SORTED Projects & Events has announced it has taken complete ownership of mass participation event Meet Me in the Middle and is preparing to increase the events three-fold in 2018.
Wingman Events & Brand Activation has been appointed as production agency for the series, which held its inaugural event in Sydney in March 2017.
Hailey Mason, managing sirector of SORTED, said of the takeover from Walking Events Worldwide: “We always knew Meet Me in the Middle’s unique offering of fitness, food and wine would have mass appeal and huge growth potential.
“There’s no better way to spend the weekend than with a beautiful scenic walk or run, and then kicking back with friends and family and enjoying a cheeky wine and some delicious food.
“We’re thrilled at Meet Me in the Middle’s success this year, and now as owners of the event, we’re planning for three events in 2018, a national rollout in 2019 and even looking at opportunities to take it international”.
Meet Me in the Middle brings people together as they walk from four starting points in the north, south, east and west to one finishing point where they can enjoy great food and beverages and spend time with friends.
SORTED is seeking interest from sponsors wanting to be a part of Meet Me in the Middle in Sydney, Brisbane and Melbourne in 2018.
“Meet Me in the Middle is so much more than a fitness event, so sponsors have a lot to gain from being able to reach our participants whose interests stretch well beyond that of traditional fun run participants,” Mason added.
Chris Toward, director of Wingman, said: “The mass participation segment has had incredible growth in Australia and globally in the last few years, and it’s becoming a big part of our business annually. We’re thrilled to be on board with another SORTED event and excited to help Meet Me in the Middle take its next step”.