MADISON, Wis. — Run Madtown is excited to announce that event organizers will again use Laurel Timing (Laurel) for its race weekend in 2026, continuing to deliver an enhanced level of real-time tracking, equitable awards and engagement to the 2026 race weekend for the second straight year.
The advanced timing and tracking system will continue to improve and transform how participants, spectators, and Madison Emergency Service Providers experience one of the Midwest’s most popular race weekends.
Unlike traditional race timing systems that rely on timing mats placed only at key splits, Laurel uses high-density checkpoints, with several every mile, allowing for continuous and highly accurate participant tracking throughout the course.
“This technology gives our team and the community an entirely new way to experience race day,” said Beth Salinger, Race Director of Run Madtown. “Whether you’re a runner chasing a personal best, a spectator cheering on a loved one, or an emergency service provider keeping participants safe, Laurel allows everyone to be more connected to the race in real time.”
“At every race, there is a story unfolding in real time. It’s interesting and engaging, but spectators at the finish line only see the last chapter, and fans at home don’t even know what’s happening. At Laurel Innovations, we want to bring that story to life and Run Madtown is the perfect stage to tell it right,” said Austin Pullan, Director of Systems at Laurel Innovations.
A Better Race Experience
Spectators will be able to follow participants live on an interactive course map directly from their phone’s browser, without needing to download an app. Friends and family can also opt in for text alerts, receiving automatic notifications as their athlete crosses key checkpoints throughout the course. Real-time updates are delivered every few minutes as athletes are on course.
Spectators can track multiple athletes at once on the same map, making it easy for families and groups to follow their entire crew. This enhanced visibility helps spectators better plan where to cheer, when to head toward the finish line, and how to stay engaged with the race as it unfolds across Madison.
After crossing the finish line, Laurel’s AI-driven analysis generates personalized race recaps including pace data, effort insights, and performance breakdowns, helping athletes to better understand their race and celebrate their accomplishments.
The platform produces the results for event awards, which at Run Madtown include first, second and third place overall for male, female and non-binary categories, and age group awards across all three categories as well. The awards program is just one aspect of what makes Run Madtown one of the most inclusive events nationally.
“We are committed to being an event that recognizes everyone,” said Salinger. “But we also honor any desires for personal privacy. If a non-binary participant has placed in their division but does not want to be publicly recognized, we honor that request.” Participants are contacted ahead of the event to share recognition preferences.
“Thank you Beth and Run Madtown Team for seeing all runners for who they are,” said Lys Dobbs, the winner of the 2025 non-binary half marathon, who will compete again this year. “Non-binary athletes have always existed and are not going anywhere.”
A Powerful Tool for Race Operations
Behind the scenes, the system provides organizers and local emergency service providers with a Virtual Command Center, offering a live, bird’s-eye view of the entire race field. This capability allows everyone involved to monitor participant flow across the course in real time, quickly identify potential issues such as wrong turns, and coordinate responses more efficiently with on-course staff and partners.
Laurel also supports fast, flexible race operations, as its portable checkpoint readers can be deployed across the course in roughly two hours, allowing Run Madtown to build a robust data network without complex infrastructure.
Together, these improvements reinforce Run Madtown’s commitment to delivering an exceptional race weekend for athletes, spectators, volunteers, and the Madison community. For more information and registration for Run Madtown Weekend, set for May 23-24, 2026, visit runmadtown.com.
About Run Madtown
Run Madtown is Wisconsin’s premier inclusive running event, offering a scenic and challenging course through the heart of Madison. Held annually, the event features a variety of race distances, including a half marathon, 10K, Twilight 5K, and New Rudy’s Rainbow Mile, welcoming athletes of all levels, from elites to walkers. Known for its vibrant atmosphere and strong community support, Run Madtown celebrates fitness, endurance, and the welcoming community spirit of Madison. For more information, visit RunMadtown.com.
About Laurel
Laurel powers next-generation race timing, live tracking, and storytelling for the industry’s most forward-thinking endurance events. Trusted by over 500 races nationwide this year – from fast-growing regional events to 30,000+ participant marquee events – Laurel supports leading races including Run Madtown, Motiv US, Bay to Breakers, Boston 10K for Women, Surf City Marathon, and many more.
With hundreds of checkpoints throughout the course — delivering tracking updates as frequently as every quarter mile — fully white-labeled, top-rated race apps, real-time athlete tracking, and rich performance analytics, Laurel transforms race day from a simple results service into a dynamic, data-driven storytelling platform. From broadcast-ready data feeds to safety visibility and post-race insights, Laurel equips organizers, sponsors, and athletes with the intelligence to elevate the entire endurance experience.