Looking to reach running newbies?

For many road races, loyal runners keep events afloat, but retention alone isn’t enough to drive growth. According to RunSignup’s midyear data, races can expect only about 17% of their field to return year-over-year. That means reaching new runners and forging connections with them isn’t optional; it’s essential.

Running USA recently published its Global Runner Survey. Amongst other questions, this asked respondents how they found their next event. Perhaps unsurprisingly, the most common way to discover events is through online search. Second is word of mouth, third is listing sites.

Running USA's 2025 Global Runner Survey

Findarace.com plays a central role in both the first and third channels; online search and listings.

Online Search
Searches on Google can be split into two types: branded and non-branded. A branded search would include the event's name, like 'Grandmas Marathon' or 'Peachtree'. To reach this audience, a site must perform well in organic search, backed up by Google Ads where budget allows.

It's the non-branded searches where listings sites like findarace come in. Our users typically arrive on the site having done a generic keyword search, something like '10k near me', ' half marathon San Jose', '5k near me November' etc. We rank at #1 on Google for 1,000's of these generic keyword searches (below is a snapshot from our organic search performance tracking software).

findarace.com organic SEO tracking

Running listing sites
The survey found listing sites to be the third most popular channel to find events, at 55%, above social media (45.2%) and event email marketing (39%).

So runners find listings sites the best way to discover events. As a result, listings sites are a super effective way for Race Directors to reach runners.

There are a few key characteristics to our audience that drive its effectiveness:

Size
As the US's most-used race calendar, the audience on findarace.com is big. Around a million people a month, depending on the time of year.
Intent
Users of findarace.com are actively looking for their next challenge. They are ready to register.
New to you
This audience is distinct to those who are already aware of your event. As mentioned, those people will typically have found your site directly, through a branded search on Google. Listings sites don't get in the way of that journey. Our audience however, is higher up the funnel. They don't yet know what events are on, or which one is right for them. They're not familiar with the local race scene, often because they're new to running.

In our latest analysis with several registration partners, we found that more than 95% of participants registering through findarace.com were entirely new to that race organizer; meaning every ticket represented a truly incremental entrant. Over the past five years, that focus on connecting events with the discovery audience has translated into millions of dollars in additional revenue for our event partners.

Strategies to attract and support new runners

So findarace.com is a very effective channel for acquiring new runners. Then comes the hard part: retaining them year after year. We asked Sparc for Sports, experts in marketing for mass-participation running events, for their advice on attracting and supporting new runners.

Common barriers for new runners

Intimidation factor: The competitive environment and fast pace can feel overwhelming.
Lack of knowledge: From race-day logistics to proper training, new runners may feel unprepared.
Perceived exclusivity: Entry fees, long distances, or non-traditional formats may discourage participation.

Simplify registration and communication

Clear, step-by-step instructions on signing up.
On the registration form, create a question to identify first-time runners, allowing you to communicate directly with them in campaigns.
Email and social campaign specifically for your newbie runners.
FAQs addressing common concerns.
Keep your Findarace registration page up to date with this information; explicitly noting what “beginner-friendly” means can reduce confusion and encourage sign-ups.

Create a welcoming pre-race environment

Beginner orientation sessions or webinars.
Warm-up groups and pacing guides.
Include these details on your Findarace profile to show newcomers your race is approachable and supportive.

Highlight the social and experiential aspects

Promote post-race celebrations, photo ops, and community engagement.
Showcase beginner testimonials on your website, social channels, and Findarace race page.

Partner with training programs and apps

Offer or promote structured training programs leading up to race day to help new runners feel prepared and motivated.
Recommend popular training apps, like Coopah, to guide participants through their first race experience.
Highlight these programs and apps on your Findarace profile—showing that your event is connected, supportive, and truly beginner-friendly.

New runners aren’t just filling bibs; they’re the upcoming generation of dedicated participants, brand ambassadors, and community builders. By meeting them where they are and making your race accessible, you’re investing in long-term growth, revenue, and the future of your running community.

The takeaways

Findarace.com is the go-to channel to reach new runners... and new runners matter!

Revenue growth: New runners expand your participant base, filling registration spots and boosting merchandise, expo, and sponsorship opportunities.
Community building: They bring friends, family, and coworkers, which expands your event’s social footprint.
Retention potential: A positive first race experience often turns a newbie into a lifelong participant and ambassador for your event.

If you’re on RunSignup, you can claim your race on findarace.com today. If not, connect with us to easily list your race and reach hundreds of thousands of runners looking for their next event.

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Looking to reach running newbies?