“Digitalization is no longer optional in running—it’s foundational to building sustainable competitions and stronger relationships with athletes, fans, and partners.”
— Kristian Midtgaard, Head of Business Development, Roster Athletics
Following a successful presence at the 2026 Running USA Conference in St. Louis, Roster Athletics continued its engagement with federations and organizers by participating in the World Athletics Africa Running Conference (WAARC), taking place February 12–14 in Lagos, Nigeria.
At the WAARC conference, Roster Athletics’ Head of Business Development spoke on The Value of Knowing Your Customer, exploring how data, technology, and a deeper understanding of participants can drive more efficient operations, stronger engagement, and long-term growth for national federations and race organizers.
Roster Athletics’ participation follows the recent signing of a partnership agreement with the Athletics Federation of Nigeria, aimed at enhancing the country’s competition environment through improved digital infrastructure, operational efficiency, and stakeholder coordination.
WAARC is organized by World Athletics, with Nigeria’s National Sports Commission serving as co-organizer for local coordination and logistics, and the Athletics Federation of Nigeria supporting technical delivery. This event represents the first edition of a continental running conference in Africa held in a formal, World Athletics-endorsed format.
The conference featured technical workshops and expert-led discussions for African Member Federations, race organizers, sponsors, media, and key stakeholders, covering topics such as performance, sustainable partnerships, anti-doping, communications, and broadcasting. Confirmed speakers include Sebastian Coe, President of World Athletics; David Katz, Chair of the USATF Road Running Technical Council; Chris Robb, Founder & CEO of Mass Participation World; and Alessio Punzi, Head of Running at World Athletics.
Through its engagement at both Running USA and WAARC, Roster Athletics continues to position itself as a trusted partner to national federations and race organizers—supporting the modernization and sustainable growth of running worldwide.