World congress of AIMS

Speaker:

Nils Isaksen Haetta

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.

Bio:
Nils Isaksen Haetta, born in 1961, from Kautokeino in Northern Norway
Speak Norwegian and Sami (indigenous people in Norway) and English
Race director for Midnight Sun Marathon and PolarNight Marathon

Nils is Race director in foundation Midnight Sun Marathon (MSM) in Tromsø since 1996. As race director for MSM he also started up new sports and cultural events in Tromsø:

• PolarNight Marathon in 2005 and is now the largest winter running event in Norway
• Tromsø Mountain Challenge 1997
• Arctic Snowshoe Race 2018
• Sami Week with Reindeer racing and lassoing 2005

Through his work, he has a lot of contact with other national and international race organizers and collaborates with several. He has been in contact with AIMS since 1996 and participated in many Symposia and congresses organized by AIMS.

Nils is a member of the running committee in the Norwegian Athletics Association.

In 1993/1994 he worked on the cultural program and the opening ceremony for the Winter Olympics in Lillehammer. As an athlete, he has run 30 marathons and several other distances.

Speaker :

Samer Makarem, Executive Director, Beirut Marathon (LBN)

Exploring how marathons are catalysts for tourism, cultural exchange, and city branding in both large capitals and smaller destinations like Tromsø.

Bio:
Samer Makarem is the Executive Director of the Beirut Marathon Association, where he leads the strategic direction of one of the region's most iconic sporting and cultural institutions. A seasoned strategist and marketing leader with over fifteen years of experience across brand transformation, organizational growth, and community building, Samer brings a rare combination of commercial rigor and civic purpose to everything he does. Before joining the Beirut Marathon, he co-founded Factory People, one of MENA's largest entertainment, arts and culture groups, establishing Beirut as a regional hub by placing community engagement and cultural relevance at the heart of its strategy.

Speakers:

Kristiina Tuisk and Jarmo Tuisk, experts in developing and implementing AI technologies

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

Bio:
Jarmo Tuisk is a recognized expert in AI whose diverse career spans extensive international experience in product management and strategic planning expertise.

Together with Kristiina, Jarmo has been leading the artificial intelligence development program at EBS Executive Education since spring 2023. He has also delivered AI training to more than 2,000 people.

Speaker Alessio Punzi , Head of running & mass participation. An update from World Athletics.

Speaker Jean Gracia . An update from European Athletics.

Speaker :

Mats Hedenström, CEO & Managing Director, Marathon Group, adidas Stockholm Marathon (SWE)

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

Bio:
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 economics 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 of the AIK Icehockey Club and member of the board of Marathongruppen. Since April 2026 Mats is also a member of the board of the Royal Swedish Opera.

• Reflecting on Achievements and Looking Ahead 
• Nomination Presentations for Board Election 
• Proposals for Hosting the 26th World Congress of AIMS 
• Proposed Amendments to the Articles of Association 

• Reflecting on Achievements and Looking Ahead 
• Nomination Presentations for Board Election 
• Proposals for Hosting the 26th World Congress of AIMS 
• Proposed Amendments to the Articles of Association 

• Reflecting on Achievements and Looking Ahead 
• Nomination Presentations for Board Election 
• Proposals for Hosting the 26th World Congress of AIMS 
• Proposed Amendments to the Articles of Association 

Speaker:

Marcel Altenburg, Start Right (UK)

Start Right (UK) 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.

Bio:
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.

Marcel has extensive experience in command and control as well as critical incident management, from a background in events and the military. His expertise includes the dynamics of crowd movements and crowd behavior in complex environments with the goals of safety and efficiency. He is independent crowd safety advisor to World Marathon Majors, world leading sport events, government agencies and police, as well as the German Football Association.

A regular part of his work is the analysis of safe environments for crowds and spectators, inside and outside of stadiums. He supported the crowd safety plans at all venues of the EURO2024 as well as the German Venue at EURO2020. He was the lead crowd safety advisor to the government in the days after Queen Elizabeth II died.

Speaker :

Yu Kurosaki (R-bies Co., Ltd. President and CEO)

Speaker:

Daniel Parker, Marathon Photos

• Running in the Digital Age – Social Media, Communities, and the Next Generation of Runners
• Youth and women in running
• Moderator : James Thie

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. Summary of Interactive sessions

Speaker: Jon Michael Boka, Founder and Executive Director of 1GM

Horst Milde, Coordinator of AIMS Marathon Museum

Speaker:

George Hutchins, Head of Sponsorships of Tata Consultancy Services (TCS)

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.

Bio:
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 as 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 programs that elevate the TCS brand, strengthen community engagement, and showcase the company's innovation through AI.