Atlanta Track Club

What Atlanta Track Club does

Atlanta Track Club is a 501(c) nonprofit, member-based running organization founded in 1964 and headquartered at 201 Armour Dr NE, Atlanta, Georgia, that organizes large-scale road racing events, training programs, and community fitness initiatives for the Metro Atlanta area. The organization operates a portfolio of anchor events including the Northside Hospital Peachtree Road Race (the world's largest 10K, with 60,000 participants expected in 2026), the Publix Atlanta Marathon Weekend (an Abbott World Marathon Major qualifying event that also hosts the USATF Half Marathon Championships), and the Invesco QQQ Thanksgiving Day Half Marathon, alongside youth and community programs such as Kilometer Kids, the Triple Peach Junior Series, Club Night workouts at Piedmont Park, and the new Healthy Heroes program for Atlanta firefighters.

The organization does not build proprietary race-management software; instead, it integrates best-in-class third-party platforms — Let's Do This for registration and ticketing, MYLAPS ThinTag devices for chip timing, RTRT.me for live results and athlete tracking, and MarathonFoto for race photography — and layers them with the Atlanta Track Club Race App to deliver real-time splits, leaderboards, and interactive course maps. Membership provides guaranteed entry and preferred wave placement at the Peachtree Road Race, while a network of 12 official charity partners distributes fundraising entries under the Peachtree with a Purpose program.

Atlanta Track Club generates revenue through five primary streams: annual membership dues (recurring subscription model), event registration fees (one-time transactional pricing that escalates by registration tier), corporate sponsorships with flagship partners Northside Hospital, adidas, and Publix (multi-year title and presenting deals), merchandise sales via the Shopify online store, and charitable donations to the affiliated Atlanta Track Club Foundation. The organization serves four core customer segments — competitive runners, recreational runners and walkers, youth and family participants (free programming), and corporate/community partners — and maintains a volunteer-based ecosystem of ambassadors, pace leads, run leads, and college ambassadors that supports event execution and member recruitment.

Name

Atlanta Track Club

Legal name

Atlanta Track Club

Website

https://atlantatrackclub.org

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

11–50 employees

Short description

Atlanta Track Club is a nonprofit member-based running organization founded in 1964 that operates world-class road races, training programs, and youth/community fitness initiatives for the Metro Atlanta area, anchored by the Northside Hospital Peachtree Road Race, the world's largest 10K.

Ownership category

akta.pro rank

Product category

Running Event Organization

NAICS

Fitness and Recreational Sports Centers (713940), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Running event management
• Road race organization
• Athletic membership services
• Youth running programs
• Marathon race promotion

Headquarters

HQ city

Galanta

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Registration Fees: Revenue from registration fees for various running events including Peachtree Road Race, Atlanta Marathon Weekend, 5K events, and youth programs. Pricing varies by event and includes member and non-member rates.
2. Membership Dues: Annual membership program providing guaranteed entry to major events, lowest pricing, preferred wave placement, and access to exclusive races and member benefits.
3. Corporate Sponsorships: Title partnerships, presenting sponsorships, and exhibitor fees from corporate partners including Northside Hospital, adidas, Publix, and others at events and expo.
4. Merchandise Sales: Sale of commemorative merchandise including finisher shirts, medals, adidas apparel and footwear, and event-specific products through Atlanta Track Club online store.
5. Donations and Charitable Programs: Donations to Atlanta Track Club Foundation supporting youth programming and community initiatives, plus charity wave entry fees supporting Kilometer Kids youth running program.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Atlanta Track Club is a member-based nonprofit running organization that organizes and manages world-class road racing events, including the Northside Hospital Peachtree Road Race (world's largest 10K), the Publix Atlanta Marathon Weekend, and the Invesco QQQ Thanksgiving Day Half Marathon. The club sells annual memberships that provide guaranteed event entry and member benefits, offers structured training programs, operates free youth running initiatives such as Kilometer Kids, and supports community wellness through charity partner programs and corporate wellness partnerships in the Metro Atlanta area.

Product overview

Atlanta Track Club is a member-based running organization that delivers world-class events, training programs, and community outreach to the Metro Atlanta Area. The organization operates primarily as an event management and race promotion business rather than a traditional software product company. The core product portfolio centers on road racing events, with the flagship being the Northside Hospital Peachtree Road Race (world's largest 10K), the Publix Atlanta Marathon Weekend (featuring marathon, half marathon, and 5K), and the Invesco QQQ Thanksgiving Day Half Marathon. Supporting products include youth running programs (Kilometer Kids, Triple Peach Junior Series), elite athlete development (Elite High School Division, Elite Program), and community initiatives (Club Night workouts, Healthy Heroes Program). Additional services include training programs, charity partner programs, mobile race tracking app, and refund protection. The organization uses third-party platforms for registration (Let's Do This), timing (MYLAPS), live results (RTRT.me), and photography (MarathonFoto) rather than building proprietary software products.

Differentiator

Problem solved

Functional benefit

Brands

• Kilometer Kids: A free youth running program for children ages 14 and under
• Wingfoot Running Camp
• Healthy Heroes

Products and services

• Northside Hospital Peachtree Road Race The world's largest 10K road race held annually on July 4th in Atlanta, running from Lenox Square to Piedmont Park, expected to host up to 60,000 participants in 2026 with member and lottery-based entry options.
• Publix Atlanta Marathon Weekend Annual marathon, half marathon, and 5K race weekend held in late February/early March in Atlanta. The half marathon serves as the USATF Half Marathon Championships and is an Abbott World Marathon Major Wanda Age Group World Rankings qualifying race.
• Invesco QQQ Thanksgiving Day Half Marathon Annual Thanksgiving Day race featuring half marathon, 5K, mile, and dash events starting at Georgia State Stadium.
• Ultimate Peach Race Series Multi-race challenge series requiring completion of four signature events (Peachtree Road Race, PNC Atlanta 10 Miler, Thanksgiving Day Half Marathon, and Atlanta Marathon) for a special medal and vanity bib.
• Grand Prix Series Competition series featuring seeded and unseeded races across various distances that challenge runners of all competitive levels.
• BeltLine Race Series Race series held along the Atlanta BeltLine, providing opportunities for runners to compete on the urban trail.
• Triple Peach Junior Race Series Youth race series for kids consisting of Peachtree Junior, PNC Atlanta Mile & Dash, and Invesco QQQ Thanksgiving Day Mile & Dash. Participants completing all three earn a Triple Peach Junior finisher's medal.
• Northside Hospital Peachtree Junior Youth running event held at Lenox Square featuring a Mile for ages 6-14 and a Dash for ages 6 and under. Free to all participants and includes finisher's shirt, medal, and race day snack.
• Kilometer Kids

Quantifiable outcome

• World's largest 10K with 60,000 participants expected in 2026
• +3 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature2 records

Partnerships

24 partnerships are on record, tiered minor, core and flagship.

• Girls on the Run GeorgiaminorGTM or Marketing Partner · 28 April 2026Charity partner in Peachtree with a Purpose program, receiving guaranteed race entries to fundraise for youth health and fitness programming.
• Chattahoochee RiverkeeperminorGTM or Marketing Partner · 28 April 2026Environmental charity partner in Peachtree with a Purpose program supporting water conservation and environmental awareness through running community engagement.
• Cystic Fibrosis FoundationminorGTM or Marketing Partner · 28 April 2026Health-focused charity partner in Peachtree with a Purpose program raising funds for cystic fibrosis research and support services.
• Parkinson's FoundationminorGTM or Marketing Partner · 28 April 2026Health charity partner in Peachtree with a Purpose program supporting Parkinson's disease research and patient programs.
• Intown CaresminorGTM or Marketing Partner · 28 April 2026Community social services charity partner in Peachtree with a Purpose program supporting Atlanta neighborhood initiatives.
• TreesminorGTM or Marketing Partner · 28 April 2026Environmental sustainability charity partner in Peachtree with a Purpose program supporting urban tree planting and environmental conservation.
• LaAmistadminorGTM or Marketing Partner · 28 April 2026Education and social services charity partner in Peachtree with a Purpose program supporting immigrant and refugee communities in Atlanta.
• American Parkinson Disease Association - Georgia ChapterminorGTM or Marketing Partner · 28 April 2026Health-focused charity partner in Peachtree with a Purpose program supporting Parkinson's disease awareness and services in Georgia.
• Build Yourself Up AcademyminorGTM or Marketing Partner · 28 April 2026Youth education charity partner in Peachtree with a Purpose program supporting academic and personal development programs.
• Mrida USAminorGTM or Marketing Partner · 28 April 2026International development charity partner in Peachtree with a Purpose program supporting global health initiatives.
• OdysseyminorGTM or Marketing Partner · 28 April 2026Youth arts and education charity partner in Peachtree with a Purpose program supporting creative development programs.
• Raksha Inc.minorGTM or Marketing Partner · 28 April 2026Social services charity partner in Peachtree with a Purpose program supporting South Asian community services in Atlanta.
• Atlanta Fire Rescue FoundationcoreStrategic or Co-development Partner · 13 March 2026Partnership for Healthy Heroes program supporting physical wellness of Atlanta firefighters through adidas running shoes, complimentary Atlanta Track Club membership, and access to select races. Addresses health and fitness needs of first responders.
• Northside HospitalflagshipStrategic or Co-development Partner · 10 February 2026Northside Hospital became the new title partner of the Peachtree Road Race in February 2026, marking a historic evolution after 50 years with the previous title partner. The partnership cements Northside Hospital as the premier healthcare provider in Georgia and provides health and wellness resources to tens of thousands of Peachtree participants. The race is now named the Northside Hospital Peachtree Road Race.
• adidasflagshipGTM or Marketing Partneradidas is the official apparel and footwear partner providing professional uniform kits and adizero adios Pro 4 racing shoes for elite athletes. Partnership includes DMC of RUN DMC performance collaboration, merchandise at expo, and adiClub member benefits for customization.
• PublixcoreGTM or Marketing PartnerPublix is presenting sponsor of Peachtree Health & Fitness Expo and title sponsor of Atlanta Marathon Weekend (20th running in 2026). Provides product samples, marketing support, and strong Georgia brand connection for events.
• Atlanta Journal-ConstitutioncoreGTM or Marketing PartnerOfficial media sponsor providing race coverage, hosting T-shirt design contest voting, and offering free subscriptions with registration. Exclusive home for Peachtree coverage and design selection.
• Let's Do ThiscoreTechnology or IntegrationOfficial registration and ticketing platform handling race registration, membership signup, virtual events, and merchandise for all Atlanta Track Club major events including Peachtree Road Race and Atlanta Marathon.
• MARTAminorGTM or Marketing PartnerOfficial transportation partner providing rail service information for event access with free parking at 23 stations, reducing traffic congestion on race days.
• Mercedes-Benz Stadium/Home Depot BackyardcoreStrategic or Co-development PartnerHome Depot Backyard at Mercedes-Benz Stadium serves as venue for Atlanta Marathon Weekend start/finish area, expo location at Georgia World Congress Center, and major event infrastructure partnership.
• MYLAPScoreTechnology or IntegrationOfficial timing partner providing ThinTag timing devices for accurate race results and live tracking capabilities across all Atlanta Track Club events.
• GarminminorGTM or Marketing PartnerEvent sponsor providing GPS and fitness tracking technology partnerships for race events and promotional activities.
• USATF (USA Track & Field)flagshipStrategic or Co-development PartnerGoverning body partnership hosting USATF Half Marathon Championships as part of Atlanta Marathon Weekend. Top finishers qualify for World Athletics Road Running Championships team selection.
• InterContinental Buckhead AtlantaminorGTM or Marketing PartnerOfficial hotel partner for Elite High School Division, providing pre-race dinner venue and discounted room rates for participating athletes and families.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• New York Road Runners: Member-based nonprofit running organization that operates the TCS New York City Marathon and a portfolio of road races, training programs, and youth initiatives. Directly comparable in mission, membership model, event scale, and youth/community programming to Atlanta Track Club.
• Boston Athletic Association: Operating nonprofit behind the Boston Marathon, the world's oldest annual marathon and a flagship Abbott World Marathon Major. Closely comparable event-management nonprofit with membership structure, elite athlete programs, and youth initiatives mirroring Atlanta Track Club's portfolio.
• Road Runners Club of America: National federation of running clubs and member-based organizations with 501(c)(3) status. Atlanta Track Club is a member club of RRCA, making it a directly comparable peer in mission and nonprofit member-driven model.
• Bank of America Chicago Marathon / Chicago Event Management: Event organizer for one of the six Abbott World Marathon Majors. Closely comparable to Atlanta Track Club's Publix Atlanta Marathon operation in event scale, sponsorship structure, and competitive runner credentials.
• Cincinnati Flying Pig Marathon: Member-driven nonprofit marathon operator with multi-event portfolio, charity partner programs, and youth/community engagement. Comparable in regional nonprofit structure and event diversification to Atlanta Track Club.

Broad incumbents

• Competitor Group (Rock 'n' Roll Marathon Series): Larger private operator of multi-city marathon and running event series with national sponsorship scale. Comparable product (mass-participation road races with charity components) but operates commercially across geographies rather than as a regional nonprofit.
• USA Track & Field (USATF): National governing body for track and field and long-distance running in the US, host of national championships and partner to Atlanta Track Club. Comparable in governing/event-credentialing role and member-organization structure at a broader scale.

Others

• Fleet Feet: National running specialty retailer and franchise network offering training programs, group runs, and event sponsorships. Adjacent to Atlanta Track Club in serving recreational runners, with overlapping community/training programs and event partnerships.
• Strava: Social fitness network used by Atlanta Track Club for Club Night workout posting and member engagement. Adjacent technology enabler rather than direct competitor, but a relevant peer for digital community engagement in running.
• Let's Do This: Event registration platform powering Atlanta Track Club's ticketing and membership signups across all major races. Adjacent technology partner rather than competitor, but a relevant peer in the mass-participation endurance event ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/@ATLtrackclub
• YouTubeyoutube.com/channel/UCbYCM8ijEBUnQwuNtiJL9xQ
• Facebookfacebook.com/AtlantaTrackClub
• LinkedInlinkedin.com/company/atlanta-track-club
• Instagraminstagram.com/atlantatrackclub

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Atlanta Track Club