Set Up Events
Set Up Events is a privately held endurance-sports event production company founded in 1994, producing triathlons, trail runs, open-water swims, and running races across North Carolina and South Carolina for individual athletes and external race organizers.
- Company typePrivate
- Founded1994
- HeadquartersYoungsville, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Set Up Events does
Set Up Events is a privately held endurance-sports event production company founded in 1994 by Bill Scott in Wilmington, North Carolina. It produces triathlons, running races, trail runs, open-water swims, cycling events, paddleboard races, duathlons, and youth triathlons, primarily across the mid-Atlantic United States (North Carolina and South Carolina). Its flagship product is the North Carolina Triathlon Series (NCTS), launched in 1999 and described as the largest triathlon race series on the East Coast, comprising 1 Half Iron, 4 International-distance, and 9 Sprint-distance races. Complementary product lines include the Viking Dash Trail Runs, standalone open-water swim challenges, and themed running events such as the Pinehurst Turkey Trot and Hartness Half Marathon.
The company's core technology centers on event production infrastructure rather than software: ChampionChip/MYLAPS timing systems (conventional chips, disposable chips, and BibTag), full event equipment including finish-line infrastructure, transition-area setup, course signage, and GPS-measured swim courses. Online registration and results management are powered through a partnership with RunSignup, a leading endurance-sports registration platform that provides dedicated event web pages, registration processing, and results delivery. Beyond producing its own events, Set Up Events sells full-service B2B event production and timing to external race organizers, covering planning, permitting, marketing, online registration setup, timing/scoring, and equipment provision.
Revenue is generated through two streams: (1) race registration fees paid by individual participants via the RunSignup platform for triathlon, running, swimming, and other endurance events; and (2) professional event production and timing services billed to race organizers. The customer base splits between individual endurance athletes (amateur and competitive, with structured age-group and weight-category divisions) and external race organizers. The business is founder-controlled, privately held with no disclosed institutional capital, and operates regionally across North Carolina and South Carolina.
Set Up Events firmographics
Firmographics- Name
- Set Up Events
- Legal name
- Set Up Events
- Website
- https://setupevents.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Set Up Events is a privately held endurance-sports event production company founded in 1994, producing triathlons, trail runs, open-water swims, and running races across North Carolina and South Carolina for individual athletes and external race organizers.
- Ownership category
- akta.pro rank
Set Up Events industry classification
Industry- Product category
- Endurance Sports Event Production
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events (7113), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Spectator Sports (71121)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Triathlon & Multisport Events (Triathlon, Duathlon, Aquathlon) (MPAKAIAB)
- akta.pro secondary industries
- Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA), Trail Running & Ultra-Endurance Events (Trail Races, Ultras) (MPAKAIAD), Open Water Swimming Events (OWS Races, Swim Challenges) (MPAKAIAF), Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC)
Keywords
Where Set Up Events is headquartered
LocationHeadquarters
- HQ city
- Youngsville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Set Up Events business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Race Registration Fees: Revenue generated from individual participants registering for triathlon, running, swimming, and other endurance events. Participants pay registration fees to compete in events like the North Carolina Triathlon Series, Viking Dash Trail Runs, and various standalone races.
- Event Production Services: Comprehensive production and timing services provided to race organizers, including event management, planning, permitting, logistical coordination, marketing support, online registration setup, timing services, and equipment provision.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Set Up Events product offering
Product offeringCore offering
Set Up Events produces and operates endurance-sports races across the mid-Atlantic U.S., including its flagship North Carolina Triathlon Series, Viking Dash Trail Runs, open-water swim races, and standalone running races. The company sells full-service event production and timing services to external race organizers, providing end-to-end management from planning and permitting through on-course equipment, scoring, and results. It also generates revenue through individual athlete race registration fees processed via the RunSignup platform.
Product overview
Set Up Events operates as a multi-event production company offering a portfolio of race series and standalone events across multiple endurance sports disciplines. The core offerings include the North Carolina Triathlon Series (NCTS) as the flagship product—a collection of Half Iron, International, and Sprint-distance triathlons at iconic venues. This is complemented by the Viking Dash Trail Runs (trail running series), Swim Races (open water swims), and Run Races (standalone running events). The company also provides full-service event production and timing services as a separate service offering, supporting both its own events and external race organizers with registration, timing, equipment, and logistics.
Differentiator
Problem solved
Functional benefit
Brands
- North Carolina Triathlon Series: The largest triathlon race series on the East Coast, featuring Half, International, and Sprint distance triathlons. Celebrated its 26th anniversary in 2024.
- Viking Dash Trail Runs
Products and services
- North Carolina Triathlon Series (NCTS) Flagship triathlon race series spanning the mid-Atlantic region, consisting of Half Iron, International, and Sprint-distance triathlons held at iconic venues including White Lake, Wilmington's Azalea Sprint, and the YMCA Wrightsville Beach Sprint. Features point-based series scoring where only the top 4 scores count and races are weighted by distance.
- Viking Dash Trail Runs
Companies that use Set Up Events
Customer profileSegments2 records
Ideal customer profiles2 records
Set Up Events technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
Set Up Events partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- LogoTags (Ball Chain Manufacturing Co., Inc.)coreLogoTags, America's leading custom challenge coin company and fourth-generation family-owned business, announced sponsorship of the 2026 South Carolina Tri Series. LogoTags is a promotional products division of Ball Chain Manufacturing Co., Inc. They will provide custom challenge coins to all participants in the seven-race triathlon series.
- XTERRA WetsuitscoreXTERRA Wetsuits has been the official wetsuit sponsor for all Set Up Events triathlon races since 2016. The company provides discount codes (R-SETUP) for Set Up Events participants and has equipped athletes with triathlon gear. The owners of XTERRA Wetsuits are both triathletes.
- WITHOUT LIMITSminorWITHOUT LIMITS is a sponsor of the North Carolina Triathlon Series. Specific details of the partnership arrangement are not disclosed.
- RunSignupcoreRunSignup powers the online registration and race information for Set Up Events. The partnership provides online registration with dedicated event web pages, timing, scoring, and results management for all Set Up Events races.
Scale indicators6 records
Recent moves6 records
Expansion highlights3 records
Set Up Events competitors and assessment
Company assessmentBroad incumbents
- Challenge Family: Global long-distance triathlon series with U.S. presence. Competes in the same Half Iron and full-distance triathlon formats, drawing from the same endurance athlete demographic.
- IRONMAN (World Triathlon Corporation): The largest triathlon race producer globally and the company Set Up Events explicitly benchmarks against ('second only to IRONMAN'). Operates mass-participation triathlons across the U.S. and globally with far greater scale and brand reach.
- Competitor Group (Rock 'n' Roll Running Series): Operates the Rock 'n' Roll Marathon and running series nationwide. Competes for the same road running and half marathon participants in U.S. markets and offers large-scale event production services.
Others
- USA Triathlon: National governing body for triathlon in the U.S. Provides sanctioning, certification, and athlete development services — an ecosystem enabler rather than direct competitor, but shapes the competitive landscape in which Set Up Events operates.
Direct peers
- Rev3 Triathlon: Triathlon race production company producing Olympic, Half, and Full distance events in the U.S. Comparable business model targeting amateur endurance athletes seeking professionally produced races.
- HITS Triathlon Series: National triathlon race series offering Sprint, Olympic, Half Iron, and Full Iron distances. Comparable in business model (mass-participation triathlon production) but broader national footprint.
- Jones Racing: Founded by Benji Jones, another Set Up Events alumnus. Triathlon and multisport event production company in the Southeast, directly comparable in operating model and target market.
- XTERRA: Off-road triathlon and trail running event series. Already a Set Up Events sponsor (XTERRA Wetsuits), and produces comparable endurance events that draw from overlapping athlete pools.
- Without Limits: Endurance event production company and current Set Up Events sponsor (North Carolina Triathlon Series). Produces triathlons and running events in the Southeast U.S., competing for the same athlete pool and venue partners.
- Kinetic MultiSports: Founded by Greg Hawkins, a Set Up Events alumnus. Produces triathlon and endurance events in the Southeast U.S., directly competing for the same participants, venues, and sponsors in overlapping geographies.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Set Up Events social profiles
Digital presenceSet Up Events financial estimates
Financial estimateRevenue estimate
Valuation estimate
Set Up Events leadership team
Management profileNumber of profiles
Profiles2 records
Set Up Events funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Set Up Events 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 Set Up Events
What does Set Up Events do?
Set Up Events produces and operates endurance-sports races across the mid-Atlantic U.S., including its flagship North Carolina Triathlon Series, Viking Dash Trail Runs, open-water swim races, and standalone running races. The company sells full-service event production and timing services to external race organizers, providing end-to-end management from planning and permitting through on-course equipment, scoring, and results. It also generates revenue through individual athlete race registration fees processed via the RunSignup platform.
Is Set Up Events a public or private company?
Set Up Events is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Set Up Events founded?
Set Up Events was founded in 1994. It employs 11 to 50 people.
Where is Set Up Events based?
Set Up Events is headquartered in Youngsville, United States, in the North America region.
How does Set Up Events make money?
Two revenue lines are on record. Race Registration Fees are the primary driver. The others are event Production Services.
Who are Set Up Events's main competitors?
Broad incumbents on record are Challenge Family, IRONMAN (World Triathlon Corporation) and Competitor Group (Rock 'n' Roll Running Series). USA Triathlon is listed as an others. Direct peers are Rev3 Triathlon, HITS Triathlon Series, Jones Racing, XTERRA, Without Limits and Kinetic MultiSports.
Does Set Up Events have an API?
No public API is recorded for Set Up Events.
What industry is Set Up Events in?
Set Up Events's product category is Endurance Sports Event Production. Its primary akta.pro industry code is MPAKAIAB, Triathlon & Multisport Events (Triathlon, Duathlon, Aquathlon), with a secondary code of MPAKAIAA, Road Running Events (Marathons, Half Marathons, 10K/5K). Its NAICS code is 7113 and its SIC code is 7900.