Large Business 

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Discover how to harness the power of ambassadors and influencers—both macro and micro—to elevate your race's brand and expand its reach. This session will cover strategies for building ambassador programs, selecting the right influencers, and creating authentic partnerships that resonate with diverse audiences. Learn how to align your race’s mission with influencer marketing campaigns to drive registration, foster community engagement, and generate meaningful buzz. Whether you’re starting from scratch or refining an existing program, this discussion will provide actionable tips for effectively collaborating with ambassadors to maximize growth and impact.

Led by leading adaptive running nonprofit Achilles International, this session will guide participants on expanding their races to reach more adaptive athletes and best practices for an accessible and inclusive experience. Adaptive athletes Francesco Magisano, Director Achilles NYC, Kayleigh Williamson, one of the first women with Down syndrome to complete the TCS New York City Marathon along with her mother Sandy Williamson, and Adam Popp, a military veteran, Achilles Freedom Team, will join Alex Hetherington, Director, the Marine Corps Marathon, to discuss the athlete journey from start to finish, challenges and lessons learned. The session panelists are: Francesco Magisano, Director Achilles NYC Alex Hetherington, Director Marine Corps Marathon Adam Popp, local amputee runner with Achilles Sandy and Kayleigh Williamson Moderator: Emily Glasser, Achilles International