Missed the first round of session announcements? Find them here.
Running USA is pleased to announce six additional breakout sessions for the 2027 Running USA Industry Conference presented by haku, expanding an educational program designed to equip running industry professionals with actionable strategies, fresh perspectives and opportunities for growth. The running industry’s largest and most esteemed event is set for the M Resort outside Las Vegas, Nevada, from January 31 to February 2, 2027.
The newly announced sessions will explore sponsorship development, community partnerships, event marketing, data-driven customer service and sports travel and tourism. Featuring insights from industry leaders representing events and organizations of all sizes, the sessions will provide practical takeaways to help race directors and event professionals strengthen their operations, build meaningful relationships and elevate the participant experience.
“We want everyone to leave the conference with ideas they can actually use, whether they’re putting on a local 5K or managing a particular component of a major marathon. These sessions tap a wide range of industry leaders and cover challenges and opportunities that affect events of all sizes and distances, with practical takeaways that attendees can bring back to their teams and put into action,” said Dr. Michael Clemons, Director of Operations for Running USA.
The following sessions have been added to the 2027 conference program:
Business Development & Partnerships Track
Building Partnerships That Move Communities
David Babner, M3S Sports
Strong partnerships can extend far beyond race day, creating lasting connections between events, sponsors and their communities. Since 2009, M3S Sports and OhioHealth have transformed the OhioHealth Capital City Half Marathon into a year-round partnership centered on movement, health and community engagement.
David Babner, joined by Jess Hennessy and Dr. Ben Bring, will explore how event organizers can leverage existing sponsor relationships to develop new experiences and reach untapped audiences. Using initiatives such as the 5th Line 5K with the Columbus Blue Jackets as an example, the session will highlight strategies for connecting sponsorship assets, community interests and health-focused programming to create sustainable partnerships that benefit everyone involved.
Pitch ROI, Close with the Cause
Dave Wolfe, Track Shack Events
As sponsors increasingly seek measurable returns on their investments, event organizers must demonstrate value beyond traditional logo placement. Drawing on a sponsorship strategy that has increased revenue by 35 percent since July 2024, Dave Wolfe will share how Track Shack Events shifted its sponsorship approach to emphasize measurable media value while maintaining its community-focused mission.
Attendees will learn how to quantify sponsorship impressions across event signage, race bibs, apparel, email, social media, broadcast and earned media. The session will also address opportunities to identify value in smaller events with limited media exposure and provide practical tools for developing stronger sponsorship proposals.
Run Clubs & Running Events Winning Together
Bertrand Newson, Big Sur Marathon Foundation/Too Legit Fitness
Run clubs have become an increasingly important part of the running community, offering event organizers opportunities to foster year-round engagement and build lasting relationships with participants.
Bertrand Newson will explore how running events and run clubs can work together through training programs, ambassador teams, pace groups, volunteer initiatives, community activations and race-day support. Drawing on real-world partnerships, the session will demonstrate how moving beyond transactional relationships can strengthen participation, volunteerism, brand loyalty and long-term event growth.
Marketing & Communications Track
Marketing Strategies for Small and Mid-Size Events
Mike Wattigny, FRESHJUNKIE Racing
Successful event marketing doesn’t require a national-event budget. With more than 25 years of industry experience, Mike Wattigny has helped grow FRESHJUNKIE Racing’s 14 owned events by 25 percent year over year. During the 2025–2026 season, those events reached 50,000 runners and generated 5.59 million impressions and 288,000 engagements.
Wattigny will break down the strategies behind that growth, offering a budget-tiered approach to marketing that works for events of varying sizes. Topics will include high-converting email campaigns, partnerships with local run clubs, ambassador programs, earned media outreach and cost-effective Meta advertising. Attendees will leave with an actionable marketing playbook that can be adapted to everything from a first-year 5K to an established regional event.
Customer Experience & Relations Track
Turning Customer Data into Better Service and Smarter Event Operations
Susie Cleary, Boston Athletic Association
Event organizations collect significant amounts of registration and customer data, but transforming that information into actionable insights remains a challenge.
Susie Cleary will present a practical framework for using historical registration trends, participant information and customer-service data to improve event planning and operations. The session will explore how organizers can proactively address participant needs, improve communications, allocate resources more efficiently and identify operational challenges before they arise.
Attendees will also learn how sharing data across customer service, registration, technology and operations teams can support more informed decision-making and create a better experience for participants, regardless of event size or technological resources.
The Power of Tourism to Amplify Race Weekend and Host City Experiences
Kelly McLay, Fitness International Travel
Race weekends represent an opportunity to drive participation while delivering meaningful economic benefits to host communities. Kelly McLay will examine how event organizers can leverage travel and tourism partnerships to expand their marketing reach, enhance participant experiences and generate additional value for host cities.
The session will explore strategies for collaborating with tourism boards, hotels and accommodation providers to increase event participation, create new revenue opportunities and reduce operational expenses associated with staff travel and lodging. This session will also discuss VIP travel experiences for sold-out events and how working with travel industry experts can extend an event’s promotional reach while strengthening its connection to the destination.
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These six sessions build on the previously announced breakouts for the 2027 Running USA Industry Conference presented by haku, with more announcements to come. Not registered for the event yet? Sign up here. Active members of Running USA should email membership@runningusa.org.
Book M Resort hotel rooms for the event at a discounted rate here, and view the current attendee list here.
About Running USA
Running USA is a non-profit that serves as the leading trade organization for the running industry in North America and hosts the nation’s preeminent industry conference annually. Through education, research, best practices and data, Running USA is committed to supporting and facilitating growth, diversification and excitement in running communities everywhere. We promote networking and idea-sharing between event organizers, sponsors, vendors and athletes. Running USA is a member of a global alliance of organizations focused on the betterment of the global running community including the Running Industry Alliance and European Athletics. For more information, visit runningusa.org.