Running USA and imATHLETE Reveal Findings of Runner Registration Patterns in Data Insight Series


LOS ANGELES (October 4, 2018) – The third webinar in the imATHLETE / Running USA Data Insight Series, presented on September 27, proved to be another highly attended, popular event. The data presented in the webinar examined registration trends for local participants and travelers, revealing when people register for an event given their proximity to the event and how those patterns compare across event distances (5K, 10K, etc).


Using its pool of 122m+ data points on athletic consumerism and 489,000+ responses from an ongoing athlete survey, Jeff Matlow, the CEO of imATHLETE revealed some important trends that directly influence the marketing decisions of all race organizers.


After analyzing over 1.2m registrations from over 3,500 events, imATHLETE presented patterns showing a trend of earlier registrations and greater travel for 5k and 10k events, some of which is related to the increase in multi-event challenges. Meanwhile, participant travel for half marathons and marathons remained fairly consistent since 2016.


Matlow further revealed the times in which participants are most likely to register based on their distance from the event location, revealing patterns to maximize geographically-targeted marketing efforts.


“The Data Insight Series has been extremely well received,” said Rich Harshbarger, CEO of Running USA. “The depth of imATHLETE’s data, combined with their amazing analytical work continually presents surprising insights that helps all race directors. On top of that, the presentations keep everybody smiling.”


"We have analyzed tens of millions of data points and a mind-blowing amount of registration analytics,” says Matlow. “The takeaways can change the way all event organizers run their businesses. We are ecstatic to continue presenting these insights to the industry.”


The 4th session of the Data Insight Series will be held on Wednesday, November 7th. Register now to attend. Apropos of the holiday season, Data Insight Series #4 will focus on the use of discount codes and best practices around discounts.


Missed any of the Data Insight Series webinars? Recordings of past events are available to Running USA Members on the Webinars page .

About the imATHLETE + Running USA Data Insight Series


The Data Insight Series webinars focus on key data insights about endurance athletes and how the information can be utilized in actionable ways to solve business challenges and drive growth. The first webinar in the series focused on runner retention rates. The second examined how far participants are willing to travel to events. The third looked at registration patterns registration trends for locals and travelers. Running USA members can access archived recordings of all presentations in the series at




imATHLETE blends registration, coaching and e-commerce technology with the social communities inherent in running, triathlon, cycling and all participatory sports. Recognized as a leading force in the sporting world with its industry-changing registration technology, imATHLETE is one of the fastest growing companies in the market. Their technology is transforming the relationship between event organizers and their participants. Learn more about imATHLETE at and at their blog at Follow them on Facebook at IAmAthlete, on Twitter @IAmAthlete and on Instagram @imATHLETE.