You. Smart. Thing. deliver lunchtime learning session

Last week, the WSA were delighted to welcome Alex Townshend, Head of Environmental and Social economic Impact at ‘You. Smart. Thing.’ to their very first lunchtime learning session for WSA members!

Colleagues on the call, explored how personalised travel planning is becoming one of the most powerful tools sports organisations have to improve the fan experience, capture audience data, unlock new revenue generation avenues, and give marketing, security and operations teams greater visibility and control over how fans and participants travel.

The fan and participants experience starts long before kick-off. ‘You. Smart. Thing.’ enables sports organisations to influence fan behaviour before they arrive – delivering personalised door-to-door travel plans from the moment a ticket is purchased. Plans that reflect event-day reality: road closures, shuttle buses, dedicated drop-off points, accessible routes and last-mile options – not generic mapping tools.

Alex discussed one of their most recent and and real-world case studies – The R&A’s AIG Women’s Open in 2025 at Royal Porthcawl, Wales and also detailed how the software can add wider value i.e.

Deliver personalised low-carbon travel plans across all transport modes – nothing for fans to download or install

Engage fans throughout the build-up to an event, influencing how they choose to travel
Increase revenues through partner integrations, affiliate links and context-aware content at the point of travel planning
Give operations and safety teams early visibility of fan travel intentions and arrival patterns
Reduce the carbon footprint of visitor travel – typically the largest part of an event’s environmental impact
Capture rich travel behaviour data to support ESG reporting and inform future planning

With case studies spanning major championships and events across the UK and beyond, the session explored what best practice looks like and what it could mean for Welsh sport.

For those members that missed the session, there is the ability to log-in to the membership section, and view the recording here.

Thank you to colleagues at You. Smart. Thing. for your time delivering the session for our members.