Race Day Events

What Race Day Events does

Race Day Events, LLC is a Madison, Wisconsin-based event production, race timing, and equipment rental company founded in 2006. The firm operates three integrated service lines: (1) Equipment rentals spanning aluminum truss finish structures, tents, tables, chairs, fencing, barricades, traffic cones, coolers, bike racks, kayaks, swim buoys, mile markers, and inflatable arches; (2) Professional race timing using MYLAPS ThinTag (running/cycling) and MultiSport Tag (triathlon/swimming) chips, paired with the RaceJoy GPS tracking platform via its RunSignUp partnership, plus branded online results, custom bibs, and announcer systems; and (3) Event production services including USATF-certified course measurement, event consulting, sanctioning, budgeting, volunteer coordination, marketing support, and custom signage. The company fully produces 25+ of its own races per season (e.g., Wisconsin Tri Series, Winter Run Series, Pardeeville Triathlon, Green Lake Triathlon, Dairyland Dare) and provides equipment and timing services to over 200 external events annually.

The company serves a fragmented customer base of endurance event organizers spanning national enterprise clients (Chicago Marathon, New York Road Runners, Ironman Wisconsin, Spartan, CrossFit Games, USAT Para Olympic Qualifier), nonprofit fundraisers (Bike MS, Susan G. Komen, American Diabetes Association), universities, and municipal/community races across Wisconsin, the broader Midwest, and nationally. Distribution is relationship-driven direct sales (contact/quote-based) with owned events distributed through the RunSignUp registration platform. Revenue is generated through equipment rental fees (per-event, quote-based), professional services fees for timing and event management, and registration economics on owned races. The company is privately held, bootstrapped, and founder-led, with no disclosed institutional investment or M&A activity. Core technology is not proprietary — the timing and registration stack is licensed from MYLAPS and RunSignUp — meaning competitive positioning rests on operational scale, certified-timer expertise, and a 19-year Midwest brand rather than technology ownership.

Name

Race Day Events

Legal name

Race Day Events, LLC

Website

https://racedayevents.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Race Day Events is a Madison, Wisconsin-based event production company founded in 2006 that provides equipment rentals, professional race timing, and event management services to endurance event organizers, producing 25+ owned races and supporting 200+ client events annually across the Midwest and nationally.

Ownership category

akta.pro rank

Product category

Event Management Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Other Spectator Sports (711219)

SIC

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

akta.pro primary industry

Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)

akta.pro secondary industries

Triathlon & Multisport Events (Triathlon, Duathlon, Aquathlon) (MPAKAIAB), Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA), Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC), Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC)

Keywords

• Race timing services
• Event equipment rentals
• Endurance event production
• Race management services
• Event logistics support

Headquarters

HQ city

Fitchburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Rentals: Rental of event equipment including finish structures, barricades, tents, tables, chairs, fencing, timing equipment, and other event supplies. Customers include event organizers who rent equipment for their own events.
2. Timing Services: Professional race timing and scoring services using MYLAPS technology. Includes online results, bib timing chips, announcer systems, and participant tracking through RaceJoy.
3. Event Production: Full production of owned events including the Wisconsin Tri Series, Winter Run Series, and other endurance events. Also provides consulting, course measurement, event sanctioning, and volunteer coordination services to external clients.
4. Event Services: Additional services including course measurement and certification (USATF-certified courses), event consulting, event sanctioning, event budgeting, volunteer coordination, marketing services, and custom signage.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Race Day Events provides professional race timing, event production, and equipment rental services for endurance events including 5Ks, 10Ks, marathons, triathlons, cycling events, mud runs, and festivals. The company produces its own event series (Wisconsin Tri Series, Winter Run Series) and supplies timing crews, MYLAPS-certified equipment, course measurement, volunteer coordination, and event consulting to external event organizers, municipalities, and nonprofit clients.

Product overview

Race Day Events is an event production, race timing, and equipment rental company based in Madison, Wisconsin. The company operates a portfolio of equipment rentals (including Aluminum Truss Finish Structures, Tents, Tables, Chairs, Fencing, Barricades, Cones, Verticades, Coolers, Bike Racks, Kayaks, Swim Buoys, Mile Markers, and Inflatable Arches) combined with professional event services such as Timing Services, course measurement and certification, event consulting, volunteer coordination, marketing services, and custom signage. Founded in 2006, the company produces over 25 of its own races annually and provides equipment and services for hundreds of events nationwide across running, cycling, triathlon, and other endurance events.

Differentiator

Problem solved

Functional benefit

Products and services

• Equipment Rentals Rental equipment for endurance events and festivals, including aluminum truss finish structures (20 ft. and 30 ft.), bike racks, chain link/event fencing (6 ft. H x 9 ft. 6 in. W), coolers (7 gallons), crowd control barricades (3.8 ft.), folding chairs, inflatable arches (15 ft.), kayaks (10 ft. with paddle and life jacket), mile markers (narrow and standard sandwich boards), swim buoys (5 ft. orange/yellow and 1 ft. yellow), white folding tables (6 ft.), pop-up tents (10x10 ft. and 10x20 ft.), traffic barricades (Type I, II A-Frame, and III), traffic cones (28 in. and 18 in.), and verticades. Targeted at event organizers, race directors, and festival planners.
• Race Timing Services Industry-leading race timing services using MYLAPS ThinTag (disposable bib-applied chips for running and cycling) and MYLAPS MultiSport Tag (waterproof ankle-worn disposable chips for triathlons and swimming). Includes online results, custom race bibs with branding, announcer systems, and RaceJoy GPS tracking integration. Targeted at race directors, endurance event organizers, and nonprofits hosting timed events.
• Event Production Services Comprehensive event production and consulting services including USATF-certified course measurement and certification (Jones Counter or GPS), race and event consulting, event sanctioning, event budgeting, volunteer coordination, marketing services, and custom signage. Targeted at race directors, municipalities, nonprofit organizations, and corporate event planners.
• Wisconsin Tri Series Owned multi-event triathlon series produced by Race Day Events, including the Pardeeville Triathlon, Green Lake Triathlon, Tri-ing for a Cure Triathlon, and Dairyland Dare, scheduled through 2026. Targeted at individual athletes and recreational triathlon participants, with registration via RunSignUp.
• Winter Run Series Owned multi-event winter running series produced by Race Day Events, held in Wisconsin. Targeted at individual runners and recreational participants, with registration via RunSignUp.

Quantifiable outcome

• 200+ events annually
• +2 more outcomes

Named customers19 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• RunSignUpcoreTechnology or IntegrationPartnership with RunSignUp for online registration platform. RDE builds custom registration websites for events using RunSignUp infrastructure. RunSignUp is integrated with RaceJoy for participant tracking features.
• MYLAPScoreTechnology or IntegrationOfficial timing technology partner using MYLAPS ThinTag and MultiSport Tag systems. RDE is certified in Race Day Scoring. MYLAPS provides the core timing hardware and integration for race timing operations.
• RaceJoycoreTechnology or IntegrationRaceJoy (a RunSignUp product) provides GPS tracking, cheer sending, progress alerts, and automated results. RDE offers RaceJoy as a service through their certified timers. Over 1,000,000 downloads.
• TCR Event ManagementflagshipStrategic or Co-development PartnerStrategic partnership for event production. RDE supports TCR Event Management events including the Salisbury Marathon. TCR describes RDE as having a reputation for being one of the best event management businesses in the country.
• Vision Event ManagementcoreStrategic or Co-development PartnerOngoing partnership for timing and scoring at Wisconsin events. RDE has been timing VEM events for multiple years and recently extended their agreement. Amanda serves as the primary point person.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Others

• RunSignUp: Online registration platform and technology partner for endurance events, also offering RaceJoy GPS tracking. Listed as a core strategic partner of Race Day Events and an enabling technology provider across the industry.
• MYLAPS Sports: Global leader in sports timing technology (chip systems, tag timing) and a core technology partner for Race Day Events — comparable as the upstream technology supplier whose product RDE deploys for race timing work.

Direct peers

• Leone Timing: Professional race timing services firm providing chip timing and results to road races, marathons, and other endurance events across multiple U.S. regions — directly comparable to Race Day Events' timing business.
• CompuScore: Midwest-based race timing and scoring company serving running events, triathlons, and cycling races with results technology — a head-to-head competitor in RDE's core Wisconsin/Midwest territory.
• It's Race Time: U.S. race timing company providing chip timing, online results, and event technology to road races, triathlons, and endurance events — directly overlapping with Race Day Events' timing services offering to event organizers.
• M3S Sports: Wisconsin-based endurance event production and timing company serving triathlons, road races, and multisport events in the upper Midwest — a clear regional peer to Race Day Events' core market.
• Race Roster: Registration and timing platform that combines event registration, results, and timing services for endurance races — competing with the RunSignUp/MYLAPS-integrated timing offering at Race Day Events.
• Charter Events & Timing: Boutique race timing and event services provider for marathons, half marathons, 5Ks, and triathlons — directly comparable in scope and customer type to Race Day Events' timing and production business.

Broad incumbents

• IRONMAN: Large global endurance event producer (triathlons, marathons, cycling events) and a current enterprise client of RDE for IRONMAN Wisconsin — comparable as a much broader incumbent that both competes for and contracts with regional event-services firms.
• Spartan (Spartan Race): Major obstacle course and endurance event brand that operates its own race series nationwide; listed as an RDE client for timing and event support while also being a broad incumbent producer in the larger endurance/mass participation market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/RaceDayEvents
• Facebookfacebook.com/RaceDayEventsLLC
• LinkedInlinkedin.com/company/racedayevents
• Instagraminstagram.com/racedayeventsllc

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Race Day Events