This post comes from the desk of our Senior Customer Success Manager, Randy Garcia. Randy (and all our Customer Success Managers) have a unique, behind-the-scenes perspective from a wide variety of events across the country and industry. Which means their know-how is incredibly valuable when it comes to giving pointers on how to grow your brand, grow your revenue, and reduce your workload. Without further ado... Randy.
You may have heard the buzz last week from Runner’s World about how the first race subscription service is coming to our industry. Enter Racepass, the first subscription-based membership for distance running. Intrigued? Keep reading. Haven’t heard of Racepass before? You may be surprised to learn that your race is already listed on their site! (Take a peek at www.Racepass.com.) So what does that mean and how does it affect you as an event organizer?
Racepass is the new ClassPass
Racepass seeks to make road racing less expensive and less complicated to sign up for. It’s an interesting idea for sure and based off of the wild success that ClassPass has had in the fitness studio space. If you’re not familiar with ClassPass, the idea is that you pay a membership fee and have access to a multitude of different fitness studio classes available to you. Want to try a hot yoga class at the new studio down the street? Check. Has your friend nagged you that barre is the way to go? You can try that too. ClassPass has been successful in opening up different fitness studios and classes to people that probably would not have thought to try them.
And according to the founders of Racepass, they want to do the same by lowering the barrier of entry to distance running for newcomers and helping seasoned runners find races to participate in. The idea is that you pay a membership fee for Racepass and can pick from any of the 5,000+ events on their site.
As I mentioned earlier, you may be surprised to know that your race is already listed on the Racepass site. Whereas ClassPass works directly with fitness studios to set up relationships and establish referral rates, Racepass has largely circumvented that step by simply listing a multitude of events on its site sourced from different event databases. That said, keep in mind that extra exposure can be a good thing but be sure to understand what is going on.
Jeff, the CEO of imATHLETE, recently spoke with Chase, the CEO of Racepass, to understand how Racepass fits into the endurance industry. The feedback we got is that this version of Racepass is an early iteration of what their ultimate goal is. The Racepass folks are very eager to work with events and race registration companies in order to create the most viable offering that benefits the industry.
So here is the basic premise of Racepass:
When an athlete buys one of the three Racepass membership offerings (3-events per year, 5-events per year or unlimited events per year), they can then select which races they want to run and voila, they’re in those races! The athlete does not need to go to your event website to register themselves - Racepass takes care of the actual registration.
Food for thought
Now you may be thinking, a registration is a registration is a registration. And yes, that’s true in that you still collect the full registration amount. However, there are a few things in the current iteration of the service that you need to be informed about.
Racepass has worked hard with some of the best attorneys to make sure that our users accept our Terms and Conditions granting Racepass proxy consent to sign race waivers. If you have questions or concerns, we always advise you check with your own insurance policies and legal counsel and if they have questions they can contact [email protected]
Our final thoughts
While most of the scenarios above can certainly be cast in a negative light, we at imATHLETE certainly do not want to dissuade you from taking advantage of Racepass and the possibilities it offers. The Racepass team is eager to solve all of the challenges above and they realize that working with event partners and registration companies like imATHLETE is their best bet for success.
Limiting barriers to entry to get new folks interested in road racing is something that we support. And looking at the image up top to see how many races are listed in the Los Angeles area just reminds us that there are races in our own backyard that we don’t know about! Hopefully your event will catch the eye of someone new.
The Racepass team is very eager to work with the running industry to fine tune their offering and attract more runners to your events. If this is something that you want to take advantage of or would like to provide feedback, we certainly recommend reaching out to the folks at Racepass via [email protected].
For any questions for us at imATHLETE, always feel free to drop a note in the comments, reach out to your customer success manager or [email protected] and we’ll be happy to help you!