. First held in 2018 with around 1200 participants, the event has grown significantly over the years. 2023 brought with it an estimated $2m economic boost to the local economy and an estimated 7,500 bed nights. “This year we’re hoping to top those figures – there’s a lot of buzz and excitement in the city as we prepare to welcome participants and their supporters” says Nicholson. Jeff Slessor, co-owner of local restaurant Poco Tapas & Wine, says the weekend is looking busy with people making bookings to dine after the event. “It’s great to see visitors back in Rotorua post-COVID. Those who come here know Rotorua has something magical about it. We’re incredibly proud of our city and love hosting and showcasing our friendly hospitality.” Partnering with Run The Forest made sense to Wai Ariki general manager Debbie Robertson, who is expecting a boost in manuhiri to Wai Ariki this weekend. “The event is a great way to get people to Rotorua in winter and Wai Ariki is the ideal place for them to rest and relax after their big day out on the trails of the Whakarewarewa Forest. The world-class thermal bathing experiences at Wai Ariki draw on the centuries-old legacy of Ngāti Whakaue practices and culture, all housed in award-winning facilities. “The event embodies what Wai Ariki is all about – celebrating everything Rotorua has to offer, our culture, our unique geothermal features and local hospitality.” Nicholson says preparations are progressing well – over 1,150 CLIF energy bars have been sourced to help tired runners recover, along with more than 6,000 litres of PURE sports Nutrition electrolyte. “It’s been an enormous effort from everyone involved to ensure the event is smooth sailing on the day. We’ve been lucky to have huge buy-in from volunteers too, with more than 50 volunteers signing up to give us a hand. The community really has come together to make the event happen.” Nicholson says it’s been great to have people from “all different ages and stages” sign up to the event – the youngest participant is just six years old. The oldest is 80. “This event is about having fun. In the middle of winter, sometimes you need something to look forward to that pulls you out of the funk, and there’s no better way to do that than by taking a run through world-class scenery and a weekend away.” Find out more about Run The Forest and the sponsorship opportunities available here.  Run The Forest, the fun and social winter run for all abilities, is thrilled to announce a new three-year naming rights partnership with Wai Ariki Hot Springs and Spa, the new world-class experience built on the legacy of Māori culture and Ngāti Whakaue healing practices. This exciting collaboration promises to showcase the best of Rotorua to participants from across New Zealand.
On 10 August, Run The Forest expects to welcome around 3,000 runners and walkers across its three scenic courses. The routes celebrate the unique nature and culture that Rotorua is privileged to have, including the majestic Redwoods, native forests, geothermal wonders, and cultural centres such as Te Puia and Whakarewarewa Living Māori Village. “The run is all about getting people together in a fun and positive way, connecting with nature and each other.” said Mike Cockin, Marketing Manager at Run The Forest. “A riot of colour through the city and forest, on-course entertainment to keep people motivated, and a challenge for whatever your goal might be, from walking the 7km Redwoods Trail to trying to win the 21km Pohutu Geyser Trail”. "We are excited to be partnering with Wai Ariki," said Tim Farmer, Race Director at Run The Forest. "As a locals ourselves, Nduro Events is all about organising events like Run The Forest that drive lasting positive impact for Rotorua, its businesses, and communities. What's important for us is bringing that vibrancy back to the city. . Last year the event generated an estimated $2m in local spending over the event weekend. Working local partners like Wai Ariki showcases the best Rotorua has to offer, leaving participants wanting to return again and again.” Wai Ariki, a unique offering that complements Rotorua's outstanding tourism destinations, will play a significant role in this and future events. "We are excited to be partnering with a local event that connects at a national scale," said Debbie Robertson, General Manager at Wai Ariki. "Next year, we’re planning on hosting the finish line right here at Wai Ariki, bringing people into the heart of the city. We're working together on how we can bring more people to our incredible city this year and in the future.” For more information about Run The Forest and to register for the event, visit www.runtheforest.co.nz. To find out more about Wai Ariki Hot Pools and Spa, visit www.wai-ariki.co.nz. Find out more about sponsorship opportunities with Nduro Events.  The Shimano Volcanic Epic presented by Tineli, is back for its third year, promising even more thrills and competition. Held from 26-30 March 2025, the five-day stage race will take riders through the breathtaking landscapes of Rotorua and Taupō on New Zealand's geothermal plateau. With the option to compete solo or in pairs, and a two-day option for those seeking a shorter challenge, the event is set to cater to a wide range of mountain biking enthusiasts. Reflecting on Last Year’s Achievements The 2024 Volcanic Epic was a standout event, drawing 350 riders from 11 countries, including Australia, Canada, the US, and New Caledonia. The economic impact of the event was significant, generating in excess of $1.3 million NZD. Participants ranged from professional teams to avid weekend riders, all eager to experience New Zealand's premier singletrack.  Strong Start for 2025 Since the launch on April 17, the 2025 race has seen a surge in interest, with over 30% of spots already filled. The event is attracting a more diverse international field this year, with participants from 15 countries, including Brazil, Ukraine, Ireland, and Hong Kong. New Routes and Community Highlights This year’s race promises new and exciting courses around Rotorua and Taupō, featuring some lesser-known singletrack routes that are sure to challenge and delight riders. "We are thrilled with the rapid uptake and international interest this year," said Tim Farmer, Co-owner and Race Director. "The Volcanic Epic is all about showcasing the incredible trails and community spirit of our region. We're looking forward to another unforgettable event." "The Volcanic Epic serves as a curated expedition, offering international and out-of-town visitors a valuable impression of our distinctive natural landscapes, businesses, and communities." remarked Andrew Wilson, CEO of RotoruaNZ, on last year’s event. "Accessing an abundance of singletrack trails from Rotorua underscores the geothermal plateau's status as the premier hub for New Zealand mountain biking,"
Find out more about the Volcanic Epic on the official event website or here for sponsorship.
 The Nduro Events Operations Manager takes out the Best Emerging Event Professional award at the 2023 New Zealand Event Awards!
In six short months Helene moved from working in the performing arts and conference management to applying her skills in staging design, production logistics, and people management to help deliver not one, but two major multi day mountain bikes events –the Whaka 100 and the Volcanic Epic – with stunning results. Having never worked on a mass-participation sport event, to expertly deliver the largest MTB event in the Southern Hemisphere (and largest cycling event in 2022 with over 3,000 riders), and NZ’s largest MTB stage race is a huge achievement. The Whaka 100 for 2022 was in many ways a new event, being rebuilt from the ground up off the back of a 2021 postponement and painful cancellation early 2022. This included new venue layouts, processes, vendors and more. Nduro had never done a stage racing format event before, which also spanned multiple locations from Rotorua, Tokoroa and Taupo. Helene had to develop new processes with guidance from her manager and race director, Tim Farmer, as well as relationships with new stakeholders and vendors. She has perfected the eye for venue management in a short time - able to spot potential problem areas, direct a high standard of branding, and problem solve rapidly behind the scenes without hindrance to the event experience. Helene brought experience leading small teams in her previous roles. Since joining Nduro Events, she’s grown in her responsibilities and leadership skills. She’s led multiple paid and volunteer teams across our events, ranging from seasoned event experts to individuals with no previous experience. Helene is able to manage them all to get the most from them as well as ensure they have an enjoyable event experience. Helene also demonstrates leadership through her ability to adapt and respond. The Volcanic Epic Day 2 was meant to take place at Craters MTB Park in Taupo, which was heavily damaged by Cyclone Gabrielle. In under two months Helene had moved the venue to the backup location of Kinloch, along with all the permissions, information drops, process and briefing documentation updates and more. For the Whaka 100, Helene worked closely with Rotorua Lakes Council and local businesses to deliver the Eliminator event in Rotorua CBD. Helene managed multiple iterations and concepts of the event as she navigated what was possible before locking in Pukaki Street. Helene’s ability to work with, and deliver for stakeholders has been a crucial part in the successful delivery of, but also sustainability for future events. She’s demonstrated a strong ability to build rapport rapidly, taking over relationships Tim has held for years and continuing to nurture them. During this time, Nduro has had up to 4,000 registered participants across its events portfolio. Helene managed athlete services, answering questions and solving issues, which everyone can agree is challenging both from a time and mental energy perspective. Bringing fresh eyes from outside the mass-participation sport world, and quickly learning in her role, Helene has been able to bring innovation into Nduro Events. She was instrumental in the adoption of digital site planning tool OnePlan, enabling rapid planning of venue spaces for all our events, quantifying of resources required and more. The tool is now used for all our events portfolio. Helene also innovated to improve the participant registration experience. With the team, she led the roll out of posted registration packs as part of a ‘premium check-in’ option for those unable to attend the pre-event registration. This has enabled us to create an additional revenue stream, event and sponsorship touch point and alleviate a pain point some of our participants had every year. From managing logistics to fostering stakeholder relationships and introducing innovative tools, Helene's impact on the mass-participation sports event landscape is undeniable. Her story is a testament to adaptability, innovation, and leadership, setting a new standard for success in the industry. Congratulations, Helene! We are thrilled to announce that the Whaka 100 MTB Marathon has been honoured with the title of 'Event of the Year' by Mountain Biking New Zealand (MTBNZ) for the 2022-23 season. This recognition is a testament to the exceptional level of dedication and excellence demonstrated by the Nduro Events team and all those involved in making the Whaka 100 a standout event in the New Zealand mountain biking community.  The decision to award the 'Event of the Year' upon the Whaka 100 was made unanimously by the Mountain Bike New Zealand executive. They were deeply impressed by the unparalleled delivery and organisation of this event, which has consistently set new standards within the New Zealand mountain biking scene. “The executive all agreed the level of delivery Nduro Events have achieved with this event is basically unmatched in NZ” said Ryan Hunt, President of MTBNZ. One of the key highlights that contributed to this recognition is the successful integration of National Championship events into the Whaka 100.
This achievement reflects the hard work, commitment, and vision of the entire team, who have tirelessly strived to make the Whaka 100 a pinnacle of excellence in the sport. "We are honoured and humbled to receive this award from MTBNZ," said Tim Farmer, Race Director. "It's a recognition of the passion and dedication that our team, sponsors, volunteers, and participants put into the Whaka 100 year after year. We are committed to continuously raising the bar and delivering an exceptional experience for all mountain biking enthusiasts." The Whaka 100 has always aimed to provide an unforgettable experience for riders of all levels, from amateurs to elite competitors. Its commitment to excellence has earned it a special place in the hearts of mountain biking enthusiasts nationwide. As we celebrate this remarkable achievement, we extend our gratitude to MTBNZ and the entire mountain biking community for their continued support. We look forward to welcoming riders and enthusiasts to the 17th edition of the Whaka 100 in October, where we will continue to push the boundaries of excellence in mountain biking. We're proud to announce that Nduro Event is a triple finalists in the 2023 NZ Events Association Awards:  |
