Enhancing sports participation, fan engagement and spectator experiences

Cube Active is the brand name behind Cube’s own events and those we run for our clients. A diverse range of accessible, challenging and fun events, managed and operated by Cube’s highly skilled on-event team. 

Recognising the importance of inclusivity in sport we work with sporting organisations, charities and businesses supporting sports athletes, developing sporting opportunities, and collaborating on focused engagement and activations.

We own and manage many events and work actively with brands, clubs, councils, venues and voluntary organisations to encourage sports participation at all levels, including developing grassroots sport and supporting innovative concepts within the sports industry.

  • Inclusive sporting events
  • End-to-end event management services
  • Consultancy and design
  • Strategic and commercial planning
  • Powerful branding opportunities
  • Operational and infrastructure expertise
  • Tailored retail and hospitality programmes
  • Full marketing support
  • Ticket and website management services
  • Exceptional customer satisfaction
  • Global sports event experience
Whether you’re looking to incorporate one of our events to enhance your own, complement your event with one or more of our innovative services, or looking for a full operational event management service, we will produce a detailed event execution plan catered to your needs.

Our talented team can bring expertise from all sectors in the events industry, including venue branding and pop-up structures, as well as retail, ticketing, staffing, website and marketing management, all underpinned by our exceptional sustainability and compliance know-how.

We will work in collaboration with your team to produce a detailed event plan that fits within your needs and produce a timeline of what needs to be completed in the build up to your event.

Events organised by a highly skilled team.



The Most Accessible Cycle Sport Event

streetvelodrome event

StreetVelodrome is the world’s most accessible live cycle sport event – an award-winning, entirely free to participate, pop-up event solution which brings cycle track racing to the public.

Central to the velodrome’s structure are two dramatically banked corners which allow riders to experience the thrill of Olympic-style cycle track racing. The rest of the equipment forms a highly-branded fanzone area and is full of atmosphere with live music and celebrity presenters keeping spectator crowds entertained. 

The track can be utilised in various ways:

  • for community programmes
  • for competitions
  • for corporate challenges
  • for charity events
  • for fanzones

StreetVelodrome also forms the centre piece of Bike Party – a highly charged pro race programme with intense racing and exciting spills and drama, all supported by guest DJ’s and Ibiza-style partying.


Ride. Eat. Drink.

madhare cycling sportive

Cycling in the great outdoors, then sharing good food and drink with friends…that’s what MadHare is all about. Cycling events that enjoy the good things in life.

Since 2012, MadHare have seen riders from all walks of life take on the challenging routes of their iconic sportives and cycling events through picturesque English countryside. Not for the fainthearted, riders need the fitness to conquer the hills, the physical strength to cope with the distance and the mental strength to overcome the inevitable challenging weather conditions. But once the riding’s over, a very warm welcome awaits!

Events include:

  • Mad March Hare
  • Mad Summer Hare
  • Mad Hatton


Inspiring Change

cycling futures

Cycling Futures is a ground-breaking outreach programme which offers greater access to cycling and inspirational experiences for primary school children. The programme fully supports the campaign to get cycling supported within schools, not merely as a sport or leisure activity, but as a life skill, recognising its positive social economic impact and health benefits.

The Cycling Futures programme includes:

Schools Outreach Programme

  • downloadable resources for use in the classroom
  • cycling-related lesson plans and activities, aligned with the national curriculum

 StreetVelodrome Track Experiences

  • exciting cycle sport experiences for school groups
  • one-to-one coaching with a professional elite rider
  • full equipment provision

The programme brings an effective means of ensuring future behavioural changes, healthier lifestyle choices and more sustainable individual mobility.


E-Motorsport For The Young

nexgen ekarting helmet

The Nexgen Series is an electric cart championship designed to engage young children and motivate their choice of STEM subjects (Science, Technology, Engineering and Maths) at school.

Targeting 8 to 14 year-olds and influencing their subject choice through encouraging STEM, the Nexgen programme offers a solution to the current lack of interest in students for these subjects.

The Nexgen programme in a nutshell:

  • communication and education
  • inspiring young minds and setting aspirational goals
  • interactive programmes
  • online participation
  • race attendance
  • STEM exhibitions

Inspiring the next generation of designers, engineers and scientists is critical, and Nexgen offers a great tool for this purpose.