The Extremerun event was held abroad for the first time.
Jaajo Linnonmaa’s Extremerun event was organized for the first time in 2010. Elle Laitila
Serial entrepreneur and media personality Jaajo Linnonmaa and Dealbrand strategist known from the program Toni Lähti The Extremerun running event was organized for the first time outside the borders of Finland.
Extremerun was organized on the 25th and 26th October in Beijing, China. 800 runners took part in the event, and 12 Chinese media outlets made the event a topic of conversation.
Linnonmaa tells Iltalehte that it received a contact from China in March 2025.
– We received a contact from China, and they asked how they could organize a similar event themselves. That gave rise to the idea of selling brand rights abroad. They were allowed to use the Extremerun brand, but were responsible for organizing the event themselves. According to the feedback, the event was really successful, so it was great to see that this concept is also being scaled up elsewhere, Linnonmaa opens in the press release.
According to the release, Linnonmaa has signed a three-year cooperation agreement with the Chinese, with an option for the last two years. The event is planned to expand to other parts of Asia as well.
– It’s a ready-made, functional concept that gets the masses interested in moving. Extremerun events are also really valuable for companies, so I see no reason why this wouldn’t become a global phenomenon. The China event is a great example of this. We have many options in the future, Linnonmaa continues.
Extremerun was organized for the first time outside the borders of Finland. Extremerun
At the beginning of the year, Linnonmaa and Lähde rebranded Extremerun.
– For their marketing, we delivered a lot of pictures and videos, as well as a description of what kind of obstacles we have used in Extremerun, Linnonmaa tells Iltalehte.
– The revenue model of our three-year contract has two parts. We receive income from the use of the brand and in the future also a commission from participation fees. When you are in China, at least there is potential, he continues.
Use for currency calculator
The local organizer hopes that Linnonmaa will travel to China to meet them face to face.
– If and when the event grows, of course you have to go there yourself, Linnonmaa says.
International cooperation also brings its own challenges. According to Linnonmaa, the biggest work was related to contractual matters.
– There were many parties who wanted to make sure that the local organizer had the permits and rights to use the brand. I also had to use a currency calculator a bit, because all the amounts were in renminbi.
In Finland, the event is held annually in Vantaa and Tahko. In the event organized since 2010, participants run through an obstacle course. Most of the time, the contestants dress up in fancy dress. The event has also collaborated with charities.
– With company tickets, we make it possible for underprivileged children to participate in the children’s Extremerun. The feedback received from parents and children is always sensitizing, Linnonmaa concludes.