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 INSIDE TRACK
⚖️ A lawsuit filed against Nike and the National Scholastic Athletics Foundation alleges a high school athlete was sexually assaulted at Nike's elite track camp in Beaverton, and that camp staff pressured her to call it consensual.
💰 Run Rabbit Run just announced trail running's biggest-ever first place prize, with 2027 and 2028 champions set to take home $100,000 each.
🚴 The UCI banned a former women's cycling coach for 10 years after multiple riders and staff came forward through its SpeakUp platform to report psychological abuse and intimidation.
🤝 Nike and Lululemon just ended a three-year patent fight over the Mirror home gym, dismissing the case for good after a patent board invalidated most of Nike's claims.
PRESS RELEASES
EVENTS
Motiv Sports will host the inaugural Santa Cruz Marathon on October 25, offering a marathon, half marathon and 5K along the Monterey Bay coastline. The marathon and 5K are already sold out, with limited half marathon entries remaining. Santa Cruz Marathon
Ben Gorodetsky won the men's race at the second edition of Michelob Ultra GFNY Pittsburgh-Monroeville in 2:52:15, while Jenny Krause claimed the women's title in 3:53:45. The course covers 63.1 miles with 6,890 feet of climbing. GFNY
The Boston Athletic Association received 33,656 qualifier entry applications for the 131st Boston Marathon on April 19, 2027, up from 33,267 for 2026. Athletes from 129 countries and all 50 U.S. states applied, with acceptance notices going out by early October. Boston Athletic Association
The 2026 FlyBy 5K and 2-Mile Fun Run/Walk, presented by CNX Resources, drew a record 2,500 participants to Pittsburgh International Airport's taxiway. Noah Bernarding won the 5K in 16:20, with proceeds benefiting the Allegheny County Airport Authority Charitable Foundation. P3R
The 70th Surf City 10 in Huntington Beach drew a record 10,000 runners, with Rosie Edwards winning the women's 10-mile in 58:10 and Jonathan Velasco taking the men's 10-mile in 47:59. The race marked its status as America's oldest 10-mile event. Surf City 10
The Road Runners Club of America named seven events for its 2027 National Championship Series, spanning distances from 1 mile to ultra. Races run April through November across locations including Jersey City, NJ, Anniston, AL, Anchorage, AK, and Fort Oglethorpe, GA. Road Runners Club of America
How Do You Get New Runners to Become Regular Runners?
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.
Key strategies include:
Instead of sending and email, build an email strategy (and start before race day)
Use your data to recognize and reward loyalty
Incentivize word of mouth marketing – runners who bring their friends also have more fun on race day
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).
PRODUCTS & SERVICES
Canyon has launched the third-generation Grail gravel bike in three carbon frame platforms: CFR, CF SLX and CF. The bike features 57mm tyre clearance, wind-tunnel-tested aerodynamics, PACE cockpit adjustability and integrated storage, available worldwide in seven sizes. Canyon
SPONSORSHIPS
The Spurs Austin International Half has named NEVERSECOND as its Official Gel & Hydration Partner for the January 17, 2027 event. C30 Energy Gels and an everyday hydration product will be available on course during the 13.1-mile race. High Five Events
The Ascension Seton Austin Marathon has named Choice Made Travel its Official Hotel Booking Partner for the February 14, 2027 event. The partnership gives participants and groups access to hotel options, individual reservations and custom room blocks through a dedicated booking portal. High Five Events
Trail Cat The Race has named Mount to Coast as official technical partner for its 2026 edition, a 300-mile ultra starting October 11 in Andorra la Vella and finishing in Tarragona. The race carries a 154-hour time limit and crosses Andorra, France and Catalonia. trail.cat
JOBS
Atlanta Track Club - Social Media & Marketing Coordinator
Atlanta Track Club - Design Coordinator
Atlanta Track Club - Membership Manager
Boston Athletic Association - Director of Event Operations and Venue Design
REI - Maintenance Technician
New Balance - Senior Footwear Designer, Performance Running Innovation
Brooks Running - Designer II, Advanced Footwear Design, Visual Brand + CMF Design
Brooks Running - Principal Footwear Merchandiser, Americas
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