What Army Ten-Miler does

Army Ten-Miler (ATM) is the official 10-mile road race of the U.S. Army, conducted by the U.S. Army Military District of Washington (MDW) under Army Installation Management Command (IMCOM), Directorate of Family and Morale, Welfare and Recreation (DFMWR). Founded in 1985 and headquartered at Fort Lesley J. McNair in Washington, D.C., it is the third largest 10-mile road race in the world and the only one held at the Pentagon. Its flagship offering is the in-person 10-mile race (October 2026 edition is the 42nd Annual), complemented by a virtual race (capped at 2,000 slots), an in-person and virtual Youth Run for children ages 12 and under, the Shadow Run Series at overseas military installations, and the Armed Forces Series Challenge spanning five service-branch endurance events. Pre- and post-race infrastructure includes the two-day ATM Expo at The St. James Flagship in Springfield, VA, the General Dynamics Pasta Dinner at Crystal Gateway Marriott, and the Hooah Tent Zone featuring 80+ U.S. military command tents.

The business model is a hybrid of individual registration fees, team registration fees, expo exhibitor booth revenue, merchandise sales (Official Gear Store), ancillary event ticket sales (Pasta Dinner), and a dense sponsorship roster. Underlying technology is conventional race-operations tooling: the ACTIVE Network platform powers online registration, IPICO electronic timing records start/10K/finish times, USATF-approved wave starts seed runners by projected finish time, and SureShip handles virtual packet fulfillment. Pricing for in-person individual entries is $99 plus processing fees; virtual entries run $89-$99; youth entries are $35; team creation costs $60 plus $99 per runner. All race proceeds are directed to U.S. Army Family and Morale, Welfare and Recreation (MWR) programs.

The customer base is a hybrid of consumers and corporate sponsors. On the participant side, demand spans individual runners (general public, military, retirees, veterans, military dependents ages 13+), organized teams of 4-8 runners (military units, ROTC programs, corporate groups), wounded warriors, wheelchair athletes across push-rim/recumbent/hand-cycle categories, youth runners, and virtual participants globally. On the sponsorship side, the event's anchor customers are defense primes (Boeing, Lockheed Martin, BAE Systems, General Dynamics, Leonardo DRS, Maximus) and military-affiliated financial institutions and nonprofits (Navy Federal Credit Union, USAA, AUSA, Wounded Warrior Project, Honor Flight). Reported attendance metrics include 35,000+ runners and 600+ teams historically, 65,000+ expo attendees, 47% with a military affiliation, 92% rating the race as good or excellent, and 49% of expo attendees making a purchase — establishing the event as a high-density marketing channel for defense-sector brand owners.

Name

Army Ten-Miler

Legal name

Army Ten-Miler / U.S. Army Military District of Washington

Website

https://armytenmiler.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

251–500 employees

Short description

Army Ten-Miler is the official U.S. Army 10-mile road race, held annually at the Pentagon in Washington, D.C. since 1985. It serves individual runners, military teams, wounded warriors, and youth runners, and operates a dense expo, merchandise, and defense-prime sponsorship ecosystem whose proceeds benefit Army MWR programs.

Ownership category

akta.pro rank

Product category

Running Events / Road Race Organization

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

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

Keywords

• Road race events
• 10-mile running race
• Military fitness events
• Virtual running challenges
• Youth running programs

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Race Registration Fees: Primary revenue stream from participant registration fees including individual in-person race entries ($99), virtual race entries ($89-$99), team registrations ($60 team creation plus per-runner fees), and youth run entries ($35). All proceeds benefit Army Family and Morale, Welfare and Recreation (MWR) programs.
2. Official Merchandise and Gear: Sales of official Army Ten-Miler branded merchandise including apparel, accessories, and commemorative items through the official gear shop. Revenue supports the event operations.
3. Expo Exhibitor Fees: Revenue from vendor booth rentals at the Army Ten-Miler Expo, which attracts exhibitors offering nutritional products, running gear, technology, recruiting services, and health screenings.
4. Pasta Dinner Tickets: General Dynamics Pasta Dinner event ticket sales ($43 per person) featuring live entertainment from the U.S. Army Downrange band.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Army Ten-Miler is the official 10-mile road race of the U.S. Army, conducted annually by the U.S. Army Military District of Washington at the Pentagon in Washington, D.C. It offers in-person and virtual race registration, a youth run, an expo, a pasta dinner, and a shadow run series at overseas military installations, with all proceeds benefiting Army Family Morale, Welfare and Recreation (MWR) programs.

Product overview

The Army Ten-Miler operates as an annual running event with a core in-person race product complemented by virtual race options, youth programs, and themed challenges. The flagship offering is the In-Person Race (10-mile road race at the Pentagon, Washington D.C.), supplemented by Virtual Race editions and Youth Run programs. Additional offerings include the Shadow Run Series for overseas military installations, the Run 250 Miles For America Challenge commemorating America's 250th birthday, the Armed Forces Series Challenge spanning multiple military branch marathons, plus ancillary events like the ATM Expo, Pasta Dinner, and Hooah Tent Zone post-race activities. The event also generates revenue through official merchandise (Official Gear Store) and race photography services.

Differentiator

Problem solved

Functional benefit

Brands

• ATM Virtual Race: Virtual edition of the Army Ten-Miler race allowing participants to run anywhere.
• ATM Youth Run
• Run 250 Miles For America Challenge
• Hooah Tent Zone
• Shadow Run Series

Products and services

• Army Ten-Miler In-Person Race The flagship 10-mile road race held annually at the Pentagon in Washington, D.C. Open to the public, military, retirees, veterans, military dependents ages 13 and up. Features a scenic course around national monuments, wave starts, multiple divisions (age groups, military, wheelchair, wounded warrior), and electronic timing.
• Army Ten-Miler Virtual Race Virtual edition of the race allowing participants to run 10 miles anywhere worldwide. Limited to 2,000 slots. Includes virtual runner packet (race bib and finisher medal) shipped via SureShip. Results submission is voluntary.
• ATM Youth Run Non-competitive 400m race for children ages 12 and under, held immediately following the main race at the Pentagon. Registration includes race bib, t-shirt, and finisher medals.
• ATM Virtual Youth Run Virtual version of the Youth Run for children ages 12 and under. Participants receive finisher medal, race bib, and t-shirt shipped to them. Results not scored.
• Shadow Run Series Official satellite races hosted at overseas military installations (FOBs, OBs, Camps), providing free runner shirts, medals for top three male and female finishers, and race bibs to extend the ATM brand through military community networks.
• Run 250 Miles For America Challenge Commemorative virtual challenge inviting participants to complete 250 miles (run, walk, hike, or bike) before October 11, 2026 to celebrate America's 250th birthday. Participants receive a unique commemorative coin upon completion.
• ATM Expo Pre-race expo held at The St. James Flagship in Springfield, VA featuring exhibitors offering nutritional products, running gear, technology, recruiting services, and health screenings. Includes packet pickup and official ATM Gear Store. Free admission.
• General Dynamics Pasta Dinner Pre-race pasta dinner event held at the Crystal Gateway Marriott Arlington Ballroom on October 10 from 6:30 p.m. - 8 p.m. Includes pasta with three types of sauces, garlic bread, salad, and live entertainment from the U.S. Army Downrange band. $43 per person; gluten-free pasta available on request.
• Hooah Tent Zone Post-race activity area at Pentagon North Lot featuring over 80 tents from U.S. Military commands worldwide supporting their teams and promoting Army spirit. Reservable by military commands and units.
• Armed Forces Series Challenge Cross-service challenge requiring completion of the Air Force Marathon, Army Ten-Miler, Coast Guard Marathon, Marine Corps Marathon, and Space Force T-Minus 10 Miler. Awards a unique series medal upon completion of all qualifying events.
• Official Race Photos Official race photography taken along the course and at the finish line, provided by MarathonFoto. Packages include all digital images from race day for runners.
• Official Gear Store Online retail store for official ATM branded merchandise including performance apparel, accessories, and commemorative items, operated through partnership with G&G Outfitters.

Quantifiable outcome

• 92% of race participants rated the race as good or excellent
• +2 more outcomes

Named customers13 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

19 partnerships are on record, tiered core, major, supporting and philanthropic.

• AUSA (Association of the United States Army)coreGTM or Marketing PartnerSole-lead sponsor and founding sponsor of the Army Ten-Miler. As the Army's professional association, AUSA provides a voice for the Army, supports the Soldier, and honors those who have served to advance the security of the nation.
• General DynamicscoreGTM or Marketing PartnerPresents General Registration for the Army Ten-Miler. Committed to serving Soldiers on the battlefield and in communities.
• Navy Federal Credit UnioncoreGTM or Marketing PartnerOfficial Banking Sponsor and Expo presenter. Serves the armed forces, DoD, veterans and their families with financial services including savings rates, low loan rates, and award-winning service at more than 365 branches worldwide.
• ACTIVE NetworkcoreTechnology or IntegrationDelivers premier software solutions for event registration, timing, and participant management. Industry-leading suite of products provides experiences for both staff and customers.
• BoeingmajorGTM or Marketing PartnerLeading global aerospace company supporting the Army Ten-Miler. Dedicated to supporting veterans, military spouses and their families.
• Lockheed MartinmajorGTM or Marketing PartnerGlobal defense technology company driving innovation and advancing scientific discovery. All-domain mission solutions and 21st Century Security vision.
• BAE SystemsmajorGTM or Marketing PartnerDefense, aerospace, and security company with approximately 41,000 employees in the U.S. Delivers products and services for air, land, sea and space, as well as advanced electronics, intelligence, security, and IT solutions.
• Leonardo DRSmajorGTM or Marketing PartnerInnovative and agile provider of advanced defense technology to U.S. national security customers and allies. Specializes in advanced sensing, network computing, force protection, and power and propulsion.
• MaximusmajorGTM or Marketing PartnerDelivers mission-critical technology and services for defense, national security, health, and human services missions. Brings together AI, cybersecurity, cloud, data, and customer experience capabilities.
• Wounded Warrior ProjectmajorGTM or Marketing PartnerEmpowers post-9/11 wounded, ill, and injured service members whether active duty, transitioning, or veterans through life-changing programs and advocacy.
• USAAmajorGTM or Marketing PartnerFounded over a century ago on a promise to take care of their own. Serves the military, veterans, their spouses, kids and grandchildren.
• MarathonFotomajorGTM or Marketing PartnerProvides official race photography services for Army Ten-Miler. Runners can secure their images and video from race day.
• G&G OutfitterssupportingGTM or Marketing PartnerSupporting sponsor and leading branded merchandise agency in the United States providing enterprise level expertise for innovative branded merchandise and marketing solutions.
• Honor FlightphilanthropicGTM or Marketing PartnerPhilanthropic sponsor - national organization that transports American Veterans to Washington DC to honor and celebrate them for their service and sacrifices for freedom.
• Whiskey Valor FoundationphilanthropicGTM or Marketing PartnerPhilanthropic sponsor raising funds and awareness through community events and partnerships to support veterans and their families, promote mental health and responsible drinking initiatives, and reduce DUIs in the military community.
• The St. JamescoreOthersThe St. James Flagship in Springfield, VA serves as the host venue for the ATM Expo and Packet Pickup on October 9-10. Located at 6805 Industrial Road, Springfield, VA 22151.
• Crystal Gateway MarriottcoreOthersRace Headquarters Hotel at 1700 Richmond Highway, Arlington, VA 22202. Located less than two miles from Reagan National Airport with free airport shuttle. 15-minute walk to Pentagon start line. Host venue for Pasta Dinner.
• USA Track & Field (USATF)supportingTechnology or IntegrationProvides guidelines and permission for the wave start system used at the Army Ten-Miler to reduce finish line density by spreading finishing runners over a longer time.
• SureShipsupportingTechnology or IntegrationATM shipping and fulfillment contractor handling virtual runner packet shipments. Runners should contact SureShip directly at [email protected] for virtual packet inquiries.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Air Force Marathon: The U.S. Air Force's flagship marathon event. Comparable to ATM as a branch-of-service mass-participation endurance race operating in the Armed Forces Series Challenge ecosystem with overlapping defense-prime sponsors.
• Space Force T-Minus 10 Miler: The U.S. Space Force's 10-mile road race. Closely comparable as a 10-mile military-affiliated mass-participation event that is part of the Armed Forces Series Challenge spanning ATM's ecosystem.
• BOLDER Boulder: Memorial Day 10K in Boulder, Colorado and one of the largest road running events in the U.S. Comparable scale, mass-participation road-race economics, and consumer registration model.
• Peachtree Road Race: Atlanta Track Club's flagship 10K road race held on July 4th. Comparable as a large-scale mass-participation U.S. road running event with strong sponsor roster and regional footprint.
• Marine Corps Marathon: Operated by the Marines, the Marine Corps Marathon is a mass-participation military-affiliated endurance event held annually in the Washington, D.C. area, sharing ATM's sponsor base, course geography, and military-community positioning.
• Coast Guard Marathon: Branch-of-service marathon event also part of the Armed Forces Series Challenge. Shared military demographic, federal sponsor ecosystem, and endurance event positioning make it a direct peer.
• Indianapolis 500 Mini-Marathon: The largest 10-mile road race in the world per ATM's positioning, making it the directly comparable benchmark in the same race distance format with significant scale advantage in registration volume.
• Broad Street Run: Ten-mile road race through Philadelphia, drawing tens of thousands of runners annually. Direct match on distance, mass-participation model, and consumer registration dynamics.

Broad incumbents

• New York Road Runners: Organizer of the TCS New York City Marathon and the largest mass-participation road running portfolio in the U.S. Broader incumbent in event operations, registration technology, and community running programming comparable to ATM's mission of large-scale community race production.
• Boston Athletic Association (B.A.A.): Long-established organizer of the Boston Marathon and other road races. Comparable as an established, broad-based endurance event organization with deep sponsor relationships and operational track record.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/armytenmileratm
• Facebookfacebook.com/ArmyTenMiler
• Instagraminstagram.com/armytenmiler
• LinkedInlinkedin.com/company/armysrace

Revenue estimate

Valuation estimate

Number of profiles

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 Army Ten-Miler