High Five Events
High Five Events is an Austin, Texas-based endurance event producer founded in 2003, operating the Austin Marathon, 3M Half Marathon, CapTex Tri, and Kerrville Triathlon, and monetizing through participant registration fees, brand sponsorships, and ancillary entertainment programming for thousands of runners and triathletes.
- Company typePrivate
- Founded2003
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What High Five Events does
High Five Events is a privately held, Austin, Texas-based event production company founded in 2003 by Dan Carroll, Stacy Keese, and Jack Murray. The company operates a portfolio of endurance sports properties, anchored by the Austin Marathon, the 3M Half Marathon, CapTex Tri, and the Kerrville Triathlon, which collectively attract thousands of runners, triathletes, and fitness enthusiasts annually. Revenues are derived from three primary streams: per-participant event registration fees, customized sponsorship packages sold to brands seeking access to active-lifestyle audiences, and ancillary concert and entertainment programming staged alongside the endurance events. Operational scale has reached events with up to 20,000 participants, and owners cite more than 45 years of combined event-management experience as a stated operational differentiator.
The company has developed and operates EventDog.com, a proprietary in-house registration and participant check-in platform led by Registration Lead Developer Joey Trimyer. EventDog.com is positioned to handle both High Five Events' own race portfolio and external events 'around the world,' representing a potential technology-led diversification vector beyond the firm's Texas-centric live-event footprint. Marketing, sponsorship sales, race operations, community outreach, and supply logistics are handled by a dedicated team of approximately 11-50 employees, with sponsorship outreach led direct-to-brand and demand generation supported through content, social media, and event marketing channels. The firm is bootstrapped, founder-owned, and operates with no disclosed institutional capital, parent entity, or acquisition history.
High Five Events firmographics
Firmographics- Name
- High Five Events
- Legal name
- High Five Events
- Website
- https://highfiveevents.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- High Five Events is an Austin, Texas-based endurance event producer founded in 2003, operating the Austin Marathon, 3M Half Marathon, CapTex Tri, and Kerrville Triathlon, and monetizing through participant registration fees, brand sponsorships, and ancillary entertainment programming for thousands of runners and triathletes.
- Ownership category
- akta.pro rank
High Five Events industry classification
Industry- Product category
- Endurance Event Production
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events (7113), Other Spectator Sports (711219)
- SIC
- Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)
- akta.pro secondary industry
- Triathlon & Multisport Events (Triathlon, Duathlon, Aquathlon) (MPAKAIAB)
Keywords
Where High Five Events is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
High Five Events business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Event Registration Fees: Revenue generated from participant registrations for endurance events including marathons, half marathons, and triathlons
- Sponsorship Packages: Customized sponsorship packages offered to brands seeking to reach active, health-conscious audiences at endurance events. Includes brand exposure, expo integration, and activation opportunities.
- Concert and Entertainment Events: Revenue from concerts featuring artists such as Lee Ann Womack, Ben Kweller, Cory Morrow, and Vallejo held in conjunction with endurance events
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
High Five Events product offering
Product offeringCore offering
High Five Events produces and manages large-scale endurance events including marathons, half marathons, and triathlons (Austin Marathon, 3M Half Marathon, CapTex Tri, Kerrville Tri). The company provides end-to-end event production services spanning permits, race operations, registration, participant services, expo design, and sponsorship activation. It also operates EventDog.com, a proprietary online registration and participant check-in platform used for events worldwide.
Product overview
High Five Events is an event production company that operates as a portfolio of endurance events, including marathons, half marathons, and triathlons. The company also develops EventDog.com, a proprietary registration and participant management technology platform. The core offering consists of physical endurance events (Austin Marathon, 3M Half Marathon, CapTex Tri, Kerrville Tri) supported by technology services for registration and participant management, complemented by sponsorship/partnership opportunities for brands. The company was founded in 2003 with a single triathlon and has grown to become one of the largest event production companies in the region.
Differentiator
Problem solved
Functional benefit
Products and services
- Austin Marathon
- 3M Half Marathon
- CapTex Tri
- Kerrville Tri
- EventDog.com
- Customized Sponsorship Packages
Quantifiable outcome
- Over 45 years of combined event management experience among leadership team
- +2 more outcomes
Companies that use High Five Events
Customer profileSegments3 records
Ideal customer profiles2 records
High Five Events technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
High Five Events partnerships and signals
Strategic signalScale indicators5 records
Recent moves4 records
Expansion highlights4 records
High Five Events competitors and assessment
Company assessmentBroad incumbents
- Life Time Athletic Events (Life Time Foundation):
- IRONMAN Group: Global operator of mass-participation triathlon, marathon, and endurance events (IRONMAN, IRONMAN 70.3, Rock 'n' Roll Marathon series under Wanda Sports). Directly comparable as a multi-format endurance event organizer with flagship marathons and triathlons, but operates at a much larger, multi-national scale than High Five Events.
- Fleet Feet: National running-specialty retailer and event organizer producing local races and training programs across the U.S. Comparable to High Five Events in producing community endurance events, but with a much broader retail and franchise business that extends well beyond event production.
Direct peers
- Spartan Race: Global mass-participation obstacle and endurance race brand with multi-event series, strong sponsorship program, and recurring event calendar. Overlaps with High Five Events in targeting health-conscious adults through paid endurance experiences, with a heavier emphasis on obstacle-course formats.
- Tough Mudder: Operator of mass-participation obstacle course and adventure endurance events with a strong sponsorship and experiential brand model. Comparable to High Five Events in its reliance on participant fees, brand sponsorships, and event-day experience design, though focused on OCR rather than road races.
- REVEL Race Series: Regional and national marathon/half marathon series operator running multiple destination road races across the U.S. Closely comparable to High Five Events' marathon and half marathon portfolio in product format, registration-driven model, and sponsorship monetization, though with broader multi-city reach.
- HITS Endurance (HITS Triathlon Series): Operator of a multi-city triathlon and running event series with mass-participation formats and sponsorship-driven economics. Highly comparable to High Five Events' CapTex Tri and Kerrville Tri offerings, though with broader geographic reach and a national footprint.
- Competitor Group (Rock 'n' Roll Marathon Series): Operator of the Rock 'n' Roll Marathon and Half Marathon series, a traveling city-based endurance event franchise with integrated concerts and sponsorships. Closely mirrors High Five Events' model of combining mass-participation running events with entertainment programming and brand activations, though at national/international scale.
Regional players
- Atlanta Track Club: Long-standing regional running organization producing the Atlanta Journal-Constitution Peachtree Road Race and other mass-participation events in the metro Atlanta area. Directly analogous to High Five Events as a regional endurance event organizer with flagship annual races, but operating in a different U.S. market.
Emerging players
- RunSignup: Leading race registration and event-management SaaS platform used by thousands of endurance events across the U.S. Directly competes with EventDog.com for third-party registration business and represents the primary software benchmark for High Five Events' proprietary technology platform.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
High Five Events social profiles
Digital presenceHigh Five Events financial estimates
Financial estimateRevenue estimate
Valuation estimate
High Five Events leadership team
Management profileNumber of profiles
Profiles12 records
High Five Events funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
High Five 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 High Five Events
What does High Five Events do?
High Five Events produces and manages large-scale endurance events including marathons, half marathons, and triathlons (Austin Marathon, 3M Half Marathon, CapTex Tri, Kerrville Tri). The company provides end-to-end event production services spanning permits, race operations, registration, participant services, expo design, and sponsorship activation. It also operates EventDog.com, a proprietary online registration and participant check-in platform used for events worldwide.
Is High Five Events a public or private company?
High Five Events is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was High Five Events founded?
High Five Events was founded in 2003. It employs 11 to 50 people.
Where is High Five Events based?
High Five Events is headquartered in Austin, United States, in the North America region.
How does High Five Events make money?
Three revenue lines are on record. Event Registration Fees are the primary driver. The others are sponsorship Packages and concert and Entertainment Events.
Who are High Five Events's main competitors?
Broad incumbents on record are Life Time Athletic Events (Life Time Foundation), IRONMAN Group and Fleet Feet. Direct peers are Spartan Race, Tough Mudder, REVEL Race Series, HITS Endurance (HITS Triathlon Series) and Competitor Group (Rock 'n' Roll Marathon Series). Atlanta Track Club is listed as a regional player. RunSignup is listed as an emerging player.
Does High Five Events have an API?
No public API is recorded for High Five Events.
What industry is High Five Events in?
High Five Events's product category is Endurance Event Production. Its primary akta.pro industry code is MPAKADAD, Mass Participation Race Organizers (Runs, Triathlons, Cycling), with a secondary code of MPAKAIAB, Triathlon & Multisport Events (Triathlon, Duathlon, Aquathlon). Its NAICS code is 7113 and its SIC code is 7948.