Franchise‑style athletics league targets 2027 launch with private‑equity backing

Former middle‑distance runner Florian Lussy has unveiled plans for a city‑based athletics league that will operate on a franchise model, with the first host city already confirmed. The venture, being developed through his R‑evo Ventures firm, is courting private‑equity investors and sponsors for a seven‑figure funding round ahead of a 2027 debut.

The league concept

The proposed competition will ditch traditional tracks in favour of urban courses that resemble city‑cycle races. Races will be timed rather than measured by distance, allowing athletes of varying fitness levels to compete without the physical strain of classic distance events. Lussy says the format is designed to appeal to the modern 25‑year‑old audience.

We want to create an ecosystem that allows the sport to grow beyond the performance‑driven routes and actually become an entertainment product competing against SailGP and Formula 1 in a format that is more appealing to the today’s 25‑year‑old,

He adds that each franchise will host a home event, but athletes need not be local to the host city, opening the door for social‑media influencers and sub‑elite runners to take part.

Funding and timeline

R‑evo Ventures has already secured a first host city, a key goal for Lussy, and is in talks with two or three major investors. An 80‑strong waiting list of athletes indicates early interest, though the inaugural season may feature a limited calendar rather than a full slate of events.

Lussy cites the all‑female Athlos league as a more suitable model than the defunct Michael Johnson‑led Grand Slam Track, which he says “did quite a few things wrong”. He stresses that giving athletes a stake in their franchises will help rebuild trust and encourage long‑term engagement.

What comes next

If the funding round closes successfully, the league will roll out teams across Europe in its first phase, with a global expansion planned for later seasons. A London franchise is seen as a marquee opportunity, linking the new competition to the city’s broader push to host innovative sports events such as the London Sports Festival.

Should the concept gain traction, it could introduce a new revenue stream for athletes, diversify the athletics calendar and offer broadcasters fresh content that competes with established motorsport spectacles.