On Sunday, 59,000 runners, from elite athletes to amateurs and fundraisers, will line up for the London Marathon. This year's ballot attracted 1.13 million applications, more than all other World Marathon Majors combined, giving entrants just a five percent chance of securing a place.
Sam Browne, co-founder of tech platform Let's Do This, which manages the ballot, credits the platform with helping to triple sign-ups in three years. While factors like excellent organisation, iconic locations, and an affordable £80 entry fee contribute, the post-COVID boom in fitness and shared experiences has also fueled demand. The London Marathon has outperformed its peers significantly, with the World Marathon Majors growing 50 percent in the same period, while London has grown six times faster.
Let's Do This: Backed by Bolt and Serena
Let's Do This uses AI to streamline applications for runners and help organisers convert interest into commitment. Early backers include OpenAI founder Sam Altman, whom Browne persistently courted. Similar persistence convinced Usain Bolt and Serena Williams to invest, and even London Marathon CEO Hugh Brasher, who Browne famously visited at home late at night to secure a contract.
Browne, an amateur runner, is driven by a passion for shared experiences, stemming from a childhood illness that caused multiple daily heart-stopping fits. He says, "I wanted to spend my career trying to drive as many experiences as I possibly could."
The company has raised over $60 million, with recent funding from Accelerate Ventures, which also invests in Wigan Athletic and Wigan Warriors. Let's Do This now works with major event organisers like Atlanta Track Club, Chicago Event Management, LifeTime Fitness, Nike, and the Great Run Company. Revenues have doubled year-on-year, and the company expects to turn its first profit in 2026.
London Marathon Ballot, AI and the 'War for the Future'
Browne envisions a future where AI could lead to mass unemployment, potentially causing civil unrest unless people have fulfilling activities. He believes Let's Do This can help create a world with a Glastonbury or London Marathon every weekend, offering meaningful experiences. "If we can use AI to mean that there is a Glastonbury every weekend, a London Marathon every weekend, or there are just 1,000 times more experiences, I think that's the future I want for the next generation," he says.
While a weekly London Marathon may seem far-fetched, Browne argues that resistance from officials and taxi drivers could fade if the alternative is more dangerous. "As mad as it sounds now, I think that's what we can get to. If there was a London Marathon every weekend, we would sell it out every weekend," he claims.
Let's Do This plans to expand into non-sporting events like camping, food and wine, and music festivals, aiming to challenge global ticketing giants. Browne draws a parallel with Amazon: "Amazon was never about being a book shop, it wanted to be the Everything Store. Let's Do It has never been about running, it's about experiences."
