What RaceID does

RaceID is a Stockholm-headquartered SaaS company founded in 2016 that operates a two-sided marketplace for endurance racing. The platform serves two primary customer segments: race participants (runners, cyclists, triathletes, skiers, and other endurance athletes) who use the system for race discovery, registration, training, and community engagement; and race organizers (running clubs, federations, and event companies) who manage registration, event administration, professional chip timing, marketing, and participant communications. The company reports disclosed scale of 169,129+ registered participants, 8,782 races listed in the calendar, and 721 organizers operating across 40+ countries.

The product surface is built on a SaaS architecture delivered through web and mobile (iOS Pace App) properties, with an Organizer Hub for event operations. Core technical components include the Event Management System (EMS) for registration and marketing, a professional timing subsystem with real-time results, a Pace+ participant app for race-day communication, and the consumer-facing Pace App featuring a generative-AI text-based personal training coach. AI capabilities were reinforced by the 2021 acquisition of Racefox, which the company has integrated into its training-coaching product surface.

The company earns revenue through two streams: a transaction-based take rate on race registrations processed through the platform (where fees are set by organizers and range from 0 SEK for free community events to 350–450 SEK for premium races), and recurring platform access paid by race organizers for the EMS, timing, marketing, and participant-app tooling. The company is privately held, incorporated as RaceID, INC. in Delaware, and is backed by Athanase Innovation following a May 2022 funding round of undisclosed size. Leadership comprises CEO Erik Sjöbeck and CTO Nicklas Tingström.

Name

RaceID

Legal name

RaceID, INC.

Website

https://raceid.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

RaceID is a Stockholm-based SaaS platform that connects endurance race participants with race organizers, offering registration, chip timing, event management, and an AI-powered participant training app across 40+ countries.

Ownership category

akta.pro rank

Product category

Race Management Software

NAICS

Spectator Sports (71121)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Ticketing, Registration & Event Technology (Badging, Apps) (BPAFAGAL)

akta.pro secondary industry

Endurance & Running/Cycling Training (HSADAAAG)

Keywords

• Race management software
• Event registration platform
• Endurance sports platform
• Race timing services
• Participant engagement tools

Headquarters

HQ city

Nacka

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Transaction Fees on Race Registrations: RaceID earns commission on each race registration processed through the platform. Organizers set registration fees and RaceID takes a percentage as platform fee.
2. Organizer Platform Subscriptions: Race organizers pay for access to professional race management tools including registration EMS, timing services, marketing tools, and participant app integration.
3. Virtual Races: Additional revenue stream from virtual race events hosted on the platform.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

RaceID operates a SaaS-based race management platform that connects endurance race organizers with participants globally. The platform provides organizers with registration, timing, EMS, marketing tools, virtual races and refundable booking, while participants discover and register for races and access AI-powered training plans via the Pace App. Revenue is earned through transaction fees on race registrations set by organizers and through subscription fees paid by organizers for platform access.

Product overview

RaceID is a unified SaaS platform for race management serving both participants and organizers. The core RaceID Platform provides comprehensive event management while the Pace App serves as a participant companion app with AI-powered training features. For organizers, the RaceID Organizer Hub offers timing, registration/EMS, marketing, and virtual race services. Pace+ provides additional participant-facing race-day features. In 2022, RaceID acquired AI-based company Racefox to strengthen its AI capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Pace: A companion app for race participants that provides AI-powered training coaching, race information management, and real-time race communication.
• Racefox

Products and services

• RaceID Platform Core SaaS platform serving as a digital network where race participants discover and register for endurance events, and organizers list races. Operates across running, cycling, swimming, triathlon and multisport events with 8,782 races listed in the calendar.
• Pace App Participant-facing iOS mobile app consolidating race information, AI-powered personalized training plans, real-time race communications and direct organizer messaging for race participants.
• RaceID Organizer Hub Dedicated self-serve platform for race organizers providing chip timing, registration and Event Management System (EMS), marketing tools, virtual races, refundable booking and Pace+ participant app integration.

Quantifiable outcome

• 169,129 registered race participants on platform
• +2 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• RacefoxcoreTechnology or IntegrationStrategic AI-based acquisition of Racefox as part of the funding round. This acquisition brings AI capabilities to enhance RaceID's product offerings for training and race management.
• BetssonminorGTM or Marketing PartnerCollaboration on the Betsson Challenge 2025 - an 8-month running challenge where top performers can win trips to Malta Marathon 2026. Betsson provides sponsorship and prizes for the challenge.
• Nordic Gravel SeriesminorGTM or Marketing PartnerNordic Gravel Series (NGS) races hosted on RaceID platform. Partnership includes gravel camp events and race registrations through the platform.
• Visit ÅlandminorGTM or Marketing PartnerTourism partnership promoting Åland as a sports destination for race trips. Includes destination marketing and race promotion on RaceID platform.
• Pace SportscoreGTM or Marketing PartnerPace Sports is RaceID's community brand for the participant app. Instagram presence @pacesportsapp used for community engagement, race promotions, and giveaways like the Advent Calendar.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• RunSignup: US-based race registration and timing platform serving tens of thousands of endurance events with a comprehensive organizer toolkit. Directly comparable to RaceID in offering registration, timing, and participant management for endurance races, but with significantly larger US scale.
• Race Roster: Canadian race registration platform providing registration, marketing, fundraising, and timing tools for running and endurance events. Closely comparable to RaceID's organizer hub in both feature set and target market of endurance race organizers.
• Let's Do This: UK-headquartered endurance sports marketplace connecting participants with races across running, triathlon, cycling, and obstacle events. Comparable to RaceID's participant-facing discovery and registration flow, with strong European overlap.
• Athlinks: US-based endurance race results, history, and community platform with timing and registration capabilities. Comparable to RaceID in race results, community profiles, and timing services for the endurance market.
• Haku (formerly Mogo): Race registration and event management platform integrated into the Let's Do This ecosystem. Offers registration and event day tools similar to RaceID's Organizer Hub, particularly for mid-sized endurance events.

Broad incumbents

• Eventbrite: Large general-purpose event ticketing and registration platform covering a wide range of event types including endurance races. Overlaps with RaceID on registration and ticketing but lacks deep endurance-specific tooling like chip timing and athlete community features.
• MYLAPS (ChronoTrack): Global leader in sports timing technology and race results platforms serving running, cycling, and motorsport events. Comparable to RaceID's timing and results services but focused primarily on hardware-enabled timing infrastructure at a global scale.

Emerging players

• Ticket Tailor: Self-serve ticketing platform popular with smaller event organizers including community races. Comparable to RaceID on low-cost self-serve registration but lacks integrated timing and endurance-specific participant tools.

Regional players

• Sporttech.io: Race timing and registration provider focused on Nordic and European markets. Closest regional competitor to RaceID given geographic overlap in Scandinavia and similar timing-plus-registration bundled offering.
• EQ Timing: Nordic-focused race timing and results service. Comparable to RaceID's timing service line in the Scandinavian endurance market, though narrower in scope (timing-first rather than full platform).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/pacesportsapp

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about RaceID