Damian Bradley

Damian Bradley, the manager director of B-Active Events, has carved out a significant space for himself in the sports marketing industry. Reflecting on his journey, he shared, “I’ve been involved in the sports marketing business for many years now. My path started shortly after finishing school at Michaelhouse, when I pursued sports management at Damelin and Varsity College.” After entering the world of sports marketing through a series of part-time jobs, he discovered his genuine enjoyment for managing sporting events.

However, Damian’s entry into the professional world began in the corporate sector, a time he remembers vividly. “My first and only job working for someone else was at Bromor Foods which was later acquired by Cadbury’s. I served as the regional marketing coordinator for Energade and Game, along with a few other brands.” His involvement extended beyond marketing duties. “We engaged with sponsorships for sporting events, which aligned perfectly with what I wanted to pursue. We also did a lot of community involvement, and I travelled extensively, contributing to projects nationally alongside other regions,” Damian added. This formative period, which lasted four years, laid the groundwork for him to venture into his own business.

A HOLISTIC APPROACH
Damian’s current role at B-Active Events focuses on strategic growth and innovation. "The purpose of my position is to oversee the expansion of our events and seek out new opportunities – whether that means forming partnerships, securing sponsors, or finding the perfect venues across the country,” he said. His approach is holistic, looking at how the business can run smoother and more efficiently. “It’s a high-level view, ensuring that each part of the operation contributes to making the events better,” he noted.

Reflecting on his career milestones, Damian’s pride shines through as he talks about one standout achievement: “One of my proudest moments was organising one of the first sporting events in South Africa post-Covid. The pandemic had brought mass participation events to a standstill, but we managed to host the first triathlon at Sun City – the Sun City Ultra Triathlon. It was an enormous feat, given that governments and municipalities were hesitant to allow events to proceed,” he recalled.

This event, in partnership with the Professional Triathletes Organisation (PTO), drew international attention. “Seeing athletes, who hadn’t competed for a year and a half, come to South Africa to race was really rewarding and exciting,” Damian said. The event demonstrated not only resilience but also the willingness of the international sporting community to re-engage, marking a pivotal moment for B-Active Events.

When asked about the best advice he has received, Damian shared insights that emphasise his practical approach to challenges. “I wouldn’t say it’s advice I was given directly, but rather a philosophy I’ve adopted which is: Never give up,” he revealed. “In the world of sporting events, you rely on countless variables to align – from logistics to weather to participant availability. It’s never straightforward. But the key is not to stare at the problem and wonder why it’s there; it’s to find a solution and make it happen,” Damian emphasised.

EFFORT AND STRATEGY
Balancing work and personal life is a challenge many professionals face, and Damian is no exception. “Being a father of two – my kids are 10 and 13 – makes it tough. Sporting events always happen over the weekends, so I miss out on a lot of family time,” he said. To compensate, Damian and his team work from an office at his home, allowing him to be present during the week. However, he admits, “It’s not the same as having that dedicated time.”

The industry itself comes with its own set of difficulties. “One of the major challenges we face is finding suitable venues. As our population grows and issues like water pollution become more pronounced, it’s harder to secure places for events,” he noted. He cited recent examples, such as the delays in triathlon events at the Olympics due to water pollution, to highlight the seriousness of the issue.

Maintaining team spirit amidst these challenges requires effort and strategy. “I’m lucky to have a self-motivated team,” Damian stated. “To keep them motivated, I focus on keeping the atmosphere positive. There’s always going to be rough times, but I believe in having a sense of humour about it all. Life doesn’t always hand you peaches; sometimes you get lemons, and it’s about finding the best solution.”

POSITIVE OUTLOOK
For Damian, inspiration comes from those he serves: the athletes. “It might sound clichéd, but the athletes who participate in our events inspire me,” he said. He recounted a recent event, a Tinman Triathlon, and how parents he once raced with now bring their children to compete. “It’s so encouraging, seeing kids as young as eight getting involved and really enjoying the sport is incredible. Triathlon isn’t a school sport, so it takes extra effort to introduce them to it. Watching newcomers, both young and older athletes, training hard and seeing their dedication paying off is immensely motivating,” Damian shared.

Despite recent challenges in KwaZulu-Natal, Damian is optimistic about the potential for growth. “KZN is unique with its rich natural resources – the Drakensberg, the coast, Zululand, and the battlefields. Everything is close, making it a prime location for events,” he noted. His goal for the next five years is to develop creative and exciting new events that challenge and inspire participants. “We want to think outside the box and give the people of KZN something they want to do and that will be rewarding,” he said.

While not bound by a single motto, Damian holds a positive outlook as his guiding principle. “I always tell my kids, ‘If you don’t have anything nice to say, don’t say anything at all.’ But in a broader sense, my mantra is to stay positive,” he stated. “There’s enough negativity in the world.” He concluded, “The past is done, and it’s up to us to keep our heads up and focus on the difference we can make in the world.”