The Brief

Introduce action sports into the Goodwood Festival of Speed in a way that felt authentic to the audience and added something new to the event—while creating a feature that would bring people back year on year.

The Challenge

The arena needed to sit naturally within a well-established, premium event, while attracting a different audience and holding attention across multiple shows each day. It had to feel like part of Goodwood, not something dropped into it.

Our Role

We initially designed and delivered the arena concept, environment and live show production, developing a format that could be repeated and refined over time. Now, we run this (sport and technical production) every year, bringing in new ideas and athletes to keep the content fresh.

Delivery

The GAS Arena introduced a structured, performance-led environment combining action sports and live entertainment. The purpose-built performance environment brings together freestyle motocross, trials, BMX and mountain bike riders within a dedicated action sports arena.

Across the four-day event, the one-hour show runs three times daily, attracting crowds of more than 10,000 spectators per performance and has become an established part of the event, bringing new energy to Goodwood while maintaining the standard expected of the wider show.