Honolulu Marathon Association
- Company typePrivate
- Founded1973
- HeadquartersHonolulu, United States
- Headcount11–50
- GTM type—
- Offering—
What Honolulu Marathon Association does
The Honolulu Marathon Association (HMA) is a Hawaii-incorporated non-profit organization founded in 1973 that operates a portfolio of road racing events anchored by the JAL Honolulu Marathon, the 4th largest marathon in the United States. The event portfolio includes six race formats: the signature 26.2-mile JAL Honolulu Marathon (December), the Hapalua Half Marathon with its new 8.3-mile Hapalua Iki variant (April), the Kalakaua Merrie Mile (December), the Start to Park 10k (December), the King's Runner 10K (March), and the Virtual Beachfest global remote participation event. HMA serves four primary customer segments: mass participation recreational runners, elite/professional athletes competing for $10,000-$25,000 prize purses, charity runners raising funds through 50+ official charity partners, and virtual participants accessing the experience without travel. The organization is led by President and CEO Dr. Jim Barahal and operates with 11-50 employees out of Honolulu.
HMA's revenue model combines participant registration fees, title and category sponsorships (Japan Airlines as title, Descente as apparel, SGC for gold medals), charity partner channel commissions through letsdothis.com and realbuzz, merchandise sales via a dedicated merch store, and broadcast/streaming partnerships with Hawaii News Now (K5) and CITIUS MAG on YouTube. The underlying technology stack is event-management focused: in-house Track My Run service for real-time runner tracking, third-party timing and results via pseresults.com (PSE Results), official Strava club integration, and registration through letsdothis.com. HMA emphasizes a 'no time limit' Aloha spirit policy, a World Athletics-certified course for record eligibility, and solid gold winner's medals crafted by Japanese goldsmiths SGC as differentiating experiential assets.
The organization has scaled from 151 finishers in 1973 to 40,547 entrants for the 2025 race — a 25% year-over-year increase — following the COVID-19 cancellation in 2020 and the limited 9,000-participant return in 2021. Revenue is not publicly disclosed, consistent with non-profit status, though historical commentary notes Japan-sourced entries represented 40-50% of revenues pre-pandemic, indicating a meaningful international revenue base beyond the domestic Hawaiian market. HMA maintains an active broadcast and content distribution presence across Twitter, Facebook, Instagram, and YouTube, with Hawaii News Now providing live TV coverage and CITIUS MAG providing elite-mile livestream commentary.
Honolulu Marathon Association firmographics
Firmographics- Name
- Honolulu Marathon Association
- Legal name
- Honolulu Marathon Association
- Website
- https://honolulumarathon.org
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Honolulu Marathon Association industry classification
Industry- NAICS
- Other Spectator Sports (711219), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Membership Organizations (8600)
- akta.pro primary industry
- Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA)
- akta.pro secondary industries
- Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD), Virtual & Hybrid Participation Events (App-Based, Remote/Hybrid Races) (MPAKAIAH)
Keywords
Where Honolulu Marathon Association is headquartered
LocationHeadquarters
- HQ city
- Honolulu
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Honolulu Marathon Association business model
Business modelRevenue model
- Event Registration Fees: Revenue from participant registration fees for multiple events including the JAL Honolulu Marathon, Kalakaua Merrie Mile, Start to Park 10k, Hapalua Half Marathon, and Virtual Beachfest
- Sponsorship: Title sponsorship from Japan Airlines (JAL) and official apparel sponsorship from Descente. SGC provides gold medals for winners.
- Merchandise Sales: Official event merchandise sold through the merch store at expo and online
- Broadcast Rights: TV broadcast partnership with Hawaii News Now and streaming partnerships with CITIUS MAG YouTube channel
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Registration |
| Subscription | Annual | VIP Charity Places |
| One time/ perpetual license | Pay-as-you-go | Virtual Beachfest |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Honolulu Marathon Association product offering
Product offeringCore offering
The Honolulu Marathon Association organizes and operates mass-participation road running events, most notably the Honolulu Marathon (held annually since 1973), along with a portfolio of supporting races such as the Start to Park 10K, the Hapalua Half Marathon, the Kalakaua Merrie Mile, and the King's Runner 10K. It also delivers associated services including a multi-day race expo, virtual race challenges, runner tracking, and a VIP charity programme, operating as a registered non-profit organization headquartered in Honolulu, Hawaii.
Product overview
The Honolulu Marathon Association operates a portfolio of road racing events centered around the JAL Honolulu Marathon, the 4th largest marathon in the United States held each December. The event portfolio includes the Start to Park 10k and Kalakaua Merrie Mile (both held during marathon weekend), the Hapalua Half Marathon (held annually in April with its own 8.3-mile 'Iki' race), and the King's Runner 10K. The Association also offers a Virtual Beachfest for remote participation and manages supporting services including an expo, course tracking, official charity partnerships, and official merchandise. The events emphasize an 'Aloha spirit' philosophy with no time limits.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 40,000+ annual entrants with 25% growth rate
- +1 more outcomes
Companies that use Honolulu Marathon Association
Customer profileNamed customers6 records
Segments4 records
Honolulu Marathon Association technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature1 record
Honolulu Marathon Association partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered flagship, core and minor.
- Japan Airlines (JAL)flagshipTitle sponsor of the JAL Honolulu Marathon. Brand appears in event title and receives prominent marketing exposure through race branding, uniforms, and broadcast coverage.
- DescentecoreJapanese sports and outdoor brand and official apparel sponsor since 2017 under a three-year agreement. Provides technical sports shirts to all finishers.
- SGC (Supreme Gold Company)coreJapanese goldsmiths who craft the solid gold winner's medals awarded to marathon champions.
- Hawaii News Now (K5)coreOfficial broadcast partner for the Honolulu Marathon. Provides live TV broadcast from 6AM-9AM on race day with simultaneous streaming on YouTube.
- CITIUS MAGcoreBroadcast partner for Kalakaua Merrie Mile livestream on YouTube channel, featuring Chris Chavez on commentary.
- realbuzzcoreOfficial Charity Programme Partner providing dedicated training and fundraising support for charity runners.
- letsdothis.comcorePlatform partner for charity place registrations and VIP charity entries for the marathon.
- Hawaii Tourism AuthorityminorGovernment tourism body supporting the event as a signature event for Hawaii tourism.
- ALSAC/St. Jude Children's Research HospitalminorOfficial charity partner offering VIP entries for marathon participants raising funds for pediatric cancer research.
- American Cancer SocietyminorOfficial charity partner offering VIP entries for marathon participants raising funds for cancer research.
- Susan G. KomenminorOfficial charity partner offering VIP entries for marathon participants raising funds for breast cancer research.
- GarminminorTechnology partner exhibiting at the expo with latest running tech and GPS devices.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Honolulu Marathon Association competitors and assessment
Company assessmentDirect peers
- Los Angeles Marathon (LA Marathon LLC): Operates the LA Marathon plus Dodger Stadium-to-Seaside route. Compares to HMA on large-entrant destination marathon format, big-tourism-city backdrop, and similar entrant scale.
- Atlanta Track Club: Non-profit running organization operating the Peachtree Road Race and a portfolio of Atlanta-area events. Closely mirrors HMA's structure (non-profit, multi-event portfolio, strong regional brand) and its charity/community orientation.
- Bank of America Chicago Marathon (Chicago Event Management): Operates one of the largest U.S. marathons with a similar mass-participation, multi-distance format. Comparable scale to HMA's flagship event and directly competes for elite fields and sponsorship dollars.
- New York Road Runners: 501(c)(3) non-profit producing the TCS New York City Marathon plus a portfolio of community races (NYC Half, Brooklyn Half, etc.). Highly comparable business model to HMA: mass participation running, multi-event portfolio, charity partner network, broadcast partnerships.
- Big Sur Marathon Foundation: Non-profit operating the Big Sur International Marathon and related distances. Comparable non-profit foundation model, destination-marathon ethos, scenic-course marketing approach, and similar event-portfolio strategy.
- Marine Corps Marathon Organization: Operates the Marine Corps Marathon, historically the 4th-5th largest U.S. marathon by finishers. Directly comparable scale tier to JAL Honolulu Marathon with similar mass-participation positioning and corporate/charity focus.
- London Marathon Events: Operates the TCS London Marathon, one of the World Marathon Majors. Comparable commercial scale, charity integration, sponsorship sophistication, and mass-participation model, though on a much larger entrant base.
- Boston Athletic Association: Non-profit that organizes the Boston Marathon, one of the world's six World Marathon Majors. Most directly comparable U.S. peer: a long-running, iconic marathon operator with similar non-profit structure, elite + mass participation fields, and premium brand equity.
- runDisney (Disney Marathon Weekend): Disney's owned-and-operated marathon weekend event series. Comparable experiential, destination-style running event with themed mass-participation emphasis, premium pricing, and charitable partner programs.
Broad incumbents
- IRONMAN (World Triathlon Corporation): Large commercial endurance-events operator owning mass-participation triathlons, marathons, and obstacle races globally. Adjacent rather than directly competing in road running, but operates in the same mass-participation endurance event economy with comparable sponsorship and registration infrastructure.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Honolulu Marathon Association social profiles
Digital presenceHonolulu Marathon Association financial estimates
Financial estimateRevenue estimate
Valuation estimate
Honolulu Marathon Association leadership team
Management profileNumber of profiles
Honolulu Marathon Association funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Honolulu Marathon Association 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 Honolulu Marathon Association
What does Honolulu Marathon Association do?
The Honolulu Marathon Association organizes and operates mass-participation road running events, most notably the Honolulu Marathon (held annually since 1973), along with a portfolio of supporting races such as the Start to Park 10K, the Hapalua Half Marathon, the Kalakaua Merrie Mile, and the King's Runner 10K. It also delivers associated services including a multi-day race expo, virtual race challenges, runner tracking, and a VIP charity programme, operating as a registered non-profit organization headquartered in Honolulu, Hawaii.
Is Honolulu Marathon Association a public or private company?
Honolulu Marathon Association is a private company. It is currently operating.
When was Honolulu Marathon Association founded?
Honolulu Marathon Association was founded in 1973. It employs 11 to 50 people.
Where is Honolulu Marathon Association based?
Honolulu Marathon Association is headquartered in Honolulu, United States, in the North America region.
How does Honolulu Marathon Association make money?
Four revenue lines are on record. Event Registration Fees are the primary driver. The others are sponsorship, merchandise Sales and broadcast Rights.
Who are Honolulu Marathon Association's main competitors?
Direct peers on record are Los Angeles Marathon (LA Marathon LLC), Atlanta Track Club, Bank of America Chicago Marathon (Chicago Event Management), New York Road Runners, Big Sur Marathon Foundation, Marine Corps Marathon Organization, London Marathon Events, Boston Athletic Association and runDisney (Disney Marathon Weekend). IRONMAN (World Triathlon Corporation) is listed as a broad incumbent.
Does Honolulu Marathon Association have an API?
No public API is recorded for Honolulu Marathon Association.
What industry is Honolulu Marathon Association in?
Its primary akta.pro industry code is MPAKAIAA, Road Running Events (Marathons, Half Marathons, 10K/5K), with a secondary code of MPAKADAD, Mass Participation Race Organizers (Runs, Triathlons, Cycling). Its NAICS code is 711219 and its SIC code is 7900.