What RacePenguin does

RacePenguin is a privately held, Ohio-based race timing and event management company founded in 2013. It provides end-to-end services to event organizers — primarily nonprofits, schools, community groups, and race directors across Ohio — covering RFID chip timing, GPS-based live athlete tracking, online registration with peer-to-peer fundraising, electronic on-site check-in, full logistical coordination (permits, police and vendor management, volunteer planning), and physical infrastructure such as branded truss start/finish lines, medals, T-shirts, sponsor signage, fencing, and barricades. The company also operates a separate ticketed-events platform for non-running events (beer festivals, galas, corporate events) with on-site check-in, same-day ticket sales, and merchandise. Underlying technology includes proprietary RFID timing systems, the RacePenguin mobile app (delivered via RTRT.me) for live results and athlete tracking, and integrations with RunSignUp for registration/payments and ChronoTrack. RacePenguin's business model is predominantly professional-services revenue from event organizers, supplemented by transaction fees on ticketed events and consumer merchandise sales through its Penguin Gear store (hosted on Square). Distribution is regional and direct: three physical offices in Columbus (HQ), Blue Ash (Cincinnati), and Wadsworth (Canton) serve event organizers across Ohio, with sales driven through a field/enterprise motion, the company's website, social media (Instagram, Facebook, LinkedIn), an email list, and a public events calendar synced with iCalendar, Google Calendar, and Outlook. The company holds core partnerships with RunSignUp (registration infrastructure), USATF (course certification capability), and ASICS (Fast Rabbits youth race series co-marketing), and is positioned as a one-stop shop for race directors seeking accurate timing plus full operational execution under a single vendor.

Name

RacePenguin

Legal name

RacePenguin

Website

https://racepenguin.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

RacePenguin is a privately held, Ohio-based race timing and event management company founded in 2013, providing RFID timing, live athlete tracking, online registration, and full event coordination to nonprofit, school, and community race directors across the Midwest.

Ownership category

akta.pro rank

Product category

Race Timing and Event Management Services

NAICS

Other Spectator Sports (711219)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Racing Technology & Timing/Tracking Infrastructure (MPAEADAN)

akta.pro secondary industries

Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC), Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA)

Keywords

• Race timing services
• RFID chip timing
• Event management services
• Live athlete tracking
• Race day coordination

Headquarters

HQ city

Columbus

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Race Timing Services: RacePenguin provides end-to-end race timing and management services, charging event organizers for RFID timing, live tracking, results management, and full race coordination including permits, vendor coordination, and volunteer management.
2. Event Management Services: Comprehensive event management including DJ services, marketing support, professional course management, custom branding packages, sponsor signage, fencing, barricades, and USATF course certification for running events.
3. Ticketed Events: Full-service ticketing and check-in system for beer festivals, galas, and other ticketed events with online registration, on-site sales, merchandise, and photography services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

RacePenguin provides end-to-end race timing and event management services for running events and other ticketed gatherings. Offerings include RFID chip timing, live athlete tracking, online registration with peer-to-peer fundraising, electronic race day check-in, mobile race results via the RacePenguin App, and full operational coordination including permits, vendor management, and volunteer organization.

Product overview

RacePenguin is a race timing and event management company offering a unified suite of services ranging from RFID chip timing and live athlete tracking to online registration and event merchandise. Its core product portfolio centers on the RacePenguin App (providing race day results and live map tracking) and a comprehensive set of race management services including timing, DJ services, marketing, custom branding (medals, T-shirts, signage), and full logistical coordination. The company also operates a merchandise store (Penguin Gear) and a separate ticketed events platform for non-running events such as beer festivals and galas. All services are delivered directly by the RacePenguin team and are available as individual add-on modules or as a bundled package.

Differentiator

Problem solved

Functional benefit

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• RunSignUpcoreTechnology or IntegrationIntegration partnership for online event registration platform. RunSignUp handles registration and payment processing while RacePenguin provides timing and event management services. Most events use RunSignUp for registration.
• USATF (USA Track & Field)coreStrategic or Co-development PartnerRacePenguin offers USATF course certification for race courses, ensuring compliance with official running event standards and eligibility for records and rankings.
• ASICS (Fast Rabbits Partnership)minorGTM or Marketing PartnerPartnership with ASICS for the Fast Rabbits Summer Nights Youth Race Series, providing visibility and credibility through major athletic brand association.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• ASICS (race timing arm): Through its acquisition of ChronoTrack and broader running sponsorship strategy, ASICS is a major incumbent in race timing and running event services, with the brand authority and capital to compete at national scale.
• RunSignUp: The dominant endurance event registration platform in the U.S. and RacePenguin's primary integration partner. While most events register through RunSignUp, it is also expanding into timing and event management services, making it both a channel partner and a potential competitor.

Direct peers

• ChronoTrack: One of the most established race timing technology providers in the U.S., offering RFID chip timing, results, and live tracking solutions to road races, marathons, and mass participation events — directly competing with RacePenguin's core RFID and live tracking offerings.
• Leone Timing: Long-established race timing firm providing RFID chip timing, live results, and event management to road races and endurance events — directly comparable in service scope and customer base to RacePenguin.
• Race Roster: End-to-end race registration, timing, and event management platform serving mass participation events. Race Roster's bundled approach to registration plus timing mirrors RacePenguin's one-stop-shop positioning.
• It's Race Time: Race timing and results service provider for road races, marathons, and endurance events, offering comparable RFID timing and live results capabilities to event organizers.
• Mtec Results: Race timing and results company serving events across the Midwest and beyond, offering chip timing, live results, and event management services highly comparable to RacePenguin's core offering.

Emerging players

• Haku (formerly Run The Day): Modern event management and registration platform expanding into endurance events. Overlaps with RacePenguin's online registration and ticketed events platform.

Regional players

• Great Lakes Multisport: Midwest-based multisport event timing and management company, comparable to RacePenguin in services offered (chip timing, registration, event management) and geographic focus.
• Change of Pace Race Management: Regional race timing and management company serving running events — directly comparable business model to RacePenguin but operating in a different regional market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/RacePenguin
• LinkedInlinkedin.com/company/racepenguin-timing-co
• Instagraminstagram.com/racepenguin/?hl=en

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 RacePenguin