Q&A with Chris Robb, CEO of Mass Participation World 

Chris Robb is the author of the book ‘Mass Participation Sports Events’; a highly sought after International Speaker; Advisor, and CEO of Mass Participation World.

Chris’s life reads like the pages of a novel. His amazing journey has allowed him to impact the lives of millions of people by creating and delivering mass participation sports events across three continents.

While there have been countless highlights, including working on the Sydney 2000 Olympics, meeting Sir Richard Branson at his home on Necker Island, Chris came from humble beginnings, growing up poor on a farm in Zimbabwe.

It has always been Chris’s belief that our greatest opportunity to grow and learn comes from times of extreme pressure. 

Along the way, he discovered that events he initially perceived as “disasters”, were in fact gifts. These significant moments taught Chris the valuable lessons he needed to be successful in business, and what he could do to help other businesses achieve success.

His first business was started with a few thousand dollars, six months after emigrating to Australia. The business grew into a multi-million-dollar international company which was then sold to IRONMAN. 

He has been at the helm of some of the biggest mass events, including the Singapore Marathon, with 65,000 participants. 

ASN: Chris, MPW is celebrating its 10th anniversary this year. What makes this milestone so special?
CR: Reaching 10 years is a huge achievement for us as a community. What started as an Asian focused gathering of like-minded industry leaders has grown into a global movement that unites organizers, sponsors, governments, and suppliers across the mass participation sports ecosystem. This year in Ho Chi Minh City, we’ll not only reflect on a decade of growth, but also look ahead to the innovations and collaborations that will shape the next 25 years.

ASN: Why was Ho Chi Minh City chosen as the host city for MPW25?
CR: Vietnam has one of the fastest-growing sports and wellness markets in Asia, and Ho Chi Minh City is a vibrant hub that reflects this momentum. The city offers world-class venues, a dynamic local community, and strong government support, which makes it the perfect stage to bring together global leaders for meaningful dialogue and partnerships. This will also be our third edition in the city where we’ve had a wonderful partnership with Sunrise Events Vietnam (who are also organizing the HCMC International Marathon that weekend) who share the same vision and are also celebrating their 10^thanniversary. Their journey started with bringing IRONMAN to Vietnam. 

ASN: What can participants expect from MPW25 that’s different from previous years?
CR: With a guiding principle of “conversations not presentations” we’re curating a truly immersive experience — beyond the traditional keynotes and panels. Expect curated networking sessions, market deep-dives into Asia, interactive workshops and roundtables together with unique cultural activities that showcase Vietnam. For our 10th anniversary, we’re focusing on creating conversations that lead to actionable collaborations, not just inspiration.

ASN: The industry has gone through big changes in recent years. What are some of the key topics that will be addressed?
CR: We’ll be tackling pressing issues like digital transformation, sustainability, diversity and inclusion, and new partnership models. There’s also a strong focus on how the industry can adapt to changing consumer behaviours, especially as more people engage with mass participation sports for health and wellness rather than just competition.

ASN: What’s the inspiration behind this year’s theme?
CR: This year’s theme, “Moving from Events to Ecosystems: Harnessing Global Headwinds to Build Our Future Together,” highlights a pivotal moment for our industry. If we want to be recognized and thrive in the long term, we must shift from focusing solely on individual one or a few days long events to building sustainable, interconnected ecosystems. As part of MPW25, we’re also excited to launch Mass Participation Vision 2050 — a landmark white paper in collaboration with key industry stakeholders that maps out the opportunities, challenges, and priorities that will shape the next 25 years of mass participation globally.

ASN: Who typically attends MPW, and who should consider joining this year?
CR: MPW attracts a wide mix — from event organizers and brand sponsors to government agencies, venue operators, suppliers, not for profits and tech innovators. If you’re involved in creating experiences that bring people together — whether through sport, fitness, tourism, or technology — MPW is where you’ll meet the right partners and get the insights you need to grow.

ASN: How would you sum up the value of attending MPW25 in one line?
CR: It’s about building meaningful connections that drive the future of mass participation — all in the company of the industry’s most passionate and forward-thinking global leaders.

Asia Sponsorship News (ASN) is pleased to join Mass Participation World 2025 as an Official Media Partner.