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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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.
Add one more price change instead of raising your base price. Early registrants still get a great deal, and the increase falls on late registrants, who tend to care less about price.
Rethink giveaways. Many runners don’t need another shirt, so a “no shirt” discount or a paid shirt add-on lets you advertise a lower price.
Offer premium experiences like VIP parking, mailed packets or a private tent for runners who will pay for convenience.
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.
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THE INSIDE TRACK
adidas won 8 of 12 races across six World Marathon Majors this year, and the Adios Pro Evo 3 alone took seven of them, including Sabastian Sawe's 1:59:30 world record in London. adidas claimed 20 of 36 podium spots, with Nike at seven and ASICS at five, and New York is still to come November 1.
The Nature Conservancy has teamed up with Nike, Patagonia, Under Armour, Lululemon, Cotopaxi and REI Co-op to launch the Microfiber Action Alliance, aimed at cutting microfiber shedding across the textile supply chain. Some estimates put microfibers at more than 30% of ocean microplastics.
Men and women raced Kona on the same day for the first time since 2019, and the women's experience was a mixed bag. Triathlete's analysis found 56.5% of the broadcast went to the men vs. 41.6% to the women. That includes a roughly 10-minute stretch when viewers lost the women's race as the top men finished and more.
On October 17, 1,110 runners on national teams from 74 countries will start the Big's Backyard Ultra World Team Championship at the same moment. Each 15-runner squad loops 4.167 miles every hour with no finish line.
Cyclists who run red lights in the City of London may now be offered a short road-safety film instead of an immediate fine. City of London Police issued 1,315 fixed penalty notices to cyclists in 2025-2026, more than double the 643 issued the year before.
The ITA has apologized to SD Worx-Protime rider Valentina Cavallar. Testers took a doping sample at her home hours after her mother died, in the room next to where her mother lay.
Trail running is growing 8% a year, and women are leading a shift away from pace and PRs. Female Strava users logged twice as many trail runs in 2025 as in 2024. Trail running on AllTrails is up 11% since August 2024, and the trail running market is now worth over $14 billion.
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.
Flash flooding and freezing rain stranded about 70 runners and volunteers overnight at an aid station, and the Moab 240 was called off mid-race.
Hours after her mother died, pro cyclist Valentina Cavallar had to take a doping test at home, in the room next to where her mother lay, and now she's asking anti-doping authorities to show more compassion.
British Cycling pulled track star Matt Richardson from its World Championships squad amid an internal misconduct investigation.
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Boston Athletic Association - B.A.A. Youth Program Manager
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New Balance - Director, Global Retail Technology Products
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