The Future of Running: A Full Recap from the 2024 European Running Business Conference

What is the European Running Business Conference and who organizes it?

Every other year, the European Athletics Association holds the “European Business Running Conference”, an event that brings together hundreds of professionals involved in all aspects of organizing running events (this year over 370 participants), including race directors, event coordinators, marketers, and vendors in the running sector. The event aims to aims to empower these leaders with tools and ideas, bring together industry leaders, experts, and professionals in the running community to exchange ideas, share best practices, explore new technologies, and collaborate. Each conference is held in a different European city, with the host city's marathon taking place over the same weekend.

The 2024 European Running Business Conference

This year the fourth edition of the European Running Business Conference took place in Athens, in 2024, from November 8-10. The event was hosted by SEGAS, the Hellenic Athletics Association, in conjunction with the Athens Marathon, "The Authentic," which followed the iconic route from the ancient city of Marathon to the Panathenaic Stadium, creating a lively and inspiring environment as attendees experienced firsthand the powerful community impact of running events.

Hence, the hosts for the event included an all-star panel: Dobromir Karamarinov, President of European Athletics; Sofia Sakorafa, President of SEGAS; Raúl Chapado, Executive Board Member of European Athletics; Marko Vasic, Running Unit Responsible at European Athletics; and Sotiris Kyranakos, General Manager of Athens Marathon

The location of the actual conference was the Stavros Niarchos Foundation Cultural Center (SNFCC), which is a cultural complex in Kallithea, Attica, featuring new facilities for the National Library of Greece and the Greek National Opera, along with a 210,000 m² park. Designed by architect Renzo Piano, the $861 million project was funded by the Stavros Niarchos Foundation, completed in 2016, and donated to the Greek state in 2017.

Who Attended the 2024 European Running Business Conference?

The conference drew a diverse group of industry professionals. Among the attendees were more than 250 race organizers from various European nations, representatives from over 40 national athletic federations, key suppliers in the industry, and members of the running media from around the world. This was a prime networking and knowledge-sharing event, where top minds in the running industry gathered to exchange insights and strengthen the future of running events in Europe. Notably, a high percentage of attendees participated in the marathon events throughout the weekend, with over 70% running in either the 5K or 10K races and 25% taking on the full marathon distance.

Panels and Presentations

This two-day conference proved to be highly efficient, featuring 18 insightful sessions comprised of panels and presentations that covered a wide range of industry topics:

• Bouncing back to the growth, how can we sustain it? - explored the post-pandemic expansion of the running industry, touching on participation trends, event growth, and various other key factors. Speakers, including leaders from European Athletics, World Athletics, and global event organizations, shared insights and strategies for sustaining and building upon this momentum in the changing landscape of running events. Speakers: Dobromir Karamarinov (President, European Athletics), Raúl Chapado (Executive Board Member, European Athletics), Jakob Larsen (International Sports Executive, World Athletics), Charlotte Melchert (CEO & Founder, World's Sports Group), Sasho Belovski (Managing Director, SuperHalfs), Mike Nishi (Chief Operating Officer, Chicago Event Management).

• Rethinking resources, how to do more with less? - a workshop, strategically placed as the second panel of the day, offered an engaging, participatory icebreaker where attendees formed groups of five to collaborate on event planning. With two options to choose from, the exercise aimed to help participants identify whether they are "chasers" or "stretchers," exploring the pros and cons of each approach. Led by Chris Robb, CEO of Mass Participation World, the session provided valuable insights into resource optimization in event management. Workshop Speaker: Chris Robb (CEO, Mass Participation World).

• Technology and lessons for a new way forward - na. Speaker: Mike Terpstra (Team Leader Sales EMEA Active Sports, MYLAPS).

• Collective knowledge about the events industry - this panel featured presentations from industry leaders, including data from Running USA’s annual “Global Runner Survey” by ACTIVE, providing valuable insights into current trends and behaviors in the events sector. The session highlighted how this data can inform strategic decision-making and shape the future of race organizing, offering a deeper understanding of the factors influencing participation, growth, and the evolving needs of both organizers and participants. Panel with Presentations: Jay Holder (Executive Director, Running USA), Rebecca Richardson (CEO & Co-Founder, Running Industry Alliance), Nicole Goddeyne (Manager, Buyer Development, Sports Division, Northstar Meetings Group, TEAMS Europe), Jason Gewirtz (Vice President, Sports Division, Northstar Meetings Group, TEAMS Europe).

• AuthenticTalks - Study of the socio-economic and environmental impact of Athens Marathon. The Authentic.Speakers: Sotiris Kyranakos (General Manager, Athens Marathon. The Authentic), Konstantina Mpatsari (Principal Assurance, Deloitte).

• European Athletics as your partner - na. Presentations: Marko Vasic (Running Unit Responsible, European Athletics), Greg Broekmans (Director Running and Walking, Golazo), Greet De Grave (Project Manager, Golazo), Thomas Huyberechts (Head of Project Management, Golazo), Tiago Teixeira (Senior Manager, Runporto.com), Alessio Punzi (Head of Running and Mass Participation, World Athletics).

• Power of support, Collaboration is Amplification - this panel emphasized the significant impact of collaboration within the running industry. By coming together and supporting one another, organizations can amplify their reach, enhance event experiences, and create a stronger, more unified community. We learn how strategic partnerships and shared expertise can drive growth, innovation, and greater engagement, ultimately benefiting both organizers and participants in the ever-evolving running landscape. Panel Discussion: Kathrin Widu (Managing Director, Vienna City Marathon), Hugh Brasher (CEO, London Marathon Events), Panagiotis Dimakos (Running Advisory Group Member, European Athletics), Sotiris Kyranakos (General Manager, Athens Marathon. The Authentic).

• Event look and feel that engages the runner - this session explored innovative ways to captivate and maintain runner interest throughout an event. It highlighted how incorporating elements of gamification, such as with Ace Battle, can transform the running experience into something more interactive and exciting. Additionally, Raccoon Media's approach to making conferences more engaging, such as the Boston Run Show, demonstrates how bringing together runners and brands in dynamic settings fosters deeper connections. These strategies showcase the power of creative, immersive experiences in driving engagement and enhancing the overall event atmosphere. Presentations: Jon Rew (Owner, Scimitar Sports), Iurii Pidnebesnyi (President, Ace Battle Association), Nathalie Davies (MD, Raccoon Media Group).

• Platforms and projects that bring us together - this panel highlighted various initiatives within the running industry designed to connect and unite stakeholders, from athletes to organizers. It emphasized how collaborative platforms and projects are creating opportunities for greater engagement, fostering community growth, and enhancing the overall experience for all involved in the running world. Panel with Presentations: Riena Tambunan (CEO, PT. Dunia Olahraga Sport Enterprises, Indonesia), Marek Tronina (Founder and CEO, Maraton Warszawski Foundation), Johan Tigér (Founder & Principal Consultant, Tigertech), Seifeldin Fawzy (Co-founder & COO, The TriFactory).

• Running Cultures and Technology - this session explored the intersection of running communities and technological advancements. It focused on how tech innovations are shaping running cultures worldwide, enhancing engagement, and fostering connections among runners, while also influencing how events and experiences are shared and consumed in the digital age. Presentations: Théo Bayssat (Senior Manager, Partnerships Strategy & Operations, STRAVA), Virgil Andrews (Strategic Partnerships Director, World's Sports Group), Guy Horne (Managing Director, H&A Media).

• Trail running and our road to sustainability - this panel highlighted the trail running, its sustainability, and important facts about our friends on the trail. Panel Discussion: Julien Chorier (Sports Director, UTMB Group), Nenad Mojsilović (Co-founder, Trail Race Kopaonik), Mart Einasto (Member of the Board, Estonian Athletics and Council Member, Club Tartu Marathon), Adam Yeomans (Head of Global Partnerships, Scimitar Sports).

• Synergies among you as industry leaders - this panel highlighted the importance of collaboration and mutual learning within the running industry. The discussion focused on how industry leaders can support one another, share knowledge, and leverage their collective expertise to drive the future of the sport, emphasizing the value of appreciating and learning from each other’s successes and challenges. Panel Discussion: Dobromir Karamarinov (President, European Athletics), Dorte Vibjerg (CEO, Sparta Athletics & Running), Hugh Brasher (CEO, London Marathon Events), Carlo Capalbo (President, RunCzech), Mark Milde (Race Director, BMW BERLIN-MARATHON).

• ERBC 2024 Athens Closing and 2026 Porto Invitation - this panel was a heartfelt session expressing gratitude for the contributions of key leaders and figures in the running industry. The speakers acknowledged the hard work and dedication of everyone in the room, celebrating the collective achievements of the event. The session concluded with excitement and anticipation for the next European Running Business Conference, which will be held in Porto in 2026, promising further opportunities for collaboration and growth. Speaker: Dobromir Karamarinov (President, European Athletics).

How AI and technology are transforming the running industry

Several panels at the conference explored how advancements in AI and technology are transforming the running industry. Discussions highlighted the use of innovative tools and solutions to enhance race experiences, improve operational efficiency, and drive industry growth. Key topics included the potential of technology to create new opportunities, boost engagement, and help organizers and participants adapt to evolving demands.

• AI and technology for the Running Industry

  • Presentations: Krystyna Kulisz (Product Development Manager, me&my Friends), Agnieszka Krzysztofik (Business Development Manager, me&my Friends), Alfonso Yagüe Yges (Account Growth Manager, iRewind), Niels Schut (CEO & Founder, TRACX).

• Optimizing technology for the running industry

  • Panel Discussion: Sheyong Tan (Co-founder, BiiB), Jaclyn Levi (Co-Founder and Chief Strategy Officer, haku), Niels Schut (CEO & Founder, TRACX), Salvador García Zalduegui (CEO & Co-Owner, iRewind).

• Technology Showcases

  • Presentations: Harald Mika (CEO, Mika), Ayman Hakky (Founder & CEO, The TriFactory), Thorsten Griesbach (Head of Support, RACE RESULT).

• Race Timing, what is next in your field

  • Panel Discussion: Arno Kempenaar (Director MYLAPS Event Timing, MYLAPS), Lars Späth (Head of Sales, RACE RESULT), Harald Mika (CEO, Mika), Grigorii Krichmara (Founder and CEO, WITISI Sport).

• Optimizing technology for the running industry

  • Presentations: Pierre-Yves Val (Managing Director, sportsXpert), Dr. Juan David Peña Duque (Medical Director, World Sports Media), Maksym Krivenko (Chief Executive Officer, RaceNext), Alina Masich (Chief Project Officer / Head, RaceNext).

Networking Opportunities

With such a diverse and engaged group of attendees, the conference offered ample networking opportunities. Professionals from different regions and sectors of the running industry were able to connect, learn from each other’s experiences, and forge partnerships that can enhance running events across Europe.

Key Takeaways

Here are several key takeaways from the European Running Business Conference that reflect valuable lessons for the running industry and the broader running community. While these insights may differ for race directors, vendors, and other industry professionals, our focus has always been on providing the most relevant information for runners. From logistics to inclusivity, these takeaways offer a broader understanding of the direction the industry is heading and how it will ultimately impact runners at every level.

• The Running Industry’s Positive Environment: One of the standout aspects of the conference was the overwhelmingly supportive and collaborative environment. From race directors to vendors and speakers, there was a consistent theme of shared strategies and mutual support. It’s clear that the running industry is a unique space where everyone is genuinely interested in helping each other succeed. This collaborative mindset is essential for growth and creating a sense of community that benefits everyone involved in the sport.

• Diverse Perspectives Within the Industry: The conference brought together a wide variety of people, from race directors to athletic associations to technology providers. This diversity of thought provided a broader perspective on how different sectors of the industry approach challenges and opportunities. For attendees, learning from various roles and hearing how others view the running landscape helps to shift thinking and opens the door to new, creative ideas on how to engage with the sport and its participants.

• Women’s Participation in Running: There was significant focus on increasing gender balance in the running world. While women’s participation in races still represents a smaller portion of the overall market, race directors and businesses are implementing strategies to address this. From adding lactation stations at events to marketing specifically to female runners, the goal is to make races more inclusive. The industry is striving for a more equal participation rate, and it’s exciting to see that momentum building toward a 50/50 split between male and female runners.

• The Surge in Runner Numbers and Event Logistics: With more people taking up running globally, event organizers are facing new challenges. Races are selling out faster than ever, and there’s now a greater emphasis on getting the logistics right—everything from having enough race-day swag to managing the number of participants. Organizers are mindful of waste and resources, seeking to strike a balance that meets the needs of participants while staying sustainable and efficient.

• The SuperHalfs Series: The SuperHalfs, a series of six iconic half marathons in Europe, has become a popular alternative to the World Marathon Majors. Initially seen as more accessible, these events have now sold out, with participants having five years to complete the series. The unexpected demand for these races shows the evolving interests of runners and presents a challenge for race organizers: finding the sweet spot between offering enough opportunities for participants without leaving money on the table by selling out too quickly.

• World Records and Their Impact on the Industry: The recent breaking of world records has been a positive development for the running community. Industry leaders agree that these achievements are a boost for the sport, helping to attract more participants and increase the visibility of the sport. Record-breaking performances inspire both elite and recreational runners alike, and super events showcasing these records play a key role in raising the profile of running globally.

• Trail Running’s Growing Appeal: Trail running continues to grow in popularity, with many in the industry encouraging runners to explore nature and take part in off-road events. Trail running offers a different experience from road races, allowing participants to connect with the outdoors in a way that many find rewarding. As the popularity of trail races increases, it’s becoming a vital part of the running experience that appeals to both seasoned runners and newcomers.

These insights from the conference offer valuable lessons for the entire running community, highlighting the importance of collaboration, inclusivity, sustainability, and innovation. As the industry continues to evolve, these takeaways will help shape how we think about and engage with running, encouraging everyone from race organizers to runners to embrace new opportunities and keep pushing the boundaries of the sport.

The European Running Business Conference 2024 was a cornerstone event for anyone involved in the industry, offering both inspirational and practical takeaways to help race organizers create better events, reach larger audiences, and build thriving running communities.