MarathonFoto
MarathonFoto is a race event photography company founded in 1978 that deploys 500+ professional photographers at endurance events and sells race photos and merchandise to individual runners, race directors, and corporate sponsors via its MarathonFoto.com e-commerce platform.
- Company typePrivate
- Founded1978
- HeadquartersTallahassee, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What MarathonFoto does
MarathonFoto Digital Solutions, Inc. is a privately held race event photography company founded in 1978 and headquartered in Washington, Iowa. The company provides professional on-site photography at endurance events worldwide, deploying a network of more than 500 professional photographers across multiple course points, finish lines, and post-race areas. MarathonFoto sells directly to individual runners through its MarathonFoto.com e-commerce platform — where customers search by bib number or email, view personalized ordering pages, and purchase digital downloads, prints, plaques, frames, collages, photo books, medal frames, and CDs/DVDs — and to race directors and event organizers as the contracted official photographer for marquee events including the Boston Marathon (26 consecutive years), Bank of America Chicago Marathon, TCS New York City Marathon, Virgin London Marathon, and Los Angeles Marathon.
The underlying technology stack combines digital photography capture, a transactional e-commerce storefront (marathonfoto.com) with nine-language localization, and integrations including Facebook Login for authentication, Freshdesk for customer support ticketing, and Google Analytics and Google AdWords for marketing. MarathonFoto has also integrated Greenfly AI technology for image-level analysis of race photos, demonstrated in Running USA's 2024 National Shoe Brand Trends report covering 101,414 participants.
MarathonFoto generates revenue through three streams: transaction-based consumer sales of photos and photo products (digital downloads, prints, physical merchandise); a Sponsored Image Services program that monetizes brand activation for enterprise sponsors including Adidas, Boeing, Energizer Batteries, Microsoft, Land Rover, and Tata Consultancy Services via co-marketing on ordering pages; and pre-purchased customizable photo packages. The company is independently owned with no disclosed parent company, external investor, or funding rounds, and is led by President Brad Kroll and Director of Client Relations Kristen Wilcox.
MarathonFoto firmographics
Firmographics- Name
- MarathonFoto
- Legal name
- MarathonFoto Digital Solutions, Inc.
- Website
- https://marathonfoto.com
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- MarathonFoto is a race event photography company founded in 1978 that deploys 500+ professional photographers at endurance events and sells race photos and merchandise to individual runners, race directors, and corporate sponsors via its MarathonFoto.com e-commerce platform.
- Ownership category
- akta.pro rank
MarathonFoto industry classification
Industry- Product category
- Race Event Photography Services
- NAICS
- Photofinishing Laboratories (except One-Hour) (812921), Photofinishing (81292)
- SIC
- Services-Photofinishing Laboratories (7384)
- akta.pro primary industry
- Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA)
- akta.pro secondary industry
- Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)
Keywords
Where MarathonFoto is headquartered
LocationHeadquarters
- HQ city
- Tallahassee
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
MarathonFoto business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others
Revenue model
- Race Photo and Product Sales: Transaction-based sales of race photos as digital downloads, prints, and photo-related products (plaques, frames, mugs, photo books, CDs). Runners can purchase individual photos or packages. Digital products are non-refundable per policy.
- Sponsored Image Services: Sponsorship program providing brand awareness and consumer activation for event sponsors. Partners include Adidas, Boeing, Energizer Batteries, Microsoft, Land Rover, and Tata Consultancy Services. Includes co-marketing with race names, logos, and sponsor logos on order pages.
- Pre-Purchased Photo Packages: Runners can pre-purchase photo packages before events, such as plaques, that are customized with selected race photos after completion.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Digital Download |
| Unit Pricing | Pay-as-you-go | Print Products |
| Unit Pricing | Pay-as-you-go | Plaque/Frame/Combo Packages |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
MarathonFoto product offering
Product offeringCore offering
MarathonFoto provides professional on-site race day photography for marathons, half-marathons, and endurance events, deploying 500+ photographers to capture participants at multiple course points and the finish line. Photographed images are delivered through MarathonFoto.com, where runners can search by bib number or email and purchase digital downloads, photo prints, plaques, frames, collages, photo books, medal frames, and CDs/DVDs. The company also offers Sponsored Image Services to corporate race sponsors and dedicated Race Director Services including co-marketing and free committee photo albums.
Product overview
MarathonFoto operates as a race day photography company providing end-to-end photography services for endurance events. The core offering combines on-site race photography by 500+ professional photographers with a web-based ordering platform (MarathonFoto.com) where participants can search, purchase, and download photos. The product portfolio includes digital downloads, photo prints, plaques, frames, collages, photo books, medal frames, and media products (CDs/DVDs), plus Olympic-style finish line photo services. For race directors, MarathonFoto offers sponsored image services for brand activation and website co-marketing partnerships. The company serves major marathons including Boston, Chicago, NYC, London, and Stockholm, and has photographed over 10 million runners since 1978.
Differentiator
Problem solved
Functional benefit
Products and services
- Race Day Photography On-site professional photography services at marathons, half-marathons, 10Ks, and endurance events, with 500+ photographers capturing participants before, during, and after races at multiple points along the course, the finish line, and post-finish areas. Sold to race directors/event organizers as a contracted official photography service.
- MarathonFoto.com Personalized Ordering Platform Web-based e-commerce platform that hosts per-runner personalized ordering pages after each event, enabling search by bib number or email, photo browsing, and purchase of digital or physical photo products. Targeted at individual runners and used by race directors for co-marketing and sponsor logo placement.
- Digital Photo Downloads High-resolution digital image files of race photos available for individual purchase on MarathonFoto.com. Sold to runners seeking shareable digital copies for social media or personal archives. Non-refundable per policy.
- Photo Prints Physical printed race photographs offered in multiple sizes and formats. Sold to individual runners for display or gifting, with quality-based refund policy.
- Photo Plaques Custom-mounted photo plaques featuring a selected race photo, available for pre-purchase before the event or after-race ordering. Sold to runners as a tangible keepsake.
- Photo Frames Photo frames used to display race photos, offered as part of MarathonFoto's physical photo merchandise lineup. Sold to individual runners.
- Photo Collages Composite collage products that combine multiple race photos into a single display piece. Sold to individual runners as keepsakes.
- Photo Books Bound photo book products that compile race photos into a single printed book. Sold to individual runners for comprehensive race memory preservation.
- Medal Frames Specialized frames designed to display race medals together with race photos. Sold to individual runners as a combined keepsake.
- CDs/DVDs of Race Photos Physical CDs/DVDs of race photos available as an alternative digital delivery medium, including same-day race day CD availability. Sold to individual runners; non-refundable per policy.
- Olympic-Style Finish Line Photos On-site post-race photo zones decorated to match the event theme where runners pose for additional photos. Offered free with qualifying purchase to participants at race events.
- Sponsored Image Services B2B sponsorship and brand activation service for race sponsors, integrating sponsor logos into MarathonFoto's ordering pages, race imagery, and on-site branding to deliver brand visibility at events. Sold to corporate marketing and sponsorship teams.
- Race Director Services B2B service package for race directors and event organizers that bundles official race photography with free committee/sponsor/profile photo albums and CDs, plus co-marketing of race and sponsor branding on MarathonFoto's ordering pages.
Quantifiable outcome
- 12% increase in races photographed and 20% increase in images captured in H1 2025 vs H1 2024
- +2 more outcomes
Companies that use MarathonFoto
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
MarathonFoto technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
MarathonFoto partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, minor and flagship.
- GreenflycoreGreenfly provides AI technology used to analyze MarathonFoto race photos, enabling brand trend analysis. Running USA used Greenfly's AI technology to analyze race photos covering 101,414 participants across major North American races for the 2024 National Shoe Brand Trends report.
- Running USAminorRunning USA partnered with Greenfly to analyze MarathonFoto race photos for the 2024 National Shoe Brand Trends report, using AI to identify shoe brands of 101,414 participants across major North American races.
- AdidasflagshipAdidas is a partner in MarathonFoto's Sponsored Image Service program, providing brand visibility and consumer activation at races. The service guarantees brand awareness and growth for event sponsors.
- MicrosoftflagshipMicrosoft is a partner in MarathonFoto's Sponsored Image Service program for brand activation at races.
- BoeingflagshipBoeing is a partner in MarathonFoto's Sponsored Image Service program for brand exposure at race events.
- Energizer BatteriesflagshipEnergizer Batteries is a partner in MarathonFoto's Sponsored Image Service program providing brand visibility at races.
- Land RoverflagshipLand Rover is a partner in MarathonFoto's Sponsored Image Service program for consumer activation at races.
- Tata Consultancy ServicesflagshipTata Consultancy Services is a partner in MarathonFoto's Sponsored Image Service program.
- Boston Marathon (B.A.A.)flagshipBoston Marathon is a key partner with MarathonFoto serving as official race photographer for 26 years. MarathonFoto provides photography services while the Boston Marathon provides access to one of the world's most prestigious races.
- TCS New York City Marathon (NYRR)flagshipTCS New York City Marathon is a major partner event photographed by MarathonFoto, featured on their home page.
- Bank of America Chicago MarathonflagshipChicago Marathon is a gold-level sponsor partner where MarathonFoto provides photography services. The relationship is valued as a partnership based on trust and performance.
- Stockholm MarathoncoreStockholm Marathon is an international partner event photographed by MarathonFoto.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
MarathonFoto competitors and assessment
Company assessmentDirect peers
- RunnerPix: US-based race photography company that captures runners at endurance events and sells digital downloads and prints via an online platform. Directly comparable to MarathonFoto in service offering, target customer (race participants), and bib-number based photo discovery model.
- Sport Photo: One of the largest dedicated endurance event photography companies in North America, providing race-day photography and online photo sales for marathons, triathlons, and other mass participation events. Closest direct competitor to MarathonFoto by event portfolio and participant e-commerce model.
- Marathon-Photos: International race photography provider serving marathons and endurance events across Europe with bib-number based online photo sales. Directly comparable in scope and product offering, with overlapping event partnerships that make it a meaningful substitute for MarathonFoto in non-US geographies.
- PhotoRun: Race and running-event photography service covering major US marathons and road races with an online photo sales platform. Directly comparable to MarathonFoto in target events, customer base (runners and race directors), and product mix of digital downloads and prints.
- Finish Line Photo: Race-day photography provider focused on finish line and key course points for endurance events, with online photo search and product sales. Directly comparable to MarathonFoto in core service (finish-line and on-course photography) and product mix.
Emerging players
- Capture Athletics: Smaller, growth-oriented race photography operator focused on select US marathons and road races. Comparable in business model (event-day photography + online sales), though with a narrower event footprint than MarathonFoto, making it an emerging peer rather than a full-scale competitor.
Regional players
- Action Photo: Race and endurance event photography provider with strong regional concentration in specific US markets. Comparable offering to MarathonFoto (bib-based search, digital and print sales), but with a more limited geographic footprint.
Broad incumbents
- Shutterfly: Large-scale consumer photofinishing and personalized photo product platform offering prints, photo books, and gifts. Comparable to MarathonFoto in print/photo-product production and consumer e-commerce, though it serves a broader photo market beyond endurance events.
- SmugMug: Online photography platform serving both professional photographers and consumers with gallery hosting, print sales, and digital downloads. Comparable to MarathonFoto's online photo discovery and e-commerce backbone, though targeted at a much broader professional and consumer base.
- Getty Images: Global sports and event photography agency that licenses imagery, including endurance and marathon event coverage, to media and brands. Comparable to MarathonFoto in sports photography capture and rights-managed licensing, though positioned primarily for editorial/commercial licensing rather than direct participant sales.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
MarathonFoto social profiles
Digital presenceMarathonFoto compliance and trust
Trust signalCompliance1 record
MarathonFoto financial estimates
Financial estimateRevenue estimate
Valuation estimate
MarathonFoto leadership team
Management profileNumber of profiles
Profiles2 records
MarathonFoto funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MarathonFoto M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MarathonFoto
What does MarathonFoto do?
MarathonFoto provides professional on-site race day photography for marathons, half-marathons, and endurance events, deploying 500+ photographers to capture participants at multiple course points and the finish line. Photographed images are delivered through MarathonFoto.com, where runners can search by bib number or email and purchase digital downloads, photo prints, plaques, frames, collages, photo books, medal frames, and CDs/DVDs. The company also offers Sponsored Image Services to corporate race sponsors and dedicated Race Director Services including co-marketing and free committee photo albums.
Is MarathonFoto a public or private company?
MarathonFoto is a private company. It is classified as unknown and is currently operating.
When was MarathonFoto founded?
MarathonFoto was founded in 1978. It employs 101 to 250 people.
Where is MarathonFoto based?
MarathonFoto is headquartered in Tallahassee, United States, in the North America region.
How does MarathonFoto make money?
Three revenue lines are on record. Race Photo and Product Sales are the primary driver. The others are sponsored Image Services and pre-Purchased Photo Packages.
Who are MarathonFoto's main competitors?
Direct peers on record are RunnerPix, Sport Photo, Marathon-Photos, PhotoRun and Finish Line Photo. Capture Athletics is listed as an emerging player. Action Photo is listed as a regional player. Broad incumbents are Shutterfly, SmugMug and Getty Images.
Does MarathonFoto have an API?
No public API is recorded for MarathonFoto.
What industry is MarathonFoto in?
MarathonFoto's product category is Race Event Photography Services. Its primary akta.pro industry code is MPAKAIAA, Road Running Events (Marathons, Half Marathons, 10K/5K), with a secondary code of MPAKADAD, Mass Participation Race Organizers (Runs, Triathlons, Cycling). Its NAICS code is 812921 and its SIC code is 7384.