Urban Sports & Culture community platform CityLegends joins Sport Tech Hub

Sport Tech Hub has onboarded urban sports & culture community platform CityLegends, with support commencing from November 1st.
CityLegends Logo
About CityLegends

CityLegends is an online Urban Sports & Culture community platform. Where street athletes and artists are connected, challenge each other, share and appreciate each other’s passion.  

In collaboration with the urban community, CityLegends strengthens the voice of the community and share insights that helps cities to understand, educate and improve their cities for sports, culture and liveliness. They also create innovative activation campaigns that match today’s digital world and engages inactive youngsters in urban sports & culture. CityLegends connects not only the urban community, but also public and private parties to realise their goals: the most involved urban community worldwide and create more vibrant cities. 

The company has already delivered successful partnerships with 20+ partners in local boroughs across The Netherlands, Belgium, Greece and Lithuania. 

These partnerships unite and connect inactive young people and challenge them in a subconscious and playful way to exercise, in order to reduce inactivity levels. 

The CityLegends platform originated from discussions with hundreds of young people, in which it became clear that exercise should be more widely accessible, more digital and better suited to the current perception of young people. In addition, they expressed the need to gamify public space, meet other users in an accessible way, hold social events, gatherings and exercise challenges, and give input on their vision for public space. 


“We aim to create the largest urban community worldwide. At the same time, we also want that municipalities see the value of our street culture because there is still so much  potential.”

Jimmy Hermans, Co-Founder CityLegends

Aligning CityLegends to young Londoners  

During the programme, with support by London Sport, the CityLegends and Sport Tech Hub teams will look to gain an understanding on UK market trends, safeguarding practices and policies. They will also look to grow the usage of the product via partnerships with community groups and relevant organisations.

Milly Pelmore, Accelerator and Operations Manager Sport Tech Hub


Speaking about the new partnership, Milly Pelmore, Accelerator and Operations Manager at Sport Tech Hub said:

 “As London Sport expands its work in the urban sport landscape, CityLegends have joined us at the perfect time to work together to embrace the urban sport landscape and utilise technology to engage and enable young Londoners to become and stay active in a way relevant to them. Initially focusing on supporting the team to understand the London physical inactivity sector, City Legends have a strong track record in Europe and we’re looking forward to helping them grow in the UK”

Urban Sport in London 

At London Sport, developing localised approaches to sport and physical activity is one of our priority areas. 

The London Sport Urban Sport project began in 2019 and works across North-West London to increase access to local physical activity opportunities for people under the age of 25.  

It is designed to encourage young people to get more active in their local urban area. The project can offer support, funding, and facilitation for a range of different activities. 

In a recent interview by London Sport with James Gregory, member of the London Urban Sport Group, they highlighted the value in empowering organisations to deliver sport on the doorstep of young people. This helps to remove traditional barriers that often this target audience have with accessing a high-quality sports offer.

Partnering with a start-up like CityLegends aligns with the mission of London Sport to develop accessible, placed based physical activity across London.

Sport Tech Hub is here to support private and public sector organisations to create mutually beneficial partnerships with tech ventures, which can lead to people being more active.

To find out more about CityLegends, or any of the start-ups listed on our Start-up and SME database, get in touch with the Sport Tech Hub team here.

Aimee Palmer

Community Officer
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