All Sports Productions

What All Sports Productions does

All Sports Productions, Inc. is a private sports event management and consulting company founded in 2003 by Bruce Dunn and headquartered in Fayetteville, Arkansas. The company produces a portfolio of 15+ annual cycling, running, and multisport events across Arkansas and the surrounding region, spanning road cycling, gravel, mountain bike, trail and road running, duathlons, and triathlons. Notable events include the NWA Spring Classic Road Race, Iron Mountain Legend, Highlands Gravel Classic, The Skirmish (a multi-day Delta gravel festival), Ozark Valley Triathlon, Big Dam Bridge 100, and the Fayetteville Half Marathon.

The company's core technology stack is built on third-party platforms rather than proprietary software: participant registration and ticketing run through RunSignup (across runsignup.com, bikesignup.com, and trisignup.com), and event timing is delivered via Race Result RFID hardware and software supporting online tracking, SMS/email finish-time notifications, live video, and event website publishing. Through its ASP Event Timing Services line, the company also provides these timing and digital services to third-party race directors, monetizing the technology layer beyond its own events.

All Sports Productions generates revenue through three streams: (1) participant registration fees collected via the RunSignup platform across its event portfolio, (2) corporate sponsorship and partnership activation fees from sponsors including Arvest, Experience Fayetteville, TDS IT, Primal Wear, and Gearhead Outfitters, and (3) professional services revenue from ASP Event Timing Services. The company maintains official sanctioning partnerships with USA Cycling, USA Triathlon, and USA Track & Field, and is led by founder-owner Bruce Dunn (USA Triathlon Level II Race Director, USA Cycling National/International Race Director) with an Event Director and a small team of regional event managers and customer service coordinators. The company is bootstrapped and privately held with no disclosed institutional investment.

Name

All Sports Productions

Legal name

All Sports Productions, Inc.

Website

https://allsportsproductionsinc.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

All Sports Productions is a Fayetteville, Arkansas-based event management company that produces 15+ annual cycling, running, and multisport endurance events across Arkansas, serving amateur and competitive athletes and corporate sponsors with registration, timing, and event services.

Ownership category

akta.pro rank

Product category

Endurance Sports Event Management

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (71132), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro industry

PRIMARYMPAKADAD

Mass Participation Race Organizers (Runs, Triathlons, Cycling)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Event & Tournament Organizers (Tours, Championships, Meets)

SECONDARYMPAKAIAA

Road Running Events (Marathons, Half Marathons, 10K/5K)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Endurance & Mass Participation Events (Marathons, Triathlons, Cycling Events)

SECONDARYMPAKAIAC

Cycling Events (Road Races, Gran Fondos, Sportives)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Endurance & Mass Participation Events (Marathons, Triathlons, Cycling Events)

SECONDARYMPAKAIAB

Triathlon & Multisport Events (Triathlon, Duathlon, Aquathlon)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Endurance & Mass Participation Events (Marathons, Triathlons, Cycling Events)

Keywords

• Endurance sports events
• Cycling event management
• Running event production
• Multisport race organization
• RFID race timing services

Headquarters

HQ city

Fayetteville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Registration Fees: Revenue generated from participant registration fees for cycling, running, and multisport events. Registration is processed through the RunSignup platform.
2. Sponsorship and Partnership Revenue: Corporate sponsors pay for event partnerships and activation opportunities to showcase their brands at ASP events. Sponsors include Arvest, Experience Fayetteville, TDS IT, Primal Wear, Gearhead Outfitters, and others.
3. Event Timing Services: ASP Event Services provides professional timing services to other races and events, including online tracking, RFID chip timing, live video, and web development services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

All Sports Productions produces and manages a portfolio of approximately 14 annual endurance sports events across Arkansas, spanning gravel, road, and mountain bike cycling races, road and trail running races, and multisport events including triathlons and duathlons. The company also sells ASP Event Timing Services, providing Race Result RFID chip timing, online athlete tracking, finish-time notifications, live video, and event website design to other race organizers. Registration for ASP's own events is handled through the RunSignup platform.

Product overview

All Sports Productions is an event production company founded in 2003 that operates as a portfolio of cycling, running, and multisport events across Arkansas. The company offers three core service lines: Cycling Events (gravel, road, and mountain bike racing), Running Events (road and trail running), and Multisport Events (triathlons and duathlons). The company also provides ASP Event Timing Services, a professional timing service using Race Result hardware and RFID chip technology with capabilities including online tracking, finish time SMS/email notifications, live video streaming, and event website design. The event portfolio includes 14 named annual events spanning road cycling, gravel cycling, mountain biking, trail running, and triathlon disciplines.

Differentiator

Problem solved

Functional benefit

Products and services

• Cycling Events Competitive cycling events including gravel, road, and mountain bike races for athletes of all skill levels across Arkansas.
• Running Events Road and trail running events including half marathons, 10K, 5K, and fun runs held across Arkansas.
• Multisport Events Triathlons, duathlons, and off-road multisport events combining cycling, running, and swimming disciplines, offered in off-road, gravel bike, and road formats.
• ASP Event Timing Services Professional race timing services using Race Result RFID chip hardware and software for race directors, including online tracking, finish time SMS/email/social notifications, live video streaming, video review, and event website design and publishing.

Quantifiable outcome

• Tens of thousands of athletes have crossed finish lines at ASP events over three decades

Named customers1 record

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• USA CyclingcoreStrategic or Co-development PartnerNational governing body for cycling in the United States. ASP events are affiliated with USA Cycling, providing official race sanctioning and regulatory oversight for competitive cycling events.
• USA TriathloncoreStrategic or Co-development PartnerNational governing body for triathlon and multisport events. ASP is affiliated with USA Triathlon, with founder Bruce Dunn holding USA Triathlon Certified Level II Race Director certification and former Chair of the Race Director's Committee.
• USA Track and Field (USATF)coreStrategic or Co-development PartnerNational governing body for track and field, road racing, and cross country. ASP running events are affiliated with USATF for official sanctioning and regulation.
• Fayetteville Wheelmen / Experience FayettevilleminorGTM or Marketing PartnerLocal cycling organization and regional tourism bureau. Collaborative partner for promoting cycling events in the Fayetteville area.
• Race ResultcoreTechnology or IntegrationIndustry-leading timing hardware and software provider. ASP Event Services utilizes Race Result technology for RFID chip timing at events, including online tracking, finish time notifications, and video review capabilities.
• RunSignup (TicketSignup)coreTechnology or IntegrationEvent registration and ticketing platform powering ASP's online registration, participant management, and race timing results. Operates runsignup.com, bikesignup.com, and trisignup.com platforms.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• Athlinks: Endurance athlete results and event database platform owned by The Active Network. Comparable as a timing/results ecosystem enabler and as a competitor for athlete mindshare in the mass participation endurance community ASP serves.
• USA Triathlon: National governing body sanctioning ASP's multisport events. Comparable only as an ecosystem participant, but ASP's founder certification, committee leadership, and partnership here shape competitive positioning across sanctioned triathlons in the US.
• RunSignup: Event registration and timing platform powering ASP's online registration across all events. Functions as both an enabling technology partner and an industry bellwether — competing race directors using RunSignup represent both ASP's customer base (for timing services) and its competitive set.

Direct peers

• HITS Endurance: Multi-discipline endurance event producer (running, triathlon, cycling) operating a national portfolio of mass participation races. Directly comparable to ASP in business model — registration fees, sponsorship, sanctioned USAT/USATF/USAC events — but at a significantly larger national footprint.
• Ragnar Relay: Overnight team running and trail relay event operator with national series footprint. Comparable event-driven registration + sponsorship model and endurance athlete target market to ASP's road running portfolio.

Broad incumbents

• IRONMAN (World Triathlon Corporation): Global mass participation triathlon, running, and cycling event owner (Ironman, 70.3, Rock 'n' Roll series). Comparable business model — registration revenue, sponsor partnerships, and event timing infrastructure — but operates at massive global scale with established athlete mindshare that competes directly with ASP's Ozark Valley and Degray Lake triathlons.
• Life Time Events (Leadville Race Series): Life Time Fitness operates premium endurance and trail running event series including Leadville, Leadville Trail 100, and other mountain/trail races. Comparable to ASP's trail and endurance event portfolio (Iron Mountain Legend, Big Dam Bridge 100) at a much larger enterprise scale.
• Spartan Race: National obstacle course race and endurance event brand operating across the US. Competes with ASP for the same endurance athlete demographic, particularly in adventure/OCR-style events, but at vastly larger scale with stronger sponsor economics.
• Tough Mudder: National mass participation obstacle and endurance event operator. Comparable GTM (registration + sponsorships, festival-style experience) to ASP's cycling and multisport events, but operates at national scale with corporate-event and bootcamp revenue lines ASP does not have.

Regional players

• Tour of the Gila: Regional professional cycling stage race based in Silver City, New Mexico. Directly comparable to ASP's Joe Martin Stage Race in format, sanctioning, and target athlete (pro/am cycling), but operates as a single-event organization rather than a multi-event portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/AllSportsProductions
• YouTubeyoutube.com/channel/UCfK4tOJ8Z3
• Facebookfacebook.com/AllSportsProductionsInc
• LinkedInlinkedin.com/company/allsports-productions-inc
• Instagraminstagram.com/allsportsproductions

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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 All Sports Productions