Most run store operators, at some point in their tenure, have wondered what it would be like to operate an event management company alongside their retail operation. They’ve asked themselves why, or even if it makes good sense to take the plunge. They’ve pondered the certain challenges and opportunities it might afford. Contemplated which vendors, local businesses or community groups might be solid strategic partners. Or even if they’d be able to muster up the requisite team of dynamic and skilled staffers to make it a roaring success.
And if they have deliberated this much, they’re likely left wondering if such an effort would make good financial sense. Whatever the case, the innumerable moving parts and risks involved in such an undertaking are enough to make many in the industry refrain. But are they missing out?
What follows is a sampling of four run retailers who’ve launched themselves headlong into race event management. One store’s now-thriving company began modestly with a 9/11 anniversary run. Another’s focus is less on profit and more on diversifying their chances to genuinely connect with the community. Another has timed races on active airways and the Kennedy Space Center. And still another began as a race management company, then years later got into the specialty retail game.
These four stories – told in their own words – are as educational as they are diverse. Their representative voices will give you the skinny on how they’ve managed to make things work. The most obvious takeaway is this — there’s no one formula for success, which is also what makes it so thrilling to go big with it.
John’s Bluegrass Racing Company
John’s Run/Walk Shop
Lexington, KY
Matt Reno, Marketing and Events Director
Before establishing a proper race management company, John Sensenig, the original owner of John’s Run/Walk Shop, put on informal races in town. In 2010, we reimagined his efforts into John’s Bluegrass Racing Company as a charitable arm of our overall business. This allowed us to give it a more concerted effort rather than rely on one person to work on races when time allowed.
John’s Bluegrass Racing Company launched with the Iron Horse Half Marathon, an annual event held in Midway, KY. We currently have seven events on our calendar, ranging from one-milers to half marathons. The company is led by Eva Jackson, a race director and a full-time staff member at our retail store. She is supported by a handful of other enthusiastic staff members and gracious volunteers.
While operating a race management company is not directly a money-making endeavor, it is certainly worth it from both a business-building and community-connecting perspective. We believe that participants associate their positive race experiences with our store, thus creating new and loyal customers. Managing races also helps us strengthen relationships with vendors while giving them new and innovative ways to connect their products to our customer base.
Best of all, operating our company provides different avenues for community outreach. Our races require us to work closely with local non-profits, food vendors and city officials to design and deliver fun and healthy activities for active people in Central Kentucky.
If you’re considering starting a race management company, don’t underestimate the time commitment that comes with such an undertaking. Even planning one race involves a hefty load of coordination with many different people and other moving parts. We suggest you make sure there’s at least one staff member who has dedicated hours available every week to focus on race management.
Also, it makes good sense to leverage existing partnerships. Work with your vendors in a way that ensures mutual benefits to each of your business and the participants of your unforgettable events.
Charm City Run Events
Charm City Run
Various Locations in Maryland and Delaware
Will Murdoch, Director of Events
Charm City Run Events was born out of a desire to create amazing experiences for runners and walkers in our community. It started in 2002 on the first anniversary of 9/11 with a huge run in downtown Baltimore to honor fallen heroes and raise funds for first responders. We currently have five full-time team members and 33 part-time staff to help execute packet pickups and weekend events. We own 14 events and a XC series for kids. We also manage an additional 24 events for local clients.
There is a ton of excitement around running and walking right now and people are looking for unique experiences and big race milestones. We see new people at every race, so we have the fortunate opportunity to show these folks how amazing, friendly and welcoming our industry is and how rewarding hitting that finish line can be.
Our biggest challenge is delivering an A+ experience in every facet of event management. Another is the gamut of hidden costs that are necessary to provide a safe and enjoyable event. Our registration fees can only increase so much, so we have to get creative and work with great partners to offset many recent expenditure increases.
Operating a business like this can be extremely rewarding. The perks include being surrounded by incredibly talented, hard-working and kind people. We also get to watch people cross the finish line. It’s transformative for everyone involved.
Race management can be a profitable way to expand relationships outside of our retail doors. Everything needs to be managed closely and each decision is evaluated to make sure it stays true to two things First, it needs to make financial sense, and second, it’s in line with our core values.
There’s a lot to think about when operating an event management company, but really it comes down to people. Do you have someone on your team, or know someone in your community, who is passionate about races and can bring people together? Can they build a team that will enliven your vision?
There is a ton that goes into organizing a successful event, so before you take it on, talk to others in the industry who are already doing it. Start small, give yourself sufficient time to plan, then build out a smart budget.
I have the pleasure of being a part of a leadership team that supports me, helps whenever I need a hand and loves what we do. My team works tirelessly to bring our ideas to life to deliver an amazing experience at every race. This business can be exhausting, but it’s also humbling. Having the right people around you makes the tough days better and the great days even more memorable.
YellowJacket Racing
Fleet Feet
Multiple locations in Rochester and Buffalo
Ellen Brenner and David (Boots) Boutillier, Owners
YellowJacket Racing (YJR) was founded in 1998 by David Boutillier (aka Boots). He created YJR so he could bring races to Rochester that were similar to those he experienced while racing around the world when he was younger. YJR is Boots’ creative outlet. It’s where he can make something out of nothing and see it come alive in an exuberant way.
In its early years, Boots operated YJR with the help of his family members, mainly his mom. He ran the business out of the back of a Chevrolet Astro van—a vehicle I [Ellen] despised. But I held off giving the green-light to replace it while he was in the throes of growing the business.
In 2004, YJR’s reach expanded tremendously when we opened Fleet Feet Rochester. YJR has gone through many staffing iterations over the years, having upwards of 10 staff at one point. COVID taught us to operate more efficiently and now there are two full-timers and six part-timers who support YJR events.
In 2004, YJR had eight races. Pre-COVID we had more than 60 and worked 200 events annually. But that turned out to be too much, so we decided to shift gears. Now we own 40-ish events and provide services to four additional races. The refocus allowed us to offer better support to all races, including the local youth XC and track scene, which took a big hit during lockdown. We remember the pre-COVID heyday and dream of all those participants coming back. Things are definitely getting better, but we are not yet seeing the numbers we once had.
Currently, YJR’s biggest challenge is staffing. Expenses are also tough since it’s hard to manage how much things are going to cost each year. This includes everything from hiring police, booking facilities and the general costs of amenities. Working with vendors and sponsorships is crucial. Our goal is to make sure partners get exposure while educating participants about their offerings.
These days we own three Fleet Feet stores in western New York. We have strong training programs and YJR benefits greatly from that. The race management company makes money and profits are reinvested back into the businesses. Our vision has always been about providing experiences and helping people get fit. It may sound cliché, but we believe that as long as we can live, we are good.
It’s hard work to be in the event production business. The job is laborious, time consuming and can be financially draining. You need a certain mindset, work ethic and passion to create great events. Plus, the hours can be rough. Lots of early wake-ups and late-nighters.
If you can manage this, then go for it. But never forget that each event will be someone’s first race or hundredth, so it needs to be extra special for both types of participants.
For our Rochester store’s 20th anniversary, I finally opened the company’s wallet so YJR could purchase a new vehicle. We purchased a 1996 Chevy Astro that gets all the attention everywhere we take it. It’s a really cool and nostalgic nod to our roots.
In 2022, YJR’s warehouse burned to the ground. All that remained was one vehicle with timing equipment from an event that hadn’t yet been unloaded. Two weeks later, and with big help from the community, we produced a 900-person event with limited supplies. The setup looked like something from the old days, but the tragedy forced us to remember how far we’d come.
If you embark on this journey, we suggest you innovate, not imitate. Create new things that will add to your community. Differentiate yourself. That’s what will make you interesting.
Running Zone Race Management
Running Zone
Melbourne, FL
Pete Vaughn, President
Running Zone (retail) was founded in 2003 by Don and Denise Piercy. In 2007, after helping with local races for several years, they formally incorporated Running Zone Race Management and became a Chronotrack timing partner.
Running Zone Race Management now times and manages more than 70 events, 12 of which are our own productions. Though some retail staff work both the floor and our race events, most of our race management employees work exclusively for that side of the business.
Our company offers the full litany of race management services: initial planning, course design, pre-event registration and all the details of race day itself. Services include the entirety of the race’s setup and all details of finish line management. We do it all.
As a full-service race management provider and not just a timing company, we function under a unique business model. Successful operation is time and labor intensive. Without a retail store to partner with, we wouldn’t be nearly as successful. Similarly, it’s hard to imagine having a retail store without an events partnership of some sort.
Our biggest challenges as a timing/management company revolve around staffing. Typical races demand the toughest sorts of hours to fill — generally 3:00 a.m. to 9:00 a.m. on a Saturday morning. Additionally, our lower-cost competition attracts participants away from our events, even though participants usually come back after having a lesser experience. There’s also the challenges of being a race director. Cost increases along the supply chain and increased difficulty with municipalities on permitting create the biggest headaches.
Aside from the existing relationships to our retail store, we have struggled with soliciting race sponsors. The sheer volume of our events is to blame.
It’s amazing to see how Running Zone Race Management creates a circular customer base. People get fit for shoes in the store, start a run/walk program, then ultimately end up doing our events. No matter where they start in this cycle, one step always leads to another.
Regardless of how many races you’ve run, I suggest that you volunteer at races before even considering opening your own event management business. There are countless behind-the-scenes details you need to learn about how the sausage gets made.
As far as event outcomes goes, we see polar opposites on a weekly basis. The success stories of people doing their first 5K, the utter chaos of a pre-race environment and the devastating pain of participants’ injuries and DNFs. Managing races includes it all.
We are fortunate to have been a part of many unique circumstances. We’ve timed races at the space shuttle landing facility at Kennedy Space Center. We’ve managed other events that took place on active airfields, coursed through farms with roaming cattle and we even did a race across daylight savings where participants finish with a negative time. We also had the opportunity to be part of the timing team for the 2024 Olympic Team Trials Marathon in Orlando. What a ride it’s been!
