Author: Cy

Winning back the Folks that Don’t Return

Back in January, ARHub dropped its bombshell report on the sorry state of racer retention in the sport of adventure racing. Our study found that some of the sport’s best racing organizations suffered from serious racer retention issues to the tune of 71% of all adventure racers only doing 1 race and not coming back. Given the enormous cost of acquiring new customers vs. retaining existing ones, the large obstacles that everyone faces when starting to participate in adventure racing, and the relative obscurity of the sport, this retention rate is catastrophic. So we put out a call to any interested race directors who had tackled the issue of racer retention. FLX sent us their plan. But shortly afterward, the folks at All Out Events answered the call as well, wanting to help to continue the efforts to share best practices and help level the playfield. Breaking down organizational silos and tribal knowledge is kinda my bag, so I’m happy to present their thoughts. Take it away, All Out!

Winning back the Folks that Don’t Return

All Out Events owners, Kristin and Yishai.

Adventure  Race Hub ran an article stating that the best-renowned adventure race companies had a return rate of less than 30% and I was shocked. Our return rate is more like 70% year over year . . . it’s so good that I don’t spend a lot of time trying to win new racers because my returners bring them with them. We’ve been written off before because we’re a big fish in a small bowl – the only professional race organizer for AR in California . . . but our numbers aren’t an accident.

I operate on the Pareto Principle: that 80% of your results come from 20% of the causes. We put on not only adventure races, but other endurance events, obstacle course design contracts, and our primary bread and butter is a chain of climbing gyms. The only way I’ve been able to grow these businesses (especially with the birth of our twins two years ago) is by finding ways to best utilize our community and the tools around us.

The number one thing that drew me to adventure racing was the community of it. My husband, the founder of the company, loved the idea of things like Primal Quest on TV and looked up to Mark Burnett, its producer. He wanted the greatness of epic courses and adventures, of helicopters dropping people into the sea and putting them through paces, and just being AROUND those kinds of people as his job.

When I came onto the scene to help him (I started by administering ropes), I found the camaraderie and relationships that formed around AR both from the staff point of view and the racer one was something unlike anything I’d experienced. That’s what hooked me. It’s also what drives our business now that I’m in charge of it. We don’t see it as a race and a money making venue, we see it almost like a party we’re throwing for people who like this stuff. When we’re scouting or blazing a path through poison oak with machetes, we’re imagining what people will be feeling when they come through it, too. My husband thinks of the elite athletes, and I think of people like me – weekend warriors who don’t feel complete without a little epic now and again.

I think that bringing that attitude to the business is the number one reason we’ve been successful and outlasted almost everyone when things got harder for events. That continual need to push, to get better, to make the experience greater. We have the skills to do some epic rope challenges, so even if it’s stupidly hard to haulable and we have to build magical structures and work to convince the land authorities to let us, we do the thing. Because it’s what we’re about. It’s not about reaching out to anyone population of your racers so much as it is about making all of your racers feel appreciated and like they’re in a peer group. The most elite of our racers hang out with the most beginner. There is no ego. There’s only a common love of something.

One way to make sure racers come back – ensuring your races provide an incredible experience. PC Kaori Photography

Communicating that as a race producer is the most important thing.

When people call and ask questions, I intentionally get into that mode. I know that people just getting into it can change lives. When I answer questions, I go into it with that mindset. I find out what their motivations are and I speak to them on that level, and I make sure they know that I want to hear how they feel after the race. This is especially important after the race. Things can get nuts, and I’ve been known to bluntly tell a racer wanting to know their rank that they aren’t my priority right now when I’m looking for a lost team before sunset, so I always make sure to make note of who might have felt slighted and reach out to them.

But beyond that little bit . . . there’s the Post Race Survey

After each event, we send out a final email with info about rankings, photos (we have the best photos around, thanks to Kaori Photo being on our team), and a short survey. The survey is everything and here’s why: People who answer it do so because they are either:

  • really psyched (and now you can identify who your champions are)
  • really pissed off (and now you can reach out to them with premium customer service) and also know how to improve and communicate that improvement for the next iteration

Because it all comes down to showing humility as a race producer. Did you mess up? Communicate that. Own it. People are more likely to come back for that if they trust you not to mess up again – especially because races can put them in perilous situations. Trusting the race director is key.

Champions

Over time, you get to know who is really all about what you’re doing. If you’re being humble, that means you’re also grateful. Finding ways to share that gratitude to the people putting in work to your race and organization is key. It’s not about “stuff” or discounts, it’s about making them feel like they’re part of the team. I started a Facebook group for All Out Alumni. It’s really easy to put out questions and concerns and the people who love us and want us to improve generally jump in with good ideas. The key is validating those people and USING their ideas so they feel valued. Communicating gratitude to enthusiastic people who bring in more people, and asking them how you can help them sell others on adventure racers.

This last year, I specifically put out the call about this and it resulted in a couple outreach quizzes and a little infographic that people could share and print out to hand out (see the infographic at the bottom). I vetted it to them and got their feedback about what they needed as a tool. It was different than what I would have done from a producer standpoint, and that’s exactly why it worked.

Your job is to serve your champions. They don’t even want a reward most of the time, they just want to help. TAKE THE HELP.

Asking Why

The final thing to do is periodically send emails out to people who haven’t registered for a race in a while, and, in as personal a way as possible, ask them why.  Here are the questions I ask:

  • How likely are you to recommend our Dawn to Dusk to someone?” 0 is that you’d rather them die a horrible death and 10 being that you’d pay for their entry and get them there yourself if money and time were no object.
  • What, specifically, has kept you from registering this year?
  • Email address

The first one is such a clear range that you get a solid idea of how you’re doing and how important it is to follow up on comments. We got two 0s. One said it was an event not for someone off the couch (yeah, it’s not so, okay), and one came with some concrete feedback that I was able to reach out to the person about, commiserate and offer to make it right. Win for everyone. A full 60% gave us a 10. That’s why our retention is so high. The reasons they didn’t register was that they are busy or out of shape or something out of our hands.  The rest (it went the gamut from 10 to 5) were highly praising us, but again, reasons out of our hands. And 5’s not so bad when you phrase it like we did above. The fact that we got so many 10s is kind of amazing, really. And, the warm fuzzies keep you going, too. 🙂

So, in summation – how do you get such a good return rate?

  1. Genuinely care about the entire experience being a life changer for the people in it.
  2. Identify your champions and encourage them however you can.
  3. Be brave and ask how you can improve, regularly, every race, and once in a while to the people who don’t come back.

The FLX Racer Retention Model

A recent study conducted by ARHub found that a some of the sport’s best racing organizations suffered from serious racer retention issues to the tune of 71% of all adventure racers only doing 1 race and not coming back. Given the enormous cost of acquiring new customers vs. retaining existing ones, the large obstacles that everyone faces when starting to participate in adventure racing, and the relative obscurity of the sport, this retention rate is catastrophic. So we put out a call to any interested race directors who had tackled the issue of racer retention.

Ron Eaglin of FLX was first to answer the call.

If you don’t know FLX, then you’re either new to AR or don’t get around much, as FLX is one of the premiere race organizations in the US, running ~11/12 adventure races each year, from 1-hour long family races to the infamous 72 hour Sea 2 Sea race. As far as professional race organizations go, they are at the top of the list. So while some of their activities and methods for outreach may be too time or resource intensive for one-man race organizations, it should help get the creative juices flowing and help democratize best practices, which is a core tenant of ARHub.

Take it away, Ron!


Solving the One and Done

As most race directors and promoters of adventure races know by now the One and Done syndrome is choking our favorite sport. These are practical things you can do in your race organization to directly address this issue. First some basic principles;

  1. Not everyone is like us
  2. People like to have fun
  3. People like to feel connected and special

With that out of the way, here are things that you can do to help foster that long-term relationship with your racers.

Prior to every race the race director or race organization should contact ALL first-time racers and make sure they know what to expect on race day. First-time racers do not know to be very early for map preparation, gear staging, and all the other things we take for granted. Make sure all first-time races have an idea of what to expect. This could be first contact by email, but I also recommend talking to them, so get permission to call them when they register. [editor’s note – a personal outreach can do WONDERS for setting up a positive experience for new racers. So set up time in the week(s) leading up to the race for some evening calls!]

__ Are you are first-time adventure racer or team?

__ Do you mind if we contact you to help you prepare for your race if so how?

In addition to this, you should also make sure that first-time racers do not race above their level. You can almost guarantee you will never see them again if you allow them into a challenging elite race for their first experience. This, of course, means you must tell them they are not ready which is not the best way to kick off a relationship. Here is how to make that a positive interaction;

Bad Question to Ask Good Question to Ask
How good of a navigator are you? Can you tell me how much experience you have with compass navigation on USGS maps?
Do you know how to paddle? Are you familiar with the correct strokes to use for canoe steering in tight rivers?
How good are you in technical mountain biking? Are you comfortable with advanced level drops on a mountain bike?

This will initiate a conversation and hopefully, the racers will make a decision on the correct level. Always be encouraging and if racers are interested in increasing their skills, make sure you have suggestions.

On Race Day, Check-in is their first impression of your organization and adventure racing. Your check-in staff should be prepared to identify and help all first-time racers. In addition, you MUST have resources available to help these first-time racers. This could include an AR101 course or a small navigation course. You should also have experienced racers available to help the new teams with anything they need in map preparation. Everything at this stage should be a first good impression.

When we get to the pre-race you should call out and identify all first time teams and have all the veteran teams applaud them and welcome them. We have not done this, but we are also going as far as possibly considering something like a special jersey to identify first-time racers. Again they should be made to feel they are welcome and special.

During the Event, you should have people monitoring key points of the course. This does mean also helping first times teams mostly not get lost. The idea is simply to help them feel welcome and to also avoid the frustration that many first time navigators feel when doing their first course. This does not mean giving teams unfair advantages in competition, but simply being able to answer simple questions like “Where are we?” makes teams feel much more comfortable and happy.

After the Event, you should get results prepared quickly while having activities such as raffles and food to keep people occupied. Remember, most teams and racers have had a long day and they want to get home. Race directors need to have a plan that can get results done quickly, and get people home. During the ceremonies, I recommend having a finisher award for all first-time racers and declare them now “Adventure Racers”. A medal or patch is appropriate. In addition, another idea that keeps teams engaged is a “Clearing Award” – what this does is changes the competition from team vs. team to team vs. course. This makes sure there is always a reachable challenge for teams at all levels.

Post Event is also critical. Now is the time to get posts to Facebook and tag racers. It is also the time to contact those first time teams and make sure they had a good time. It is also a great time to ask them for advice they could give to other first time racers as they have a perspective that you will not have. Post race engagement is very important and this includes stories, blogs, photos, posts on all social media, results, and congratulations. At a minimum, you should have a special Facebook post that congratulates all first-time racers on the completion of the course. If you have an email list of your local racers, it is appropriate to have a results e-mail that also congratulates the first time racers.

Water Under the Bridge (or is it?)

Most of our organizations have a large group of racers that have already raced with us and have not returned. Some may view this as an opportunity lost, but these are racers that might be interested in returning with the right motivation. Next, we will be exploring strategies to bring back those racers.

How Do You Grow A Sport That Is Supposed To Be A Secret?

It’s long been a tradition in adventure racing that the race course remains secret until the maps are handed out shortly before the start (1 hour prior to start, the night before, etc.) RDs generally try their best to keep all but the broadest concept of where the race takes place under wraps. This tradition is kept because it’s seen as a critical component in keeping the “adventure” in adventure racing. By not letting racers know where they will be going, the playing field is leveled as much as possible and RDs are better able to give their racers the experience of “newness” that so many crave.

I even struggle to get some RDs to indicate where their race’s starting cities are so we can put them on ARHub’s calendar, they’re so worried about giving away intel on their race!

the face you make when you find out 71% of adventure racers only do 1 race then don’t return

Veteran adventure racers LOVE newness. They love seeing new locations, racing on trails and over mountains they’ve never seen before. We’re always jonesing for that sweet, sweet fix of novelty. If we know the grounds we race on, then where’s the adventure, right?

Well, the veterans at least. But if you’re relatively new to the sport, just about every race location is new, even if it’s your local stomping grounds, due to the nature of the sport of AR.

The problem I’m starting to see is maybe this need to keep race locations under wraps isn’t all it’s cracked up to be. We recently learned that a shocking 71% of adventure racers don’t come back after their first race. While there are a ton of variables that influence if someone comes back to race a second time, one common refrain is the discomfort new racers feel when coming to a park they aren’t familiar with, given a map (which they may not be prepared to read and understand), expected to navigate (also may not know what they are doing) to places they don’t know, all the while possibly crashing through the woods instead of staying on designated trails.

I think sometimes we lose track of just how crazy this sounds to most people.

The other 99% of endurance athletes do not go crashing off trail through the woods in places they’ve just come to for the first time. Whether you’re a triathlete, an obstacle course racer, a trail runner, mountain biker, ski-mo’er, or whatever, your sport has conditioned you to follow the dotted line from point to point.  Often times, you’ve trained or scouted the course you’re racing on.

I know that sounds like a form of torture to many adventure racers (myself included), but let’s also acknowledge that this difference in mindset is one of the biggest, if not the biggest, obstacle for people to do adventure races. People like knowing where to go. They like familiarity with where they are. That stability allows them to better focus on the event they are doing.

Bonkers, right? Who doesn’t enjoy getting hopelessly lost deep in the woods of some forest they have never been to before??

I call that a regular Saturday.

A portion of that 71% of 1-and-done adventure racers cites this discomfort with the unknown as to why they haven’t adventure raced again:

“I just felt so confused, and saw these other people running around knowing precisely what they were doing and I felt like ‘what do they know that I don’t?'” – Jessica S.

How do we tackle the issue that so many of our new or inexperienced racers just aren’t comfortable with facing so many unknowns when racing?

At the recent Race Director Summit hosted by Adventure Enablers, this issue came up multiple times.

If our new customers are leaving their first race feeling like they didn’t know what was going on, then we’ve failed to provide them a quality experience and we won’t see them again.

So what to do?

What’s the line between remaining true to the spirit of AR vs. ensuring every racer has a positive experience?

Mark the whole course with a recommended route and put arrows on the ground? Ridiculous, then we’re just an off-road triathlon.

Well, actually, if it’s a beginner friendly 1-to-3 hour race, that doesn’t seem entirely absurd. You certainly aren’t going to offend me that you’re making your short races more accessible, and I doubt many veterans will mind either (in part because they aren’t coming out for a 1-to-3 hour race!)

Remember that we saw the large majority of 1-and-done racers clustered around short length races, so it makes total sense that RDs break some of the “AR norms” to make their short races better for newcomers and less concerned with pleasing the AR Illuminati.

Give map-and-compass clinics prior to the race in order to teach navigations skills and make racers more confident? Great idea, works sometimes, attendance can be iffy. It’s definitely a good long-term investment on developing future serious adventure racers. But for those who can’t make it to the clinic?

With 71% of racers not coming back after their first race and another 15% only doing 2 races, we HAVE to do a better job of listening a little less to the best customers and more to the rest of the race crowd.

And I fully recognize this article will only be read by those who are in the AR Illuminati, so this is a plea to those of us who care about the sport growing, even if it comes as at a personal cost of some races being a little less ‘adventurey’.

Golden Handcuffs

Let’s take a minute to discuss the biases impacting the veteran AR community. Another term that surfaced at the RD summit was “golden handcuffs”. Golden handcuffs typically refer to benefits that cause an employee to not make changes to their employment status. In AR, golden handcuffs can happen when a small core of racers make up the large chunk of an RD’s revenue, impacting the when and where of an RD’s schedule as they try to serve their best customers.

In the race retention study, we saw one race organization get 70% of their 2017 revenue from 30% of their racers. While this is great to know who your best customers are, it can be a slippery slope to forgetting about everyone else.

It can be tough in our small community, as many of an RD’s best customers are his/her friends and possible race buddies. It’s entirely too easy to build an unintentional echo chamber, where Jim, your long-time fellow adventure racer, can make an off-hand comment about “racing at that park again” and have significantly more influence than the many less experienced racers.

Are we really that adventurous?

I also think those of us who are dedicated adventure racers may not be quite as open to the unknown as we claim. Many of us say we’re okay with not knowing the venue, but we’re not okay with other things. There are unwritten rules that RDs must comply with to be in good standing with the AR elite. A CP who’s description is a little off or that’s plotted on the map a little wrong? Forget about it, get ready for some of your veterans racers to lose their shit.

Heck, at the recent World Championship in Wyoming, Seagate, the defending world champs and undeniable best racing team in the sport, went off about a CP that was supposedly plotted on their maps incorrect (it wasn’t, they just hadn’t slept in 3 days…) In their minds (and an opinion shared by many veteran racers), a map error, even if it’s an imagined error, is an absolutely unallowable travesty. But not knowing where the race may even take place until an hour prior to your start? Well, that’s perfectly normal.

Even our most experienced veterans still want a little bit of firm ground to stand on. This is a fundamental part of being human. Adaptability and comfort with the unknown have their limits, even in the hardcore AR crowd.

Even adventure racers like FKT, setting PRs, and just testing themselves against the same set of variables. Just not as often as trail runners or OCR athletes. But we still like it.

One of my favorite races is Bend Racing’s 8 hour Spring Sting. Why? Because the venue, Smith Rock State Park, is an awesome place to race at. I look forward to returning each year to not only test myself against the same landscape but to see what kind of craziness the RDs have cooked up. This is decidedly anti-AR, because each time I race there, it’s a little less of an adventure, as the park can only be so big.

But you know what? I still love it.

your author, thoroughly enjoying his 3rd appearance at the Spring Sting. Still pretty adventurous to me! PC Dirty Little Runner

I like the tradition that I’m establishing.

I like racing against the same folks, joking around at the starting line about what horrors the RDs have in store for us.

I like testing myself against the same mountains, to see if I’m better than last year.

Does this make me some off-road triathlete instead of an adventure race? Perhaps. But I don’t care because there’s plenty of other races in my season that are in new locations, so I’m still getting my novelty fix. The RDs are able to keep the race fresh, eliciting positive responses from even the local racers, who say things like “I didn’t even know there were trails back there!”

As for the Spring Sting race, well, it’s been featured in magazines, has a large crowd each year, and is an extremely well-executed event. So who’s losing out here, besides a few cantankerous veteran racers so claim it isn’t a “real” AR.

Okay, fine, you win. It’s not a real AR. So go set up your own race organization and start putting on races that are “real”.

No? Ah, didn’t think so.

Hold up, aren’t you the clown who said adventure racing was an elite sport??? Now you’re arguing for easier beginner races?

Why yes, I’m am that clown, so kind of you to remember.

I stand by my previous opinion piece, where I stated that AR was an elite sport due to its high barriers to entry. I see no conflict between wanting to make beginner adventure racing easier and the sport being elite by its very nature.

We’re not changing the nature of the sport by keeping beginner races in the same location for a few years in a row. We’re trying to build a stable launching platform for people to dip their toes into the sport, build confidence in their abilities, then join the more advanced races out there.

No sport is immune to necessities of building a marketing and sales funnel, and our beginner races must serve as the entry point for educating the new blood for the sport.

All these people still need to overcome a large number of hurdles to join the sport, and even getting folks out to a beginner AR is far more difficult than getting people out to a MTB or trail race.

This makes it all the more critical to improving that horrible 71% retention rate.

Elite doesn’t mean elitest. In my previous article, I argued that it meant a rare state of mind that embraces the extreme ambiguity that is the basis for all of AR. Oh, and having lots of gear, disposable time and money, and a moderate amount of sadism.

Some folks agreed, many didn’t. The word “elite” is tainted in many people’s minds, but I’ve yet to find a better description. It still takes someone awfully special to do an AR, when there are so many simpler, easier, and safer opportunities out there. I call that elite.

So yes, I consider beginner adventure racers elite athletes, even if the norms of the race may not be fully in line with most advanced adventure races.

So what are you proposing?

I say it’s time that RDs embrace a modest amount of transparency and stability for their beginner races.

A smidge.

Turn your beginner-friendly races into a race that builds a tradition, rather than jumping from venue to venue, weekend to weekend each year.

By locking down the same location and same weekend each year, you can reinvest the time and money saved not having to scout new places by building an even better experience for your races. Because THAT is what gets 1st-time racers to come back a 2nd time. Pay for a drone videographer. Buy one of those blowup finish line arches. Get a sweet logo made and printed on quality tech t-shirts that people proudly collect each year. Invest in the experience of the race.

photo from the 2016 MOMAR. This is just the long course heat of racers! PC Bryan Tanaka

Case in point: The Mind Over Mountain Adventure Race (MOMAR). The MOMAR runs once a year in late September. Same location every year and is now in its 35th (HOLY COW) iteration. It’s not just a race, it’s a full weekend experience. When I raced there, I was floored by the massive crowd, the giant after party with a rock band that went until 2 AM and listening to the RD award 2nd generation racers their medals. Seriously – kids who grew up watching their parents do the race were now winning their own medals in competitive categories.

The MOMAR sells out to 700 racers nearly 9 months prior to the actual race.

Is it particularly adventurous? No, there’s only so much the RD can do with a course that lasts 6 hours and takes place at the same location each year. But do the 700 racers care? Clearly not.

I urge all RDs to take a good look at how the MOMAR is doing stuff and see what they can apply to their own learnings. Read the in-depth interview I did with Bryan Tanaka, MOMAR’s RD, to learn more.

And yes, his logo is great and each year has a collectible t-shirt.


Nobody is saying to abandon making races at new and exciting venues. That would be heresy.

But this “all-or-nothing” mindset being carried by some has to go. It’s 2018, not 1998. Eco-Challenge is a distant memory, GPS is prevalent, and like Bob Dylan said, “the times, they are a changin’.”

So change. Or fade away.

 

 

The 1-and-Done Problem – How Customer Retention Is A Serious Problem for Adventure Racing

My fellow adventure racers, we have a serious problem.

Our sport has a lot of challenges that are restricting its growth, many of which we’ve talked at length about on this website and across various social media forums. You know the most common issues:  Complexity of the sport, equipment requirements, fierce competition with other sports for racers’ time and money, permitting, insurance, relative obscurity, people not willing to go bushwacking or read a map, etc. The list goes on.

There’s a lot of good, rational reasons why adventure racing faces a steep uphill fight to gain credibility, stability, and growth. But at least we’ve got one thing going for our sport that most other sports don’t have – once somebody does AR, they are hooked. There’s something so awesome about crashing through the woods, switching between disciplines, getting hopelessly lost then landing precisely at the CP all within the same hour that somehow just works.

Adventure Racers are passionate and loyal to their sport. The trick is just getting people to try the first race and then they are hooked. Right?

Maybe not.

Maybe we’ve got a serious problem that isn’t appreciated yet. What if our assumption that getting someone to do just one AR is all that’s needed is wrong?

Maybe it actually takes a fair bit more than just one race to make somebody become an adventure racer. And if this is true, then getting people who do their first AR to come back to their second and third race would be an absolutely CRITICAL action every race organization must take.

As you might have guessed from my tone in this article, the common assumption is wrong (at least as far as I can measure). Adventure Racers don’t get hooked after one race, it takes on average three races for someone to become a regular racer at their local race organization.

So what happens to all those people who do just one or two races? Great question, glad you asked! Turns out, the sport of adventure racing stinks at customer retention. We’re about as good at getting racers to come back to our races as paper bags are good at holding water.

In other words, poorly.

How bad is it? According to my analysis, 70.9% of all adventure racers are “1 and done”, meaning they do one adventure race and don’t return. Let that sink in for a minute. 71% of all racers don’t come back after experiencing their first race. There goes that “just race once and you’ll be hooked” idea, right out the window!

That’s no bueno.

Making matters worse, 15.5% of racers do just 2 races. That’s a total of 86.3% of racers doing just 1 or 2 races. The remaining 13.7% make up racers who do 3 or more races with a race organization.That meager 13.7% make up the dedicated core of race organizations’ racers. The rest are essentially lost customers. This is a big problem! We are hemorrhaging racers!

Let’s throw back the curtains and see what’s going on!


Before going into greater detail, let me talk a bit about how I got to these numbers. Over the past few months, I partnered with 6 race organizations who volunteered to send me their race registration data from every race they had ever conducted. These race organizations span the US, from east to west, north to south. 5 of the 6 organizations held races for 3 or more consecutive years and at least 2 races each year.

Out of respect for not divulging individual organization’s customer retention data, the 6 will remain anonymous, but you can take my word that these 6 were chosen in part because they represent some of the best AR organizations in the sport. All this matters because I wanted to make sure the measurements accurately reflected the “best case” scenario for our sport. Established race organizations should generally have better customer acquisition and retention systems in place vs. new companies just getting started. Or so we hope.

This model has tons of flaws. While I hope these 6 organizations fairly represent all of AR across the US, that doesn’t make it so. Despite my efforts, plenty of data errors still exist at the individual racer level. But with 6,717 unique racers, I hope that it’s both statistically significant and large enough that any data errors can’t impact the averages.

So let us charge forward, knowing that this is far from perfect, but still a significant step forward from what we had previously, which was just individual race organizations MAYBE knowing their retention rates. I hope this can serve as a benchmark metric for all organizations to measure themselves against and keep the conversations focused on data-driven decision making for the sport.

Relentless Forward Movement, my friends.


It took a while, but I scrubbed the registration data of all races (a total of 187 unique races), removing duplicate entries, cleaning missing data points, etc. Boring, tedious work, but oh so necessary to ensure accurate analysis. At the end, I had 11,692 unique racer/race entries for 6,717 unique racers. This ranged from 1-hour family races to 72-hour expeditions. I then summed the total number of races and race hours for each individual racer. Finally, I pivoted out the number of racers by the number of races attended, which gave me the percentages listed above. Here’s the full bar graph of # of racers by # of races. I cut it off after 13 races attended, as it went on for a while in the single digits. 

As you can see, there is a HUGE drop off between the 1st and 2nd race and then again from the 2nd and 3rd race. Then essentially tells us that we have three clusters of racers: “1 and done”, “2 and done” and “3 or more”. Let’s break down each of these clusters for greater insights.

1 and Done

It’s breathtaking (not in a good way) to see that 71% of racers don’t come back. That’s 4,761 out of 6,717 racers.

Let’s brainstorm for a minute why the numbers could be so high.

For starters, any business will naturally have customer loss. There are valid reasons for folks never returning to race again with a specific race organization. Maybe they loved the race, but don’t live in the area, and are actively racing elsewhere. Maybe they were invited by a friend, had a good time, but AR just doesn’t make it to the top of the priority list. Maybe they had a bad experience and don’t want to return (just ask my wife, as she’s a 1-and-done racer!). Or maybe they just had their first race in 2017 and are super excited for their next one in 2018. All these will take place, no matter how great a race is. No sense crying over spilled milk, we do the best we can with what we’ve got, knowing you can’t win over everybody every time.

From the other side, many race organizations aren’t really businesses in the true sense. We’ve got full-time organizations like Adventure Enablers or Michigan Adventure Racing, but most race organizations are side gigs for their RDs, more a pursuit of passion than a serious income stream. So expecting them to operate like a business run by full-time employees is a stretch. But for the good of the sport, I’ll assume that every race organization is motivated to bring more racers back, regardless if they are doing it to make more profit, fundraise for a good cause, or just for the fun of getting more folks into the great outdoors. Regardless of the reason, I think we ALL want more people to adventure race.

But with such a high number of lost customers, some things MUST be done. There’s plenty of great writing about the critical importance of customer retentions (here’s a great article by Harvard Business Review), but the short version is that it costs anywhere from 5 to 25 times as much to acquire a new customer than it costs to keep an existing customer. I suspect AR is close to the 25 times, as the well-documented difficulty of finding someone who has all the gear, skills, and mindset to do AR is like finding a needle in a haystack of endurance athletes.

Don’t believe me? Think about it for a second. To get a new adventure racer, you’ve got to:

  1. Find a someone who might be interested. This likely means they are already doing outdoor endurance sports, but not always.
  2. Get them the necessary gear if they don’t have it. Maybe they have a mountain bike, or maybe they can easily borrow one. Kayak or Packraft required? Good luck finding someone with those lying around the house!
  3. Get them comfortable with map reading and navigation. Maybe they join with some more experienced racers, maybe they attend an orienteering course or clinic. But 99% of the population doesn’t have this skill
  4. Get them to come out to a race, prioritizing that event over whatever else they might have done that day/weekend.

My $.02 – if somebody makes it to an AR, they have already overcome significant filters and we need to pull out the stops to bring them back.

Undoubtedly, there are a lot of variables that affect if someone will come back for their second race. But at least one variable that we can actually measure is the race length. Let’s take a look at the count of 1-and-done racers by the race length of their only race.

Not surprisingly, the 1-and-done racers are heavily weighted towards the beginner lengths, with 3 hours being the most popular race length (28% of total). 73% of all 1-and-done racers are clustered around the 3 to 6-hour length, and this makes perfect sense to me. You go out to your first AR, only sign up for the short length option, and that’s all. No big deal, thanks for coming, hope you had a fun time, be sure to tag yourself in the race photos, and hopefully, we can convince you to come back.

Note that the 11-hour length in the graph actually represents 11 hours or longer, all the way up to 72 hours. So while technically, someone in this data set is considered a 1-and-done if they only do a single race with a race organization, that could include doing a 72-hour race. I highly doubt those who do a 72-hour race and are 1-and-done have actually stopped doing ARs. More likely they are racing somewhere else and came into town for that big race, not returning to race in that specific organization’s shorter races. But this is a pretty small number of overall customers, hardly making a dent in 4.7K 1-and-done customers.

What also really surprised me was the relative consistency between the 6 race organizations in terms of their 1-and-done rates. Some of these organizations have been putting on races close to a decade, others just a few years, but they all had about the same rate. This is an additional point in favor of using this study as a benchmark for the whole sport, given the diversity of the organizations that all same the (mostly) same return rates. Check out this table:

Race Org. 1 Race 2 Races 3+ Races
1 65% 17% 18%
2 69% 17% 14%
3 69% 16% 15%
4 79% 17% 5%
5 55% 15% 30%
6 86% 14% N/A
Total 71% 15% 14%

They all are generally around each other, especially for “2-and-done” racers. This goes to show that regardless of organization age, geographic location, type of races or race length, we see the same numbers.


Hey! A quick interruption to give everyone a sneak peak on a new shirt I’ll be launching soonish. It’s my parody of the famous John Muir quote we all love, “the mountains are calling, and I must go”. Sometimes, when I find myself staring at my computer screen after being at work for 8 hours that the mountains are calling, but I’m just not hearing their call. So I had that idea sketched out and will be making it into a shirt (and coffee mug) soon.

Want one? Email Cy@adventureracehub.com and I’ll give you early access to the shirt AND a discount. Only for the cool kids.

Back to our originally scheduled program…


2-and-Done

Now to our 2-and-done racers. What stands out to me is the shift to the right in terms of the average race length. In my mind, this is good, as we want racers to gain confidence and sign up for longer racers as they do more races. Some of these folks only just did their 2nd race in 2017, so I suspect we’ll see them continue to sign up for longer races next season. But nevertheless, there are still lost customers in this cluster of racers, we can’t just hope that people will come back. There has to be outreach efforts to make it happen!

Note that this graph reflects the average race length of the 2 races these racers have done, so it’s not quite an apples-to-apples comparison to the first chart.

3 or More

Once a racer attends 3 or more racers, we can essentially call them a loyal customer. These folks have decided that they enjoy the sport and keep coming back for more punishment fun. While there is a ton of variance within the 3-or-more customer cluster (some people just do the same single race three years in a row while others do multiple expedition races within a calendar year), we can use the 3-or-more measurement as a benchmark to identify the core customer base that a race organization relies upon. This is both a good thing and bad thing.

It’s good because identifying your loyal customer base lets you better craft experiences for them. You no longer need to market to these folks – they have your website bookmarked, open your emails, and take advantage of your early bird registrations. More important is to keep making your races a great time so they continue to get the same positive experiences they had that made them a loyal customer in the first place. New race locations, new challenges, cool trophies, etc. are ways to keep these loyal customers coming back and recruiting others. They are the best way to build brand ambassadors and smart RDs mobilize them to become recruiters and marketers for their races.

It’s also bad because it can skew an RD’s efforts to over-emphasize the types of experiences and events that cater to a dedicated elite instead of ensuring their marketing and operations continue to target new racers and the 1-and-done or 2-and-done racers. When RDs get accustomed to having a core crew at their races, work done to bring in new folks may diminish. It’s an easy trap to fall into, as the above data shows just how tough it is to find new racers and then convert them into loyal customers by getting to three or more races.

As an example, one of the 6 race organizations saw 73% of their 2017 revenue come from the 3-or-more customer cluster, despite those racers making up only 30% of the total number of racers to attend their events that year. That’s a classic case of the 80/20 rule in action – 80% of the revenue coming from 20% of the customer base (with some rounding).

Great, because you know who your best customers are, and they are rewarding your good work with their loyalty. Bad, because you risk losing sight of serving the other 80% of the customers, as they make up a considerably smaller percentage of your revenue.

Sooner or later, those 3-or-more customers will move away, retire, find a new sport, etc. You have to keep a steady inflow of not only new customers but also an additional flow of converting less loyal customers into loyal ones. Otherwise, your business is on shaky ground.

What To Do

Tons of great content out there about how to increase customer retention rates, so no reason to reinvent the wheel. Let’s focus instead on what makes AR unique vs. regular business concerns about customer retention. A few tactics:

Post-Race Surveys:

In my ten years of adventure racing, I have only received 1 post-race survey. In my (admittedly anecdotal) experience, race organizations stink at follow-up. It’s a stressful experience to get the race properly executed that after the race is spent mostly trying to catch up on sleep, get back to the regular job, etc.

I get it, the last thing most RDs want to do is spend even MORE time doing AR things in the days following the race. But that’s the BEST time to keep up the engagement. Racers are still high on the great times they just had, they are getting their race photos put up on social media (so your website and social media account traffic is spiking), and they are telling family and coworkers about the crazy thing they did over the weekend. The iron is hot, it’s time to strike.

NOW is the best time for keeping the flame stoked by continuing to engage the racers and one of the best ways to do this is a post-race survey/questionnaire. Ask them to fill out a simple form that records their thoughts and opinions about the race. This gives you valuable feedback to incorporate, helps spot errors and omissions in your operations, and most importantly, reinforces your organization as a professional event company in the minds of the racers.

As a bonus, you can do a raffle or a discount code for people who do the survey.

The fact is, many of your racers will be willing to come back and pay even more the next time, but unless you identify the pain points they have, you’re flying blind. Let your customers speak their mind, and you, in turn, must listen.

Sounds great, right? So why aren’t RDs doing it?

You can actually do all of it before the race. Just write the email, and schedule it for delivery 3 or 4 days after the race ends. Make the post-race questionnaire a line on your race checklist, removing the obstacle of remembering/finding the energy to follow up after the race is done.

Boom, done.

Enhance Loyalty:

It ain’t easy, but it must be done – growing a race organization past the point of being a thing on the side to the catalyst for a strong community of adventure racers. Racers in VA or PA are lucky, they have a strong community that reliably attends races. But for most other race organizations, they have to put in serious sweat equity to build themselves to be the type of event company that puts on experiences so great that people prioritize their races over other activities.

You want racers to come back? Then you better out-plan, out-execute, and out-deliver everything and everyone who is competing for your racer’s time and money. Only then can you start to attack that 71% 1-and-done rate.

This means mastering email marketing instead of just sending 1-2 emails prior to a race.

This means actively engaging your customers across social media accounts to build a robust community instead of 1 Facebook post each month and no Instagram account.

This means building great content so people share your course setting videos, memes, etc instead of just posting what the weather on race day will be. Little wonder that videos from 361 or Adventure Enablers goes viral.

This means developing mechanisms to cross-sell and upsell your products. How many RDs have an established system that takes all racers who’ve done their beginner race and try to persuade the racer to try the next level race?

This isn’t just about making sales (though that is about 90% of any business) – it’s about growing our sport and each race organization within it. Customers vote with their wallets – selling your races is a direct reflection that you’re doing something great.

So whether your race is a fundraiser to help protect endangered wildlife, or helps you afford to let your spouse stay at home to raise the kids, or is an excuse for you and your crew of friends to spend the weekend in the woods is irrelevant, because without those racers coming back, none of these equally valid reasons for putting on a race will matter.

It’s go time folks. Who’s in?


Depressed? Nah, don’t be. Every adventure racer can stare up at an imposing mountain and think to themselves “this looks like fun”. It’s long past time that the sport’s passionate start to embrace some of the traits and characteristics of more professional sports in how we operate. We just need to recognize that there are other mountains to be climbed outside of the physical ones, and for the sake of our sport, I sincerely hope the few folks who read this article embrace that challenge.

Relentless Forward Movement, my friends.

The 2017 North America Adventure Racing Report

With the 2017 adventure racing season coming to a close, it’s time for the 2nd annual analysis of adventure racing from Adventure Race Hub! 

It’s our “state of the union”, where we use the metrics collected from our race calendar to identify the trends and insights from the 2017 season, as well as some year over year comparisons with previous seasons. This is a DEFCON 1 nerd alert people, we are talking statistics! None of that fancy-pancy “feelings” and “emotions” and other nonsense. Plain, hard facts.

Check out my original analysis of the 2016 race year here: https://adventureracehub.com/2016-adventure-racing-analysis/

Before we jump right into it, a quick disclaimer as always:  This analysis represents the best efforts of a single individual to track a loosely organized sport across a whole continent. I undoubtedly miss a race or three, get details incorrect as race directors update their races, and sometimes miss critical updates like RDs canceling races.  A favorite saying of mine is “all models are wrong, but some are still useful” and I try to keep that in mind.

I welcome anyone who spots an error to reach out to me, and always, the ARHub calendar is open to anyone to submit a race. It’s a community tool and if you enjoy or use the data in this article, I ask you to help keep me accurate by submitting races and race corrections to the calendar!

But overall, I’m confident this is at least 90% accurate. Just don’t try to use it in a court of law. Good? Good.

Drumroll, please.


In 2017, there were 155 adventure races, up 14 from 2016, when there was 141. This was thanks in part to existing race organizations like Bend Racing, Krank Events, and Adventure Addicts Racing expanding the number of races they ran in 2017, as well as the launch of Soggy Bottom Boys racing, which hosted 3 races in their inaugural year. Definitely, a great signal for the sport to see existing race organizations decide to execute new races as well as new race organizations finding the courage to launch. As they say, ‘if you ain’t growing, you’re dying’ and I’m glad to see it looks like AR is growing, at least at the organizational level.

Now, before anyone says “yeah, we’re up from 2016, but we still aren’t as good as 2015!” keep in mind that I’ve gotten better each year at finding adventure races and being more precise with my measurements. There are some “adventure races” in my 2015 data that probably shouldn’t be there because they weren’t actually ARs by even my own liberal definition (which, FYI, is multisport (mountain bike, trek/trail run, paddle, etc.) and includes navigation. That’s it.)

 

Across the 154 races, there was a total of 2781 hours of adventure racing. This is calculated by summing the total number of hours a race offers across all their length options (e.g. a race offers a 12, 6, or 3-hour option, they get a total of 21 hours), then totaling all races together. That’s a ton of racing!  According to my data, in 2016 there were 2562 hours, so those 14 additional races between 2016 and 2017 brought with them 219 hours of additional racing. That’s an 8.5% growth rate year over year!

So we’re not roaring ahead or anything, but that’s pretty good! This is the first positive indicator of the sport’s health since I started monitoring. Dare I say it? Are we starting to see glimmers of the sun after the long AR winter?

Across the year, there were definitely preferred months for racing, with June the most popular, hosting 23 ARs. Interestingly, when you look at the # of races by month for 2016, there are real differences in the month of September and July. Beats me why. Changes in parks granting permits?


Hold up. Shameless plugin before we go on. Did you know ARHub sells t-shirts? Like, super cool t-shirts, designed for adventure races?

Instead of asking for donations, I’m trying to make content and products adventure racers would be happy to spend money on.

How nuts is that??? There’s actually shirts made for adventure racers! We no longer are limited to just the ratty shirts from races that are covered in sponsor logos. We can wear comfy, top-quality shirts with kick-ass graphics that help proclaim our sport to the world.

And since you’re reading the most popular article on ARHub, I’m giving you a limited opportunity. The first 100 readers to buy a shirt off ARHub’s store can use the code “datanerd” for 30% off!!!

Check out our newest shirt, Race Happy:

Does the thrill of competition make you smile? Is nothing in the world as fun as racing through the woods, alive and free? Then share with the world your little secret – that you Race Happy!

This super-soft, baby-knit t-shirt looks great on both men and women – it fits like a well-loved favorite. Made from 100% cotton, except for heather colors, which contain polyester.

So if you like adventure racing, like shirts, and want to help ARHub, head over to our store (after finishing this awesome article, of course!) and treat yourself!


Now, on to the most popular data point – what’s the current capital of AR? What state hosts the most ARs? In 2016, it was Pennsylvania and Florida tied by the # of races, but since PA had more race organizations, I gave them the win. Do they hold onto the throne?

Holy cow, we’ve got a shake-up! Virgina for the win!  Huge props to Adventure Enablers, Adventure Addicts Racing, Dominion River Rock,  Happy Mutant, and Soggy Bottom Boys for making Virgina the new ADVENTURE RACING CAPITAL OF THE US!!!

*airhorn noises*

*Mark Harris rips his shirt off and waves it around like a wild man*

Wait, hold up!

What about the total number of racing hours by state? It’s possible that VA hosted a bunch of short races while PA or FL hosted longer ones. This would make them more worthy of the crown, right?

It’s not even close. VA storms past FL, PA, and KY to lock down the top of the podium. Florida follows, led by Ron Eaglin and the FLX crew, then a tie for 3rd place between KY (361 as the leaders of the state) and PA, which hosts 5 different race organizations.

Image if Adventure Enablers weren’t so busy with the whole ARWS world championship over in Wyoming. Virginia would be even farther ahead! And by the looks of their website, they’re getting SUPER busy with ARs in their home state in 2018. It will pretty hard for other states to keep up!

I should also note that the final race of the 2017 season takes place December 31st, and is down in Florida put on by FLX. So if that race falls off for some reason, Florida will fall behind PA and KY to 4th place. Watch out Ron!

I wonder if there will be some back-room negotiations as PA or KY try to lure some races away from VA in 2018? Maybe host a few more short races to plus their numbers up? If I can help stoke the fires of friendly competition between these race organizations, my job here is done!

Here’s the same data, presented over a map:

 

And here’s the map with the races by total racing hours:

What’s up, Arizona, Montana, and Oklahoma? Looks like the Oklahoma adventure racing organization closed up shop last year, and the Sky Challenge Adventure Race that was set for launch in AZ never happened (yet!) I still can’t believe there isn’t a regular AR around Lake Tahoe (I know, PQ was there 2 years ago, but it’s an endurance playground, it should always have a race.) Same goes for ALL of Montana. If anyone has friends in Montana, please get them moving on an AR. You can’t have cities like Bozeman and Missoula, which win awards like Outside Magazine’s ‘best places to live’ and NOT have an adventure race. I’m about to move there just to start one!

Can we take a minute to talk about easily the CUTEST AR of the year, the S’more Adventure Race? If that ain’t a commitment to developing the adventure racers of the future, I don’t know what is!

S’more Adventure Race

Let’s take a look at the race organization level. Who were the leaders? Who put on the most races?

It’s not even a competition. Mr. World Wide, the only RD who makes their racers fire machine guns mid-race, Toby ‘Happy Mutant’ Evans, carries it by a LONG shot for the 2nd year running. The man is unstoppable! Not surprisingly, we see Adventure Enablers, FLX, and 361 duking it for the 2nd through 4th place. Let that be a lesson to other RDs – include machine gun ranges in your races! Although, I hear FLX’s Sea 2 Sea may feature skydiving in 2018? I’m going to need to expand my list of disciplines I track…

Let’s take a look at the year-over-year data by race organization to see if there’s anything interesting!

Yeah, no surprise, Happy Mutant for the TKO.

Let’s take a moment to recognize the race organization that is the clear “Rookie of the Year”, Soggy Bottom Boys Racing out of southern Virginia. As many racers know, Mark launched Soggy Bottom Boys in 2017 with three races for a total of 74 hours of racing and has been absolutely on his GRIND getting the word out. I mean come on, the man has free massages at the end of his races (don’t worry, not from him, from a professional!) His dedication definitely planned a crucial part in getting Virginia the championship! Way to go, Mark!

Now, to be fair, I can’t check every race organization to see if they made good on all the race lengths they posted when I made their entry to the race calendar. And I found a data error – the maximum race length in my system was 96 hours, so I went in and manually updated the max length to 157 for those poor souls who had to keep chugging along at Cowboy Tough for that long, which boosts Adventure Enablers’ numbers up to 2nd place.

Sadly, 2017 also had some losses. It looks like Mid-America Xtreme, KanDo Adventures, Rolla Multisport, Team Dragon AZ Adventures, and Infiterra Sports didn’t host any ARs in 2017. Hopefully, we’ll see them re-join the fray in 2018!

As for the length of the races, we see the same lengths being the most popular in 2017 as we saw in 2016 – The average length of a race was 12 hours, and the most frequent option was 8 hours. I know, I know, all the expedition racers are crying about the shrinking of the sport’s common lengths. No reason to cry over spilled milk, we need beginner-friendly races to help grow the sport, not everybody is willing to make an expedition their first race.

Though that does seem to be a badge of pride…

Did I miss anything? Most definitely. Made an error in calculating who the best states for AR are? Yeah, sure. Email me and let me know what you think and help me improve the article’s relevance and accuracy!

And finally, don’t forget to submit new races to ARHub’s calendar and check out our store! Use the coupon “datanerd” for 30%, but it’s only good for the first 100 people!

See you on the trails,

Cy

What’s the role of competition in the business of Adventure Racing?

All the recent discussion around what a national organization for AR should look like (read the Facebook threads here, here, and here) has made me think a lot about the role of competition in AR. Not competition in the sport, but rather the business competition between AR and other sports, as well between the numerous AR companies. I’ve never been an RD, but I pay attention to the sport a fair bit, so I wanted to write down all the thoughts rattling around in my head and share my $.02.

am I too late to add my $.02?

On the whole, I’m in favor of MORE competition intra-AR (meaning between the various AR organizations). I was one of the few who voted in favor of a for-profit structure to any national AR organization on the recent survey. I know that seems crazy at first, given how the sport has shrunk since its heyday and we lose a couple AR organizations every year. And there’s definitely a perception that if an organization is not-for-profit, it’s altruistic, but if it’s for-profit, it can be misguided and prioritize profit over what’s best for the sport (not to mention the bad taste some folks have in their mouths from previous for-profit AR efforts). I know there are many AR organizations in the US that are tied to various altruistic causes as well, donating all or some of their profits to charities or funding sponsorships to help kids get outdoors. Supporting those causes is wonderful and helps make me proud to be an adventure racer. But not-for-profit doesn’t automatically mean good (heck, the NFL is a non-profit organization. Talk about a tax dodge!)  I think there’s some merit to more marketplace forces within AR, so a blanket belief that the sport shouldn’t be motivated by making money isn’t good for its long-term health. I look forward to the smart critiques of my thoughts from everyone who sees it from other angles.

What adventure racers are like when they visit REI, or when they’re deciding what sport to spend their $$$ on

Bottom line:  People vote with their wallets. They spend their money (and their time, which is MORE valuable than money) on the passions they care the most about. People intentionally prioritize what they do with their free time, so if they are doing AR, they are choosing NOT to do another activity at the same time. Same when they choose to do a trail run INSTEAD of an AR (or coach their kid’s soccer game or go hunting or binge Game of Thrones).

So I reckon that the activity, event, or sport that provides the best return on investment (money and time) is the one where the customer spends the most and prioritizes over the others. In order to provide the greatest ROI, these events all compete among each other and their primary method of competing is by elevating the experience provided to the customer. More swag, more drone videos, more fun, more ADVENTURE, whatever the variable might be that can be improved on so that the event better serves the customer. Thus a virtuous cycle is born, as the customer is more apt to return to that event/sport/activity, boosting attendance and profit for the event, which (if ran correctly), is re-invested to further improve the same variables that lured the customer away from other activities. This is how organizations transform from a group of friends hosting a race to a professional organization with excellent marketing and sales funnels, strong operational execution, and clear, long-term vision.

it should work something like this

Some AR organizations are amateur, others are professional (I’m defining amateur in AR as not being the primary revenue stream for the people putting on the race(s), professional as it is. While there is a definite correlation between the professional organizations and the quality of their work, I do not mean that amateur organizations do only poor quality work and professional ones do only good work, far from it). If the sport is to survive, let alone thrive, we need more of the latter than the former. Otherwise, we just can’t compete against all those other events/sports that our target demographics do. There’s too much money being thrown at the type of folks who like AR from other sports, because, in order to like AR, you have to like a lot of outdoor sports. AR is competing against trail running, mountain biking, orienteering, kayaking, obstacle course racing, off-road triathlon, and lots of other sports/activities in trying to attract and retain customers. There are a couple big companies (Adventure Enablers, FLX, Michigan AR, All Out, etc.) that are doing this full time and their resources/efforts reflect it in the level of professionalism that they bring. They are also the ones securing the level of sponsorship necessary to give themselves stable injections of revenue not attached to race attendance. This kind of free cash flow provides them greater security to try to new races, spend more on marketing, and pay more employees, all of which just helps their virtuous business cycle spin faster.

But for those race organization that aren’t full-time, and are still groups of friends or individuals who just love the sport that throw on 1 or 2 races a year, we face a problem. They aren’t doing enough business to make it a full-time job. Or they don’t want it to be a full-time job. There’s plenty of efforts taking place in this sport that are motivated purely by “love of the game” and God bless ’em for doing it. But there’s a gap between the levels of work exerted from “love of the game” vs the level that comes from earning your primary paycheck. If you’re putting on races because you love AR or it’s a small side income, the effort you put into strong marketing campaigns, operational excellence, and customer insight & analysis won’t match the effort of the professional organizations. They simply can’t, as a matter of the time dedicated to the work. A full-time employee of an AR organization will run circles around a part-timer who’s trying to put on a race on top of manage all of the other priorities in their life.

RDs the night before the race

So when there’s only one AR organization in a geographic region, why would that organization go the extra mile to elevate their performance when they essentially have a monopoly? If they establish a base of semi-regular customers, they don’t really need to developing growth drivers like increased marketing spend, customer acquisition funnels, improved post-race experiences, big sponsors, etc. because they have a captive audience.  If it’s a professional organization, this might be okay, because they SHOULD be delivering high-quality events and services. But when it’s an amateur organization and it’s the only ‘show in town’ for AR, it can mean they aren’t growing, instead just staying status quo. We don’t need status quo, we need growth, otherwise, it’s game over for AR. One organization’s level of effort to grow their races’ attendance directly impacts the entire sport of AR in North America because that’s how small of a sport we are.

If you read our work early this year from the first ever AR Census, you know we face a potential tidal wave of retirements from the sport within the next decade, as the largest age demographic is 40-50-year-olds and the second largest is 50-60-year-olds. We need new and younger racers, or we’re in trouble. To get them, we need organizations to be making significant revenue so they can, in turn, re-invest it into their organization, building that virtuous cycle that I spoke about earlier.We can’t do it when we succumb to expecting the “same ol’ crew” will show up at the races and don’t have strong inbound marketing pipelines that draw in new racers. The best way I can think of getting this to happen, barring the creation of a strong national federation, is additional competition between race organizations. If we break up these quasi-monopolies that are happening for AR organizations, maybe the increasing competition will force more investment and innovation.

I know this is kind of sounding harsh at the moment. RDs work really, really hard putting on fun courses and I haven’t ever met an RD who didn’t love the sport of AR more than I do. I am so thankful for all of the RDs who help keep carrying the torch for the sport. And now it sounds like I’m saying these AR organizations should face additional market pressure, not just from all the other sports and activities that compete for adventure racers’ time and money, but also from more AR companies. I sincerely doubt any of my friends who are RDs will agree with the idea that they need to face MORE competition on top of all the other sports that vie for their racers’ attention and wallets.  And it probably sounds like I’m attacking the folks who aren’t running their AR organizations full time, spitting in the faces of those who do AR because they love AR. I hope it’s not coming across like that. If you’ve read anything here at ARHub, you should know I run this site based off the belief that the best practices of our sport can be better shared in order to help the sport grow, from helping make better racers to better races. But running an AR company can’t just be about building kickass courses. That’s looking internally at the sport when we really need to focus externally on the business too. Our sport’s existence is dependant on a loose confederation of RDs with mixed levels of motivation. It’s because I love this sport that I want so badly to see the organizations that aren’t delivering high-quality services and products to elevate their game. Competition is how I see this happening.

Frame all this work done by RDs in the context of the broader discussion about a national organization (you read those FB threads, right?) Without some federation that is actively investing in marketing the sport to a broader audience, each AR organization is responsible for the entire marketing funnel, all the way from initial awareness to conversion to retention. It’s too much for any organization except for those few professional ones with full-time employees. So the amateur organizations revert to covering the ground that they can with the resources they have, relying on their core customers to keep coming back, and when possible, try some marketing efforts to try and bring in new folks. Sometimes it works. Other times, it doesn’t.

Imagine trying to manage this entire marketing funnel on top of trying to set course, get permits, make maps, etc.!

I like to compare the competition during races to the competition between AR organizations to be a worthwhile method of illuminating this argument. Sometimes, during a race, we’re totally self-powered. We’re doing the sport we love, enjoying ourselves in the great outdoors, and having a blast. In this way, we’re motivated intrinsically, much like many AR organizations are. Not focused specifically on the results, but more so the enjoyable journey. Other times, we’re motivated by trying to beat our friends/rivals, trying to catch that other team that keeps beating you to the next CP (f*&^ing Yogaslackers!!!), or trying to get some distance from the team that’s nipping at your heals. This is when external, or extrinsic, motivation works in our favor, much like the competition between various organizations (both AR and otherwise) help spur us to go the extra mile in delivering better services and support to our racers. Rare is the racer (or race organization) that is 100% motivated by just internal or external methods. Most of us are a mix of both, and we change depending on how many factors are impacting us. Same with the motivation that fuels how a race organization conducts itself.

I’ve seen both extremes of how an organization can run itself. I went from 10 years in the active military, which, when you think about it, has a 100% monopoly on the type of work it does within the US. We face no market forces that drive us to innovate or adapt. Without going down a rabbit hole, that has gotten us into some trouble over the years… Then after 10 years in the military, I joined one of the most market-driven companies on the face of the planet (hint – we’re a bookstore in Seattle that may or may not be taking over the world). So I’ve seen both sides of the coin. All AR organizations lie somewhere in the middle – not growth driven at any cost, but also not totally immune to the whims of customer purchase behavior. The thrust of my argument is that we could all slide just a tad towards the growth-driven side of the spectrum and be better for it.

We need AR organizations to make more money so that putting on the sport’s events are worth their time and financially viable. I see this happening by either injecting more competition into the sport, forcing organizers to elevate their business game to provide better services, or we find a way of growing the sport holistically, a “rising tide lifts all boats” kind of strategy that can somehow funnel enough new racers into the sport on a consistent basis. That’s where a national federation falls into the picture, as that’s the only way I can see us collectively getting the level of growth we need and attracting the sponsorship of major outdoor brands. It ain’t going to be easy if we choose option B.

Maybe the ideal answer is where a national federation for AR handles all the broad awareness marketing on behalf of all the race organizations, freeing them to focus down on customer acquisition and retention. If a federal org is teaching people what AR is, then the local companies can focus more on the “come to my race” aspect instead of the education piece. If this happens, the pressure on the amateur companies is eased a bit, and hopefully, lets them spend more time on the now-reduced list of priorities, thus driving growth more. A national federation can also provide stronger support to help launch new races from existing AR organizations and help build new AR organizations.

But that’s a lot of “what ifs” and not a lot of concrete solutions to solve immediate problems. Nobody is going to swoop down and fix the systemic issues the AR ecosystem has all by their lonesome, just like no sudden federation will somehow implement all of our long sought-after features and systems. We need a bridge between the problems we face now and the future (we hope) is coming. And that, at least in my eyes, is forcing higher degrees of professionalism in our events via increased competition.

Probably the biggest flaw that I spot in this line of thinking is assuming that adventure racers are relatively fungible. We’re a rare breed, and as the census from early this year shows, there’s a subset of us who will prioritize AR over everything else. But with so few of us, increased competition among the organizations could stretch a thin population even thinner, and wind up forcing more organizations to close up shop than actually helping drive innovation and growth. On top of that, I could totally be off base in terms of the competition the race organizations are already facing. Maybe even the professional companies are barely hanging on by a thread and the amateur ones are all losing money. If that’s the case, we’ve got bigger problems than this article is talking about. And frankly, I’m sure most of us aren’t keen to get into customer acquisition battles with other race organizations nearby, many of whom are our friends. No easy answers here, that’s for sure.

Is the answer then to draw boundaries and keep gentlemen’s agreements to not move into each other’s markets? I hope not because that’s just making the status quo even more cemented and less innovation-driven, like some sort of AR gerrymandering. Or do we let the AR ecosystem naturally manage itself, letting the strong grow while those who are in it for just the ‘love the game’ come and go based on their levels of interest of motivation? I still say no, because that’s again letting the status quo happen.

My closing thoughts, in one picture:

apologies for those who can actually photoshop

How To Get More Women Into Adventure Racing

 

It’s time to admit we have a “female problem” in adventure racing. And not a “For Pete’s sake, you broke another one?” problem (yeah, this has happened), but a bigger, systemic issue: there are not enough women in adventure racing. And without intentional intervention by all race directors, the problem is not going away anytime soon.

Just over half the general population is female, but within AR, it’s under 25%. How do we account for the dramatic decrease? And once we identify the reasons causing the lack of female participation in AR, what can we do to fix it?

they’re here to kick butt and chew bubble gum… and they’re all outta bubble gum!

Here’s why you should care:

  1. AR has a serious demographic problem – With many adventure racers in the 40-50-year age group, lots of our best and most dedicated racers’ remaining years of racing are probably in the single or low double digits. We need fresh blood for the sport to keep going, let alone grow.
  2. The low participation rate amongst women shows a huge opportunity for bringing in the new racers the sport needs.
  3. If you love AR and the incredible experiences it provides, finding better ways to market to groups of people who currently aren’t exposed to our sport should rank high on your list of priorities.
  4. Finding new ways to market to specific demographics helps professionalize our sport, elevating our collective skill sets and helping transform the AR community.
  5. We all suffer from unconscious biases, meaning we unintentionally design and market our races to suit the desires and needs of ourselves. No big deal at the start, as “scratching your own itch” is a great way to get started, but if you’re constantly just making a race to satisfy you and your friends’ interests, you lose out attracting a broader audience. Adjusting our efforts to account these biases helps improve the quality of our races and ourselves.

Why should you listen to us? Well, we have both been in AR for a while now—Michelle since 2005 and Liz since 2007—in every different capacity: volunteer, racer, soloist, team member, race director. We’ve also been involved with getting women into adventure sports: Liz started a women’s only mountain biking group in 2003 and ran it for several years; and Michelle has been producing the Buff Betty Women’s Adventure Race since 2012, which is the only AR in North America that is for women only. Our cumulative experiences provide us some valuable insights on women and AR.

(We don’t feel it’s necessary to go into why women are important to adventure racing teams. Suffice to say that each team member brings unique strengths, knowledge base, and point of view to a race. Diversity is good. And benefits to race directors of attracting and keeping an entire demographic are obvious!)

The Numbers

There are plenty of women in other endurance sports (mountain biking, ultra-running, long-distance triathlon, to name a few). Women make up more than 50% of customers in adventure travel. Cynthia Dunbar of REI Adventures was quoted in Condé Nast Traveler as saying “since 2010, women traveling with us has grown by 60 percent, and we continue to see this figure grow steadily each year. Last year alone, 58 percent of all our guests were women.”[1]

So, therefore, we can assume that women enjoy and participate in endurance sports and that they also enjoy and participate in adventurous pursuits. According to the American Time Use Survey for 2011 to 2015, the participation numbers for men and women in the components of AR, while weighted toward men, is not too far from the middle: cycling 54% men to 46% women; running 61% men to 39% women; hiking 59% men to 41% women. [2]

In the 2016 census compiled by Adventure Race Hub, out of 443 respondents, 335 were male and 108 were female. While these results admittedly suffered from “a high degree of selection bias,”[3] it’s a great start to aggregating data within the sport.  Women were 24.3% of respondents, though women make up 50.8% of the total population (according to the 2010 census). It’s our opinion that a higher percentage of adventure racing women answered the AR census since we’ve never been at a race or other AR event (except the Buff Betty) where 25% of the participants were women. It’s generally closer to 10-15%. So something is clearly amiss since women are participating in outdoor and endurance activities at a much higher percentage of the total than at AR. What’s happening to cause this disconnect?

So why not AR?

As with all complex issues, there’s not one reason for these rather dismal numbers. Here are some of the major factors that we see:

Societal: In the U.S., at least, cultural norms definitely play a part. For better or for worse, it seems to be more acceptable for Dad to run away for the weekend to play in the woods than it is for Mom to do the same. Women already have a balancing act between work and home life; just getting out to train can be difficult… and participating in a 3- to 5-day race a logistical impossibility.

The Bravery Gap: Outside Magazine’s May 2017 issue was titled “The Future of Adventure is Female.” Among other excellent articles, one discussed the future of Girl Scouts and included this:

“I think we’re overprotecting girls while encouraging boys to take risks, be tough, and learn sound decision-making,” said Caroline Paul, a former firefighter and white water competitor, and the author of Gutsy Girl: Escapades for Your Life of Epic ­Adventure. “We are failing to prepare girls for life.”

Behind the outdoor-sports discrepancy lurks a worrisome chasm: the bravery gap. A 2014 survey of more than 1,000 girls by the Oakland, California, nonprofit Girls Leadership showed that half identified as brave, compared with 63 percent of boys.

“A boy is pushed to do things, but when a girl says she’s scared, an adult will often intervene,” Paul said. “Boys are taught to per­severe, and girls are told that fear will protect them. Fear has ­become a feminine trait[4]

Yes, adventure racing can be scary and fear is definitely a part of racing, particularly at the expedition level. We have had some scary “oh shit” moments out in the wilderness, from paddling down class 5 whitewater, rescuing teammates, hiking razor-sharp ridgelines in the dark, to being so lost we had to sit down to compose ourselves and figure out “how the hell are we going to get out of this one.” But we survived!

Getting back to the “taking risks” point: our perception of fear and risks starts at an early age. It is no coincidence that many of the female racers we know grew up in environments that fostered outdoor adventure. From backpacking trips with parents to learning to climb and ride a mountain bike. If you are a parent who loves adventure racing, get out there with your kids, take risks, use a compass, and show them just how fun the outdoors can be! Race directors – find ways to allow Moms and Dads to incorporate their families in the sport so they can help foster the “esprit de adventure.” From family races to spectator friendly TAs/courses, there are great ways to use AR to teach bravery.

Infrastructure: Women seem to be more risk-averse than men (on the whole) and infrastructure in the U.S. doesn’t exactly foster safe distance training. When we were traveling in New Zealand earlier this year, we were thrilled at the cycling and trekking infrastructure. It made it so much easier to be outside and active! And the numbers of female AR participants in New Zealand shows the difference. In the last Spirited Women All Women’s Adventure Race (held March 31 to April 2), 293 TEAMS of 4 women each participated. This is large for ANY adventure race in the U.S.![5] The Spring Challenge in New Zealand, produced by Nathan Fa’aeve, consistently brings in over 1000 participants.

Implicit bias: There is a casual sexism within outdoor sports, including adventure racing. Chicago Athlete Magazine recently reported on a week-long event exploring gender bias in endurance sports (specifically triathlon and marathon). At the event, participants “shared their own experiences with gender bias as endurance athletes. They also considered some of the barriers still facing women marathoners and triathletes, including a lack of social support and assistance with childcare responsibilities [a frequent answer to the question “what would let you race more often?” in the AR Census.] They also examined the underlying causes of these issues, like differences in media coverage and portrayal and sponsorship opportunities.”[6] We won’t bore you with numerous examples from our own experiences; but it’s out there, even in 2017. And we won’t be able to address it until we acknowledge that yes, it does exist.

What Can Race Directors Do to Reach, Attract, and Retain Female Racers

Obviously, the issues listed above are too complex and ingrained to be easily solved, but there are some steps race directors and promoters can take to increase female participation in AR:

Meet them where they are. Women are more likely to join all-female groups, rides, and clinics because the atmosphere tends to be more supporting and less competitive than even a social-paced co-ed ride. (Liz can’t count the number of times some chucklehead, usually a newish rider, decided that his rightful place in the ride line was directly in front of her, despite repeated evidence to the contrary). Women feel more comfortable asking questions and taking chances when surrounded by like-minded women (based on our own experiences in leading women-only mountain bike rides.)

One effective tool we’ve used is scheduling women’s AR clinics prior to races. In the clinics, we cover the basics of adventure racing: gear and clothing, maps, rules, passport, race flow, basic navigation, transition, and scoring. We try to keep it to 1-1/2 to 2 hours, then we have a short exercise on using a map and compass to find a couple of beginner points in nearby woods. Our next clinic is 2nd week of August.

Another tool we use is to involvement with the local riding, running, and racing communities. In our area at least, there is no more effective marketing tool than personal communication. The groups don’t even have to be made up solely of women (though that does help). And being a part of the local community can have wide-ranging benefits for race directors, beyond just attracting a wider demographic than might be found online or in traditional media channels.

Communicate completely and frequently. Women like information, and the more information they have, the better they feel. Women need to feel comfortable with and prepared for an event in the time leading up to it. Race directors: try to over-communicate the information regarding the race. And there are NEVER any stupid questions. Answer questions quickly and completely. It’s shocking how many AR websites are devoid of very basic information regarding their races. Just because the course itself remains a mystery doesn’t mean that everything revolving around the race should be too. Error on the side of over-explaining yourself. Remember, just because you, the almighty Race Director, knows every intricate detail of your race, don’t assume everyone else, even your veteran racers, do. Communicate, communicate, communicate.


Plan races that operate on multiple levels:
There are as many different abilities and speeds in women racers as there are in male racers. So, don’t make your race shorter and easier thinking that alone will attract more women racers. Many women are up to both long distances and more challenging courses. In the Buff Betty, we have mandatory points that are appropriate for anyone who can read a trail map. Racers who get just those points successfully complete the race. We put in additional complex, off-trail points that are optional, for more experienced teams and those newer racers who want to challenge themselves. Be respectful. Everyone has to start somewhere. Respect the fact that each racer is getting out there, being active, and challenging herself.  Acting superior or patronizing will lose you customers for life.

some happy Buffy Betty racers

Which brings us to…

The Buff Betty… a women-only adventure race produced by Adventure Addicts Racing (us!)

Back in 2006, Michelle did her first Buff Betty with her sister in Cumberland, Maryland. Brad Hunt (a race director and promoter) put on the race; there was a series of Buff Betty’s across the country. They were very successful and he was often able to get top female adventure racers, such as Rebecca Rusch and Robyn Benincasa, to make an appearance and race. Brad continued the race for a few years, then closed up shop to move onto other projects. When Michelle and her Adventure Addicts co-founder Andy Bacon starting AAR in 2011, she specifically remembered the Buff Betty and how much fun it was. They thought, “Hey! We should be it back and make it our own!”  It fit perfectly into their goal of growing the sport across all demographic groups. They contacted Brad, who graciously released the name and rights to the race. Adventure Addicts brought back the race in 2012; we’ll be producing our fourth Buff Betty on September 9th in Front Royal, Virginia.

Are we going to get 293 teams of 4 participating like in New Zealand? Unlikely, but we sure plan to try!

Other RDs:  Do you have any suggestions on how to better engage specific audiences to help develop AR? Share your experiences in the comments and on the AR social media platforms to better inform the sport’s community!

Your authors and passionate “get more ladies to do AR” advocates, Liz and Michelle Faucher

[1] http://www.cntraveler.com/story/solo-female-adventure-travel-is-on-the-rise

[2] https://www.bls.gov/opub/ted/2016/sports-and-exercise-among-americans.htm

[3] https://adventureracehub.com/blog/

[4] https://www.outsideonline.com/2170791/we-are-next-generation-rippers

[5] http://spiritedwomen.co.nz

[6] http://www.mychicagoathlete.com/women-talk-it-out-about-gender-biases-in-endurance-sports/

Marketing for Adventure Races

We here at ARHub take our “virtuous cycle” seriously. We’re firm believers that adventure racing can directly benefit from harnessing modern technology to share best practices in order to help democratize our sport (translation: we help make AR gooder).

One of the least understood, and thus most poorly executed, aspects of AR is the marketing and sales cycle for adventure racing organizations. Given that success in sales is a rare talent, and the fact that many race directors skew towards the engineering mindset leaves a large gap in the community in terms knowing how to easily and expertly conduct marketing for race organizations. Enter ARHub and our favorite marketing guru, Mark VanTongeren of Michigan Adventure Racing.

Mark, before becoming one of AR’s few full-time race directors, spent years in the marketing business, giving him great insight. Mark’s races, besides being fantastic events by themselves, are well known through the AR community for their success in attendance. Mark is selling out all his races, with upwards of 500 (!!!!!) racers at some of his largest races. Mark graciously lends his voice and time to help share his best practices about how to market and sell adventure races. His previous article on building unique Facebook Ads has helped many race directors create targeted engagement to potential races. Now, Mark dives into the phasing and timing of marketing.

Enter Mark.


Making Good (and Frequent!) Impressions


How much of an impression do you need to make to prompt people – particularly active, outdoors people – to consider doing an adventure race? The oft-cited, never validated “Rule of 7” states that you need to get your product or service in front of a potential buyer through an advertisement seven times on average before they pull the trigger. I think an advertiser came up with that one. More likely, the average number of exposures required to get someone to seriously consider your race (as opposed to “impressions” which measures how often your ad appears on a page accessed by a viewer) is probably closer to three. “The first exposure causes consumers to ask, ‘What is it?’ The second causes them to ask, ‘What of it?’ The third exposure is both a reminder and the beginning of disengagement” (Lancaster, Kreshel and Harris 1986).

[Editor’s note – Mark is making an absolutely critical point. Whether it’s 3 impressions, 7, or even 20, the vital take away is that it requires repetition in order to accomplish the conversion, aka a sale for your race. You cannot simply make an announcement and think you’ve finished all the work in terms of marketing your races. That’s like plotting your route before the race starts then never checking the map again. Everything else in this article is icing on the cake in terms of marketing optimization, so if you don’t get the above point, don’t read the rest of the article. Sales is three things: persistence, persistence, and persistence.]

in AR, you must remember your ABCs! Always Be Closing!

Brand Building AND Direct Selling


If you build it, they won’t come. You have to sell it. Whether three exposures is the magic number or not, zero or one exposure certainly will not sell a race to most potential racers, especially because adventure racing is such an unknown. You face an uphill battle to earn the dollars of any outdoor endurance enthusiast, as there are many other sports competing for that person’s disposable income. Race promoters must educate and promote, sometimes in the same message. In an ideal world, race promoters would craft some promotion as “brand building” of their organization and of adventure racing in general. However, there’s rarely budget or time to do that apart from promoting a specific race. Realistically, we are doing “direct selling” of a race at the same time as building our race organization brand and explaining what the heck an adventure race is and why it’s so awesome. That’s a LOT of information to get across to a newcomer, and thus repetition is key for success. Just because you’ve explained it once doesn’t mean they get it. Let’s be honest, AR isn’t the most straightforward sport and the complexities of racing against other teams, against the clock, and against the map doesn’t really click with a lot of folks the first time around. So you got to keep reminding them and keep explaining what is necessary to have a good time. Persistence!


Braided Channels


Inspiration-themed media can resonate well with the type of people who enjoy the “adventure” more than the “race”

We’ll focus on the direct sell of a race in this article. It’s important to engage potential racers with several different formats/tactics of a direct sell. Just like we sometimes encounter a braided channel in a paddle section of a race, marketing channels are also braided. A racer may initially hear about a race through one channel that piques their interest but it’s two channels months later that seals the deal on their decision to sign up. Some potential racers may be focused on Facebook, Instagram, and other social media networks. Others watch the news and see features that were generated by a media release. In-person “pitches” are also highly effective, as you directly engage a potential racer while handing them a promo flyer. Your most target-rich audience is obviously former race participants reached through e-promotions or e-newsletters using existing email addresses/mailing lists. All of these tools are then shared electronically and by word of mouth by interested audiences with their friends and racing community. Word of mouth is much more organic and we won’t cover ways to encourage it in this article, but it should be kept in mind, especially creating and encouraging easy ways to share with friends, family, potential teammates, and other like-minded individuals. Race promoters must engage through most or all of these channels to be really effective (along with other tactics such as event calendars, endurance/adventure race forums, clinics, clubs, sponsor and partner relations, and cross promotion with other races). Bottom line – Don’t rely on just one channel. You need lots of channels for your race to become “sticky”, aka adopted by lots of people who are exposed to it. Again, the theme of persistence is relevant.

 


Broad Reach, Broad Audiences


Of course, keep in mind your target audience for each tool you use. Are you pitching a race to an audience that has no familiarity with adventure racing? Weave the basics of what the audience would be doing into the promotion of the race. Focus more on the benefits of adventure racing and link them to the race for the details.

In most cases, there is no time or budget to try to craft to a narrow audience like a powerhouse brand would or a marketing class would instruct. Focus on a message and visuals that will draw attention, quickly convey the benefits and excitement of AR, and quickly share the basics of the race with a link to more information. With limited resources, you’re looking for broad reach to broad audiences. Where a tool allows you narrow audiences, such as Facebook ads explained below, certainly take advantage of this, but to break down your email lists into small groups based on interest is probably not worth the effort. 

 


Recommended Marketing Timeline


Facebook Ads
When: four to eight weeks before race

With limited budgets and time, Facebook ads provided the biggest bang for the buck. Consider Google Ad Words, Instagram, and other social network offerings but Facebook is generally considered the most effective. [Editor – Google is where you go to answer a question you already have, like “what adventure races are in North Carolina?” Facebook is where you go to discover questions you didn’t know you had, like “what interesting things are going on next weekend?”] If you’re on a tight budget, consider trying $50 if you want to test it out. You can narrow the audience by geography, age, and interests (adventure racing, orienteering, trail running, paddling, etc.) to get the ads in front of people most likely to be interested. For more on building Facebook ads, check this article out.

Timing wise, think about how much time it normally takes for a team to gather (especially a new one), train, and acquire gear. Work back from the race date and create your start and end time for your ads accordingly. At four weeks before a race, we see a drop-off in registration so we usually don’t purchase ads after that. And several months before a race may be too early, except for an email to your existing racers to get word of mouth going. Of course, it depends on the duration of the race too. The longer the race, the longer in advance you need to reach potential racers.

Facebook ads generate a lot of valuable data during and after campaigns. Ideally, submit multiple ads that are different from the others in one clear way such as a different image or a different message. This is called A/B testing. If you run these ads for enough time, you can clearly see which ads are most effective. Turn off ads that are not generating as much reach or a high cost per result (e.g., clicks to your website). A/B testing will also give you a good feel for your next campaign what will work best. One thing we’ve learned is hiring a good photographer can generate images that are worth their weight in gold in Facebook ads (and work great for e-newsletters, media requests, website design, etc.)

For a step-by-step guide to creating a Facebook ad for your next event, click here.


Email/e-newsletters

When: start of registration and four to eight weeks out as needed

Email lists obviously generate more impact as more participant email addresses are collected. Consider using an email distribution service such as MailChimp or Constant Contact which provide design templates and send emails in a way that limits them from getting relegated to spam folders. They are usually free to get started and won’t charge you until you hit a large enough mail list. Because email lists go to audiences that know you, you can usually spend more time focused on the details of a specific race rather than explaining adventure racing. Use email to announce open registration and for reminders as the race gets closer. Be careful not to send out too many emails as people will begin to ignore them. But at the same time, be sure to actually use your email list! Email lists aren’t meant to be collections, sitting on the shelf, always admired but never used. They are a powerful tool that lets you directly engage your most active customer base. Use it wisely, but above all, use it!

[Editor: ARHub uses Mailchimp (free service) to regularly engage our subscribers with the best content from our site and across the AR community. Interested? Sign up at the top of the page!]

Check out an example newsletter campaign here


Media Relations
When: start of registration, two to four weeks before race, and personal email a few days before race to seek interview or race coverage

Local and regional media LOVE races that are unique. The media is looking for stories that “cut through the clutter” and keep their viewers engaged and emotive, whether that’s a fun story or a story of triumph. Adventure races certainly stand out from road runs, triathlons, obstacle course races and “fun” runs that have saturated the race scene. Races that take place in popular locations such as state or national parks will particularly get the media’s attention, more so by local media in those areas. If you are doing a beginner-focused race and your race includes Amazing Race-like challenges or some other unique aspect (e.g. rappel off a downtown building, rafting down river), it will generate even more attention.

A race that runs through art exhibits? That’s news gold for local media. Credit Michigan Adventure Racing

The best way to reach media is through a good old-fashioned media release. Your goal with a release will likely be to get the media outlet to do one or more of the following: invite you to their studio to be interviewed for a taped or live broadcast; interview you in person or over the phone about an upcoming race; interview one of your registered racers as more of a human interest, pre-race story; and/or cover the race with a crew or report on it after the fact. Whether you achieve one or more than one of these coverages, your race has the potential to reach thousands or ten thousands of people. Odds are that several viewers will be interested in your race or will share it with someone who they know would be. Whether or not they actually do the race, you are building the adventure race brand, your company’s brand and the brand of the race and future races. It’s a gold mine at no expense to you, just time.

You’ll need to write a media release and gather a list of media contacts. There are hundreds of examples of media releases online. The basic framework should be to first give the basic What, Who, When and Where information as briefly as possible. Then include the Why and expand on the other categories, especially the format of the race as this will be unfamiliar to the media and viewers/readers. Include a quote from yourself or even better from a local racer who has signed up or who did a previous race. You can even have a friend who has raced before providing a quote as long as it’s their own words and genuine. Provide a link to photos or video.

Rather than attach photos, consider posting previous race photos to an online photo album like Flickr so you can provide a link and allow media to look for images to go with their coverage online or on the air. Even better, if you have “b-roll” video of a past race, let media know. Consider posting it to a YouTube channel so they can watch and grab it from there. When this video airs on television, it allows viewers to easily understand what an adventure race is all about.

Here’s an example of a media release from one of our races. (link to PDF) When you send out a media release, make sure the text is in the body of an email, not an attachment. Consider sending it out when registration opens and again one to three weeks before the race when media would consider making one last appeal to racers to sign up, sending a reporter or camera crew to cover the race, and/or asking for photos from the race (be prepared, they may want shots right when the race is done for their evening or late night news).

The easiest way to gather media email addresses is from their website. Look under Staff or Contacts. Media like to be approachable so most include their on-air personality and reporter emails, but still gather the typical newsroom/release general email they provide. Ask your registered racers if they have a compelling story to tell and share that with the media in your release. Ideally, built a question in your race registration to capture these stories and racer contact information so you can determine whether to include this story in your release or forward it on to a reporter. The media is always looking for human-interest stories; even better if they involve a local racer in a local race. They crave stories with good visuals and sometimes show up at a race to film the action.

Send the media release out when registration opens. Some media will post the registration opening news. Most will not but you now have your first exposure. Follow up one to four weeks before the race or whatever timeframe allows teams to still recruit and prepare for a race but close enough to the race that the media will find the information timely. That’s the balance you must strike. Consider following up with key media a few days before the race to see if they would be interested in an interview or race coverage. It may not help your participation numbers, but the long-term awareness is still very valuable.


So that’s it, folks! Some proven tactical applications of marketing principles tailored specifically for adventure racing! Get out there and make it happen!

10 great Father’s Day gifts for adventure racers!

It’s not like adventure racers need an excuse to buy themselves more gear. Between the constant new releases of great stuff, the inevitable breakdown of cherished equipment, and, frankly, losing lots of gear out on the trail, we’re always on the hunt for more stuff. But for those who aren’t die-hard racers, it can be totally overwhelming to buy for adventure racers. That’s where this handy list comes in. With Father’s Day right around the corner, there’s no better time to surprise your racer (or yourself!) with something they’re bound to love (and use!) Let us be your shortcut to Father’s Day gifting excellence!

look at all the stuff adventure racers need!
  1. Some seriously high-quality sunscreen. Adventure racers are exposed to the elements for hours and days on end, with rarely a spare minute to think about the long-term consequences of their efforts. This means they can get some nasty sunburn. Not with sunscreen like the Isdin Fusion Gel Fotoprotector. Pricey when compared to your drugstore Copperblock? Yeah. Worth it? Oh yeah. [AMAZONPRODUCTS asin=”B00ID51M5Q”]
  2. A reliable bike light. Nothing induces some panic on the race course like losing your only source of vision. This Fenix is trusted by some of the best in the sport. [AMAZONPRODUCTS asin=”B01ACHGGQW”]
  3. This handy hose attachment works wonders once you get back home from a race with gear that’s completely covered with crusted mud and who knows what else. Serious time saver for weary racers who just want to lie on the couch but know they need to take care of their gear first. [AMAZONPRODUCTS asin=”B013TK3EMS”]
  4. A durable and flexible bike stand. Yes, I’ll admit there are cheaper versions. But none of them have 123 5-star reviews. Bike shops around the world trust the Feedback Sports bike stand. With this, you can easily conduct just about every necessary maintenance action on your bike without having to constantly re-arrange the bike while having to fight for space or dealing with the bike flopping all over the place. [AMAZONPRODUCTS asin=”B001F2S824″]
  5. Some serious protection for the legs. Adventure racers have to constantly trek through the woods off trail (this is called bushwacking) and let me tell you, it can be very hazardous to our legs. Thorns, nettles, sticks, rocks, and all sorts of random things that can inflict some pain will happen. In comes the Moxie shin guards with their solution. Similar to soccer shin guards but made for bushwacking, lots of teams trust the Moxie shin guards to protect their legs during long races. [AMAZONPRODUCTS asin=”B01HC9LAN2″]
  6. A lightweight bike pump. This little guy fits both types of bike tires, weighs practically nothing, and is super cheap. [AMAZONPRODUCTS asin=”B016JEOVOG”]
  7. A thumb compass. Every adventure race requires orienteering, and this compass is one of the most popular due to its weight and comfort. It can’t guarantee you won’t get lost, but it will help as much as it can! [AMAZONPRODUCTS asin=”B003JYVMJC”]
  8. Tailwind Electrolyte Powder. This is a personal favorite of mine and you’ll almost never find me out on the trails without it. Tailwind powder is “liquid calories”, allowing a racer to dump a scoop of powder into their water bottles and drink their food. I’m a huge fan because I hate carrying around lots of bars and gels in my pockets, and can instead just slowly hydrate myself and feed myself simultaneously. Specially formulated for endurance activities, Tailwind’s nutritional content helps prevent cramping, muscles soreness, and keeps racers competitive for hours and hour. A must-have for any adventure racer. [AMAZONPRODUCTS asin=”B01IRDLJAG”]
  9. A kickass adventure race shirt. Okay, full disclosure. Shameless self-promotion here, but if you want to get your adventure racer something unique and not just another piece of gear (not that they don’t love their gear), head over to AdventureRaceHub.com’s shop, where you can check out the unique apparel my wife and I have created for the adventure racing community. You may have noticed that many adventure racing shirts are junky quality, with poorly printed logos and ill-fitting. Not our stuff. Trust me, they’ll love it, and if they don’t, I’ll send you a refund!
  10. Okay, these are pricey for some bike shorts, I get it. But do the math. If you’re doing a 12-hour adventure race wearing these shorts, that’s about $10/hour. If you do 2 12-hour races, that’s $5/hour. When it comes to providing the support and protection needed for our most…ahem…valuable locations…it’s worth spending a bit more money. These shorts provide are made for triathlons, so they’ve got built-in chamois lining for riding the bike, as well as performance enhancing compression. [AMAZONPRODUCTS asin=”B01IE8A33S”]

Adventure Racing is an elite sport: stop apologizing about it and embrace it!

 


******WARNING ANNOUNCEMENT********

This article is provoking a lot of great discussion with strong emotions among the AR community. Before adding your voice to these conversations, I ask just a few things:

  1. Please read this article in its entireity. It’s over 3500 words, so I understand it’s not the quickest read, but I think it’s worth your time. Please digest the full concept of this post and the message we’re trying to convey
  2. Ask yourself what your own definition of elite is. Many people are equating elite to equal snobbish or exclusive. Others think elite means only elite fitness and people who finish on the podium. This article is a direct attack on those definitions, as I’m arguing that elite is a rare state of mind that adventure racers exhibit and it needs to be celebrated far more than it currently is. Agree or disagree, I ask you question yourself on what your own definition is.
  3. Finally, after points 1 and 2, join the conversation! There’s a lot of great points being made on this Adventure Race discussion group post. Get off the sidelines and into the fight! Maybe I’m right, maybe I’m wrong. Tell me and tell everyone else what you think! We need passionate, engaged racers in order for this sport to growth, not people on the sidelines.

Thanks, and without further ado, enjoy!

Cy


this one is going to stir the pot a bit…

There’s a number of tensions that exist within the AR community, a natural by-product of a sport that is both proudly and intentionally ill-defined. On most major AR-related debates, passionate racers split themselves over what looks like to outsiders like pointless minutiae, but to us who live and breath AR, are extremely important points.

So while it may seem a bit hyperbolic to say it, there’s an active battle being fought over the sport.

Not between two distinct camps like some kind of civil war, but rather a nebulous shifting back and forth between general concepts of what the sport should be, how it should be run, and who should be in it. It’s to this last point I wish to address.

Regardless of how you may feel about kayaks vs. pack rafts, pre-plotted maps vs. self-plotting, rogaine vs. sequential, if you’re reading this article, you probably like AR and thus want it to grow. Growth, which could be measured by a number of variables like # of races, # of race organizations, increase in races year over year, or profit of those race organizations, is ultimately best measured by race attendance. It’s the Key Performance Indicator (KPI) of a race organization’s health. If people aren’t showing up at the race, the sport doesn’t grow, end of the story, back your bags.

So while you may not think a race is a “real AR” unless it has a water leg, you probably still want people going to ARs that don’t have a boat section because if that race does well, that race organization will do well and their racers might come to your races!

That’s a critical portion of ARHub’s virtuous cycle and the fundamental reason we’ve published articles focusing on AR growth strategies like building great Facebook ads, targeting niche audiences, and putting out as much data about the sport as we can collect.

Within these articles, and out amongst the general AR community, there’s a near-universal maxim that “adventure racing is for everyone”. That no matter how old, how fit, how experienced, anyone can get a bike and some friends and show up to a race (or at least a beginner-friendly race), have a great time, and become hooked on the sport. This belief is repeated time and time again, from TA1 podcast interviews to Sleepmonster articles, to Attackpoint forum discussions.

Hell, it’s practically AR’s version of the American Dream – any man or women, regardless of position in life, can go on to become a great adventure racer.

It’s not just that we believe this to be true. For those of us fiscally invested into AR, we NEED this to be true. Because AR is a shadow of its former self, and with many of our best racers and race directors have come from the “Golden Age of AR”, they remember what the sport once was in the eye of the public and how big those winner’s prizes were. If the sport is to get back to some semblance of its former position, we need more racers and lots of ’em.

Which means that AR has to be accessible, it has to be an obtainable event for every Tom, Dick, and Sally, because if it isn’t, then just how the hell will we get enough race attendance to ever matter again? The thought that AR is for everyone isn’t just a feel-good inspirational concept, it’s a business necessity.

Hopefully not me… Credit FineDictionary.com

And you know what? I say it’s wrong.

I know, I know, get the tar and feathers ready, we’re having ourselves some old-fashioned mob justice. But hear me out on this, because I believe a fundamental re-alignment of how AR positions itself to the general public is overdue. And this re-alignment will, in fact, be healthy for the sport.

Here’s my proposal: Stop saying AR is for everyone. AR is not for everyone, not by a long shot. AR is for a select few who meet a large number of qualifications. Our sport is a niche one, with a lot of requirements to enter it, let alone succeed at it. We have high barriers to entry, and that greatly restricts the pool of candidates to be good at AR (let alone interested in trying it out).

Adventure racing is an elite sport for elite athletes, and I believe we’re wasting time and money not admitting as much.

Reasons Adventure Racing is elite:

  1. The gear: AR takes a lot of stuff. Even for those racers who stay in the intermediate and beginner level races, you’re still coming to races with a big tub full of gear. While we make claims that you can show up with a mountain bike, a camelback, and some running shoes, that only holds true for races that are 2-3 hours
    so…much…stuff!!!! Credit ExploreCompeteLive

    in length and stay in safe and controlled environments. Good mountain bikes are pricey, their maintenance and upgrades are just as expensive, there’s a never-ending list of mandatory gear dependant on the specific race (example: I’m currently trying to save up to buy a pack raft), stuff always gets destroyed or needs replacing, and somebody always has some cool new thing that makes you want one for yourself. Carbon fiber paddles from Epic. Alpacka rafts. Moxie shin guards. Black Diamond collapsible trekking poles. To truly enter the sport of AR, you’re definitely putting a chunk of your disposable income to building an ever-increasing garage version of REI. Take the perspective of a newcomer to the sport. They see the veteran racers pull up in their spinner van, offloading bags and boxes of gear. It’s an intimidating sight to see other racers with a bunch of stuff you didn’t even know existed, let alone needed for the race you’re about to do! And we haven’t even addressed the necessity of being comfortable with all this gear so you can effectively use it in a race environment where you’ll be out in remote parts of the wilderness. Which brings us to..

  2. The environment: It’s an appalling fact that most people who enjoy fitness actually don’t like the outdoors all the much. There’s far greater attendance to competitions that are in safe, contained, well-defined environments, like road races, triathlons, and CrossFit gyms. Even obstacle course racing, despite occasional mystery challenges, have become “known” events, with the exact mileage and most of the individual obstacles well defined. People like knowing what they’re getting themselves into (more on this in the next point) and events that are clearly defined and measurable lends a sense of comfort to (most) people. So when an adventure race purposely doesn’t say anything about how far or how long it will take besides a rough estimate of “12 hours”, and you only know where the start and finish point is and nothing in-between, that gives a lot of people who fit the initial bill for AR’s target audience some serious anxiety. Then you start to throw in uncommon skills like navigation, rappelling, and bushwacking on top of not even knowing where they’ll be going and you can start to see why someone might not think AR sounds all the fun. And let’s not forget bathroom availability and the effect it has on whether or not someone will attend an event! The uniqueness of the AR environment cuts out a lot of otherwise fit and gear-equipped individuals.
  3. The mindset: This one is the granddaddy of all other reasons AR is elite. In an informal poll I ran on Facebook a little while back, the “adventurous mindset” was the clear winner of what the one distinguishable feature above all others that made someone love adventure racing. And, at the risk of expanding my grand-standing beyond the scope of this article to critique society at large, the adventurous mindset is an increasingly rare thing to find. That makes people who have it the most valuable to AR. We can get you the necessary gear and to enjoy a multisport outdoor environment. But being comfortable with going deep into the woods, not knowing what physical requirements you may have to do next but embracing whatever you happen upon, and keeping focused and determined when the food and sleep run out are all extremely rare traits in most people. The rise of obstacle course racing has revitalized a lot of chatter about how people who ride a desk all day are looking for opportunities to get a little more primal enjoyment back in their lives. But OCR has nothing on AR in terms of pushing yourself way out on the ledge of adversity and adventure. And just like a real ledge, there are only a few brave folks who are actually willing to walk up to the very edge. Most are content with getting somewhat close and snapping an Instagram photo.

Any one of these three attributes is enough to disqualify a large chunk of the population from being candidates for AR. The fact that our sport necessitates having all three of them makes us elite, no question about it. You simply can’t expect these many qualifications to be met by an individual and NOT call them elite.

Okay, we’re “elite”. So what’s that actually mean?

Elite doesn’t necessarily mean world class, but it does mean that it takes a lot to be a part of. If you’ve got all the gear, all the skills, the love the unique environment, and of course, the adventurous mindset, then hell yeah, you’re elite!

Amelia Boone, elite endurance athlete. She definitely fits the common definition of “elite”. But don’t confuse her type of elite with AR’s version of elite. Credit Spartan Races Inc.

Elite is a good word. I understand how it often has a connotation with unachievable or highly exclusive, and odds are most adventure racers aren’t swaggering around thinking about how elite they are because they don’t view themselves as such. But if you isolate out all the factors that make us so unique as a sport, I think it’s pretty clear-cut that elite is the right word of choice.

Now, before we get too enamored with the idea of ranks of super-fit outdoorsmen who go on 6-hour rides every day as the standard for the elite athletes who make up adventure racing, let’s not lose sight that adventure racers come in all shapes and sizes.

Nowhere in the previous description of why AR is an elite sport did I mention abs of steel or a monster cardiovascular system. You need gear, a love of the outdoors, and adventurous mindset. You can find these qualities in a mom of four or a teenager. And so while the mom or the teenager may adamantly refuse the label “elite” because it’s more commonly connotated with the type of people on the cover of Outside magazine or like the picture to the right, it’s still true.

We just need a shift in our collective mindsets about how to use the word. Don’t forget that many elite athletes from other sports have tried their hand at AR, only to say “oh hell no, these people are crazy” after one race!

Recently, I raced at a 8 hour AR where a father/daughter team also participated. This raced included ~4000 ft elevation gain and you had to twice ford a river that was over my height (6 ft) with your mountain bike. And the daughter, 10 or 11 years old, did the whole race and finished just a few minutes behind my team! How can we possibly not call her elite? Think of the impressive combination of skills, talent, and most of all, an adventurous mindset that she has at such a young age. Elite, no question in my mind.

Important caveat – Adventure racers are NOT elitist, making an exclusive “cool kids only” club, giving a newcomer the stink eye because we don’t know who they are. This is a fine line to walk and I’ll be the first to admit I’ve felt like an outsider at races when I see the majority of racers all laughing and joking with each other because they’ve been racing with each other for years, and then, after a few races, been on the inside of this group, unintentionally ignoring newcomers. It takes deliberate intentions to avoid letting the elite nature of our sport slide downhill into becoming elitist.

We MUST be a community with open arms, cheering on the newcomers and solo racers. That’s what brings them back, not a coupon to the next race. 

Exhibit A for “borderline bat-shit crazy”. Credit Legendary Randy.

Prior to starting ARHub, I was in the active duty US Army and a member of a Special Forces unit. Normally, I don’t speak about this, but I mention it because I want to help contrast just how elite adventure racers are. I was in a unit that was by definition, an elite one. The qualifications required to become a member was a roughly 2-year long course with an extremely high rate of dropout and failure. The men I served with were all physical specimens, the cream of the Army’s crop. They ran faster and longer, could out-navigate everyone else, were perfectly comfortable with periods of extreme sleep and food deprivation and were adrenaline junkies. Sounds like a damn good recruiting ground for adventure racing, right? Turns out, not so much.

Despite looking like perfect candidates on paper, I could never get a coworker to come to a race. The thought of doing something like an adventure race was repellant to all of them because “why on earth would you pay someone to do that?” They couldn’t fathom actually voluntarily doing an AR. Even amongst the Army’s elite, the adventurous mindset had its limits to doing just what was strictly necessary to succeed at work.

Trust me folks, adventure racers are elite, even when compared other populations of athletes who are considered elite. We’re double elite; Meta-elite. Granted, our version of elite is borderline batshit crazy, but that’s just part of what makes us such a fun group o’ folks.

So what’s a race director to do?

Hopefully, I’m not depressing anyone too much. My intention isn’t to tear down anyone’s beliefs that adventure racing should be as accessible as possible. Far from it, I’m 100% in favor of increased accessibility and helping newcomers join the ranks of AR. Instead, I’m trying to formulate a strong justification for a re-framing in the marketing and advertisement of what adventure racing is to the greater population so that we are getting a higher return on our efforts. If AR were to re-position itself to take an approach of “this sport is not for anyone, but for a select brave few” then I believe we’ll be on much stronger ground for the future.

Why? Because it’s a losing strategy to try to be something for everyone. It’s a house built upon the sand.

Instead, I want a house built on the rock. And the rock is having a dedicated group of racers who always prioritize adventure racing over other sports because their relationship with the sport is so strong there’s no question what they’ll do on their weekends.

I want a future with adventure racers wearing their team jersey to the office, stickers on car bumpers proclaiming their finishing at the sport’s best races, and sponsors fighting to get their brand and gear into the hands of the best teams. We won’t get to this future if we keep puttering around, trying to make everyone happy. A small but highly mobilized group can accomplish far more than a large but disorganized community. And one of the necessary steps to making this future a reality is improving how we define ourselves so we’re attracting the right people.

A favorite article of mine that’s about how to build a business or a product that appeals to just a few folks, but connects deeply with those few, is Kevin Kelly’s 1000 true fans. It is an excellent manifesto for owners of a business that serves a niche audience, AR being a perfect example. In the article, Kevin explains how trying to build a project that’s for everyone is a fool’s errand, as trying to please lots of different types of audiences will result in a product that is mediocre, ill-defined, and sure to fail. A successful business is one that has a laser-focus on it’s most passionate and dedicated audience and goes to extreme lengths to make that core audience happy by consistently over-delivering on value. It’s those 1000 “true fans” of the business who propel it to greatness because the business has earned the loyalty and dedication of its fans.

As a marketer for an AR organization, I know the frustration of appealing to target audiences but still not seeing the boost in attendance I expected. But as I reflect on my own efforts and the efforts of other RD’s efforts I see, there’s a lot of waste. Money and time are thrown away trying to convince audiences that aren’t actually interested in doing an AR to come out and try it because they look at the skin surface to be the right type of people. As a passionate racer who just wishes to spread the joy I feel from AR to others who I’m sure will love it as much as I do, it hurts to see my own biases thrown back at me because I don’t see how truly intimidating AR is.

I loved this shirt, but many did not. A good example of how our individual biases affect our marketing efforts.

What’s more effective for running a business? Trying to coax people to come out to your race because they fit the general bill of what an adventure racer should be, or having a group of people who will register the first day you’ll allow it because the words “adventure race” gets them salivating? A consistent base of dedicated racers is what provides a race director the fiscal stability to improve their races, invest in more equipment and programs, thus improving their race quality. And you don’t get that running around to every 5K fun run or boot camp fitness class, trying to convince people who aren’t attracted to the idea of an elite sport to come out to your race.

Better to zero in on a select few athletes who are “ripe for the picking” because they’re looking to level up, like this guy, Super Mark.

So the question we must ask ourselves is “how do we attract the right people?” What kind of marketing content and advertisements resonate best with the type of people who are adventure racers (but may not know it yet)? Different messages resonate with different people.

Remember the Checkpoint Tracker shirt with the warning that adventure racing is dangerous and it might kill you? I bought that shirt IMMEDIATELY because it resonated with me. Yet so many others didn’t like it all. The kind of messages the works on me won’t work for that previously mentioned mom of four or the teenager. So we need transcendent messages that are universal to the right kind of people.

I think there are 2 significant actions we as a community can take to get the right people to the sport.

  1. Branding and marketing the sport with a focus on the adventurous mindset. From my seat, that’s the difference maker and the biggest obstacle. We need images, catchphrases, content, and copywriting that capture the adventurous mindset. That’s the lynchpin to attract the elite people who yearn for something “more” but don’t know what that is yet.
  2. Direct person-to-person recruitment. Nothing tops direct interaction with people who might be interested in AR. Giving a flyer to someone after a trail run or XC race and when they ask “what’s this” and then you spend the next 10 minutes in a rapturous discussion about the wonders of AR is a proven conversion tool. Nothing spreads excitement and passion like an interaction where the other person can see just how enthusiastic you are about AR. How do you do this at scale? Well, that’s another article, but the short version is:
    1. Hire people, either with money or referral bonuses or free races. If you’re an RD and you have don’t have someone doing your marketing, get one. Get ambassadors who race at a discount in exchange for passing out your marketing material at other races. Start a referral program so people get lower racing costs for every new racer they bring in.
    2. Attend races with your target population. Set up a booth if you can, if it’s too much money, then go guerrilla style, passing out flyers at the end of the race (just be sure to do the race to make sure you’re advertisement is authentic!)
    3. Have AR-like races with a super low barrier to entry. Plenty of races series have easy, 2-4 hour races in or near major cities where the navigation is incredibly easy, there are fun challenges/obstacles, and the gear/equipment is low. Think about creative ways to capture people looking to engage their adventurous mindset but at minimal cost in terms of gear and environment. If you can isolate the most important component of being elite and grow that seed in people, you’re effectively developing your own sales funnel system and a set of future adventure races.

Thoughts on my proposal on re-branding? Are we actually elite or is that the wrong word choice? Suggestions? How have you or your local race organization managed to capture the adventurous mindset? Leave your comments below, and let’s see some creative advertisements and images!