How to Grow Your Races With Series Registration

Once you’ve built a successful race, you can grow your endurance event business by adding more races to create a race series.

Your races will have different themes to widen your brand awareness and get more athletes involved. Use your race series to grow all of your events with series registration. Series registration lets participants sign up for several races from a single form.

Get More Participants With Series Registration

Developing a race series is a great way to get more participants to your races. Capitalize on these three series registration marketing benefits:

1. Cross-promote Your Events

Leverage the audience you’ve built with your first race to create other races. Market your new races to your original audience. It’s easy to send a mass email campaign to your participants using Race Entry’s free mass email tool.

As you add new races, offer different distances and themes to attract new athletes to your business. Some of these athletes may not have heard of your first race, and now they may decide to sign up for that one, too. You’re not just using your original race list to sell new races, you’re adding new audiences for your first race.

You can also advertise all of your races from a single page. When people go to register for a race, they can see all of your races from your race series page. This visibility raises awareness of your race.

2. Create Superfans

Superfans come to most of your races and they recruit their friends, family, and neighbors to join them. They’re your key to growth.

Of course, it starts with delivering a great experience at your races. The next step is to encourage your superfans to do what they do best: race again and tell everyone they know about it.

Turn your athletes into superfans with the four steps below:

1. Discount Group Sign Up – Encourage people to join your race with friends and family with an automatic group discount. This approach helps you benefit from fans while you’re building an audience in your race’s first year.
2. Create a Referral Program – Continue to reward participants who get their friends to sign up by offering rebates on their registration up to the total registration cost.
3. Build a Loyalty Program – Offer a special loyalty discount to athletes to sign up for your race year after year. This approach encourages people to make your race an annual tradition and starts to move your loyal participants to superfandom.
4. Offer Deals on Multi-race Sign Up – As you build your race series, start offering deals to participants who sign up for multiple races. The more races they sign up for, the higher the discount. This tactic helps you turn your fans into superfans.

3. Fill Slots Faster 

The more people you have signing up across your races, the faster you’ll fill up your registration slots. You’ll have more people adding your races to their calendars and more people spreading the word about your races, which makes it much easier to get the word out to attract new athletes to sign up.

Offer a Simple Sign Up Experience

Your series registration form doesn’t just help you sell more registrations. It also streamlines sign up for your participants.

Single Form

Athletes can sign up for several of your races at the same time from the same form. That saves them a lot of time and hassle.

First, they’ll select which races they’d like to run this year. Then, they’ll fill out a single registration form that removes duplicate questions, so they only have to answer a question once. Next, they pay for their registrations.

Simple Two-page Form

Conversion rates are key for online signups. You don’t want your form to be across multiple pages or load slowly. All of these elements give your athletes more opportunities to abandon their registration form.

Ensuring your online registration form is only a few pages and loads quickly means higher conversion rates, or more signups.

Race Entry’s registration form is only two pages. Athletes complete your signup form and click next. On the second page, they pay. It’s really that simple.