What Race Roster does

Race Roster is an online registration and event management platform serving the endurance sports industry, founded in May 2012 in London, Ontario, Canada. The company provides a six-module integrated product suite — Registration, Fundraising, Timing Tools, CRM (built on Salesforce), Onsite App, and Virtual Events — that allows race organizers, fundraising coordinators, and timers to manage the full event lifecycle from sign-up through results posting. Notable technical components include deep integration with the ASICS Runkeeper app for virtual event result automation, four timing-system integrations (RunScore, Agee Timing, RM Timing, RACE RESULT), and Salesforce-powered CRM with retention analytics benchmarked at an industry ~34% event retention rate.

The company's business model is primarily transaction-fee based on event registrations processed through the platform, supplemented by premium feature subscriptions for advanced CRM, analytics, and marketing automation targeted at larger event organizations. The platform employs a hybrid go-to-market motion combining self-serve onboarding for smaller organizers (with a free registration entry tier) and enterprise field sales via demo requests for larger accounts. Customer segments include SMB event organizers, non-profit fundraising coordinators, professional timing companies, and multi-event organizations, with marketing driven by content marketing, social media, and industry association presence (Legend Member of Running USA).

As of February 2026, Race Roster operates as a subsidiary of ASICS Corporation following the acquisition of Race Roster US, Inc. and uses that platform to execute US market consolidation via two race-registration acquisitions (SPay/GetMeRegistered and an undisclosed platform). The company maintains multiple corporate entities across Canada, the United States, the United Kingdom, Singapore, and Indonesia, supporting a stated global footprint in endurance event registration.

Name

Race Roster

Legal name

Race Roster North America Corporation

Website

https://raceroster.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Race Roster is an online registration and event management platform for endurance sports, offering integrated modules for registration, fundraising, timing, CRM, and virtual events. It serves race organizers, charity coordinators, and timers globally, operating as an ASICS subsidiary since 2026.

Ownership category

akta.pro rank

Product category

Event Management Software

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Conference & Trade Show Registration Platforms (THAHAFAB)

akta.pro secondary industry

Virtual & Hybrid Participation Events (App-Based, Remote/Hybrid Races) (MPAKAIAH)

Keywords

• Event registration software
• Endurance race management
• Virtual event platforms
• Fundraising registration tools
• Participant timing systems

Headquarters

HQ city

London

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Event Registration Platform Fees: Race Roster generates revenue primarily through transaction fees on event registrations processed through the platform. The platform supports event organizers with free registration tools while taking a commission on transactions.
2. Premium Feature Subscriptions: Advanced features including CRM tools powered by Salesforce, enhanced analytics, and marketing automation capabilities likely offered as premium subscriptions for larger event organizations

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Race Roster provides an online event registration and management platform for endurance sports events. The platform offers registration, fundraising, timing integration, CRM, onsite check-in, and virtual event capabilities for race directors, timers, and nonprofit fundraising organizations.

Product overview

Race Roster is an event management platform providing a comprehensive suite of integrated products for endurance and running events. The platform consists of six core modules: Registration (event sign-up and waiver management), Fundraising (charitable donation collection and tracking), Timing Tools (results management and awards), CRM (Salesforce-powered participant relationship management), Onsite App (mobile check-in and packet pickup), and Virtual Events (comprehensive virtual race toolkit with ASICS Runkeeper integration). These products work together as an integrated platform, allowing event organizers to manage the full event lifecycle from registration through results posting, with native integrations to Salesforce CRM, MailChimp for email marketing, and third-party timing systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Race Roster Registration Platform Online registration platform that allows event organizers to set up, manage, and process participant sign-ups for endurance sports events such as running races, triathlons, and cycling competitions.
• Fundraising Platform Fundraising registration and management tools that let nonprofit organizations and charities tie fundraising goals to event participation.
• RosterCRM Customer relationship management tool built on Salesforce that helps event organizers manage participant relationships, communication, and engagement.
• Timing Tools Tools and integrations that connect event registration with race timing partners to capture and publish race results for participants.
• Onsite Check-In App Mobile application used at race venues for participant check-in, bib distribution, and last-minute onsite registration.
• Virtual Event Toolkit Tools that allow event organizers to host virtual or hybrid endurance events where participants complete challenges remotely and submit results online.
• ASICS Runkeeper Integration Integration with the ASICS Runkeeper running app that links registered participants with training, tracking, and community features during the lead-up to and after race day.

Quantifiable outcome

• MitoCanada raised $73,000 in 6 hours during a virtual race, tripling their $25,000 goal
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature10 records

Partnerships

Six partnerships are on record, tiered major and core.

• SPay, Inc.majorStrategic or Co-development Partner · 11 February 2026Asset transfer agreement where Race Roster US, Inc. acquired race registration platforms including GetMeRegistered from SPay, Inc. This acquisition strengthens Race Roster's presence in the US market for race registration platform services.
• GetMeRegisteredmajorStrategic or Co-development Partner · 11 February 2026Race registration platform acquired by Race Roster US, Inc. as part of asset transfer agreement with SPay, Inc., expanding Race Roster's market presence in the United States.
• ASICS RunkeepercoreTechnology or IntegrationDeep integration partnership with ASICS Runkeeper app enabling virtual event participants to track runs and automatically submit results to Race Roster. Includes branded start run pages, audio cues, and virtual team relay features. This integration is a key differentiator for virtual event execution.
• Running USAcoreGTM or Marketing PartnerTrade association partnership at Legend Member level recognizing Race Roster's leadership and innovation in event management solutions for the running industry. The platform supports endurance events globally with registration, data analytics, and participant experience tools.
• SalesforcecoreTechnology or IntegrationRace Roster CRM is powered by Salesforce, providing enterprise-grade customer relationship management capabilities including 360-degree participant views, retention analysis, custom reports, and advanced digital marketing features for event organizers.
• StripecoreTechnology or IntegrationPayment processing integration for secure registration transactions and fraud protection. Stripe cookies are used to identify and protect against fraud on the Race Roster platform.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Athlinks: Athlinks is an endurance athlete database and results platform that integrates with race timing systems. It competes in the participant engagement and results layer adjacent to Race Roster's CRM and timing tools.
• RACE RESULT: RACE RESULT provides timing systems and race results software that integrates with Race Roster for results posting. It is a complementary technology partner in many race workflows and competes indirectly in the timing/results layer.
• ChronoTrack: ChronoTrack provides RFID timing systems and registration solutions for endurance events. It overlaps with Race Roster in registration and timing integration workflows, particularly for timer-segment customers.
• RunSignup: RunSignup is the leading US race registration platform for endurance events, offering a similar freemium model with registration, ticketing, timing, and fundraising tools. It is Race Roster's most direct competitor in North American endurance race registration.

Others

• Bizzabo: Bizzabo is an event experience platform primarily serving conferences and B2B events. It is thematically adjacent to Race Roster as a SaaS platform for event organizers, though it does not directly compete in endurance sports registration.

Emerging players

• Haku (formerly Kona): Haku is an event management platform that handles registration, marketing, and event operations for endurance and lifestyle events. It targets a similar customer base of event organizers with a modern SaaS product experience.
• RaceJoy: RaceJoy is a runner tracking and live event experience app used by endurance race organizers. It complements or competes with Race Roster's virtual event toolkit and ASICS Runkeeper integration for participant tracking.
• Let's Do This: Let's Do This is an endurance event marketplace and registration platform popular in the UK and Europe. It targets the same endurance athlete segment as Race Roster but emphasizes discovery and marketplace dynamics over registration software.

Broad incumbents

• Eventbrite: Eventbrite is a broad event ticketing and registration platform used for many event types including endurance races. While not specialized for endurance sports, it overlaps with Race Roster on self-serve event registration and ticketing.
• ACTIVE Network: ACTIVE Network is a large incumbent in event registration and activity management, serving endurance events, camps, and recreation. It competes with Race Roster in the race registration vertical while offering broader activity-management solutions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/raceroster
• Facebookfacebook.com/RaceRoster
• LinkedInlinkedin.com/company/race-roster
• Instagraminstagram.com/raceroster

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Race Roster