When it comes to trail running, few events hold the prestige and history of the Way Too Cool Endurance Runs. At the heart of this iconic race is Julie Fingar, owner of NorCal Ultras, who has been steering the ship since 2008. With a legacy spanning 36 years, Way Too Cool is not just a race—it’s a tradition, a community, and a celebration of endurance.
A legacy of excellence
Julie’s journey with NorCal Ultras began long before she officially took ownership. “I was working on Way Too Cool and American River with the former race director from 2000 to 2008,” she shares. This seamless transition allowed her to build on the foundation of these events while adding her own unique touch. One such touch? The signature frog cupcakes. “We have 700 homemade, decorated frog cupcakes. My mom and I started this tradition in 2008, and it lives on today,” Julie says with pride. These cupcakes, along with the race’s status as one of the oldest 50Ks in the U.S., make Way Too Cool a standout in the trail racing world.
Overcoming marketing challenges
Despite its iconic status, maintaining momentum for a race isn’t without its hurdles. Julie recalls the challenges of using email tools outside of Race Roster. “It was very difficult for someone like me, without an art background, to create aesthetically pleasing campaigns,” she explains. The process was time-consuming and often required the help of their sole designer, Chris O’Connor. This limited their ability to consistently engage with their audience, resulting in sporadic campaigns that lacked the impact needed to recruit runners and build excitement.
Enter Race Roster’s CRM tools—a game-changer for NorCal Ultras. “Using CRM has changed my world,” Julie says. The platform’s user-friendly interface allowed her to take control of email campaigns, saving time and money while enabling more frequent and engaging communication. “It’s been super fun to create campaigns, and it’s helped immerse me into our races.”
Campaigns that connect
With the new tools in hand, Julie and her team launched campaigns that went beyond promoting race details. They incorporated coaching tips, mental strategies, and runner spotlights, drawing on Julie’s expertise as an endurance coach. “We started getting feedback from runners saying, ‘Thanks for sharing that—I never thought of it!’” she shares. These value-added campaigns not only boosted engagement but also reinforced the sense of community that defines Way Too Cool.
Discount offerings and holiday-themed campaigns also proved successful, as did the introduction of Race Roster’s Refund Protection Program. “It’s been a big asset for us,” Julie notes, highlighting how it provides peace of mind for runners while setting their races apart from others.
A milestone moment
The impact of these efforts became clear when the 10-mile race sold out for the first time in years. “I was like, really? No way!” Julie recalls. This milestone was a testament to the effectiveness of their revamped marketing strategy and the renewed energy it brought to the team. “It’s infused a new lifeline for me,” she says. “After 26 years in the event world, it’s easy to forget why you’re doing it. But this experience has reminded me of the joy and purpose behind our races.”
Honoring history while embracing innovation
As one of the longest-standing trail races in Northern California, Way Too Cool carries a rich history. Julie and her team have made it a priority to celebrate this legacy through their campaigns, highlighting veteran runners and the race’s evolution over the decades. “It’s important to educate everyone on the history and how the race has evolved,” she explains. By blending nostalgia with fresh experiences, they’ve managed to attract both new and returning runners.
Advice for fellow race organizers
For other race organizers facing similar challenges, Julie has one piece of advice: “You should use Race Roster!” She emphasizes the importance of having a comprehensive platform that streamlines registration, marketing, and communication. “It’s a one-stop shop that saves time and money while helping you recruit and engage runners.”
Looking ahead
With the success of their recent campaigns, NorCal Ultras is carrying this momentum into their other events, including the American River and Rio Del Lago endurance runs. “It’s given me a template for what to do next,” Julie says. As they continue to innovate and connect with their community, one thing is clear: the future of NorCal Ultras is bright.
In Julie’s words, “Using Race Roster and the CRM tools has revolutionized our races and infused a whole new life into me.” And for the thousands of runners who lace up for Way Too Cool each year, that passion and dedication make all the difference.
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