25,000 runners, 10 kilometers… and at least 20 penguins.
Let us set the scene.
It's early February in London. Pitch black outside, you’re snug under the duvet, savouring the warm coziness of your bed while your window rattles from the bitter wind.
Then—your alarm abruptly and cruelly pierces the silence.
Groaning, you brave the icy air and drag yourself upright. It’s absolutely baltic. You flick the kettle on and bleary-eyed, you fumble into your trainers.
You briefly question every life choice that's brought you to this moment, before remembering exactly why you're here—why it matters—and suddenly, there’s no turning back.
Fast-forward, and there you are: shivering at the starting line of London’s iconic 10K Winter Run.
The unmistakable smell of Deep Heat hangs thick on the thousands of fellow runners that surround you. Nervous, pre-run energy fills the crisp morning air.
Looking to the left, you exchange encouraging nods with the runner beside you. Glancing right, you discover that you’re making eye-contact with a human-size penguin, enthusiastically waving a flipper (or is it a wing?) back at you.
You suddenly realise you’re part of something pretty special on this freezing Sunday morning. And you’re right: you are.
25,000 people. All with one united goal: you’re here to help beat cancer.
End scene.
10 years. One powerful partnership.
In just a decade, the London Winter Run has grown into the UK’s biggest 10K event, attracting tens of thousands of runners and raising millions for Cancer Research UK.
On its 10th anniversary in 2025, something remarkable happened—dedicated fundraisers smashed records and raised over £1 million (including Gift Aid)!
The London Winter Run has evolved to be more than just an iconic 10K run through London streets—it’s a movement. And behind its success is a seamless fundraising experience, powered by Funraisin.
Organised by A.S.O. UK—the same team behind the Tour de France and the Paris Marathon—this is a masterclass in how a commercial event can partner with fundraising ambition to build something extraordinary.
Powered by purpose.
For many, this event was about more than just a medal. It was about running for a parent going through chemotherapy, a friend they lost, or their own survivorship.
“Every donation, no matter how big or small, contributes to something far greater than ourselves.”
— Oliver Campbell, one of the event’s top fundraisers, who ran in memory of his mother.
A community that powers good
The secret? Fundraisers are firmly placed at the heart of the event, turning every runner into a champion for the cause.
Here’s how they did it:
- A fully-branded fundraising Hub – A dedicated online space for runners fundraising for Cancer Research UK, packed with social integration, messaging tools, and resources to help them hit their targets.
- Personalised fundraising pages – Every participant had their own custom page, where they could share their story, track donations, and celebrate milestones.
- Fundraising woven into the event – Fitness app integrations, ice-cold achievement badges, milestone rewards, and themed challenges kept the energy high.
- Gamification That Drove Action – Live leaderboards in Trafalgar Square, unlockable hoodies and beanies, and an incentive-packed experience motivated runners to go further.
- Instant fundraising rewards – Thanks to automated reporting, fundraising milestones triggered real-time fulfilment, so rewards were shipped quickly and seamlessly.
- A thriving ccommunity – Social media feeds were embedded directly into the fundraising hub, amplifying supporter stories, sharing training tips, and hyping up race day.
The power of fundraisers
The record-breaking 2025 London Winter Run proves that when you put fundraisers at the centre of your event, they show up—not just to run, but to make an impact. And momentum isn’t slowing down.
If you’re ready to brave the cold in 2026—you can already register for priority access. You’ll have nearly a year to train for 10K and prepare for that bitterly cold, early morning alarm on race day.
And you, too, can become part of something bigger.
You too can be a penguin.
Benchmarks and Insights from the Top 30 P2P Events
Unveiling the Top 30 P2P Events in Australia & New Zealand
Discover fresh insights and actionable benchmarks from Australia and New Zealand's highest-performing peer-to-peer events. Uncover strategies, data-backed trends, and practical takeaways you can immediately use to elevate your next fundraising campaign.
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These insights go beyond one region—use them to boost your P2P strategy!
