About us
Lived innovation from Switzerland
LaceUp was founded in Zurich, but our formats can be deployed worldwide – no infrastructure, no physical boundaries.
100+
events delivered
30'000+
participants
1'000'000+
activities evaluated
The team
The team behind LaceUp
We are athletes with backgrounds in technology, science and marketing.
Partnership
Since 2025, LaceUp has officially been "A Start-up Company of ETH Zurich" – together with ETH researchers we are working on making fairness in GPS competitions measurable.
Voices
What our clients say
With the 7 Hills Challenge, we have extended our offering beyond individual event days. This keeps Rockand present over several months and keeps giving people a reason to lace up their hiking boots.
Miguel AlvarezFounder, Rockand
The Alpenbrevet Extended has lastingly strengthened Andermatt's standing as a leading cycling destination.
Hugo FareyHead of Events & Activities, Andermatt Swiss Alps
Thanks to the Alpenbrevet Extended, our hotels see increased demand – and that across the entire season.
Kevin SchreiberDirector of Sales, Orascom Hotels Management
LaceUp is our reliable partner for all digital cycling formats. That opens up exciting opportunities for us in a growing market.
Gabriela BuchsCEO Cycling Unlimited
LaceUp is the ideal digital complement to our brick-and-mortar business and gives our community fresh impetus. The combination of digital and physical is a perfect fit for us.
Marcel KammManaging Director, Tempo Sport
With LaceUp, new digitally driven sports worlds open up for us – tracking, data integration and the outdoor experience merge into a real competitive advantage.
Michael SchildCo-Founder Trackmaxx
Personal demo
Got an idea? Let's talk
We build you a clickable demo with your places and show it to you in 30 minutes.
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