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New England

Georgia and Carolina


What is the accelerator series

Help with marketing and sponsorship is on the way! Race directors have been asking for more information on how to best grow their events and these half-day workshops are the answer. Join your colleagues at this Running USA event to learn from experts and network with other directors. Register for the Accelerator Series workshop by clicking the button for the location nearest you.


Conference includes

  • Lessons from industry experts
  • Two interactive sessions with takeaway exercises
  • Networking with industry members
  • Happy hour

Ticket price
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  1. Welcome from Running USA &
    Race Roster

  2. Sponsorship session

  3. Marketing session

  4. Closing remarks

  5. Happy hour



Danny Bourgeois

Marketing Director, Louisiana Marathon

Danny Bourgeois is the co-founder and Marketing Director of the Veterans Day Fall Classic, Louisiana Marathon and Mississippi Gulf Coast Marathon. These are running festivals engaged in the community year-round with a mission to impact lives by sharing the running lifestyle through physical challenges and a respect having a good time within the unique communities of each event.

Before entering the race production space he served as a marketing lead with several national full-service agencies in Atlanta, Ga. and New Orleans, La. He has recognized successful efforts in travel-tourism, gaming, entertainment and hospitality. He and his family reside in Marietta, Ga.

New England, Georgia, North Carolina


Troy Schooley

Senior Vice President of Partnerships and Sales at P3R

Troy Schooley joined P3R in 2013 and has doubled the size of the sponsorships portfolio across a series of events, including the DICK’S Sporting Goods Pittsburgh Marathon, GNC Live Well Liberty Mile and the EQT Pittsburgh 10 Miler. Under his direction, his team has signed multi-year sponsorship renewals with national brands, including DICK’S Sporting Goods, UPMC Health Plan and FedEx Ground. His team also brought new partners to the portfolio including Brooks Running, E-ZPass, Ainsworth Pet Foods and Bank of America.

Schooley has been an integral part of expanding the P3R brand by working closely with local races, including Pittsburgh Penguins 6.6K Run and Family Walk, Flyby 5K and other races. In 2015, his team successfully launched P3R’s Gear Store, an online apparel store that offers exclusive training gear for the DICK’S Sporting Goods Pittsburgh Marathon and P3R’s running club, the Steel City Road Runners.

Prior to P3R, Troy spent over 10 years as national account manager at ESPN Radio, Westwood One, and Clear Channel. A native of Western Pennsylvania, Troy is a graduate of Robert Morris University, where he received a bachelor’s degree in sports management.

New England, Georgia, North Carolina


Michelle LaFrance

VP Marketing & Strategic Partnerships, San Francisco Marathon

Michelle LaFrance has extensive experience in copywriting and editing which is where she began her career, after graduating from with a dual bachelors in English and Psychology. With over a decade in a variety business she is truly a leader in social media marketing and content strategy. She has experience with many useful tactics for race directors such as inbound marketing, search engine optimization, and general marketing strategy.

Michelle has been with the San Fransisco Marathon for over 2 years now and currently holds the tile of VP Marketing & Strategic Partnerships. The San Francisco Marathon this past year attracted over 27,000 people. This past year her acquisition and retention marketing strategies led to earliest sellout in its 40 year history. She currently leads the brand strategy for the San Francisco Marathon, The Berkeley Half Marathon, and Run365.

Michelle is an innovator in the endurance space with activations such as the first marathon training partnerships with a fitness app and co-branded apparel collections with lululemon athletica. She has lots of experience with marketing analytics and tracking and is seen as a best practice case for endurance marketing.



Shan Riggs

Partner, General Manager LA Office

Shan is Partner and Head of Sponsorship and Sales at Beatnik Marketing Group. Beatnik specializes in social media marketing and sponsorship sales, working with a wide variety of properties, brands and influencers.

Shan has been in the running industry for well over a decade, working with dozens of the running events, running charities, and endurance sports sponsors of all sizes. Past and current clients include New York Road Runners, Route66 Marathon, Ironman, Houston Marathon, Boston Athletic Association, I <3 to Run, Big Sur Marathon, Competitor Group, RaceSLO, Gatorade, Clif Bar, Nike, Asics and others.

Shan is a competitive ultramarathon runner and sometimes runs oddly far distances in order to raise money and awareness for charity and to see how far he can go. Examples include a 195 mile - 50 hour run from Chicago to Indianapolis in support of Medals-4-Mettle, a 410 mile – 7 day run the length of Illinois for local Chicago running charities and a 166 mile - 54 hour run across Panama for a local school


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