What Super Race Systems does

Super Race Systems (SRS) is a US-based race timing and event management company founded in 1978 and headquartered in Garrison, New York, with a secondary operating presence in Manchester, Missouri (Big River Race Management) serving the Midwest. The firm provides integrated event-services infrastructure to endurance race organizers — including road races, marathons, half-marathons, ultra events, bike tours, stair climbs, and charity runs — for events ranging from roughly 100 to 30,000+ participants. Named customers include the TCS New York City Marathon (via New York Road Runners), The North Face Endurance Challenge, the BNY Five Boro Bike Tour, and a long tail of charity and community races such as the Kelly Memorial Police Chase, Hope For Youth Foundation events, and the Fairfield Half Marathon. The company advertises 70-plus years of collective sports-timing experience across its staff.

The company's core product set comprises five service lines delivered under a single contract relationship: race-day timing, event management, online registration, post-race data analysis, and live media services (results publication and on-site media). The technology backbone is built on a partner stack rather than in-house platforms: ChronoTrack Systems supplies the RFID disposable timing-chip infrastructure used on-course; Athlinks Services provides access to a historical database of approximately 325 million race results that SRS layers into longitudinal participant analytics; and Run Sign Up provides the registration, payment, and participant-database platform. This partner-orchestration model allows SRS to deliver an end-to-end stack without owning the underlying registration or chip-manufacturing IP, freeing the firm to focus on on-course operations and event-director relationships. SRS is privately held, founder/family-controlled — founder Bill Sherry passed away in 2016, and his wife Gail Sherry continues to operate the firm as COO — and operates with 1–10 employees.

SRS's business model is professional services: event organizers contract SRS on a per-event or per-season basis for timing, registration oversight, results publishing, and on-site media, with pricing scaled to event size, duration, and service bundle. Go-to-market is direct sales to race directors and charity event organizers, supplemented by longstanding relationships with marquee accounts that renew year over year. The combination of small headcount (roughly seven professionals named in firmographic records), no outside capital, and continued operation across four-plus decades indicates a lifestyle professional-services firm rather than a venture-backed scale business; revenue is not disclosed, but the operational footprint and named customer list are consistent with low-single-digit-million-dollar annual revenue concentrated in the Northeast and expanding into the Midwest.

Name

Super Race Systems

Legal name

Super Race Systems

Website

https://superracesystems.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1–10 employees

Short description

Super Race Systems provides race timing, event management, registration, data analysis, and live media services to US endurance events ranging from 100 to 30,000+ participants, leveraging ChronoTrack RFID, Athlinks data on 325 million race results, and Run Sign Up registration.

Ownership category

akta.pro rank

Product category

Race Timing & Event Management Services

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), Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)

Keywords

• Race timing services
• Event management services
• Endurance event timing
• Race registration services
• Sports timing technology

Headquarters

HQ city

Garrison

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Timing Services: Timing services for endurance events including road running, cycling, swimming, triathlons, duathlons, and stair climbs. Revenue generated through service fees for timing events of various sizes.
2. Event Management Services: Full-service event organization including course design, permitting, management, security, logistics management, budget development, volunteer training, and sponsor coordination.
3. Registration Services: Custom registration forms for races handling teams, coupons, sponsor pages, and referral tracking, available online and on-site.
4. Live Media Services: Live athlete tracking, text message alerts, social media updates, and Race Day app services to enhance participant experience.
5. Data Analysis Services: In-depth participant analysis including demographic insights, historical data, and competitive intelligence for event directors.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Super Race Systems provides professional race timing, full-service event management, registration, data analysis, and live media services for endurance events including road running, cycling, swimming, triathlons, duathlons, and stair climbs. The company leverages ChronoTrack Systems timing technology with RFID disposable chips and integrates Athlinks Services data covering over 325 million race results to deliver accurate real-time timing, analytics, and spectator engagement at events ranging from 100 participants to 30,000+.

Product overview

Super Race Systems is a race timing and event management company founded in 1978, offering a portfolio of integrated services for endurance events. Its core offering comprises five interconnected service lines: Race Timing Services (using ChronoTrack Systems technology and RFID disposable chips), Event Management Services (covering road racing, swimming, duathlons, triathlons, cycling, and stair climbs), Registration Services (powered by Run Sign Up Registration), Data Analysis Services (via certified Athlinks Services partnership providing access to 325+ million race results), and Live Media Services (including live athlete tracking, text alerts, and a Race Day app). These services work together to provide end-to-end race organization from planning through results delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Race Timing Services Professional race timing services for endurance events ranging from 100 road runners to 30,000 cyclists, covering every distance and configuration of race, with accurate real-time results available as participants cross the finish line. Utilizes ChronoTrack Systems timing technology with RFID disposable chips.
• Event Management Services Full-service race organization, planning, and management for endurance events including course design, permitting, management, security, logistics management, budget development, volunteer training, and coordination of sponsor exposure opportunities.
• Registration Services Race registration services powered by Run Sign Up, including custom registration forms handling teams, coupons, unique sponsor pages, and referral tracking, available online and on-site with dynamic bib assignment supporting multiple packet pick-up locations simultaneously.
• Data Analysis Services Data analysis services for event directors providing access to over 325 million race results through the certified Athlinks Services partnership, including automatic corral verification, demographic insights, historical participant data, performance data, flow data for course management, and cross-race athlete participation analysis by year, distance, and gender.
• Live Media Services Live media services including live athlete tracking, text message alerts to family members, social media updates, and a Race Day app providing automatic athlete updates and real-time race results accessible via mobile phone for participants and spectators.

Quantifiable outcome

• Timing capability from 100 to 30,000+ participants across all race configurations
• +1 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• ChronoTrack SystemscoreTechnology or IntegrationSuper Race Systems is a proud ChronoTrack Timing Partner utilizing industry-leading timing hardware and software solutions paired with certified race timing network. ChronoTrack provides the most comprehensive set of timing, race management, and live race services available.
• Athlinks ServicescoreTechnology or IntegrationAs a certified Athlinks Services partner, Super Race Systems has access to over 325 million race results. This data enables services including automatic corral verification, demographic insights, historical participant data, and competitive intelligence for event directors.
• Run Sign UpcoreTechnology or IntegrationPartnership with Run Sign Up Registration ensures participants have a quick, easy, safe, and accurate registration experience. Services include custom registration forms, team handling, coupons, sponsor pages, and referral tracking.
• Big River Race ManagementminorStrategic or Co-development PartnerAffiliated company operating in the St. Louis, MO and Chicago, IL regions under the Big River Race Management brand, extending Super Race Systems' geographic reach into the Midwest.
• New York Road RunnerscoreStrategic or Co-development PartnerSuper Race Systems is one of several timing groups contracted to help time the New York City Marathon. Bill Sherry Memorial Mile was dedicated at the 10K Brooklyn split to honor the company's founder.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• ChronoTrack Systems: Provider of RFID-based race timing hardware and software that SRS uses as its core timing technology. Comparable as the industry-leading timing infrastructure provider whose products and certified partner network define how race timing is delivered across the US endurance market.
• Athlinks: Endurance sports results database (325M+ race results) and certified partner network that SRS leverages for data analysis services. Comparable as both a partner and potential disintermediator given Athlinks is building direct data and results relationships with race directors.
• RunSignUp: Online race registration platform partnered with SRS and increasingly offering integrated timing/registration bundles to race directors. Comparable as the dominant registration platform in US endurance sports and an emerging direct competitor to SRS's combined timing+registration offering.
• Capital Timing: Regional race timing company serving endurance events primarily in the Mid-Atlantic and DC region. Comparable as a similarly-sized independent timing company competing for the same mid-market endurance events.
• Race Roster: Race registration and event management platform offering integrated timing, results, and event tools. Comparable as a technology-first alternative serving the same race-director customer with a similarly broad service stack.
• EvenSplit: Race timing and event management company serving endurance events across multiple US regions. Comparable as a direct competitor offering timing, results, and event services to race directors at similar event scales.

Regional players

• SplitTime Racing: Independent race timing service operating in regional US markets. Comparable as a similarly-sized timing competitor offering RFID-based results and event management for road races, cycling, and triathlons.
• RaceTec Timing: Race timing company serving primarily West Coast and mountain region endurance events. Comparable as a regional race timing peer competing for the same event director customers in different geographies.

Broad incumbents

• Haku (by Community Brands): Enterprise event registration and management platform (part of Community Brands) serving nonprofits, endurance events, and fundraisers. Comparable as a vertically integrated registration-plus-services platform competing for larger endurance and charity events.
• MYLAPS (M-Timing / ChampionChip): Global sports timing technology company (originally ChampionChip) providing RFID timing systems for running, cycling, and motorsports. Comparable as a long-tenured incumbent in race timing technology with broader international reach than SRS.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/super-race-systems

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 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 Super Race Systems