We work alongside race directors, municipalities, non‑profits, and brands to produce events that truly shine. To do that effectively, we stay closely tuned to the major trends reshaping the running and multi-sport event space. Here’s a look at what we’re seeing—so you (and we) can keep ahead of the curve.
1. Participation Is Back—and Growing
After the major disruptions of the past few years, the endurance‑event industry is showing robust signs of recovery and then some. According to Running USA’s report, many standalone races in 2024 posted double‑digit growth compared with 2023. Meanwhile, data from RunSignup show that in 2024 the average race grew by about 8% compared to 2023—and many races are now back to or exceeding their 2019 levels.
What this means for event organizers:
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Events that haven’t updated their participant experience may be falling behind.
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There’s renewed opportunity to launch new events or expand existing ones.
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Logistics, timing, infrastructure, and participant engagement must scale accordingly.
2. A Broader, Younger, More Diverse Participant Base
The “typical runner” is changing. Reports show increased participation from younger age groups (16‑39) and even from older demographics (60+). Gender gaps are narrowing too, and event formats are evolving to welcome more kinds of participants (walkers, first‑timers, multisport athletes).
Implications for event design:
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Provide course options and distances that accommodate first‑timers and seasoned athletes.
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Consider user experience for non‑traditional participants: signage, pacing groups, accessible amenities.
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Marketing and registration should speak to a varied audience, not just “hardcore runners”.
3. Tech, Hybrid & Virtual Formats Are Here to Stay
The integration of technology into event planning, execution, and participant experience has accelerated. For example:
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Wearables, live tracking and interactive race day apps.
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Hybrid events that allow virtual participation or globally connected experiences.
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Registration and check‑in technologies optimized for mobile devices.
For event production, that means: -
Ensure registration and communications platforms are mobile‑first.
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Incorporate live‑tracking, timing results, and engagement features.
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Virtual or hybrid options can broaden reach and provide revenue opportunities—but they require investment and planning.
4. Pricing, Registration Behavior & Loyalty Matter
With demand rising, cost pressures increasing, and participant expectations higher, some important shifts are happening:
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Entry fees are increasing—especially mid‑sized and large events.
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A larger share of registrations are mobile and last‑minute.
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Repeat participation (returning to the same event) remains relatively low—so building loyalty is key.
Takeaways: -
Make the registration process seamless across devices.
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Pricing strategy needs to account for elevated costs (permits, services, staffing).
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Focus on retention: early‑bird rates, loyalty perks, team/group discounts.
5. Sustainability, Experience & Branding Now Drive Value
Events aren’t just about getting people from start to finish—they’re about delivering an experience and creating a brand. Today’s participants care about:
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Eco‑friendly practices and sustainability in event management.
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Engaging expo/packet‑pickup experiences, social media storytelling, and community vibe.
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Strong branding and differentiation: what makes your event unique?
For event directors and producers: -
Integrate sustainability into the event design (materials, waste, transport).
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Build strong participant touch‑points: expo, hospitality, post‑race celebration.
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Leverage branding and storytelling to grow beyond “just another race”.
6. Multisport Formats Are Gaining Creative Traction
While running events remain dominant, the broader multisport and fitness‑race space is innovating fast. Events that blend running, cycling, swimming, functional fitness, and hybrid formats (think fitness‑race, obstacle course, multisport challenge) are scaling rapidly.
Why this matters for a race‑production partner like us:
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Multisport events complicate logistics—transitions, multiple sport venues, timing integrations.
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There’s opportunity for differentiation and growth by offering novel formats.
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Technical infrastructure (timing, course setup, multiple sport support) must be built into event design.
How Run Toledo Aligns With & Supports These Trends
At Run Toledo, our role is to partner with event owners to deliver smart, scalable, and future‑ready race experiences. Here’s how we align with these industry trends:
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End‑to‑end logistics & timing: We bring seasoned experience to course design, permitting coordination, timing systems, registration workflows—ensuring your event meets the elevated expectations of today’s participants.
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Technology integration: We support mobile‑friendly registration, live results, timing data, and event day tracking—helping you deliver the modern experience participants expect.
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Experience focus: Beyond the race, we help you build the event brand and participant journey—packet pick‑up, expo layout, start/finish celebration, sponsor activation, signage, and more.
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Scalability & diversity: Whether you’re launching a new 5K, expanding a marathon, or introducing a multisport challenge, we’ve got you covered with frameworks that adjust to size, format, and audience.
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Sustainability & community: We partner with you to incorporate best practices for sustainability and attendee experience—creating events that are not only efficient but also meaningful.
Looking Ahead: What Should You Plan For?
If you’re planning your next running or multisport event, consider building in the following:
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Early adoption of tech (mobile registration, live tracking, hybrid/virtual options).
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Flexible event formats to engage a wider participant base (novice runners, multisport athletes, non‑traditional participants).
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Strong focus on participant experience—start to finish: logistics, course, amenities, community atmosphere.
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Sustainability planning as a real differentiator.
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Pricing and loyalty strategy to balance growth, cost, and retention.
