B2Run

What B2Run does

B2Run (legal entity: Infront B2Run GmbH) is a Munich-based corporate running event organizer founded in 2004 and wholly owned by international sports marketing firm Infront. The company operates Germany's largest corporate running series, with 22 events in 2026 staged at iconic stadium and venue locations (Olympiastadion München, Volksparkstadion Hamburg, Olympiastadion Berlin, Signal Iduna Park Dortmund, Deutsche Bank Park Frankfurt) attracting more than 240,000 participants from approximately 11,800 companies annually. Core products include the main B2Run Firmenlaufserie (5-6 km runs), the BASF FIRMENCUP at Hockenheimring, and the RUN5 TEAMSTAFFEL sub-brand — a 5-person x 5 km relay format that expanded from a single Hamburg event to a three-city national series in 2026 with new launches in Lübeck and Wiesbaden.

The technology stack is conventional and event-operations focused: an internal e-commerce online shop for ticketing and team registration, the MyB2Run and MyRUN5 participant portals for team captain workflows, Google Analytics, Facebook and LinkedIn tracking pixels, Google AdSense, and a Cookiefirst consent management platform for GDPR compliance. There is no disclosed AI/ML functionality. The business generates revenue through four streams: per-team and individual event ticket sales (opening/early-bird/regular tiers at €115-€140 per relay team, with charity add-on at €5/participant), tiered premium team packages (Bronze €750, Silver €2,000, Gold €3,250 with multi-year rate locks), national and regional sponsorships (DAK-Gesundheit as national presenter since 2015, plus ERDINGER Alkoholfrei, Europa Versicherungen, Recordati, XPeng, UPS, and dozens of regional partners), and ancillary merchandise and shipping revenue via partners artiva sports and UPS.

B2Run is managed by Geschäftsführer Christian Kösters and Johannes Schinzler, operates from Munich headquarters and a Cologne operational office, and reaches customers through direct B2B sales to corporate HR/wellness buyers, self-service online registration, the DAK-Gesundheit distribution channel (5.5M+ insured members), and a regional partner network spanning media (Mopo, NDR, Radio Lübeck, Antenne Wiesbaden), fitness (Hansefit, Clever Fit, David Lloyd), logistics (Dachser), and retail (dm-drogerie markt).

Name

B2Run

Legal name

Infront B2Run GmbH

Website

https://b2run.de

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

B2Run (Infront B2Run GmbH) is a Munich-based corporate running event organizer operating Germany's largest firm run series, staging 22 events in 2026 for over 240,000 participants from 11,800 companies, with the RUN5 TEAMSTAFFEL relay sub-brand expanding nationally.

Ownership category

akta.pro rank

Product category

Corporate Running Events

NAICS

Other Spectator Sports (711219), Spectator Sports (7112)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

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

Keywords

• Corporate running events
• Firm running series
• Corporate wellness programs
• Team building events
• Event management services

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Event Ticket Sales: Primary revenue stream from selling individual and team tickets to corporate running events. Pricing varies by event, timing (early bird vs regular), and team size.
2. Premium Team Packages: Additional revenue from upgraded packages including team tents, branded materials, premium online registration pages, and dedicated support
3. Sponsorship and Advertising: Partnership fees from sponsors including DAK-Gesundheit as national presenter, ERDINGER Alkoholfrei, Europa Versicherungen, and regional partners
4. Merchandise and Additional Services: Revenue from custom team shirts via artiva sports, start number shipping via UPS, and additional event services

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

B2Run organizes and sells registration for 22 corporate running events across German cities, with 5–6 km courses finishing in major stadiums. The portfolio includes the RUN5 TEAMSTAFFEL 5x5km relay format and the BASF FIRMENCUP at Hockenheimring, supported by an online shop and a MyB2Run/MyRUN5 participant portal for team captain and registration management. Revenue is generated from team and individual ticket sales, premium team packages, sponsorship, and merchandise/services.

Product overview

B2Run (Infront B2Run GmbH) is a German corporate running event organizer operating as the largest firm run series in Europe. The core offering is the B2Run Firmenlaufserie — 22 corporate running events across German cities (including Stuttgart, Munich, Berlin, Hamburg, Frankfurt, and others) where employees from ~11,800 companies participate in 5–6 km runs ending in major stadiums. The subsidiary sub-brand RUN5 TEAMSTAFFEL is a corporate relay format (5 participants × 5 km legs) launched originally in Hamburg and expanded to Lübeck (2026) and Wiesbaden (2026), repositioning the former MOPO Team-Staffellauf as a nationwide series. The BASF FIRMENCUP at Hockenheimring is another branded event in the portfolio. Key digital products include an online shop for ticketing/registration and participant management portals (MyB2Run / MyRUN5). Whitepapers and team captain tools serve as ancillary planning resources.

Differentiator

Problem solved

Functional benefit

Brands

• RUN5 TEAMSTAFFEL: Corporate relay running events where 5 participants each run 5 kilometers, focusing on team building, health promotion, and employee motivation. Available in Hamburg, Lübeck, and Wiesbaden.
• BASF FIRMENCUP

Products and services

• B2Run Firmenlaufserie Germany's largest corporate running series, organizing 22 firm runs across German cities each year in which employee teams from around 11,800 companies run 5–6 km courses ending in major stadiums and iconic venues, focused on team building, health promotion, and employee motivation.
• RUN5 TEAMSTAFFEL Corporate relay running event format (sub-brand of B2Run) where teams of five participants each run 5 km legs, passing a relay baton, with editions in Hamburg, Lübeck, and Wiesbaden positioned as after-work team events focused on team spirit over individual performance.
• BASF FIRMENCUP Corporate running event organized by Infront B2Run GmbH at Hockenheimring, Germany's famous Formula 1 racetrack, as a branded event within the B2Run portfolio.

Quantifiable outcome

• 240,000+ participants annually from 11,800 companies
• +3 more outcomes

Named customers14 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature2 records

Partnerships

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

• DAK-GesundheitflagshipGTM or Marketing PartnerDAK-Gesundheit has been the national presenter of B2Run since 2015. As one of Germany's largest statutory health insurers with 5.5+ million insured members, DAK promotes corporate running participation and provides on-site services including health screenings, kinesio taping, and massages at events.
• ERDINGER AlkoholfreicoreGTM or Marketing PartnerERDINGER Alkoholfrei is the official beverage partner providing sports drinks and refreshments at B2Run events. Offers isotonic drinks with 25 calories per 100ml including lemon and grapefruit variants.
• Europa VersicherungencoreGTM or Marketing PartnerInsurance partner sponsoring the countdown and event branding. Provides insurance products promoted at events.
• artiva sportscoreImplementation/ SI/ Consulting PartnerOfficial equipment supplier for RUN5 TEAMSTAFFEL providing custom-designed team shirts and running apparel. Offers sustainable printing options with recycled materials. Contact: 030 89 74 26 74.
• UPScoreImplementation/ SI/ Consulting PartnerShipping partner for RUN5 handling start number and event material delivery. Uses UPS Express Saver for next-day delivery within Germany.
• First ClimatecoreStrategic or Co-development PartnerClimate protection partner helping B2Run and RUN5 achieve sustainability goals. First Climate develops and finances verified emissions reduction and CO2 sink projects worldwide, supporting organizations in achieving net-zero targets.
• PSD Bank NordcoreGTM or Marketing PartnerCharity partner and long-time supporter of Hamburg events. Donated 10,000 euros annually to Hamburger Stadtparkverein e.V. Also participates with multiple company relay teams.
• dm-drogerie marktminorGTM or Marketing PartnerRetail partner providing picknick baskets for Hamburg event participants containing snacks and refreshments.
• Dachser Food LogistikminorImplementation/ SI/ Consulting PartnerLogistics partner whose apprentices pack and deliver picknick baskets for Hamburg events. Traditional partner since many years.
• HansefitminorGTM or Marketing PartnerCorporate fitness provider partner for RUN5 events. Offers unlimited gym and wellness access as part of company fitness memberships.
• Lübeck-Hilfe für krebskranke Kinder e.V.coreGTM or Marketing PartnerCharity partner for RUN5 Lübeck. Receives 5 euros per participant through charity registrations plus additional donations. PSD Bank Nord also contributed to 7,500 euro total donation in 2026.
• Hamburger Stadtparkverein e.V.coreGTM or Marketing PartnerCharity partner for Hamburg events. Receives donations from charity registrations and partner contributions. Verein works to maintain and develop Hamburg's largest green space since 2001.
• EVIM - upstairs (Jugendhilfeprojekt)minorGTM or Marketing PartnerCharity partner for RUN5 Wiesbaden. Mobile support service for young people in acute crisis situations, providing round-the-clock assistance funded entirely by donations.
• Menschen für Menschen (Stiftung)minorGTM or Marketing PartnerCharity foundation partner with B2Run allowing participants to make charitable donations as part of registration.
• Hamburger Morgenpost (Mopo)coreGTM or Marketing PartnerMedia partner for Hamburg RUN5 events. After 17 years as naming partner of the MOPO Team-Staffellauf, continues to provide editorial and advertising support.
• NDR (Norddeutscher Rundfunk)minorGTM or Marketing PartnerRegional public broadcaster partner for Hamburg events providing media coverage.
• David Lloyd Meridian Spa & FitnessminorImplementation/ SI/ Consulting PartnerFitness studio partner for Hamburg providing start number pickup location and pre-event training facilities for participants.
• Radio LübeckminorGTM or Marketing PartnerLocal radio station partner for Lübeck events providing media coverage.
• Antenne WiesbadenminorGTM or Marketing PartnerLocal radio station partner for Wiesbaden events providing media coverage.
• RecordatiminorGTM or Marketing PartnerHealthcare/pharmaceutical partner sponsoring B2Run events.
• XPengminorGTM or Marketing PartnerElectric vehicle manufacturer partner sponsoring B2Run events.
• Clever Fit LübeckminorImplementation/ SI/ Consulting PartnerFitness studio partner providing start number pickup location for Lübeck events.
• RAWBITEminorGTM or Marketing PartnerOrganic snack partner providing protein bars as finisher snacks. RAWBITE bars are 100% organic, vegan, gluten-free, lactose-free, and without palm oil.
• Plakat-verkauft.de (AWK)minorGTM or Marketing PartnerOutdoor advertising partner allowing direct online booking of poster campaigns. Platform offers 219,000+ analog and digital advertising spaces.
• Infront (Parent Company)flagshipStrategic or Co-development PartnerB2Run is a subsidiary of Infront, an international sports marketing company. This ownership provides strategic resources and industry expertise.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/b2run
• LinkedInlinkedin.com/company/infront-b2run-gmbh
• Instagraminstagram.com/b2run
• Xx.com/b2run

Compliance1 record

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&A

Investments

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

Frequently asked questions about B2Run