An exclusive event built to connect the entire action sports ecosystem

Come and join the UK and Europe's top action sports facilities, operators, brands, NGBs, agencies, advisory firms and thought leaders to connect, engage and be inspired.

With a wave of unprecedented growth and robust investment flooding in from diverse quarters, the action sports sector finds itself in a position of strength with a promising future unfolding. Collaboration among stakeholders becomes paramount as the industry steers towards shared objectives, marking a pivotal moment in the journey of action sports.

With a focus on education and exchange, the annual Action Sports Forum brings together speakers, panel discussions, and engaging dialogue over the course of two days. Attendees can look forward to opportunities to enhance their skills and experience firsthand Graystone’s first class facilities.

ASF 2025 Event Schedule

  • Andrew Cotton is a professional big wave surfer, top level athlete, and adventurer. He is now one of the world’s most respected big wave surfers basing himself in Nazare, Portugal and West Ireland for much of the big wave season. He also travels the globe surfing some of the biggest and heaviest waves on the planet such as Peahi in Hawaii, Mavericks in California and The Right in West Australia.

  • With the success of the inclusion of skate, freestyle BMX, surf and climbing over the last two Olympic cycles, which other sports will be in contention to make it into future Olympics? Hear from those sports who are knocking on the door and hear from those on the inside of thre sports on why they should be included. Shark Tank-Style pitches with questions from the audience and final vote from audience.

  • Whether your action sports facility is a charity, CIC or for profit, funding is critical for survival. This session will uncover what funding is out there, the advantages and disadvantages of different froms of funding and how to go about applying for it.

SEPTEMBER 22, 2025


Welcome Lunch upon arrival and Burgers & Brews at the end of Day One, fostering ample networking with industry colleagues!

SKATE, BIKE & CLIMB:

Scheduled window to experience Graystone’s wide range of action facilities alongside expert coaching.

SEPTEMBER 23, 2025

  • The introduction of Wavegarden technology has completely shaken up the surfing landscape, increasing the accessibility and availability of waves and creating an environment for athletes to rapidly progress. So what's next for tech in action sports, carbon fibre skateboards & BMXs, biometrics and movement analysis? And what can be learned from other sports and sectors? Our panel of experts discuss the potential for tech in the industry, but also the potential impact on culture.

  • The action sports market is dominated by white males. How do we do more to even up the split in terms of gender, socio-economic status, race, and ability?

  • Social channels, SEO, direct marketing, - how are you speaking to your market and what are you doing to extend your reach without breaking the bank?

  • Choose the session most suited to you, whether its active, creative or a round table discussion.

    Round table discussion topic: The Why - What is the X-factor that makes actions sports the umbrella we all choose to sit under? More importantly, as an industry, how do we codify these aspects so institutions, government, education and brands can cohesively buy into what we offer.

    Marketing Session:

    Come up with a brand/idea and sell your product to the market - audience is the judge. Para-expression session - model and try para-accesories in the park to broaden appreciation and awareness of the abilities of our group. Pete Spiers leads a Brand Identity breakout. Cement your identity and be confident broadcasting yourself to the world.

  • Action sports facilities struggle to make it work - fact! So how can facilities relieve the pressure? From increasing revenue to reducing costs, this session will help to secure the future of our valuable action sports facilities.

  • Shaun White's Snow League raised $15m from a range of high net worth and institutional investors and had a prize purse of $1.6m over 4 events and prime time coverage on NBC. Red Bull bet £2m on The Featured BMX event earlier this year in Manchester. Is this the future of action sports? Discuss.

Enjoy ample opportunities to connect with industry colleagues over breakfast and lunch!


SPONSORSHIP

We are seeking sponsorship and supporters for ASF 2025, 22-23 September. If you or your company is interested in sponsorship, please get in touch or download our sponsor deck for more information.

The inaugural ASF 2024 was an exclusive invite-only event and admission was free. Thanks to the generosity of our headline sponsors: Lime Street Insurance & Roller Software, we were able to launch this one-of-a-kind event.

Additional support was provided by Firebrand Brewing Company, Boardsport Source, Graystone Action Sports and PIER TO PIER | Action Sports Consultancy.

Red Bull provided energy on the day. Hydration was provided by Liquid Death.

Brews were provided by Firebrand Brewing. Stance provided comfort.

ASF 2024 SPONSORS

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VENUE

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ASF24 Highlights

  • Andy Hadden is the Founder of Lost Shore Surf Resort. The opening of Lost Shore in Edinburgh in Fall of 2024 marks the UK's first inland surf lagoon opening for 5 years. So what does this mean for surfing in the UK, what has been learned from previous openings and what does the future look like for Andy? And what does this mean for the wider action sports industry? Harry Mitchell Thompson from BoardSport Source asks the questions.

  • Hear from our four experts in these four lightning sessions packed with info on:

    1) What’s new in facilities? What's being built, where, when and why?

    2) How is retail holding up? Where is money being spent? Which sports? Who are the NKOTB? Which territories and where is the potential?

    3) What is events marketing saying for 2025? In sports, music, festivals?

    4) How does the future of the leisure (and action sports) market look going forward?

SEPTEMBER 9, 2024


Welcome Lunch upon arrival and BBQ & Brews at the end of Day One, fostering ample networking with industry colleagues!

SKATE, BIKE & CLIMB:

Scheduled window to experience Graystone’s wide range of action facilities alongside expert coaching.

SEPTEMBER 10, 2024

  • The Paris 2024 Olympics marked a pivotal moment for action sports, showcasing them on the world’s biggest athletic stage. This panel dove into a review of how sports like skateboarding, surfing, climbing and BMX freestyle have evolved within the Olympic framework. Panelists explored the impact of their inclusion on global sports culture, the challenges faced, and the reception by both athletes and audiences. They analysed the successes, areas for growth, and the future of action sports in the Olympic movement.

  • Events are the corner stone of the action sports industry, creating connections with community, raising your profile and getting your venue buzzing. But what are the secrets of making an event successful? From getting enough participants, a big enough audience to making it financially viable, for all parties. Our expert panel gave insight.

  • Traditional methods of finance are all but dead. Institutional lending parameters are too rigourous and PE firms want it all. So how do you fund an action sports project? This session on investment took a look at what other options exist for funding your project.

  • Charting the course of action sports from zero to hero. The benefits it has provided but also the sacrifices which have been made. We heard from the old guard on what the journey has looked like, how we have arrived here and what mistakes can be avoided in future. There were a couple of war stories.

  • Skateboard has got a pass until LA 2028, freestyle BMX in Tokyo & Paris gave us numerous medals and we have a world champion in snowboard. So what's the future for action sports in the mainstream market and how are local authorities and national institutions helping to support the future of action sports in the UK. Our expert panel gave their thoughts.

  • Action sports in some form or another are being used to market everything from phones to cars to TVs to soft drinks. But what value does action sports provide to the brand and what value can a brand give to action sports. Our expert panel discussed the future of branding in action sports now that the edgy counter-culture is going mainstream.

  • Our expert panel including Chris McLeod, Senior Innovation Consultant at the UK Sports Insitute and Anthony Gill, Head of Sport at British Cycling, are focused on performance. In this final interactive session, they discussed the pressure on the action sports industry to become more professional and what can be done to stem the seemingly inevtiable disappearance of what was previously an industry founded on counter culture.

Enjoy ample opportunities to connect with industry colleagues over breakfast and lunch!