What is a Community Interest Company (CIC)?
A Community Interest Company, or CIC, is a UK structure for social enterprises that trade as real businesses while committing to a clear community purpose. CICs can generate revenue, grow, and pay returns, but they also have an asset lock and a duty to show how their work benefits a defined community.
For Are You Faster CIC (Company Number: 16536715) that community is people who want more playful ways to move and connect with local sport, from complete beginners through to club regulars and fans. The CIC model lets us build a strong, profitable product and brand while keeping that purpose built into the company.
Why we chose the CIC model
When we started Are You Faster we knew three things:
- We want to build standout digital products and live events in the running and movement space.
- We want those products to be commercially successful, with clear revenue streams and room for investment.
- We want success to reliably feed back into clubs, communities, and new ideas that get people moving.
A CIC is the way we lock that logic in. It does not stop us working with investors, partners, or advertisers. It simply makes sure that community benefit is not an afterthought. Profit is part of the plan. So is what we do with it.
What Are You Faster actually builds
Are You Faster is a GPS powered running game designed to make running fun again.
- Every run can become a live chase against virtual animals in Hunt or Escape mode.
- New runners can dip in for a light challenge. Experienced runners can push harder.
- Fans and newbies can use the app as a playful way to connect with local clubs, events, and each other.
On top of the core app we are building:
- Limited edition seasons and events.
- Group challenges for teams, schools, workplaces, and clubs.
- Tools that let partners host their own Hunt and Escape modes for members and supporters.
The goal is simple: build things that people genuinely enjoy using, then use that engagement as the engine for both revenue and social good.
A clear, multi stream business model
Are You Faster is a business first, with a social mission built in. We are not trying to sit outside the market. We are designing our revenue model to support long term product development and predictable social impact.
Over time our income will come from several connected streams:
Advertising and sponsorship
With brands and campaigns that fit our world of running, sport, and positive movement stories.
Consumer subscriptions
That unlock extra depth for people who love the experience, for example advanced stats, special seasons, or premium game modes.
Affiliate and referral income
When users choose to book events, join clubs, or buy products through partners we trust.
Partnerships and licences
With schools, employers, clubs, local authorities, and health bodies who use Are You Faster as part of their wellbeing and community programmes.
Event and activation revenue
From live and hybrid events built on top of the platform.
Right now, in our growth and testing phase, users can access the core experience without an upfront subscription. As the product and network mature, ads and subscriptions will play a bigger role. We will always keep pricing and commercial terms clear and straightforward.
How profit is allocated
The important question for a CIC is not just how revenue arrives, but where surplus goes.
Are You Faster CIC has a simple internal principle:
- At least 65 percent of distributable profit is committed to community benefit and reinvestment.
- The remaining share supports reserves, stability, and investor return, all within CIC rules.
Community benefit and reinvestment cover two main areas:
Product and platform investment
- New features, modes, and tools that keep people moving and help partners run better events and challenges.
- Technical improvements that make the experience smoother, smarter, and more engaging.
Real world sport and movement
- Support for grassroots clubs and community partners.
- Funding or co funding for events and initiatives that get people out and moving together.
- Collaborative projects with schools and local organisations.
In other words: we fully intend to make money. We also intend to spend the majority of that money in ways that grow the product and visibly benefit the wider running and movement community.
A positive flywheel for users, partners, and investors
The vision is a simple flywheel:
Great experience
We ship products and events that runners, walkers, clubs, and fans genuinely enjoy.
Engaged audience
People come back, communities form around the brand, and partners see clear value in working with us.
Diverse revenue
Ads, subscriptions, partnerships, and events generate sustainable income.
Reinvestment and community spend
At least 65 percent of profit goes back into more product, more events, and more support for clubs and communities.
Stronger brand and impact
The more we grow, the more we can do, which in turn makes the platform more attractive for users, partners, and investors.
The CIC framework is the guardrail that keeps this cycle pointed in the right direction over the long term.
How we work with clubs and partners
Are You Faster is designed to sit alongside existing sport, not replace it.
- Clubs can host private or public Hunt and Escape challenges for members and fans.
- Schools and colleges can run seasonal campaigns and house competitions.
- Employers can add light touch movement challenges into wellbeing programmes.
- Event organisers can use the game to create build up campaigns before race day or to keep communities engaged between events.
Commercial terms around these activities form part of our business model. The shared outcome is more people moving, more often, with more fun.
Governance, transparency, and trust
Behind the product and revenue model there is a formal governance layer.
As a CIC we:
- Report each year to the CIC Regulator on what we do for our community.
- Have an asset lock that protects the mission even as leadership and investors change over time.
- File public accounts and CIC reports through Companies House, so users, partners, and investors can see how we operate.
This is not about claiming moral superiority over other models. It is simply the structure that best fits what we are trying to build.
How you can work with Are You Faster
There are several ways to get involved:
As a user
Download the app, try a few runs, and see how the game feels. Your usage and feedback help us improve the product.
As a club, school, or organisation
Talk to us about hosting challenges, seasons, or events on top of the platform.
As an investor or commercial partner
Explore how backing a regulated social enterprise in this space can deliver both returns and clear, measurable community benefit.
Fit, fun, and financially serious
Are You Faster CIC exists to do two things well at the same time:
- Build a profitable, modern fitness game and events platform.
- Turn a significant share of that profit into ongoing, reliable social good through investment in products, clubs, and communities.
We are lighthearted in how we present running. We take the business and the impact very seriously. If that mix speaks to you, we would love to talk.