Active Insights

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Welcome to Active Insights, sponsored by ACTIVE Network, a resource for data, insights, interviews and articles relevant to the endurance sports industry.

Beyond Gamification: Creating Rewarding Race Experiences

To gamify is to transform an action into a game by adding points, badges and other engaging elements. From soda companies to airlines, brands of all kinds are using gamification as a way to boost participation and build loyalty. Gamification is becoming increasingly common in the endurance industry via point tracking systems, multi-race incentives and other programs managed throughout the race and beyond. Here, we’ll provide a four-step plan to incorporate gamification into your event. MORE

2016’s Ten Most Popular US Cities for Extremely Active Millennials

Millennials, now the largest living demographic group in history (surpassing the Boomers) according to US Census data, could potentially also scale to become the most active living population. New data* from ACTIVE Network shows the ten most popular cities for extremely active Millennials per capita. MORE

Want More Women Participation in Triathlon Events? Start Focusing On the Right Things

What drove the growth of great women-focused events, and how do we reinvigorate that growth of women pursuing triathlon as a sport? An overwhelming number of women make it very clear:  If we want to encourage more women to participate in triathlon, the focus of our efforts shouldn’t be the race itself. MORE

David McGillivray Running Incognito

Perhaps one of the best ways Race Directors can get an honest perspective on the many operational and logistical areas of race management is to run together with the other participants. Boston Marathon Race Director Dave McGillivray learns just how racers feel about his races by running incognito, hearing their feedback candidly, honestly and immediately in the moment. MORE

Which states are truly the most popular for endurance event participation?

Active recently evaluated registration data from 125,000 endurance industry events across more than 16,000 organizations managed by ACTIVE software in 2015 to better understand endurance event popularity within each state in the US. Whether its health initiatives or fun events, the top markets for endurance event participation may surprise you, ranked from highest to lowest per capita. MORE

How the Evolution of Endurance Racing Changes Your Business Strategy

Race organizers – What evolutionary technology phase are you operating in? Are you just focused on satisfying your online registration needs, or have you progressed to fully take advantage of optimizing operations while maximizing market reach? Or have you advanced enough to utilize real data insights and implement a full consumer lifecycle experience? MORE

Insider Marketing Budget Secrets that Win More Registrants

Few people have unlimited marketing dollars to spend, so managing your marketing budget is a high priority for most organizations. You need to know where to invest your time and money to create the most effective campaigns. You also need to know when a tactic is working and when you need to reroute the course. Before you finalize your 2017 budget, here are some tips to get you started. MORE

From Medal to Multimedia: Rising Race Day Expectations

While the fundamentals of a successful event remain organization and safety, the participants’ expectations have grown exponentially. The event has become an extension of friends and family. And corralling all of those people into it requires the athlete to become the marketer. What is the roadmap for the future? MORE

The Most Popular Month to Race in Triathlon, Running, and Walking Events

Race directors the world over have long abided by some general rules of planning events. One of the most popular rules is that you must hold your event during the warmer months, or it will not be successful. Insights from ACTIVE Network Activity Cloud® comprised of millions of event registrations last year tells a similar, but much more nuanced narrative. MORE

How One Race Grew to Over 20,000 Registrations and Became an Influencer

Take a look at the races and brands that inspire you, whether on social media, blogs, forums or simply industry chatter. What is it about these races and brands that has you paying such close attention? They are influencers. MORE

Data-Driven Marketing 101

More than ever, the majority of your marketing efforts as a race director are occurring online. What digital marketing lacks in the ability to see your ads in print, it more than makes up for in the ability to instantly gauge performance. That’s why you have to embrace data in order to be as successful as possible in marketing your event.  MORE

How to Improve Your Events with Data

If you feel like everywhere you turn, all you hear about is, “data, data, data,” it’s for very good reason. More relevant data absolutely could be the difference between a “meh” event and one that knocks it out of the park, meeting your revenue targets and delighting customers. Look for these four data sets to really revolutionize your next event. MORE

The One Crucial Data Point You Need Before You Plan Your Next Event

Being a successful race director used to mean embracing a certain amount of uncertainty and being very comfortable with estimates—about how many t-shirts to purchase; a guestimation of how many water bottles, etc. Your most successful race will be the one where you have the most useful information, specifically knowing where your participants are coming from. MORE

Four Things that Keep Race Directors Up at Night

The fall race season is rapidly approaching and you have challenges you must overcome to meet your goals.  We recently asked over 1,000 race directors to tell us what their biggest concerns were as they approached race day and here’s what they said. MORE

Where Are America’s Laziest States? Hint: It’s Not Where You Think

It seems the entire nation has been swept up into a collective fitness craze, with 5K selfies, FitBit stats and mud run check-ins peppering Facebook newsfeeds from Milwaukee to Miami. But, where do the most active racers in America live?  MORE

The Devil’s In the Details

When you survey the entire nation of runners and ask them their demographic and preference information, you’ll learn interesting facts that may be common sense, but for the most part, national data is too general for many race directors to make actionable. MORE

The Gender Divide:  Who Registers First?

Generally, most people register one month preceding and the month of a particular event.  There’s no surprise there, especially for short to medium distances.  But who registers sooner?  Men or Women? Ah, that’s an interesting one. MORE

When Should You Plan Your Race, Saturday or Sunday? Hint – It’s Not What You Think

At Running USA’s Innovation Showcase, I challenged the audience to imagine a future where they could defy conventional wisdom using data insights. During the speech, I asked the attendees which was the better date to run an event, Saturday or Sunday? MORE

Why Mobile Matters in 2015

We live in a “now” world. We need access to information faster, anywhere, anytime, and that access needs to work every time. Over the past year at ACTIVE.com, we’ve found that access to the site via mobile device, tablet or smartphone, now exceeds laptop and desktop traffic by nearly 20 percent. People are searching for activities while they’re on the go, and they are making purchase decisions. MORE

Blast Fishing: Maximize Your Marketing in 2015

The analogy between fishing and marketing isn’t new. As a race director, you need to fill an event as quickly as possible. With everything you’ve got to do to put on a successful event, participants need to jump in the boat. So how do you improve your chances to catch participants as quickly as possible? MORE

How Data Can Improve Your 2015 Marketing Plans

In sales, it’s been said that “if you wait for your customer to find you, you may already too late.” But what if you knew when your customer was likely to start their search? How would that affect your marketing efforts? Would you change when you opened registration? MORE

For more information and insights from Active Network, contact us at 888-549-7223 or by email at Endurance.Info@activenetwork.com

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