Our team are guided by a set of values that set us apart from other events. This is what XRACE is all about. Here are our values.

We want to create shared, magical experiences and leave indelible memories. We want to strengthen the bond between parents and children. We want to challenge our kids so that their self-esteem skyrockets and mum and dad get to shine in the moment. We want to empower children with disabilities - embracing and challenging everyone - encouraging competition and sportsmanship. AND. An XRACE can never use a screen.

Bringing a series like XRACE to life requires a driven and committed team – dedicated to creating an unforgettable family experience. The New Zealand home loans XRACE series is owned and produced by Brand New Day.

Bringing a series like XRACE to life requires a driven and committed team – dedicated to creating an unforgettable family experience. The New Zealand home loans XRACE series is owned and produced by Brand New Day.

Producing a  national series of events requires a truckload of hard work. This company has been producing active events for over twenty years – but nothing like XRACE.

Here’s their story.

XRACE never existed until the team at Brand New Day created it – this event is no imported franchise from overseas, no copy-cat idea. Every ounce of XRACE is original.

Series creator, Shane Hooks said the idea came from another series owned and produced by Brand New Day – The Special K Woman’s Triathlon Series (see video below). This phenomenally successful triathlon series ran from 2003 to 2009 and saw over 80,000 women accept Hooks’ challenge and become triathletes.

Throughout the series, he was continually being asked, “when are you going to produce an event for our husbands and children as well?” From this question came an even harder question – “what exactly do you do for dads and kids?”

This question took years to answer – three to be specific – as different ideas were rolled out and trialed. Some survived and others never saw light of day.

XRACE went through many crazy incarnations and name changes. Poor friends were dragged out endlessly – to trial one crazy challenge idea after another before a name and format was decided on.

Now into their fifth year, the team are still learning. From the production value standpoint, XRACE is incredibly difficult to produce. No other event goes out of its way to create as many moving parts as it takes to produce an event like XRACE.

WITH THAT COMES OUR SECRET INGREDIENT. AN INGREDIENT THAT SEPARATES THIS SUCCESSFUL PRODUCTION COMPANY FROM THE REST - PASSION. - JUST ASK THE THOUSANDS OF FAMILIES THAT HAVE ALREADY TAKEN UP THE XRACE CHALLENGE.