25th World Congress of AIMS

09:00–17:00 Annual Meeting of AIMS Board

09:00–17:00 Annual Meeting of AIMS Board

Arrival of delegates

13:00–21:00 Information and registration for delegates

Side-event: Visit to Polaria

Side-event: Social gathering

08:30–09:00 Arrival, Reception and Registration

09:00–09:15 Welcome words by AIMS President, Host City Representative, and Local Organising Committee

09:15–09:55 Presentation #1: Midnight Sun Marathon
Inspiring the World from the Arctic

The host race shares how unique natural conditions (midnight sun, northern lights, polar climate) can attract global runners and transform a city into a sports tourism destination.

Speaker:

Nils Isaksen Haetta Race Director, Midnight Sun Marathon

09:55–10:35 Presentation #2: The Future of Running Tourism
Building Cities through Sport

This session explores how marathons can act as catalysts for tourism, cultural exchange, and city branding, both in major capitals and in smaller destinations. From the perspective of the Beirut Marathon, this would offer a powerful opportunity to highlight how a running event can contribute to rebuilding a city’s image, strengthening community ties, and attracting international attention, even in the face of social, political, and economic challenges.

Speaker:

Françoise Nehme Head of Operations, Beirut Marathon
Francoise Jean Nehme is the Head of Operations at the Beirut Marathon Association, where she plays a key role in the planning and execution of one of Lebanon’s most prominent sporting events since 2016. With an extensive experience in event management of more than 20yrs and logistics, she oversees the operational delivery of large-scale races, ensuring seamless coordination across teams, partners, and thousands of participants. Through her work, Francoise contributes to advancing the marathon’s mission of promoting unity, resilience, and community engagement in Lebanon, aligning with the association’s broader impact on society through sports initiatives and international participation. Francoise has a 13yrs experience in B2B Trade Shows Organization and worked in the industry in the MENA region and Europe.

10:35–11:05 Coffee Break and Networking

11:05–11:45 Presentation #3: Tech at the Edge
How AI Is Transforming Race Organisation in Practice

How AI and data-driven tools are already transforming race organisation in practice – from participant communication and marketing to logistics and decision-making. This session shares practical examples and accessible solutions that race organisers of all sizes can start using today.

Speakers:

Jarmo Tuisk Founder of Productory AI Agency
Jarmo Tuisk is a recognized expert in AI whose diverse career spans extensive international experience in product management and strategic planning expertise.
Kristiina Tuisk Head of Artificial Intelligence Development Programme at Estonian Business School Executive Education (EST)
Kristiina Tuisk has been a trainer and consultant at Productory AI Agency for approximately 3 years. Since spring 2023, Kristiina has been leading the artificial intelligence development program at EBS Executive Education. She has also been a guest lecturer at Tallinn University of Applied Sciences and has developed two AI curricula: ‘Using Creative AI Solutions in Education’ and ‘Using Creative AI Solutions in Organizations’.

11:45–12:00 Special Address: World Athletics
A 15-minute update from World Athletics on global running development, partnerships, and alignment with AIMS.

12:00–13:00 Lunch Break

13:00–13:40 Presentation #4: Our Way To Sustainable Running

Examining climate responsibility in the running industry, with Arctic-specific insights on how fragile ecosystems can guide sustainable practices.

Speaker:

Mats Hedenström CEO and Managing Director, Marathongruppen, adidas Stockholm Marathon (SWE)
Mats Hedenström, born 1969, is since July 2025 CEO of Marathongruppen in Stockholm, Sweden. Mats was born and grew up in Stockholm, Sweden. After elementary school and high school graduation he did his military service at the ranger regiment K4 in Arvidsjaur. He has been studying law and economy at the University of Stockholm. Mats has over the years been very involved in politics and society development and was for 15 years working for the Moderate party in different roles, among them as Head of the party office for the Moderate party in Gothenburg and political adviser to the Mayor of Stockholm. In recent years Mats Hedenström has been working as Head of Regional Growth Department at the County Administrative Board in Stockholm and Head of Policy at the Swedish Trade Federation. Mats has also been president for the AIK Icehockey Club and member of the board of Marathongruppen. Since April 2026 Mats is also member of the board of the Royal Swedish Opera.

13:40–14:40 Annual AIMS Reports: Reflecting on Achievements and Looking Ahead

14:40–15:10 Coffee Break and Networking

15:10–15:50 Nomination Presentations for Board Election

15:50–16:20 Proposals for Hosting the 26th World Congress of AIMS

16:20–16:35 Proposed Amendments to the Articles of Association

19:30–21:00 Welcome Dinner

Midnight Sun Experience - Cable Car

08:30–09:00 Arrival Reception and Networking

09:00–09:40 Presentation #5: The Business of Endurance
Attracting and Retaining Sponsorship in a Competitive World

This session explores how marathons can position themselves as powerful marketing platforms for brands. From digital storytelling to sustainability partnerships, discover what sponsors are truly looking for in 2026 and how events can deliver long-term value.

Speaker:

George Hutchins Head of Sponsorships, UK & Ireland – Tata Consultancy Services
George leads the UK & Ireland sponsorship strategy for TCS, managing partnerships across sport, technology, mass‑participation events and activates the Jaguar TCS Racing partnership in London. He has managed properties such a TCS Lidingöloppet, TCS Amsterdam Marathon, Schneider Electric Paris Marathon, KLM Open, advised on the TCS Sydney Marathon & the TCS London Marathon. He focuses on building impactful, purpose‑driven programmes that elevates the TCS brand, strengthens community engagement, and showcases the company’s innovation through AI.

09:40–10:20 Presentation #6: AIMS Sponsors Presentations

10:20–10:50 Coffee Break and Networking

11:00–12:00 Panel Discussions

Running in the Digital Age – Social Media, Communities, and the Next Generation of Runners; Youth and Women in Running

12:00–13:00 Lunch Break

13:00–14:15 Interactive Session
Together Under Arctic Skies

An open-floor exchange where delegates co-create visions for AIMS’ role in uniting global running communities under shared values of inclusion, sustainability, and growth.

14:15–14:45 Coffee Break and Networking

14:45–15:15 Summary of Interactive Session

15:15–16:00 Presentation #7: The 5 Golden Principles of a Race Start
Crowd Flow & Crowd Management

An engaging session on how crowd flow impacts both safety and runner experience. Marcel shares five universal principles that apply to races of any size, offering practical, science-based takeaways for organizers worldwide.

Speaker:

Marcel Altenburg Crowd Safety Consultant and Programme Leader of Crowd Science at Manchester Met University
Marcel teaches the MSc Crowd Safety and Risk Analysis, at the world’s leading university in Crowd Science. Apart from research, he also provides crowd science solutions regarding safety, risk and efficiency for projects around the globe.

Photo of congress delegates

19:00–22:00 Dinner

08:00–09:00 Pick up the voting card

09:00–09:30 Host City Voting

09:30–10:15 Board Election Voting

10:15–10:30 Announcement of Voting Results

10:30–10:45 Closing Ceremony
Final remarks and official closing of the Congress

10:45–11:15 Farewell Coffee

13:00–14:00 Lunch

15:00–17:00 Post Congress AIMS Board Meeting

Start Coop Mila 10 km race

Start Midnight Sun Marathon

Start Mizuno Half-Marathon

Award Ceremony Midnight Sun Marathon

Departure of delegates