Marathons are the new meeting spots.
Runners want to race. Runners will travel to race. How are you going to serve them?
In running, there’s a black market for race entries. You’ll have better luck at the casino than getting into a capital city marathon this year. Why?
A post-pandemic influx of runners has lead to the introduction of complex ballot systems. People are hungry for races and willing to travel.
Recently, I was at Gold Coast marathon working at the lululemon Clubhouse. I was managing ambassadors, connecting with community, navigating logistics and problem solving across the weekend. In my mingling, it was compelling how many people had travelled for the race.
A total of 26,140 race finishers, plus families and supporters.
Multiple destination travel companies at the expo.
On course there were runners from Indonesia, Japan, Kenya, China, UK, New Zealand, among thousands of interstate runners.
The last three adventures I’ve had have converged running and travel. Bali Marathon last September, New Zealand for Summer trails, and LA Marathon earlier this year.
There is an opportunity to serve the transient runner and their communities. Marathon activations beyond the race and expo.
Creative ways to provide a meeting spot for runners. Brands, city councils and community groups working with travel agencies to provide unique experiences.
Tell runners stories in new ways.
Runners want to race. Runners will travel to race. How are you going to serve them?
Thanks for reading, if this landed for you or want to discuss this further, it would mean a lot to share my insights to a friend or colleague. (hit below)
As always, move with curiosity.
Willocks x