Kamal Datta (Host): Hey everyone, welcome to Communities in 26.2, where I chat with some of the largest and most interesting communities in running. In today’s episode, I sit down with Jay Holder, Executive Director of Running USA, a nonprofit connecting the B2B community in the running industry. We’ll talk about what Running USA is, the research they do, trends in the running industry, and how they bring together the B2B community through their annual industry conference. If you’re into the business side of endurance sports, this is a must-listen. I’m your host, Kamal Datta—thanks for joining us! Kamal: Welcome, Jay! I’m really excited to have you here on the pod today. Jay Holder (Guest): Thanks so much for having me. I’m looking forward to chatting. Kamal: Let’s start with the basics. You’re the Executive Director of Running USA. What exactly is Running USA? Jay: Running USA is a nonprofit meant to engage, educate, and elevate the running event industry. We bring together event organizers and the businesses and individuals that directly support them. We facilitate conversations about best practices and trends, provide supportive resources—like insurance and music licensing—and host a big annual conference every February. We’ve been around for about 25 years now, and I’ve been in this role for about 16 months. Kamal: How did you get into this role? I see you’re an active runner yourself. Jay: I started running in high school to be a better swimmer, but quickly realized I enjoyed running more. I ran cross country, competed in college, and then worked as a news producer for 12 years. Occasionally, I’d cover running events, and when I worked at WABC in New York, I helped with the New York City Marathon broadcast. My passion was always at the intersection of media and running. Eventually, I moved into marketing and communications at Atlanta Track Club for nine years, and when the Running USA opportunity came up, it felt like a great fit. Kamal: You really bring a wealth of experience to Running USA. From what I’ve seen, Running USA supports four main areas: industry research and data, education and best practices, networking and collaboration, and advocacy and support. Is that accurate? Jay: That’s a great summary. The thread tying it all together is facilitation. We know event organizers are busy, so we gather information and provide networking to facilitate ongoing dialogue about the industry. Industry Research and Data Kamal: Let’s dig into industry research. What are some of the top areas Running USA focuses on? Jay: Last year, our theme was “numbers”—we dove into participation trends, comparing finisher data from 5Ks to marathons with previous years, including pre-pandemic numbers. We found we’re truly in a running boom. This year, our focus is on costs and the economics of the sport: how much it costs to put on events, sponsorship numbers, and more. Our biggest annual research piece is the Global Runner Survey, which looks at participant trends—what races people want, what swag they like, how much they’re willing to spend, and more. Kamal: I’ll make sure to take the survey! On finisher data, do you partner with platforms like Athlinks? Jay: Yes, we partnered with Athlinks for finisher data. Kamal: And for the economics of events, are you surveying race directors to break down costs by event size? Jay: Exactly. Our upcoming survey asks about participant numbers and costs for everything from medals to porta-potties, so we can analyze how costs scale with event size. Networking and Collaboration Kamal: Tell us about the Running USA Industry Conference. Jay: The conference happens every February—last year in Louisville, next year in St. Louis. If you operate events or sell to events (medals, T-shirts, registration platforms), this is the place for you. We had 655 attendees last year, our biggest post-COVID. There are sessions on marketing, operations, registration, and more, plus social events. Before working at Running USA, I made most of my industry connections at this conference. Community and Membership Kamal: Who are your members, and how do you support them? Jay: We support those putting on the races—race directors, vendors, and event professionals. By supporting them, we indirectly support runners. It’s a rising-tide industry; race directors aren’t really competing with each other, so there’s a lot of knowledge-sharing. We’re always working to bring more event organizers into the community. Kamal: And the conference brings these members together to share and collaborate? Jay: Absolutely. The conference is a major touchpoint, but we also host roundtables and town halls throughout the year to keep the conversation going. Trends in the Running Industry Kamal: What trends are you seeing in the running industry? Jay: We’re in a running boom—races are selling out faster and participation exceeds pre-pandemic numbers. The marathon distance saw a 17% year-over-year increase in finishers. While the core age group is still 25–44, we’re seeing significant growth in the 18–24 demographic, which is great for the sustainability of events. Another trend: the value of experience. It’s not enough to just have a start and finish line—participants expect a great overall experience, from swag to entertainment. Kamal: How do rising costs and economic uncertainty affect the industry? Jay: The industry has weathered economic storms before. Running is still a cost-effective way to exercise compared to alternatives. Tariffs and rising costs for medals, shirts, and shoes are a wild card, but I’m optimistic running will remain accessible. Education and Best Practices Kamal: How does Running USA help with education and best practices? Jay: We offer benefits like music licensing deals and event insurance at special rates for members. We also create best practice videos and white papers, drawing on the expertise of our members. Kamal: For music at races, do race directors need to worry about licensing? Jay: Yes, for large crowds and public performances, you need proper music licensing. We help members get deals with the major music licensing organizations. For live bands, the responsibility usually falls to the band. Looking Ahead Kamal: Any other aspects of Running USA you want to highlight? Jay: Eventually, we’d love for everyday runners to know who we are and interact with us. We just rolled out an individual membership for sole proprietors in the industry, and we’re focused on providing the best value to events and vendors. There’s a lot of potential for growth and supporting the running community. Kamal: Jay, thanks so much for joining and sharing these insights about Running USA and the running industry! Jay: Thanks for having me!