RunSignup*, in an October industry update, said aggregated registration data continues to show gradual improvement for the endurance race category following the pandemic.
Although most events have not returned to pre-pandemic participation levels, the average year-to-date trend improved by five percent, said the organization.
Its latest data shows an average reduction of 15 percent in participation levels compared to pre-pandemic data; this corresponds to its previously reported 20 percent reduction in registration levels.
October registrations declined 9 percent; however, participation levels improved. For the month, RunSignup saw a net new race growth of 40 percent while maintaining its existing participant base of 25,000 events.
“We are very hopeful that the recent trend data will continue to improve for the industry. The last three months indicate a positive shift. September was set to have similar numbers as August, with the lower 9 percent reduced levels, but Hurricane Ian temporarily disrupted this trend. We believe that for the industry to rebound fully, it will require race organizers to apply more concerted efforts to help build back participation; this involves reassessing their event’s overall experience and applying a much more assertive marketing effort that includes strategic pricing incentives, proactive promotion through a mix of tools and connecting with the community to help raise awareness and interest. We are supporting events by publishing trend data, recognizing the problem and providing helpful suggestions on how to grow races,” said Bob Bickel, RunSignup’s CEO and founder.
*RunSignup tracks and compares event registration levels that use its registration in 2019 with 2022 levels to isolate registration behavior trends. The year-to-date average shows a 15 percent reduction in enrollment, a five percent improvement compared to the previously reported 20 percent average reduction. August and October data showed improvement, with a 9 percent reduction in registration numbers. September’s levels were affected by Hurricane Ian and showed a 20 percent reduction in registration. RunSighup forecasted the positive trend in August and October would continue unless outside forces introduce industry challenges.
Photo courtesy Life Time
