Curly's Athletes is a local events organisation known for delivering inclusive running and community-focused events, they have built a reputation not just for high quality experiences, but for creating a sense of belonging that keeps participants coming back.

For many organisations, ESG (Environmental Social Governance) can feel like another framework to manage. Policies, targets, reporting and strategies often take centre stage. Curly’s Athletes is quietly proving that sustainability and community don’t have to be complicated or performative. Their approach can be summed up in a simple ethos: “be better, not perfect”.

ESG for Curly's isn’t treated as a standalone initiative or a marketing exercise. It’s part of everyday thinking. As the events industry has become increasingly fast-paced and commercial, they recognised the importance of preserving the sense of community and belonging that brings people to these events and keeps them coming back! This has naturally shaped the way they approached ESG. Not as a policy to follow, but as a reflection of who they are.

Practical sustainability that makes a difference

Environmental sustainability at Curly's Athletes is pragmatic rather than preachy. Their approach focuses on everyday choices that reduce impact without compromising the participant experience.

One example is transport. Limited parking at events isn’t seen as a problem to solve but an opportunity to influence behaviour. By design, it encourages car sharing, walking and the use of public transport, reducing emissions while reinforcing community interaction.

The team also deliberately uses select events as testing grounds for greener ideas. At the Scunthorpe Big Green Event, Curlys introduced wooden medals and gave participants free wildflower seeds. These are small actions that extend environmental impact beyond the event day itself.

Single‑use plastics have been another area of focus. Despite additional cost, Curly's made the decision to move from plastic to paper cups. At the finish line, bottled water has been removed almost entirely. Instead, paper cups are paired with refill stations, allowing participants to hydrate as much as they need while significantly reducing plastic waste.

For Curly's Athletes, the thinking is straightforward: if there’s a better option available and it works operationally, it’s worth exploring.

Investing in better solutions

One of the organisation’s biggest environmental improvements has come through rethinking event power sources. Traditional generators were recognised as noisy, carbon-intensive and less efficient operationally. In response, Curlys Athletes trialled portable solar-charged battery systems as an alternative.

While the upfront investment was higher, the long-term benefits quickly became clear. The quieter systems improved the atmosphere at events by allowing music, commentary and conversations to take centre stage without background generator noise. They also proved easier to transport, more flexible on-site and significantly better from an environmental perspective.

Today, those battery-powered systems are used across all Curlys Athletes events. This is a strong example of how choosing to invest in better solutions can create positive environmental, social and operational outcomes at the same time.

Importantly, the team is also open about the areas where improvement is still needed. Current race numbers are produced using Tyvek, which remains difficult to recycle. Rather than ignoring the challenge, Curlys Athletes is actively exploring more sustainable alternatives. Being better, not perfect, means recognising there is always more to learn and improve and being willing to keep moving forward anyway.

A different way of thinking about Environmental Sustainability

The impact created by Curlys Athletes doesn’t come from glossy sustainability reports or complicated targets. It comes from everyday choices rooted in care, community and common sense.

By prioritising people over profit, long-term impact over short-term convenience, and action over appearance, they are showing that environmental sustainability doesn’t need to feel overwhelming or corporate. In an industry searching for authenticity, Curlys Athletes is showing that sometimes the most meaningful change happens when organisations stop trying to be perfect, and instead commit to being better, every day.

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