Hey race directors - Raising your price again isn’t the only way to cover rising costs. Here are five smarter ways to increase race revenue that keep your race affordable.

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💊 Aonic has launched Aonic Club, a membership that sells protein, creatine, electrolytes and daily vitamins at cost. The company makes its money only from annual fees: $49 for founding members.

👟 The On LightSpray Cloudboom Strike 2 and New Balance SuperComp Elite v5 were the fastest shoes at the IRONMAN World Championship in Slowtwitch's annual look at what the pros wore in Kona. Find out what the most-worn brand shoe was among the top 20 runners.

🚴 Gregory Barnaby's Pinarello Bolide and Taylor Knibb's Trek Speed Concept were the fastest bikes at the IRONMAN World Championship in Slowtwitch's annual review of what the pros rode in Kona. SRAM drivetrains powered 12 of the 20 fastest splits, and Continental was still the most common tire.

⌚ Google just announced the Fitbit Edge, a new fitness tracker with onboard GPS, an altimeter and up to seven days of battery life in an 11.58 mm body. Its display is the largest and brightest ever on a Fitbit, and its replaceable battery is a first for the brand.

Magic Race Swag created a sweat-activated commemorative shirt for the 10th International Authentic Pheidippides Run, November 19 to 23, 2026. Hidden event logos appear when the fabric gets wet and disappear as it dries. Magic Race Swag

Grow Race Revenue Without Raising Prices

Race prices have gone up for five years in a row, and runners are getting more selective about where they spend. Raising your price again isn’t the only way to cover rising costs. There are smarter ways to increase race revenue that keep your race affordable.

Key strategies include:

Small changes add up, and the right mix can grow your bottom line while keeping your race competitive. See all five strategies, with real-world examples for your race.

More than 14,500 runners from all 50 states and 30 countries are expected at the 26th annual Baltimore Running Festival on October 17. The four races, from the 5K to the full marathon, are projected to have an estimated $19 million economic impact. Corrigan Sports Enterprises

The Phoenix Marathon returns December 11 and 12 for its second annual event, on a new course entirely within Phoenix city limits. It grows to four distances, including a new nighttime 5K, and adds the Valley of the Run Challenge and the Desert Double medal. Phoenix Marathon

SBT GRVL has opened registration for its June 25 to 27, 2027 event in Steamboat Springs, with the field growing to 3,000 riders and age-group podiums returning on the Blue and Red courses. New for 2027 are a 20K trail run and the SBT DBL BLK, a two-day run-bike challenge. SBT GRVL®

Matt Winstead and Fiorella Herrera both won solo at GFNY Pérez Zeledón, which marked GFNY's return to Costa Rica after two years away. The 115.4 km course had 1,903 meters of climbing. Gran Fondo New York

Aventon has launched the Current LTD, a limited-edition full-suspension eMTB built in a run of just 99 individually numbered units. It has a 120Nm Ultro X mid-drive motor, a RockShox Lyrik Ultimate fork, a SRAM X0 drivetrain and SRAM Maven Ultimate brakes. Aventon

Canyon has launched the Spectral:ON CF 9, a full-carbon e-MTB that weighs as little as 20.8 kg. Its Avinox M2S motor delivers 1,500 W and 150 Nm of torque. Pre-orders open December 4, and deliveries start January 19. Canyon Bikes

UESCA's Running Coach Certification course is now available in Spanish, including all course material and the certification exam. The goal is to serve coaches in Latin America and other Spanish-speaking communities. United Endurance Sports Coaching Academy (UESCA)

RunSignup has launched its 2026 Timer Industry Research Survey, now in its eighth year, covering pricing, staffing, hardware and technology. Results will be presented at the 2027 Timer Education Summit, February 23 and 24 in Tampa, Florida. RunSignup

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