What runners are thinking at the finish line

This is the fourth and final article in our series revisiting key findings from Eventbrite’s race participant survey and webinar with lululemon athletica on turning your race into an unforgettable race experience.

With races becoming more popular among casual runners, some participants care more about having a good time than getting a qualification time. It can be challenging to get inside the heads of these different participants to deliver the best possible experience. Luckily, whether they’re totally drained or ready for round two, there’s one thing all runners have in common post-race: endorphins.

In Eventbrite’s survey of 1,900 race participants, at the end of the race 46% of racers said “I feel great, sign me up for next year!” By delivering an unforgettable event that doesn’t end when people stop running, that percentage will keep going up. Here are the key takeaways you can use to make participants excited for next year, even while they’re still exhausted from this one.

What steps can I take to make 100% of participants want to come back next year?

At the end of the race 39% of surveyed runners reported that it was painful, but they’d do it again. In the time between crossing the finish line and going home, you have the opportunity to motivate them to actually come back next year. At the same time, you can drive participant loyalty among the 24% of runners who said they want to go out and celebrate after the race. Make them stick around with drinks, food and music. To seal the deal, all you have to do is make them remember the fun more than the pain.

Adopt lululemon’s strategy of striving to create an exceptional experience for one runner, then figuring out the logistics to multiply that for all your participants. By focusing on a holistic event experience, they created word-of-mouth buzz. They took advantage of the enthusiasm by opening registration for next year only one month after the race — and it worked. This year, the SeaWheeze Half Marathon sold out in 35 minutes.

What about the people who just want to take a nap?

The celebration doesn’t have to immediately follow the race to attract participants. While lululemon provides brunch and yoga immediately after the race, it’s not until that evening at a different location that the real party – their Sunset Festival – begins.

This is a great way to prolong engagement with your brand, even with the 20% of participants who wanted to get to the couch ASAP after the race. So don’t worry, it’s perfectly fine to give racers a chance to go home, put their feet up, and (hopefully) shower before the after-party.

How can I get a pulse for the attitude of volunteers, too?

The celebration is also a great way to give thanks to the community that hosts your run. Chances are, your race required a lot of volunteers and closed some roads to the community. Lululemon likes to thank the public by opening their celebratory Sunset Festival to the whole community, and letting volunteers in free. Whatever you do post-race, follow lululemon’s lead and invite volunteers and runners’ friends and family to join their celebration. You won’t only catch the attention of more runners, you’ll create buzz city-wide.