What Wicked Wine Run does

Wicked Wine Run is a privately held US event production company founded in 2013 and headquartered in Sanger, California, that operates wine-themed 5K runs and 1K tasting walks at vineyard venues across 20+ US cities annually. The company's core products are the SKECHERS Wicked Wine Run 5K (a non-competitive run/walk with on-course wine tasting stations and finisher wine), the 1K Tasting Walk (a leisurely sampling walk), and a virtual 5K/1K option that ships event swag to participants' doors. A sister brand called BRUNCH RUN extends the format to mimosa-themed events at select cities. The target customer is adults aged 21+ seeking social, non-competitive fitness experiences that combine running with wine tasting at scenic winery venues.

The technology backbone is intentionally lean: race registration and packet management are handled through the third-party Active.com platform (endurancecui.active.com), and the company has no proprietary software, mobile app, or API. Consumer acquisition runs through a multi-channel mix including organic social (Facebook, Instagram, YouTube), email newsletters, an affiliate program paying $5 per referral, and earned media from outlets including CBS, Runner's World, and BuzzFeed. Distribution is direct-to-consumer via Active.com, with the SKECHERS title sponsorship providing national brand reach.

The revenue model combines one-time race registration fees (varying $39-$110 depending on city and registration window), virtual race registrations ($40-$55), $10 spectator tasting tickets, optional add-ons such as $20 packet shipping and $5 day-of pickup, optional charitable donations, and sponsorship revenue from SKECHERS (title) plus local and national event and season sponsors. Charity partners retain 100% of proceeds from charity-issued registrations, while embedded giving through standard registrations routes a portion to nonprofit partners. The company operates with 11-50 employees and discloses no funding, revenue, or ownership structure.

Name

Wicked Wine Run

Legal name

Wicked WineRun

Website

https://wickedwinerun.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Wicked Wine Run is a US event production company operating wine-themed 5K runs and 1K tasting walks at vineyards across 20+ US cities annually, serving adults 21+ who want social fitness combined with wine tasting. Founded in 2013, it holds the SKECHERS title sponsorship.

Ownership category

akta.pro rank

Product category

Themed Running Events

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

Keywords

• Themed running events
• Wine run races
• Recreational 5K races
• Vineyard fun runs
• Endurance event production

Headquarters

HQ city

Sanger

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, Supply Chain, Infrastructure, Others

Revenue model

1. Race Registration Fees: Primary revenue stream from participant registrations for in-person 5K and 1K events, with pricing varying by city and time of registration (early bird vs. week-of). Virtual race registrations sold separately.
2. Sponsorship Revenue: Title sponsorship from SKECHERS provides brand funding. Additional revenue from local and national event and season sponsors/vendors.
3. Charitable Fundraising: Runners optionally add a donation during registration. Charity partners receive post-race donations and retain 100% of proceeds from charity-issued registrations.
4. Virtual Race Registration: Virtual 5K or 1K registrations sold at $40 (sale) / $55 (regular), including shipped event shirt, finisher medal, etched wine glass, and drawstring bag.
5. Affiliate Referrals: Affiliates earn $5 per successful registration through referral links, driving customer acquisition at low cost.
6. Spectator Tasting Tickets: Spectators aged 21+ can purchase wine tasting tickets for $10 online or on-site, including an etched wine glass and wristband for purchasing wine at the event.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

SKECHERS Wicked Wine Run organizes and produces non-competitive wine-themed running events at vineyards and scenic venues across 20+ US cities. Core in-person offerings are a 1K Tasting Walk and a 5K Wine Run with on-course wine sampling stations, finisher medals, event shirts, etched wine glasses, and post-race festivals; a virtual 5K/1K option ships swag to remote participants, and a sister brand BRUNCH RUN extends the format with mimosa-themed runs.

Product overview

SKECHERS Wicked Wine Run operates a portfolio of wine-themed running events, consisting of two core in-person event products—the 1K Tasting Walk and the 5K Wine Run—plus a Virtual 5K or 1K option for remote participation. The company also runs a sister brand called BRUNCH RUN. All in-person events feature wine tastings at scenic vineyard venues across the country, with post-race festivals including music, food vendors, and wine. The events are non-competitive and designed for participants 21 years and older.

Differentiator

Problem solved

Functional benefit

Brands

• BRUNCH RUN: Sister event to SKECHERS Wicked Wine Run featuring morning mimosa fun at select cities.
• SKECHERS Wicked Wine Run Virtual

Products and services

• SKECHERS Wicked Wine Run 5K Wine Run A non-competitive 5K fun run/walk through vineyards and scenic venues where participants complete the course within 90 minutes and receive wine tastings at on-course stations and finisher wine at the finish line, plus event shirt, finisher medal, etched wine glass, and access to a post-race festival with food trucks, music, and games. Targeted at adults 21+ seeking social, non-competitive fitness experiences.
• 1K Tasting Walk A leisurely 1-kilometer wine tasting walk featuring multiple wine sampling stations along the course and culminating in a finish-line wine tasting. Designed for walkers and participants who want the wine-tasting social experience without running the full 5K distance.
• SKECHERS Wicked Wine Run Virtual 5K or 1K A virtual race option letting participants complete the 5K or 1K distance at their own pace and any location they choose. Registration includes a shipped event shirt, finisher medal, etched wine glass, and reusable drawstring goodie bag, sold at $40 sale / $55 regular.
• BRUNCH RUN A sister brand to SKECHERS Wicked Wine Run offering morning mimosa-themed running events at select cities, providing an alternative beverage-themed experience for participants seeking something different from wine.
• Spectator Wine Tasting Ticket A $10 ticket for non-participating adults 21+ to attend the event and purchase wine, including an etched wine glass and an over-21 wristband allowing wine purchase at the event. Sold online or on-site at each event.

Quantifiable outcome

• Participants can complete the 5K course within 90 minutes
• +1 more outcomes

Segments1 record

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Five partnerships are on record, tiered primary / title sponsor, core and supporting.

• SKECHERSprimary / title sponsorGTM or Marketing PartnerSKECHERS is the title sponsor of the SKECHERS Wicked Wine Run. SKECHERS provides the event name and branding, with the event operating under the SKECHERS Wicked Wine Run brand. This is the company's primary named partnership and represents the most significant GTM relationship.
• Charity Partners (Various Local Nonprofits)coreStrategic or Co-development PartnerCharity partners receive a platform to raise awareness among thousands of wine runners. Partners can receive post-race donations, embedded giving through runner registrations, and limited charity-issued registrations where the charity retains 100% of proceeds. This creates a cause-marketing angle for the events.
• Affiliate Partners (Run Clubs, Influencers, Bloggers)supportingGTM or Marketing PartnerAffiliates earn $5 per successful registration through referral links. The program supports social media promotion, blog content, email newsletters, and word-of-mouth channels. Affiliates must be 21+ and can represent specific race markets.
• Venue Wineries (Lost Oak Winery, La Vina Winery, Spicewood Vineyards, Ste. Chapelle Winery, Salt & Acres, Kings River Winery, River Bottom Winery, and others)coreStrategic or Co-development PartnerLocal wineries and vineyards serve as event venues across 20+ US cities. Venues provide the scenic course, wine for tasting stations, finish-line wine, and post-race festival space. The company's events drive significant foot traffic and wine sales for host venues.
• Active.comcoreTechnology or IntegrationActive.com powers the race registration and event management platform (endurancecui.active.com). The platform handles individual event registrations, volunteer sign-ups, merchandise purchases, and packet management across all 20+ event markets.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Warrior Dash: Warrior Dash produces themed obstacle 5K events with festival finishes, costume elements, and on-course beverage experiences. It is structurally comparable in event format, multi-city tour, and casual, non-elite participant base.
• Tough Mudder: Tough Mudder operates themed, mass-participation obstacle and endurance events with strong title sponsorship and a festival-style finish. It competes for the same discretionary consumer spending on experience-led racing events.
• Ragnar Relay: Ragnar Relay runs themed team relay running events across the US with a similar event-tour and lifestyle-brand approach, targeting adult recreational runners willing to pay for a packaged experience.
• Destination Races: Destination Races produces wine-country half marathons and 5Ks at vineyard venues across the US, directly overlapping with Wicked Wine Run's winery-venue, wine-tasting race format. It is the most direct competitor in the wine-themed running event niche.
• Electric Run: Electric Run produces themed night-time illuminated 5K events with festival finishes and large national tours. It competes in the same themed, experience-driven 5K category.
• The Color Run: The Color Run operates mass-participation themed 5K events across the US and internationally, with the same core model of paid registration, on-course experience stations, and post-race festival. It is the closest structural analog to SKECHERS Wicked Wine Run as a non-competitive, experience-led 5K series.
• Spartan Race: Spartan Race runs a large national series of themed obstacle races with title sponsors and tiered event formats (sprint, super, beast). It targets the same 'experiential race' consumer and operates a similar multi-city national tour model.
• Hot Chocolate Run: Hot Chocolate Run organizes themed 5K and 15K events where participants receive themed treats (chocolate) along the course and at the finish line. The model mirrors Wicked Wine Run's approach of bundling a consumable themed experience with a road race registration.
• Bubble Run: Bubble Run organizes themed family-friendly 5Ks with foam/bubble stations along the course and a festival-style finish, competing for the same non-competitive themed-race participant pool.

Broad incumbents

• Rock 'n' Roll Marathon Series: The Rock 'n' Roll Marathon Series is a large established mass-participation road race series with title sponsorship, multiple city tour, and festival-style finishes. It is a broader incumbent in the destination/endurance running event space rather than a direct niche competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@wicked-wine-run
• Facebookfacebook.com/wickedwinerun
• Instagraminstagram.com/wickedwinerun
• Xx.com/WickedWineRun
• LinkedInlinkedin.com/company/dallas-ft.worth-wicked-wine-run

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Wicked Wine Run