Running USA Industry Conference Takeaways | Estimated Read time – 3:20
We had an amazing time at this year’s Running USA Industry conference in Denver, connecting with clients and partners that feel like family, and learning from the best technology and thought leaders in the industry.
While we, unsuccessfully, tried to bottle up all of the amazing speakers, presenters, and panellists of this year’s conference, we did manage to distil a few common themes from the conference and summarize how you can take action:
What we heard
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Gen Z
While the GenZ population show positive attitudes toward running, their race participation numbers aren’t filling the void of older generations.
- Meaning matters: Creating fun, meaningful experiences over fitness focused races will be important for attracting GenZ participation. Be sure to select causes or charities that align with your event and community – do the research!
- Include a walking category, or consider adding inclusive walking language to your existing events.
- Inclusivity is top of mind for GenZers – and is a great way to engage a broader population of participants at your events. Connect with community groups to discover unique considerations and ideas to accommodate and welcome all people to your event!
What we heard
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Diversity & Inclusion
Diversity and Inclusion (D&I) is and will continue to be a leading consideration and accelerator of change in the industry in 2023.
- Work with a consultant: For those who can afford to, working with a DE&I consultant in the space will be the best way to get a 360° view of your event and areas in which creative change may be needed.
- Reach out: Reach out to local clubs in your area that represent marginalized groups in your community to find out how you can best support that community’s needs to participate.
- Join online social communities that can provide advice and trends in your community.
- When in doubt…don’t assume, ask.
What we heard
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Marketing as a strategy, not a tool.
- Marketing concepts and strategies were prevalent across Idea labs and talks at the conference. However, when Race Directors were asked about their greatest challenges, only 1% reported “Marketing”.
- That said, with ‘increasing registration’ as the top concerns, we’re curious if that outcome was a reflection of complementary options, or whether we may be approaching and applying ‘Marketing’ in a cursory way within our industry.
- Get beyond ad and social media as your primary marketing strategies and begin to understand who your runners are and why they run. This will allow you to begin segmenting your participant base and allow you to create and assign the most appropriate marketing journey for each of your segments.
Marketing Trends in 2023: What You Need to Know to Increase Registration
Check out Dave Basacco’s talk on marketing trends to increase registration!
ICYMU (In Case You Missed Us!)
As the title sponsor of this year’s conference and 25 of our staff attending this year’s Running USA Conference, you may have noticed us around, EVERYWHERE at the conference.
We got an early start Sunday morning where clients and prospects fuelled up at our VIP Breakfast and heard from CEO, Alex Vander Hoeven, who shared industry statistics and the exciting product developments we’ve been working on for the first half of 2023.
31% of Race Directors expressed challenges to increase registration.
Our very own Dave Basacco reviewed six marketing trends & fundamentals to assist you in increasing registration in 2023 at one of the idea labs Monday afternoon.
If you missed Dave’s presentation, you can request a PDF of the slidedeck through our form.
And of course, no Running USA conference would be complete without a one-of-a-kind Race Roster experience for our VIP attendees.
This year, our VIPs took a behind-the-scenes tour of the historic Coors Park, followed by a warming mixology class overlooking the field. We surprised guests by bringing Jordan Macdonald of the Texas Kings all the way from our hometown in London Ontario for an unforgettable private concert, turned dance party. If you know, you know!
We’ll leave you with a few of our favorite behind-the-scenes moments from our team at this year’s conference!
Looking forward to seeing you at the 2024 Running USA Industry Conference in Orlando!
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