LMT "Plūsma" to help measure visitor numbers and movement patterns at the FIM Sidecarcross and Quadcross World Championship round in Madona

On 25–26 July, Madona's Smeceres Sils Motocross Track will host a major international motorsport event - a FIM Sidecarcross World Championship round together with the FIM Quadcross World Championship. To obtain accurate visitor data and further improve the spectator experience, the event will use "Plūsma", the mobility data analytics platform developed by the LMT Group.

The platform will anonymously analyse visitor numbers, movement patterns, peak activity periods, and the length of time spectators spend within and around the event venue. LMT's "Plūsma" service has previously been used to measure visitor activity at festivals and various infrastructure sites. As the Madona event attracts an international audience, particular attention will be paid to the proportion of local and international visitors.

"International sporting events contribute to regional visibility, economic growth and tourism by attracting visitors from both Latvia and abroad. Event attendance is often measured by the number of tickets sold or used, but this does not always provide a complete picture of visitor behaviour and limits the possibilities for more in-depth analysis. The insights provided by 'Plūsma' will enable both the organisers and the municipality to make more informed, data-driven decisions regarding transport, infrastructure and tourism development, while ensuring complete data anonymity," says Aigars Runčis, Director of Business Growth at LMT.

Following a successful debut last year, Madona will host a FIM Sidecarcross World Championship round for the second consecutive year. In 2025, Latvian brothers Daniels and Bruno Lielbārži secured a historic home victory, while the event attracted more than 7,000 spectators.

The organisers continue to invest in improvements to both the venue and spectator infrastructure. Thanks to successful cooperation with LMT's regional business customer centre in Rēzekne, mobile network and internet coverage at the venue will also be enhanced. To ensure reliable connectivity during periods of high attendance, LMT will deploy a temporary mobile base station at the circuit.

"The involvement of our regional business centres in projects of this scale demonstrates how important our presence in the regions is, enabling us to respond quickly with the necessary solutions. LMT Business Customer Centres across Latvia, including our office in Rēzekne (28 Latgales Street), support local businesses and event organisers with everything from everyday telecommunications services to advanced IT, cybersecurity and other digital solutions," says Renārs Omutovs, Head of Small and Medium Business Services at LMT.

LMT's "Plūsma" service provides reliable mobility insights that support better planning of transport, public services, infrastructure development, tourism, events and business activities. As a result, it is a valuable tool for public authorities, municipalities, businesses and society as a whole, helping to create and deliver more efficient services.

All data processed by "Plūsma" is fully anonymised and complies with the highest international security standards. In addition to LMT's internal security measures and auditing procedures, the anonymisation methods and processes used by the mobility data analytics service have been certified under the internationally recognised ISO/IEC 27559:2022 standard, making LMT the only organisation in Latvia to hold this certification.