Getting someone to register for your race is hard. Getting them to come back the next year is harder. Here is your playbook for building loyalty.

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🌲 The National Park Service has proposed a rule to streamline e-bike and bicycle access across major California parks like Yosemite, Sequoia, and Kings Canyon, though it stops short of opening any new trails outright.

👟 Brooks Running added NFL star Cooper Kupp, WNBA forward Maddy Westbeld, and Premier League footballer Oscar Bobb to its global athlete ambassador roster, betting that running credibility translates across sports.

⌚ Wahoo's new Apple Watch app lets cyclists and runners record workouts straight from their wrist and sync everything back to its training platform, with deeper recovery tracking still to come.

🏋️ Fitness-racing brand Hyrox just sold to a private-equity-led group in a deal valuing the company at roughly $700 million, prompting its co-founders to publicly reassure fans "you will not get rid of us anytime soon."

Mana Group has acquired Chip Timing Co, a sports timing and event technology company operating across more than forty mass participation events in Thailand. Senior operations lead Marcus Altmann is relocating to Bangkok to oversee the expanded Asian operations. Mana Group

The Eugene Marathon set a registration record for its 20th anniversary race, drawing more than 2,200 sign-ups on the first day alone. The race also announced a new partnership with registration platform Let’s Do This. Let’s Do This

Getting someone to register for your race is hard. Getting them to come back the next year is harder – and not more valuable. If you're looking for a playbook for building loyalty, start here.

Building repeat participation isn't a set-it-and-forget-it, one-time thing. It requires annual attention throughout the lifecycle of your race. Start now, and build the kind of race that people want to come back to (every year).

Warren Miller Entertainment will premiere its 77th annual ski and snowboard film, Days Off, with a national tour running from the week of October 26 through late December 2026. New host Katie Burrell leads the eight-segment film, shot across three continents. Outside Interactive, Inc.

Nearly 475 athletes completed the XTERRA Transtahitienne on September 5, covering 40 kilometers and 1,350 meters of climbing across Tahiti. Damien Troquenet won his third Trail Marathon title, Juliette Auber took the women's race, and Thomas Lubin and Cédric Wane won the men's Run and Bike division. XTERRA

The 2026 Dragon’s Back Race®, its 11th edition and first under new organizer Ultra X, launched September 8 from Conwy Castle with 210 runners from 20 countries tackling 380 kilometers and 16,400 meters of ascent across Wales. The race finishes September 12 at Cardiff Castle. Ultra X

haku added Cash App Pay as a payment option for eligible US endurance event registrations, letting participants pay with their Cash App balance or a linked debit card. The move responds to a 33.3% year-over-year jump in Gen Z participation and a 92% rise in mobile registrations. haku

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