Getting new runners to the start line

More than 95% of bookings generated for our partners have never booked a race with them before.

Why it matters:
findarace is proven to be a simple and effective way to get new entrants for your race. Over the past 5 years we’ve generated millions in additional revenue for the Race Organisers (RO's) we work with.

There is though, one question that RO's often ask. That is, ‘how do I know I wasn’t going to get these bookings anyway?’

There’s a concern that rather than bringing new people, a marketplace could be jumping in, claiming credit for the booking and then charging for it.

If someone knows the race they want then we don’t add any value. They should come straight to you to book the race. We don’t want to get in the way. This principle is why we never market ourselves to people looking for specific races. Instead, our audience is the vast majority of people who have no idea what race they want to do.

Knowing that almost all the bookings we generate have not raced with that RO before helps prove that, with findarace, all revenue is new and additional to you.

Methodology:
We worked with some of our race organisers and eventrac, one of our registration partners, to try and find an accurate number. We looked at how many entrants generated by findarace had ever booked any races with that RO before. If it was the entrants first booking then we know they are a new participant.

Some thoughts:
Combined with what we know about how racers get to, and use, findarace this research means Race Organisers can be confident that the people findarace sends them are genuinely new racers generating additional revenue.

We work hard to focus on people who do not know what race they want to do. The majority of our users search on the site for something like 'half marathons in London in the next 3 months'. We show them the options and they discover a new race.

We focus on finding you new racers so you can focus on putting on memorable events to make sure they keep coming back to book with you directly.

It’s important to remember that not all marketplaces work in the same way. To guarantee you're seeing genuinely incremental revenue, be sure to ask any marketing partners to prove that they are generating additional entrants for you.

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If you'd like more in-depth information on the research, I'd be happy to share it. You can reach me at [email protected].
Image © Maverick Race