CRM & Intelligent Marketing Session to Help Industry Conference Attendees Harness the Power of Data

Presentation at Running USA 2019 by Race Roster’s Lennie Kwan, joined by industry insiders, to illuminate how races and endurance businesses can better use the information they already own

DETROIT (Sept. 7, 2018) – To build a successful business in any industry, there are few tools more powerful than data about your customers and prospects. A general session at Running USA 2019 in Puerto Rico will go in-depth on customer relationship management (CRM) best practices and how they can transform endurance marketing.

"We are well into the digital age, yet most organizations are struggling to understand what they need and how they start this journey of CRM and data," said Lennie Kwan, VP of Customer Experience & CRM at Race Roster, who will kick off the session with a deep dive into how better use of data can take your business to the next level.

Kwan has more than 13 years of professional experience in advertising, telecommunications and financial Services for Fortune 500 companies specializing in CRM, digital marketing, advertising, marketing automation, data and analytics and cloud computing. Over the last two years working in the Endurance Industry, he has developed a passion and vision to help transform and revolutionize the industry through Customer Experience, Marketing and CRM strategies. He works with some of the largest and prestigious events in the industry to develop and transition their organizations into the age of data and intelligent marketing with CRM.

“We’re thrilled to be bringing this combination of invaluable business insight and discussion on such a pivotal topic to the industry conference,” said Christine Bowen, Running USA vice president of programming, partnerships and operations. “Lennie has been a star speaker at our popular Accelerator Series, and our industry is hungry for this information.”

Kwan will help conference attendees better understand how to use data already in hand, and more efficiently collect and analyze data points to improve your business practices. He will articulate the value of building a CRM program within an organization and further explain how adopting such tools can create strong participant loyalty and engagement, aid in sponsor activation, and facilitate personalized customer experiences.

"I’m excited to bring the best practices from other industries and help organizations start their journey. This will not be an overnight success, so organizations need to understand the benefits of this long-term journey and why you need to have started yesterday," Kwan said. His presentation will include an industry panel discussion on the topic, with participants to be announced at a later date.

Running USA 2019, powered by the ACTIVE Network, will be held in San Juan, Puerto Rico from Feb. 10-12. (Get registered.) The “CRM for Everyone: the Age of Intelligent Marketing” general session is set for Tuesday, Feb. 12 at 9am.

About the Industry Conference

Since its origins as a small gathering of Running USA’s founders in Southern California in 2004, the Running USA annual conference has grown to becoming the best-attended, most esteemed gathering of running industry professionals from around the USA and the world. Now moving locations each year, the conference has been held in Los Angeles, San Diego, Savannah, Houston, San Antonio, Orlando, New Orleans and now San Juan, Puerto Rico.  Register here.

About Running USA

Running USA is a tax-exempt, not-for-profit organization devoted to improving the status and experience of distance running and racing in the United States through collective marketing and promotions, information and communications within the industry and to the national media, services to events and industry members, and the development of American world class stars. It seeks the advancement of the sport and the provision of value to each of its members' events and businesses. For more information, visit