(July 22, 2025) – Running USA today announces a first-of-its-kind partnership with professors at the University of Colorado – Colorado Springs’ College of Business and Administration to share data and collaborate on research into the impacts, demographics and trajectory of running events. The output of this partnership will provide members of Running USA, the nation’s leading non-profit organization for event organizers and vendors, with detailed information to inform business, marketing and operational decisions.
The UCCS College of Business and Administration is led by Dean Thomas Aicher, Ph.D. and Associate Dean Brianna Newland, Ed.D. Both are avid runners and have co-authored such research reports as Predicting Repeat Registrations for Endurance Sport Events; To Explore or Race? Examining Endurance Athletes’ Destination Event Choices; and “Share the good news and share the benefits”: Examining the use of negotiation-efficacy by African American Endurance Runners; More than Motivation: Reconsidering Volunteer Management Tools; Influencing active sport tourists’ loyalty to event and destination. Running USA will work with Doctors Aicher and Newland to share commonly asked questions from event professionals as well as to ensure their market-leading research and the research of their academic colleagues around the country make it into the hands of those best suited to utilize it.
“UCCS is creating the nation’s best data backed reports about the customers we serve or want to serve,” said Jay Holder, Executive Director of Running USA. “I am confident that distributing this research to our members and consulting on future topics will result in opportunities for enhanced participant experiences and increased revenue.”
“At UCCS, we’re passionate about producing research that advances academic understanding and has real-world impact,” said Dr. Aicher. “Partnering with Running USA allows us to connect our work directly with the people shaping the future of endurance events. Together, we’re creating a bridge between data and decision-making that will elevate the entire running industry.”
Running USA will also work with UCCS to provide economic impact reports for events at an affordable rate. Interested events can email membership@runningusa.org.
A a link to a library of research publications from Doctors Aicher and Newland is now available in Running USA’s content library, available exclusively to members. Future reports will be accompanied by a summary news article and an overview webinar led by the researchers and moderated by Running USA.
About Running USA
Running USA is a non-profit that serves as the leading trade organization for the running industry in North America and hosts the nation’s preeminent industry conference annually. Through education, research, best practices and data, Running USA is committed to supporting and facilitating growth, diversification and excitement in running communities everywhere. We promote networking and idea-sharing between event organizers, sponsors, vendors and athletes. Running USA is a member of a global alliance of organizations focused on the betterment of the global running community including the Running Industry Alliance and European Athletics. For more information, visit runningusa.org.