About

eventplus was created for event professionals who felt constrained by the registration options available and could see the need for something more comprehensive - a platform that would support both a high-quality participant experience and long-term event growth.

Through ideas, lived experience, and extensive consultation with organisers across a wide range of successful events, a clear vision emerged: software that could automate the time-consuming administrative work while also strengthening participant engagement and connection throughout the event lifecycle. Launched in 2012.

eventplus quickly gained traction among sports events across Australia and New Zealand. Privately owned and shaped by ongoing feedback from the event community, eventplus continues to evolve, delivering practical innovation and real benefits to events both locally and globally.

Steve is an experienced adventure racer who has also working closely with event teams to capture the exciting moments on camera. Jen’s love of events runs deep, from entering social events, to inspiring corporate teams to give triathlon a go, many hours of support-crewing and helping event organisers develop a strong online presence.

"We come from corporate backgrounds of boardrooms and gantt charts, so now it’s exciting to be playing a part in people overcoming their barriers, achieving their goals and creating special memories.

Events provide the journey and the platform for passionate people to connect. Behind all this are passionate event professionals, working tirelessly to deliver amazing events. We want to be part of that team and contribute to their success.

We feel fortunate to be working in an industry which embraces the better part of life."

Tom Landon-Smith and Alina McMaster grew Ultra-Trail Australia from 75 runners into one of the world’s largest trail races, prior to its acquisition by IRONMAN in 2018.  Since founding AROC Sport in 2003, they have delivered numerous endurance events and built deep expertise across all aspects of event organisation. They remain actively involved in community events, continue to consult at the highest level of the sport, and now bring that experience to eventplus, helping events grow while improving the experience for organisers and participants.

Through their journey, they worked with many registration systems, even building their own, in search of something that truly met the needs of both organisers and participants.

“When we discovered Eventplus, we never looked back,” they reflect. “We used it across everything from small grassroots events to large-scale sell-out races like Ultra-Trail Australia. The platform delivered exactly what we needed, with a full participant lifecycle, responsive support and the flexibility to evolve alongside our events. We’re proud to now be part of the eventplus team, supporting Australian operations.”

Congratulations to Alina our 2026 world champion - read more here