When you want to know what’s happening and trending in the endurance events industry by the numbers, where do you turn to? Well, for me and many people I know, the definitive source of event data for the industry is, and has been for some time, GiveSignup|RunSignup’s annual RaceTrends report.
The report leverages GiveSignup|RunSignup’s extensive registration data from almost 60,000 events to point to trends in event participation, event pricing, participant demographics, marketing effectiveness, technology adoption and a myriad other things.
The most recent edition of the report was out just last week, and the data does seem to point to a strong, but partial, recovery from 2020, with some numbers starting to converge to 2019 pre-pandemic levels.
With me today to discuss all the numbers, the trends and their implications for individual events and the industry as a whole I’m delighted to have GiveSignup|RunSignup’s own, Johanna Goode. Johanna is the driving force behind many great things coming out of GiveSignup|RunSignup, including the ever-improving annual RaceTrends report, so she is just the person to walk us through the insights and recommendations coming out of the 2021 numbers.
In this episode:
- A return to normal? What 2021 registration rates are suggesting for market recovery and 2022
- Event attrition/churn through the pandemic
- The impact of event cancellations/postponements on participant loyalty, and ways to mitigate it
- Repeat participation numbers and trends
- Participation by event type
- The rise and fall of virtual races through 2020-2021
- Participant demographics by gender, age, event type
- Solving the lagging Millenial/GenZ participation puzzle
- Registration pattern shifts (are participants registering later than usual?)
- Event pricing trends, and the effect of price increases on registration rates
- Mobile adoption trends
- Facebook, social media and participant acquisition breakdown
*** To download your free copy of the RaceTrends 2021 report go to: runsignup.com/trends ***
Thanks to GiveSignup|RunSignup for supporting quality content for race directors by sponsoring this episode. More than 22,000 in-person, virtual, and hybrid events use GiveSignup|RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about GiveSignup|RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com.
You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.
You can also share your questions about about the numbers in today’s podcast, registration trends or anything else in our Facebook group, Race Directors Hub.