Purpose-driven partnership will celebrate the stories of Madtown athletes of all ages and abilities
MADISON, Wis. — Run Madtown is proud to announce Klaas Financial as the Presenting Sponsor of its new “What’s Your Why?” campaign, a year-round storytelling initiative leading into the 2027 Run Madtown race weekend on May 29-30, 2027.
Built around the belief that every participant has a unique reason for taking that first step, the “What’s Your Why?” campaign will highlight the personal motivations of the event’s athletes. Whether “Your Why” is motivated by fitness, fundraising, fun, celebrating a milestone or overcoming an obstacle, there is a place for you at Run Madtown.
The partnership reflects a natural alignment between two organizations rooted in purpose. For 50 years, Klaas Financial has helped individuals, families and employers plan for their financial futures with a mission of providing answers to design your best retirement. The firm has offices in Madison and Rockford, IL.
As the official Financial Advisor of the event, Klaas Financial’s focus on helping people identify and achieve their long-term goals mirrors Run Madtown’s belief that meaningful accomplishments begin with understanding your why.
“At Klaas Financial, we believe that the best plans begin with understanding what matters most,” said Alyssa Thom, Financial Planner at Klaas Financial. “Whether someone is preparing for retirement, building financial security for their family, or training for their first half marathon, success starts with a clear purpose. We’re honored to partner with Run Madtown to celebrate the incredible stories that inspire our community.”
“Every runner arrives at the starting line with a story,” said Beth Salinger, Race Director for Run Madtown. “Some are chasing a personal best. Others are improving their health, honoring someone they love, or simply proving to themselves they can accomplish something extraordinary. We’re excited to partner with Klaas Financial to celebrate those stories and remind our community that every finish line starts with a purpose.”
Klaas Financial will help bring participant stories to life through spotlights, social media features, email campaigns, race weekend experiences and interactive displays inviting athletes to publicly share the motivation behind their journey. The campaign will also include an onsite “What’s Your Why?” display at Library Mall, where participants can write and display the inspiration that brought them to the event, as well as a new annual “Why Award” recognizing one exceptionally inspiring story.
The campaign will continue year-round with participant features, wellness initiatives, training content and digital storytelling. Look for opportunities to share your why on the Run Madtown Facebook and Instagram pages.
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 Klaas Financial
Founded in 1976, Klaas Financial is an independent, fee-based fiduciary advisory firm serving individuals, families and employers throughout Wisconsin, Illinois and across the country. With offices in Fitchburg, Wisconsin, and Loves Park, Illinois, the firm specializes in retirement planning, financial planning, investment management, tax strategies and wealth management, helping clients build confidence in every stage of their financial journey.