We are a Carlisle based multi sports events company. Our aim is to provide high-quality, low-cost events for all abilities. We want to develop events where we manage to keep competitors happy and returning year after year.

Based in the Northern Lake District, we aim to develop a series of Triathlons, Duathlons, Road Races and Sportive’s around the North of England and South West Scotland. Hopefully we will show off some hidden gems, utilising some existing routes and developing brand new ones.  We believe that we have the right experience to know what triathletes and runners want.

Founded in 2010 by Adrian Sowerby – Adrian put to good use what he had learned from 20years racing the length and breadth of the country, into developing a number of events.

During 2012, events have become more frequent and larger to manage. This has led Adrian to decide to combine what he had been doing with two friends and continue Sport in Actions exponential growth. Brian Allen and Phil Whitehead are now on board and are helping with a new series of events scheduled for 2013.

Adrian left the company in 2015 and Phil has decided take a backseat and reduce his involvement from 2016. Leaving Brian and his wife Claire to concentrate on the running of the company.

Brian Allen

Married with 4 children

I didn’t really participate in a lot of sport until I was about 29, when I started training in karate.  I took it fairly serious for about 3 ½ years, competing in quite a few competitions and achieving 1^st Dan.  I did quite a bit of instructing of both adults and children, but over time I drifted away from participating in sport due to family commitments.

In 2007 at age 49, I became really motivated about marking my 50^th year with a tough achievement.  I decided to have a go at the London Marathon, but like thousands of others, I didn’t get a place.

After some reassuring discussions with a couple of triathlete friends, I decided to take on the 2008 Ironman UK – a bit tougher than the original plan, but your only 50 once!   I’m glad to say I finished it with the words “Brian Allen, you are an Ironman’ echoing in my ears!  I have competed in several other triathlons from Sprint to Ironman distance since then, so I was and still am, well and truly bitten by the triathlon bug and will keep plodding along as long as my health allows.

I have helped with the organising and running of several local sporting events and believe that the rising cost of entry fees are alarming. Sport In Action will endeavour to run affordable events that competitors will enjoy and return back to year after year.