Miami, FL — February 19, 2026 — haku, the global leader in endurance event management technology, today announced the launch of its Free Pricing Strategy Worksheet, a practical resource designed to help race organizers evaluate and optimize their pricing models.
For years, endurance events have relied primarily on two pricing strategies: date-based pricing, where fees increase at fixed calendar deadlines, and volume-based pricing, where prices rise as registration capacity fills. While widely adopted, these models come with significant trade-offs. They often place pressure on pricing to do more than it was ever meant to do.
“Much of endurance event pricing is doing work it was never meant to do,” said Jackie Levi, Chief Strategy Officer at haku. “We ask pricing to create urgency, manufacture demand, and compensate for uncertainty. In the process, we undermine trust, distort forecasting, and make it harder to understand what our events are actually worth.”
Tiered pricing persists not necessarily because it performs best, but because it compensates for uncertainty elsewhere in the system. Today, organizers have access to significantly more data and technology, enabling smarter, more responsive strategies that align pricing with demand, participant behavior, and real-time performance.
At a time when many endurance events are seeking creative ways to grow revenue, pricing has emerged as a powerful strategic lever. However, increasing prices alone is rarely a sustainable solution. With that in mind, haku developed a free worksheet that walks race directors through a structured evaluation of their current pricing strategy.
The worksheet guides organizers in analyzing how their existing model is performing, understanding demand before adjusting price, clarifying what they need pricing to accomplish, and evaluating how participants perceive and think about race fees. Based on these inputs, the resource recommends one of four modern pricing approaches: adopting a single transparent price, implementing a hybrid or early access model, replacing discounts with value-driven perks, or using strategic flash sales to meet specific goals.
The launch follows strong industry engagement around the topic of pricing strategy, particularly after Jackie Levi’s recent presentation at Running USA, where organizers responded enthusiastically to the idea that pricing should reflect true demand rather than compensate for operational uncertainty.
With the Free Pricing Strategy Worksheet, haku aims to move the industry toward more transparent, data-driven, and trust-based pricing strategies that support sustainable growth and long-term participant loyalty. The worksheet is available at no cost to endurance event organizers.
About haku
haku is the global leader in endurance management technology. Its all-in-one platform for endurance events goes far beyond registrations to manage every part of the event lifecycle, memberships, fundraising, e-commerce, marketing, and more. With haku event organizers, race directors, and their teams can cut out busy-work, deliver a better experience, and generate more profit. It brings everything together in one intuitive solution. With the industry’s only native CRM, innovative AI capabilities baked in, and a powerful suite of capabilities, haku unlocks the full potential of your data, driving revenue growth beyond registrations, increasing efficiency, and enabling smarter, data-driven decisions. Fully customizable, scalable and built for security, haku adapts to your workflow so you can focus on what matters most: running a successful event.