Head Start

It’s that time of the year again. RunSignup’s annual RaceTrends report is out for 2023, and it’s larger and more comprehensive than ever before!Among the most notable trends highlighted in the report we see registrations for 2023 races up from 2022 and tantalisingly close to 2019 levels, entry fees continuing to climb across most race distances and event types, and encouraging trends in younger runner participation first seen in 2022 carrying through to 2023 numbers.With me today to go through the data, the trends and their implications, I’m delighted to welcome back to the podcast RunSignup’s Director of Marketing, Johanna Goode. Among other things, Johanna is the person we all have to thank for compiling this invaluable piece of industry research each year, and with her help we’ll try to get a feel for where the industry ended up in 2023 and make sense of what the future might hold for race directors in 2024 and beyond. As with RaceTrends reports we’ve looked at in the past in the podcast, we’ll only have time to go through the most important highlights from the report, so if you’d like to get your hands on the full set of findings, head over to runsignup.com where you’ll be able to find and download your free report copy. In this episode:The methodology and data behind RunSignup's RaceTrends reportAre we back to 2019 registration levels?Are race timing companies disappearing?Repeat participation numbers across different events and how to increase repeat participation in your racesThe importance of integrated email marketing Why are larger races continuing to lag behind smaller races in participation growth?Are virtual events still around?Participation trends in the 18-29 age group and how to foster higher participation among younger runnersAre people registering later than they used to?Entry fees are going up, while the number of price increases is going downThe rise of mobile registrations and how to optimise your race website for mobile usersThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 28,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about some of the things discussed in today’s episode or anything else in our Facebook group, Race Directors Hub.

With more than 2 billion monthly active users (MAUs), Instagram has secured a comfortable lead as the social media platform of choice for the vast majority of online-active almost-30s and 30-somethings out there. And with Instagram’s core audience slowly aging to match running’s demographic sweet spot, it’s really important your race gets its Instagram strategy right soon, if you have an Instagram strategy at all.So, how do you master Instagram’s highly-visual storytelling to reach new audiences on the platform? How do you build a consistent brand voice with all the tools Instagram has to offer? And how do you leverage running influencers, user-generated content, freelance contractors and free-to-use graphical design tools to make the most of the limited time and money you can commit to the platform?That’s what we’ll be discussing today with returning guest and resident race marketing expert, Andy Reilly. Through his race marketing agency, Eventgrow, Andy has planned and executed online marketing strategies for some of the country’s top running events, including the Buffalo Marathon, Run Catalina and the San Francisco Marathon, and in his past appearances on the podcast has contributed to some of our most popular episodes, most recently a Facebook marketing two-parter that is a must listen if your race is doing anything on Facebook. But, today it’s all about Instagram, and with Andy’s help we’re going to be looking at Instagram from the very high level of strategy and using Instagram alongside Facebook and your other marketing channels, all the way down to the nitty-gritty of image selection, contrast plays, picking catchy headlines and even what types of faces work best on an Instagram ad. Not to mention a very practical 101 crash course on using microinfluencers to extend your brand reach.In this episode:The evolution of Instagram audience demographics over the yearsInstagram vs Facebook from a user perspectiveEasy-win content ideas for starting out on InstagramIncluding (or excluding) Instagram placements on ad managerThe most efficient way to pick copy/images for your Instagram adWriting copy that works and picking the right creativesPicking images that work: leveraging contrast, choosing happy faces, hero imagesThinking through your Instagram ad funnel, CTAsWorking with freelancers and contract graphic designersPlanning your growth path and spending money on marketingThe importance of using Instagram filters consistently and aligning your style with your brandDriving engagement through humorSharing user-generated contentMicroinfluencers: what are they, where to find them, and what to offer themUsing microinfluencers to generate authentic, engaging content for your raceAssessing ROI for your microinfluencer spendThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 28,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about some of the things discussed in today’s episode or anything else in our Facebook group, Race Directors Hub.

As a race director, few things in the race planning lifecycle can be as exciting and enjoyable as designing a brand new race course. From picking a start area to mapping out race distances and figuring out where to place amenities, such as aid stations, race course design constitutes an important first step in shaping your race’s identity - one that will likely affect all aspects of your race experience, safety planning and logistics for years to come.So, how do you nail this critical first step in making your race a reality? How do you design a course that is as enjoyable for participants on the main stage, as it is safe, practical and easily accessible for you, your team and emergency services behind the scenes?That’s what we’ll be discussing today with my guest, DMSE Sports’ Director of Events, Meryl Leventon. As industry people go, Meryl’s a Swiss army knife when it comes to race planning and race day ops, and with tons of experience and a plethora of events under her belt, Meryl will help lay out for us the most important principles of effective race course design, from designing for speed and a great race experience to delivering a course that respects host communities and works well in emergencies, should things happen to go wrong around the race.In this episode:Deciding on a type of course: know your town, know your marketWorking with local authorities on approving your coursePicking and planning out your start/finish areasDesigning your course for a specific distanceWhen you should (and needn't) certify your courseHow to combine different race distances on the same course (and how to think about start times)Fixing course bottlenecks with a good wave start planResponsible course planning: communicating with and minimizing disruption for local communitiesPublishing race day road closures through Google Maps, TomTom and other popular mapping sourcesIncorporating spectator zones in your course planDesigning for safety: emergency planning, access lanes and coordinating with emergency servicesLaying out alternate course contingencies in case of weather disruptionDesigning your course on Google MapsMeryl's lululemon 10K Scottsdale Google Map:Public version: https://www.google.com/maps/d/edit?mid=1Ousob6UVaQdHUBuUDL6tByBZfwdPx_A&usp=sharing City, police and internal team version: https://www.google.com/maps/d/edit?mid=1M9T2BNTHaEo-6JIMmRZkgjuXlXfwx6g&usp=sharingThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 28,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about some of the things discussed in today’s episode or anything else in our Facebook group, Race Directors Hub.

Building a race from the ground up, as anyone who’s done it will know, is a tough business. But what about planning, coordinating and growing a whole series of races, all with a common theme and brand identity? How do you finance and grow multiple races from scratch? How do you choose when and where to launch a new race? And how can you make use of local delivery partners to deliver new races on a budget, while ensuring your quality standards and vision are adhered to?That’s what we’ll be discussing today with my guest Sam Heward. As the co-founder of Ultra X, the multi-stage ultraramathon world series, Sam has been at the forefront of one of the fastest-growing race series concepts of the last few years, and with his help we’re going to be taking a deep dive into the benefits and challenges of setting up a race series from scratch, including the constant strive for brand consistency, the process of cross-pollinating ideas and small successes between events, and some of the difficulties of coordinating equipment, staff and sponsorship sales across multiple event locations.In this episode:Spotting gaps in the endurance event marketPutting together a business plan and testing the watersDeveloping a brand that matches the race series' values and mission, and sets it up for long-term successFinding your race series' unique selling proposition in a crowded marketGrowing a race series through repeat participationEngaging with your audience through multiple channels year-roundOutsourcing event planning and operations to local event delivery partners Using registration fees to bootstrap growthLearning and iterating faster with multiple similar events around the yearThe challenges of negotiating series-wide sponsors across multiple regionsThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 28,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about some of the things discussed in today’s episode or anything else in our Facebook group, Race Directors Hub.

First run on a whim in 1982 by Oregon Road Runners Club president Bob Foote with only 8 teams participating in the inaugural race, Hood to Coast has grown from modest beginnings to become a huge success story. More than 40 years on, the race that has come to be known affectionately as “the mother of all relays” now attracts more than a thousand teams from over 40 countries to what is one of the most spectacular 200 mile courses from the top of Mt Hood to the Pacific Ocean. So what’s the secret sauce? What is it about this race being able to sell out for the last 30 of its 40 odd race editions? And how is it even possible to pull off recruiting 3,600 volunteers, let alone training and managing them to a tee year in, year out with a core team of just a handful of people?That’s what we’ll be digging into today with the help of my guest, Hood to Coast race director, Felicia Hubber. Felicia, being the daughter of the man who started it all and the person driving Hood to Coast’s expansion both domestically and overseas, has literally grown alongside Hood to Coast, having been born the same year as the inaugural event, and she’ll walk us through what makes Hood to Coast so special in the eyes of the thousands of people taking part, the appeal of the mountain-to-sea race concept, the mind-boggling complexities of putting on a relay race at this size, and Hood to Coast’s unique approach to volunteer recruitment and training.In this episode:The humble beginnings of the mother of all relaysHood to coast: 200 miles from the top of Mt Hood to the world's largest beach party in 36 hoursThe complexities of relay eventsTeam-building at relays: reunions, families, military and corporate teamsEnforcing HTC's many strict race rulesManaging 3,600 volunteers along a 200 mile courseHTC's unorthodox approach to volunteer recruitment: requiring local teams to provide 3 volunteers each to qualifyStreamlining volunteer training via online video training coursesThe economics of relay racing for race organizersTransitioning HTC to a B CorpExporting the mountain-to-sea concept overseas: HTC's international expansionThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 28,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about some of the things discussed in today’s episode or anything else in our Facebook group, Race Directors Hub.

Racing has come a long way since the days when women were being told that running the marathon would cause your uterus to fall out. And with women now making up 54% of all race registrations in the US, according to RunSignup’s 2022 RaceTrends report, you’d think there’d be very little holding women back from racing in this third decade of the 21st century.That, however, is not the reality for most women out there, according to today’s guest, SheRACES founder and GB team ultrarunner, Sophie Power. Whether it’s images of uniformly male start lines, lack of reasonable pregnancy deferral policies or unnecessarily aggressive race cut-off times, races still - knowingly or unknowingly - put up more visible and invisible barriers for female athletes than they should - or realize. And that means fewer women at start lines, fewer women signing up for races and fewer women thinking they belong in the world of endurance sports racing. So what are those barriers holding women back and what can race directors do to remove them?Well, the good news is we have a fairly good grasp of the former and some very easy fixes for the latter that in many cases require only a little thoughtfulness and little to no extra cost. Things like providing basic sanitary products for female athletes at toilet facilities and aid stations or trying harder to give female competitions the attention they deserve and female race finishers the properly fitting finisher shirt they have paid for. Simple things, in other words, that when implemented and communicated right can make female athletes feel more comfortable and more welcome in races.In this episode:Why inclusivity is good for businessThe importance of using inclusive race imageryHow the wrong marketing copy/language can alienate participantsThe effect of tight mid-course time cutoffs on slower runner participationUsing cut-off pace instead of cut-off time in race communications Thinking harder about toilet facilitiesShould race directors make sanitary products available on race day?Offering female-fit finisher shirtsWhy a lack of a pregnancy deferral policy is stopping women from signing up for your raceCould races be offering childcare support for athletes on race day?Calling out verbal and sexual harassment in racingSetting out race etiquette and a clear anti-harassment policyThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 28,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about some of the things discussed in today’s episode or anything else in our Facebook group, Race Directors Hub.

Nestled in a valley in the foothills of the Rocky Mountains, Boulder, CO, is often referred to as the fitness capital of the US. So it was a bit surprising to Phil Dumontet, a young East Coast entrepreneur moving to Boulder in 2017 to launch his smoothie bar business, to realize that Boulder, in all its glorious outdoorsy-ness and obsession with fitness, lacked a first-rate city marathon.For most people, that would have been just a passing thought. But not to Phil, who made giving Boulder the downtown marathon it deserves a personal passion project.Fast forward a few years and a pandemic later, and Boulderthon, as the race got to be called, has grown into Colorado’s largest fall race series. And today, with Phil’s help, we’ll be tracing Boulderthon’s remarkable growth journey, looking at the decisions and tactics that got it to where it is today, including the deliberate effort that went into creating alliances with local businesses and the local community, the insistence on including a marketing component to all partnership agreements with sponsors and external stakeholders, and Phil’s unrelenting focus on tracking ROI across the entirety of the event’s marketing spend, from online campaigns and podcast ads to distributing flyers and working with running influencers. In this episode:Identifying opportunities in an over-saturated running event marketPlanning an inaugural event during the pandemicThe importance of sustainable growth: capping participant numbers to preserve event quality and race experienceWinning over the city, businesses and the local community Managing the disruption of bringing a marathon to Boulder's busy downtownRace marketing 101: starting with the product and leaning into your race's unique strengthsUsing runner feedback to hone your race experience and marketing message"Be where your runners are": promoting your race online and offlineUsing coupons and dedicated registration links to measure ROI in grassroots marketingLaying out year-round marketing campaigns on a marketing calendarSeeking out and structuring win-win partnerships with local businesses, from gyms to cocktail barsCross-marketing: the secret ingredient in cash and in-kind sponsorshipsAdvertising on running podcasts and partnering with running micro-influencersMaking the case for race announcersIncluding man-hours in your marketing campaign ROIAttracting volunteer groups with branded aid stationsThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 28,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about some of the things discussed in today’s episode or anything else in our Facebook group, Race Directors Hub.

On April 15, 2013, two homemade bombs planted by brothers Dzhokhar and Tamerlan Tarnaev exploded near the finish line of the Boston Marathon. In the devastation that ensued, three innocent people lost their lives, while 281 others were injured, in what was, and still remains, the biggest ever terrorist incident suffered by a mass-participation sporting event.In the midst of all this, Boston Marathon race director, Dave McGillivray, and his team, working alongside emergency services, had to deal with a situation never before encountered by a race management team, while working under huge stress and personal risk to help runners with very little concrete information to go on on what had happened and what might be around the corner.Today with Dave’s help, we’re going to be revisiting those remarkable events that took place 10 years ago that brought the horrors of terrorism into endurance events and forever changed the security protocols major mass-participation races around the globe have had to contend with ever since. We’re going to be going over the dramatic minutes and hours following the bomb explosions at the 2013 Boston Marathon, the response of the race management team, lessons learned from dealing with uncertainty when every second counts, as well as look at the aftermath of those events on security measures for the 2014 race and other races around the world, the impact these measures have had on race experience, and the legacy of the 2013 bombings on Boston Marathon and beyond.In this episode:The amazing story of the Boston Marathon, the world's oldest annual marathonContingency planning and emergency protocols prior to 2013The calm before the storm: going into the 2013 event in an upbeat mood following a near-canceled 2012 raceScrambling for answers and loved ones after the bombs went offSetting priorities in the immediate aftermath of the bombingStopping the race and redirecting runnersWorking alongside and coordinating with emergency services The importance of team training, planning and efficient communication in handling unforeseen emergencies Improvising in the face of uncertaintyThe impact of the bombing on runners, race staff and the city of BostonIncreasing security measures at the aftermath of the 2013 raceThe effect of additional security measures on the race experience, race banditingThe legacy of the 2013 bombing on event operations and the "new normal"Links:Boston Athletic Association - https://www.baa.org/ DMSE Sports - https://www.dmsesports.com/Dave McGillivray Finish Strong Foundation - https://www.davemcgillivrayfoundation.org/Thanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 28,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about this episode or anything else in our Facebook group, Race Directors Hub.

If you’ve done the hard work of prospecting and soliciting sponsors, and got some of your prospects to engage with you, you may be forgiven in thinking your job is done. Actually, that’s where the real work begins - understanding your sponsor’s needs and closing the deal with a sponsorship proposal that hits all the right notes. So, how do you get into your sponsor’s head? How do you put together a sponsorship proposal that clicks with them, while maximizing the value you get out of a potential deal? And how do you gather clues on what a sponsor might be willing to pay, before you actually submit your proposal to them?That’s what we’ll be discussing today with returning guest, Green Cactus CEO, Teresa Stas. It’s a pleasure to have Teresa back on the podcast after our very popular chat back in episode 40 last September on finding and approaching sponsors, and today we’re taking the next step on the sponsorship sales journey to look at the challenges and secrets behind researching, preparing and delivering a winning sponsorship proposal. Among other things, we’re going to be looking at the all important discovery session, where you get to spend time understanding the sponsor’s needs before submitting your proposal, as well as some very useful tips on efficiently drafting customized proposals, and navigating the negotiations that hopefully will get to follow your proposal submission. In this episode:The importance of holding a discovery meeting with sponsors before sending out a proposalPreparing for your sponsor discovery meetingWhat questions to ask during the discovery meetingGetting a feel for a sponsor's budget expectations Easily customizing sponsorship proposals The layout of a comprehensive sponsorship proposalDealing with sponsor radio silence and/or rejectionNegotiating sponsorship feesDrafting a robust sponsorship agreementUsing sponsorship brokersThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 28,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about sponsorship proposals or anything else in our Facebook group, Race Directors Hub.

Selling merchandise is a great way to increase brand loyalty for participants outside race day, and, of course, a very good way to increase revenue from your event.So, how do you get started selling race merchandise, both online, on packet pickup and on race day? How do you pick and test merchandise items that sell? And, very importantly, how do you manage inventory well to maximize sales while minimizing the risk of costly leftover items?That’s what we’re going to be discussing today with my guest, Greelayer apparel President, and merchandising expert, Kim Bilancio. Kim has spent decades in the race apparel industry, where, among other things, she has been running the race merchandise programs for Hood to Coast and other prestigious events up and down the country. And today Kim will be helping us get a feel for what race merchandising is, how it works, what types of events it is (and isn’t) best suited for, and how, when implemented right, it can help increase your race’s revenue, while giving your participants a piece of your race to keep, cherish and showcase year-round. In this episode:What race merchandising can do for your eventOn-site (race day, packet pickup) vs online (registration flow, website) merchandise salesStarting out selling race merchandise as part of your registration flowOutsourcing merchandise sales to an apparel vendor vs doing it in-houseHow small things like weather can affect merchandise salesGuesstimating apparel sizes to order from past data and registration trendsWhat types of races merchandising is (and isn't) well suited forWorking on a commission vs flat-rate basis with merchandise vendorsChoosing where to set up your merch store on packet pickup and race dayChoosing products to sell in your merch storePicking shirt styles and qualities for your store that work alongside your finisher shirtThe tech shirt vs tri blend debateIncluding non-wearables in your merch offeringIncluding cycling kits and other specialized merch for multisport eventsPrinting items on-demand for registration flow merch storesShipping merch to participants pre-race dayThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 28,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about race merchandising, growing your race's revenue or anything else in our Facebook group, Race Directors Hub.

From the minute the first participant shows up on race day till the time the last one leaves, responsibility for the wellbeing of everyone on and around your race course rests with you - the race director.So, how can you make sure your medical preparations are up to scratch? How do you figure out how many - and what type - of resources to dedicate to your race? And where does your duty of care as the race organizer towards your participants even begin and end, practically, legally and morally?That is what we’ll be discussing today with my guest, Natasha Beach. Besides being the medical director for such prestigious events and organizations as the Manchester Marathon, London Triathlon and Cancer Research UK, Natasha runs her own multi-award-winning event medical cover company, SportsMedics, as well as heading some of the most high-profile efforts to formalize race medical planning in the UK through her positions as Chief Medical Officer of England Athletics and medical advisor to UK Athletics. In this episode:Understanding the stress the human body goes through during a raceWhy men are at a higher risk of suffering a medical incident during a race than womenHow speed, herd mentality and participant excitement make everything worse on race dayHow the incidence of specific medical issues evolves over the duration of a raceDuty of care: what is expected of you as the race directorThe pitfalls of relying on public medical resourcesDoctors vs nurses vs paramedics vs first-aiders: what's the difference?Using in-house stuff and volunteers as your first-aid team on race dayVetting third-party first-aid cover providers and medical companiesWorking out how many and what types of medical resources you'll needSharing your race medical plan with emergency servicesCollecting medical history notes from participants to use in case of an emergencyRequiring mandatory participant medical certificates: do they help?Recording race-day medical incidents and compiling a post-race medical reportIf you are based in the UK, you can sign Natasha's petition on extending regulation of health services to medical services at events here: https://petition.parliament.uk/petitions/633938  Thanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 28,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about medical, risk and contingency planning or anything else in our Facebook group, Race Directors Hub.

If you’ve been following our industry updates on race and participation growth, you may have picked up on the fact that trail running, and trail races, have been doing particularly well over the last few years. In fact, trail racing seems to be one of the few spots within racing still growing at a healthy enough rate as other areas in racing are stagnating or slowly falling behind.So, what is fueling trail racing’s amazing growth? How different are trail races to organize, promote and grow compared to your typical road race? And, despite the robust growth, what challenges, if any, does trail racing face as it matures into a more popular sport? With me today to cover this very interesting ground is veteran trail runner, trail racer and trail race director, John Lacroix. Through his Colorado-based Human Potential Running Series, John has been at the helm of dozens of trail and ultra races through the years, and with his help we’re going to be taking a look at all aspects of the trail racing business, from the culture and community that has been at the core of the sport’s success to the nitty-gritty everyday details trail race directors have to contend with in operations, course maintenance and marking, and, of course, safety management.In this episode:The appeal of trail racingImproving diversity and inclusivity in trail and ultra runningIs ultra running's inability to attract younger participants spelling trouble down the line?The lack of dedicated educational materials and accreditation for trail race directorsThe complexities (and costs) of obtaining permits for a trail/ultra raceThe challenge of finding and attracting volunteersMarking a trail/ultra running course (hint: it's not for the faint-hearted!)Managing risk and keeping participants safe in a trail raceThe economics of trail and ultra racesThe reality of attracting sponsorship dollars in trail racesMarketing trail races: word of mouth, social media, race calendars, event cross-promotionsRace director collaboration in trail racingThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 28,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about the business of trail and ultra races or anything else in our Facebook group, Race Directors Hub.

Over the last decade or so, lots has changed in the social media landscape. Facebook has gone from exciting upstart to the mature granddaddy of social media, Instagram has grown by leaps and bounds to become the platform of choice for visually engaging content, and TikTok has emerged as the new contender in the battle for social media supremacy, favored mostly by younger audiences, looking for the next cool and exciting network to join.So, how should your organic social media presence adapt to this ever-changing landscape? Should you still be spending time on Facebook? Should you be switching to an Instagram-first mentality? And what kinds of content should you post? How often? And with what purpose?This and many many other questions is what we’ll be discussing today with the help of my guests, digital marketing pros Leigha Pindroh of Pittsburgh Marathon organizers P3R and Alex Ross of the Denver Colfax Marathon. With tons of practical experience between them, Leigha and Alex are here to take us from high-level social media strategy all the way down to your everyday content writing tactics, including tips on managing your content schedule, mixing up value posts with marketing content, leveraging user-generated content, as well some off-the-beaten-track stuff you may not even be thinking about, like using LinkedIn to tap into your local corporate wellness market. In this episode:Is organic social media reach dead?Understanding the effectiveness of your social media posts/campaignsThe most effective social media platforms for races: Facebook, InstagramThe challenges of making it on TikTokPromoting your race to local businesses and corporates through LinkedInEngaging with your audience with Stories, Reels, pollsTypes of content to put out through your social mediaThe 80:20 rule: posting 80% value posts (entertainment, education etc), 20% sales postsLeveraging user-generated stories and other contentHashtags, emojis: where to use and howDesigning content with an Instagram-first mentalityPlanning your social media content scheduleProductivity tools: Hootsuite, Canva, Facebook Publishing toolsThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 28,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about social media, digital marketing or anything else in our Facebook group, Race Directors Hub.

In a number of our past podcasts, we’ve touched on the issue of race waste - and specifically a particularly significant and persistent part of that issue which is water cup waste.In an ideal world - or shall I say in a trail running world - we’d all love to put on cupless races, where racers themselves are responsible for bringing along their own water containers to the race. But, unfortunately, that high standard may be a little ways off still for the majority of road running and multisport races out there. So what can we do to take some of the strain of water cup waste off of our industry?One approach, coming out of Florida-based company Hiccup is reusable water cups, that is, durable cups that are collected, professionally sanitized and reused between races. And today I have the great pleasure of talking to the person at the forefront of that movement, Hiccup owner Kristina Smithe.Kristina started Hiccup in 2019 through her frustration with the rate at which water cups were being consumed in races, and has since had her Hiccup silicon cups used in such great events as Grandma’s Marathon, Rocket City Marathon and Around the Crown 10K. And she’ll be telling us today how the Hiccup service works, from delivery to collection, and how you could potentially bring Hiccup’s reusable water cups to your race next year.In this episode:How Hiccup's reusable cup service worksWhat races Hiccup is best (and less well) suited forSetting up Hiccup on race dayRunner's reviews of using HiccupsRecovering, sanitizing and reusing Hiccup's silicon cupsCompostable vs reusable cupsThe cost of bringing Hiccup to your raceThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 28,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about sustainability, reducing race waste or anything else in our Facebook group, Race Directors Hub.

Gravel racing has been one of the fastest growing sectors in mass-participation sports over the last decade or so, particularly in the US, where high-profile races like UNBOUND Gravel, Rebecca’s Private Idaho and Belgian Waffle Ride have grown massively in popularity, attracting a broad range of both veteran and newcomer cyclists to the sport. It’s against this backdrop that in 2019 professional road racer Amy Charity launched her own gravel race around the ski resort town of Steamboat Springs, CO, where she then lived. As Forbes magazine put it, SBT GRVL went on to become a remarkable overnight success, selling out in just 9 minutes in its second year and becoming one of the best gravel racing experiences in the world. So what has been the secret to the race’s massive success? That’s what we’re here to find out with Amy’s help - and in the process learn a thing or two about the unstoppable sensation that is gravel racing. In this episode:An "overnight success": planning and launching SBT GRVL The importance of local infrastructure in supporting a world-class raceBuilding community relations and being a respectful "guest" in the local communityThe appeal and insane growth of US gravel racingRoad racing vs gravel racing vs mountain bikingHow inclusivity helped propel gravel racing's growthThe cost advantages/disadvantages of organizing a gravel race vs a road raceMaking SBT GRVL a more welcoming event for female athletes and newcomersIncluding a non-competitive e-bike category into the eventActivating sponsorships year-round through grassroots and team-building eventsOffering a VIP package/experience optionBringing the SBT GRVL brand to Europe with FNLD GRVLThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 26,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about some of the things discussed in today’s episode or anything else in our Facebook group, Race Directors Hub.

Besides race medals and finisher shirts, the one experience item participants have come to expect from a race, particularly in this digital age, is a good set of professional race photos. And perhaps because of the cultural changes that have come with the digital age, the purpose of race photography within the endurance events business has been swinging back and forth between race photos as a secondary revenue stream vs race photos as a marketing tool. So, do you offer paid photos, as a means of boosting your current bottom line? Or do you give photos away for free, as a marketing investment aimed at higher participation growth in the future?This and other questions is what we’ll be discussing today with the help of my guests, race director, race consultant and general race-jack-of-all-trades Josh Reed of On Path Events, and professional race photographer John Kelly of John Kelly Photos. Among other things we’ll look at how modern race photography works, from snap to download, how you can work with your race photographer to create some really memorable shots for your participants, and, as mentioned earlier, we’re going to be looking at the various business models around race photography, how they’ve been trending lately, and which might be best suited for your event.In this episode:The difference between event promotional photos vs participant/race photosEnhancing the participant race experience through race photosWho buys race photos and whyThe cost of race photography for different types of eventsLooking at your course through the eyes of a race photographerPicking good spots to shoot fromCreating spectator areasWorking with your race photographerThe journey of a race photo: from shooting through sorting and tagging to being delivered to participantsIs delivering race photos fast important?Free participant photos: the argument for and againstTypical purchase rates for paid photos, and impression/download stats for free photosGetting sponsors involved in race photosThe future of race photographyThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 26,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about race photography or anything else in our Facebook group, Race Directors Hub.

If there’s one thing that often sets apart races that go on to do really well from others that struggle to gain traction in their community, it’s the ability of the former - and the inability of the latter - to engage with the non-race world. And nowhere is this more evident than the way in which events interact with local media. The truth of the matter is, very few people participate in races. And very few people outside of those who do care about anything race-specific a race has to say. So how can races hope to reach out to the broader public? What stories can they tell that are relevant to many more people than the ones who show up at the start line on race day? And how can you, armed with those stories, get out and pitch them to your local paper, radio or TV station?That is what we’ll be discussing today with my guest Race El Paso owner, Gabriela Gallegos. Gabriela is a triathlon race director, so it’s not totally unfair to describe her audience as a bit niche, by broad-appeal standards. Yet, Gabriela managed to make triathlon the talk of the town in El Paso, TX through a series of media engagements culminating in the live broadcast of her all-female Mighty Mujer triathlon by her local NBC affiliate, an achievement for which she was recently recognized with USA Triathlon’s annual Innovation Award. And today she’ll be helping us break down the art of engaging local media, from finding the story to pitching the people that matter.In this episode:Why developing a local media strategy mattersWhich kinds of stories get the local press excited (and which don't) Being deliberate about bringing out the stories in your eventHuman interest stories: what they are, and how to promote themWriting engaging press releases: the 5Ws + who cares?Beyond human interest stories: expert advice stories & op-edsMatching the tone and content of your story to your target press outletFinding the right press contact and pitching your story to the press Media alerts and monitoring online mediaWorking with TV stations on live race coverageThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 26,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about engaging local media or anything else in our Facebook group, Race Directors Hub.

Whether you’re putting on races through a for-profit or a nonprofit organization, having a good grasp of your race budget can often make the difference between a profitable bottom line and days of post-race head-scratching about what went wrong to land you in the red. Admittedly, building and maintaining a race budget is not a lot of fun - not to most people, anyway - but it is something that has to be done, and has to be done right. So to help us understand what “right” looks like for a race budget, I’ve got the pleasure of being joined in the podcast today by SRSE Sports’ Sean Ryan. Sean has been a veteran of the industry with almost 20 years of experience in race directing, marketing, operations and financial planning, and was once hailed as “the most overeducated race director” in the industry, holding an MBA from the Kellogg School of Management. And today he’ll be helping us understand the value of good budgeting practices, how to put together a transparent and practically useful race budget, as well as sharing his thoughts on managing budget shortfalls and juggling the complexities of cost cutting while trying to maintain a quality race experience. In this episode:Why putting on races is a capital intensive exercise that requires sound budgetingWhere most race budgets fail: over-exuberance and erroneous assumptionsThe importance of keeping an updated working copy of your budget at all timesTop line revenue vs bottom line revenue vs gross profit vs operating profit vs net profitOrganizing expenses by category: administrative, operating, marketingFixed vs variable expenses, and why fixed expenses can break your budgetWhat you should aim for for a healthy bottom-line profitThe perils of underspending on marketingHow to build a budget from the ground upCalculating your budget breakeven pointManaging budget shortfallsTransparent vs non-transparent cost cuts, and why, if you have to cut costs, you need to start with the latterYou can raise prices or reduce quality, but you should not try to do bothHow to treat donations and in-kind sponsorship on your budgetThe true cost of race volunteersThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 26,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about race budgeting or anything else in our Facebook group, Race Directors Hub.

When you want to know what’s happening and trending in the endurance events industry by the numbers, where do you turn to? Well, for me and many people I know, the definitive source of event data for the industry is, and has been for some time, RunSignup’s annual RaceTrends report. The report leverages RunSignup’s extensive registration data from tens of thousands of events to point to trends in overall event participation, event pricing, participant demographics, registration trends and a myriad other things. The most recent edition of the report was out a couple of weeks ago, and, despite a weak start to 2022, the data does seem to suggest that the post-pandemic industry recovery is picking up pace with some races recovering better than others and noticeable entry fee increases across the board on all race distances and disciplines.With me today to discuss the numbers, the trends and their implications for individual events and the industry as a whole, I’m delighted to have RunSignup’s own Bob Bickel and Johanna Goode. Bob and Johanna will be helping me make sense of some of the more interesting data points in the report and offer their own takes on what the numbers might be telling us for where the industry could be heading in 2023 and beyond.In this episode:A few words about the RunSignup Roadshow 2022 overall registrations compared to 2021 and 2019The outlook for registrations in 2023Why registrations growth for larger events underperformed smaller races in 2022Event churn (=percentage of races that haven't returned in consecutive years) since 2019 and 2021Repeat participation trends, and why they matterVirtual race participation statsIncreasing inclusivity in races and making the most of the post-pandemic running boomAge group participation trends and Gen Z runnersWhen people register and how it's changed since the pandemicAre higher entry fees having an impact on participation numbers?Thanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 26,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about the numbers in today’s podcast, registration trends or anything else in our Facebook group, Race Directors Hub.

It isn’t every day that an entirely new mass participation racing concept emerges that can take the world by storm. But, that’s exactly what’s happened over the past few years with the rise of HYROX, a new racing format, combining functional fitness and endurance in an indoor mass participation race.Launched in Germany in 2017 by veteran multisport race organizer Christian Toetzke with the help of co-founder Moritz Fuerste and a select team of colleagues, HYROX has exploded in popularity to become the fastest growing mass participation fitness concept in the world. So what is HYROX? What makes it so special? How does it relate to other race formats out there like obstacle racing? And, how does the highly lucrative business of HYROX work? Well, we’re going to be going through all that and more today with the help of my guest, HYROX USA & UK Managing Director, Douglas Gremmen.In this episode:Combining fitness and endurance in coming up with the HYROX concept/formatThe history of fitness racing before HYROXBringing mass participation racing to gym goers (and giving gym goers something to train for)Rolling out HYROX in Europe, the US and the rest of the worldObstacle races vs HYROX: differences and similaritiesHYROX in the Olympics?Designing a scalable race format: making workouts accessible, safe, easy to monitor and easy to transport between venuesRace timing in a HYROX race (it's complicated!)Getting thousands of people around an indoor racing courseHow large can a HYROX race get?What it costs to enter a HYROX event (and what you get for it)Involving spectators in the HYROX race experienceGrowing HYROX internationally through franchiseesHYROX' gym partnerships driving growth and secondary revenueA look at HYROX' growing competitionThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 26,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.You can also share your questions about HYROX, the business of races or anything else in our Facebook group, Race Directors Hub.