haku Adds Cash App Pay to Endurance Registration

September 9, 2026

New payment option supports a fast-growing Gen Z audience while keeping transactions connected to registration and operational data

[Miami, Fla, September 9, 2026] /ENDURANCE SPORTSWIRE/ – haku, the technology platform for endurance events and nonprofits, today announced that Cash App Pay is available for eligible US endurance registration experiences. Participants can pay using a Cash App balance or linked debit card while the transaction remains connected to the participant, registration, event, and financial context managed through haku.

The launch responds to a measurable shift in endurance participation and commerce. haku’s analysis of 2024 and 2025 platform activity found that Gen Z participation increased 33.3% year over year and now represents approximately 21% to 25% of participants, depending on the event. Mobile registrations rose 92% over the same period. For endurance leaders, those figures make payment choice part of participant-acquisition and operational strategy, not simply checkout configuration.

Cash App Pay provides a familiar app-based experience for eligible participants. On mobile, a participant is redirected to Cash App to authorize payment. On the desktop, the participant scans a QR code with a phone. Availability depends on eligibility, device, transaction type, and the organization’s haku configuration.

Jackie Levi, Chief Strategy Officer at haku said, “We’ve seen first hand that the start line is getting younger, and the registration journey is becoming more mobile. We’ve added Cash App Pay to give endurance organizations another way to meet participants where they are, and reduce any friction they might experience when they pay.”

Stripe reports that more than two-thirds of Cash App’s monthly transacting active customers are Millennials or members of Gen Z, and that 55% of Cash App customers do not have a credit card. The figures do not suggest that every younger runner prefers Cash App, but they help explain why card-only checkout may not reflect the tools used by a significant part of the audience.

Cash App Pay expands a haku payments ecosystem that already supports revenue across registration, donations, fundraising, ticketing, auctions, merchandise, invoicing, and eligible onsite transactions. haku connects payment activity with the people, programs, transaction types, refunds, and financial records behind it, allowing organizations to offer more relevant ways to pay while preserving the context needed for reporting, reconciliation, and participant support.

haku has continued to watch this trend, and has developed innovative enhancements to the platform because of the shift.

To learn more about the availability of Cash App Pay for your events, contact haku.

About haku:

haku is the leading technology platform for endurance events. Its all-in-one solution helps event organizers manage registrations, fundraising, memberships, marketing, e-commerce, participant engagement, and event operations through a single connected platform. With the industry’s only native CRM and AI-powered insights, haku helps organizations increase efficiency, strengthen participant relationships, and drive revenue growth beyond registrations. Trusted by leading endurance brands around the world, haku delivers the flexibility, scalability, and security organizations need to create exceptional event experiences.