Eventrac
Eventrac is a UK-based SaaS platform providing online event registration, promotion, and marketing software for endurance sports event organisers (running, cycling, triathlon). It operates on a pay-as-you-go transaction fee model with no upfront cost, serving hundreds of organisers.
- Company typePrivate
- Founded2015
- HeadquartersHorsham, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Eventrac does
Eventrac is a UK-based cloud SaaS platform, founded in 2015 by Aaron Bird and headquartered in Horsham, West Sussex, that provides online event registration, promotion, and marketing software for endurance sports event organisers. The platform targets running, cycling, triathlon, OCR, swimming, and duathlon events and offers an integrated toolkit covering customisable registration forms, Stripe-processed payments, built-in email marketing, fundraising integrations (JustGiving), participant analytics, and a mobile RaceDay Check-In App. Domain-specific integrations include England Athletics (Club Picker, UK Athletics membership validation), British Triathlon (Race Pass automation), and ultra-running platform RunUltra. Underlying technology is a cloud-based multi-tenant SaaS with a public REST API (developer.eventrac.co.uk) using jSend protocol and API key authentication, supporting third-party platforms and booking agents.
Revenue is generated primarily through per-transaction booking fees on each participant registration, with no upfront subscription or platform fee; fees are configurable per event and may be borne by organiser or participant. Secondary revenue flows through marketplace distribution partnerships (Lets Do This, Find A Race, runABC, TimeOutdoors, Ahotu) that route registrations back into Eventrac. The go-to-market is product-led growth via self-serve onboarding, supplemented by an API-first motion for embedded partners. Customer base spans SMB event organisers (Birmingham Heartline Marathon, Run Reigate, Schools Triathlon, MCC Promotions, Brighton Half Marathon, Hillingdon Triathletes, Rural Running), enterprises (British Triathlon, Active Training World), and government (Medway County Council). The company is privately held, founder-owned, with a 1-10 person headcount and no disclosed external funding.
Eventrac firmographics
Firmographics- Name
- Eventrac
- Legal name
- Eventrac
- Website
- https://eventrac.co.uk
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Eventrac is a UK-based SaaS platform providing online event registration, promotion, and marketing software for endurance sports event organisers (running, cycling, triathlon). It operates on a pay-as-you-go transaction fee model with no upfront cost, serving hundreds of organisers.
- Ownership category
- akta.pro rank
Eventrac industry classification
Industry- Product category
- Sports Event Registration Software
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Promoters of Performing Arts, Sports, and Similar Events (7113), Spectator Sports (71121)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Advertising (7310)
- akta.pro primary industry
- Ticketing, Registration & Event Technology (Badging, Apps) (BPAFAGAL)
- akta.pro secondary industries
- Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD), Amateur & Grassroots Tournament Organizers (MPAKADAH)
Keywords
Where Eventrac is headquartered
LocationHeadquarters
- HQ city
- Horsham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Eventrac business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Transaction/Booking Fees: Eventrac charges a booking fee on each transaction. The fee can be paid by either the participant or the organiser, configurable per event. This is the primary revenue stream based on transaction volume processed through the platform.
- Event Management Platform Subscription: Organisers create free accounts to use the platform with no upfront fee. The platform operates on a pay-as-you-go basis where fees are deducted per transaction rather than through recurring subscription charges.
- Marketplace Commissions: Revenue is generated through integrations with marketplace partners (Lets Do This, Find A Race, runABC, TimeOutdoors). Events listed on these platforms generate registrations that flow back through Eventrac's system.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Free account with pay-as-you-go transaction fees |
Go-to-market motion2 records
Distribution channels9 records
Marketing channels9 records
Eventrac product offering
Product offeringCore offering
Eventrac provides a cloud-based sports event registration, promotion, and marketing platform that lets event organizers create event pages, accept online entries and payments, run email and SMS campaigns, manage fundraising, and access real-time analytics. The platform is targeted at endurance and mass-participation race organizers, including running, cycling, triathlon, and charity events, and includes a built-in marketplace to surface events to participants.
Product overview
Eventrac is a unified sports event management and marketing platform offering a comprehensive suite of tools for event registration, promotion, and participant management. The core Eventrac Platform integrates Event Registration, Marketing Tools, Fundraising, and Analytics as the primary product modules. Additional features include the RaceDay Check-In App, Merchandise management, Club Picker, and integrated Email Marketing. The platform also offers an AI Support Agent, Reviews & Feedback system, and AI-powered analytics for race trends. Growth-focused tools include Ambassador & Referral Tools, Loyalty & Rewards Program, Gift Cards, Promo Codes, Group Tickets, Affiliate Marketing, VIP Members Club, Payment Plans, and Provisional Tickets. Eventrac provides a public REST API for developer integration, and supports integrations with Stripe (payments), British Triathlon (Race Pass), Racecheck (reviews), JustGiving (fundraising), and multiple marketplace/event listing platforms. The platform targets sports event organisers across running, cycling, triathlon, and other mass participation events in the UK.
Differentiator
Problem solved
Functional benefit
Products and services
- Eventrac Platform Cloud-based SaaS platform that lets sports event organizers create event pages, accept online entries, process payments, run email/SMS marketing, manage fundraising, and access real-time analytics for endurance and mass-participation events.
- RaceDay Check-In App Standalone mobile check-in application that allows event organizers to scan and check in participants on race day, streamlining on-site operations for endurance events.
- Eventrac API Public REST API using the jSend protocol that enables third-party developers and platforms to integrate with Eventrac's event, entry, and participant data.
Quantifiable outcome
- Like-for-like events achieved 9.2% growth in Q2 2025
- +13 more outcomes
Companies that use Eventrac
Customer profileNamed customers10 records
Segments1 record
Ideal customer profiles3 records
Eventrac technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
AI capability6 records
Feature18 records
Eventrac partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and supporting.
- Lets Do ThiscoreMarketplace integration partner that lists Eventrac-powered events and processes registrations. Events listed on Lets Do This automatically sync entries back to Eventrac admin system without additional data management.
- Find A RacecoreMarketplace integration for running, cycling, and triathlon events. Automatically syncs event listings and registrations with Eventrac platform, expanding event visibility to Find A Race's audience.
- runABCsupportingMarketplace partner listing running events. Eventrac events are automatically distributed to runABC for increased discoverability and registrations flow back through the platform.
- TimeOutdoorscorePartnership announced to help Eventrac users reach new audiences through TimeOutdoors' thriving online community of outdoor enthusiasts. Visitors on TimeOutdoors can seamlessly sign up for Eventrac-powered events without leaving the platform, with entries going directly into Eventrac admin.
- AhotusupportingAhotu Markets integration for triathlon and multi-sport event listings. Rollout began in 2025 to expand international event discoverability.
- JustGivingcoreIntegrated charity fundraising platform allowing participants to easily set up JustGiving fundraising pages during the event booking process. Captures own-place runner interest and manages charitable donations.
- British Triathlon FederationcoreIntegration with British Triathlon (BTF) to fully automate the sale of the new BTF Race Pass through Eventrac-powered events. Automates purchase, transfer, and refund of single-use race passes for BTF members.
- RunUltrasupportingIntegration guide available for ultra-running event management and data synchronisation between RunUltra and Eventrac platforms.
- England AthleticscoreClub Picker feature integrates with England Athletics affiliated clubs database, providing standardised club data during participant registration. Reduces spelling variations and duplicate club records.
- StripecorePreferred payment processing partner using Facilitated Payment Model (FPM). Handles all credit and debit card transactions securely. PCI-compliant payment processing with no financial data stored on Eventrac servers.
- RacechecksupportingIndependent race review platform integration. Eventrac automatically collects post-event reviews that can appear on Racecheck, helping increase click-through rates by over 10% and convert 20% more visitors into participants.
- Active Training World (ATW)coreUK's largest multi-sport organiser and key Eventrac customer. ATW's CEO James Shipley has endorsed Eventrac partnerships, including the TimeOutdoors integration that has driven remarkable increases in race entries.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Eventrac competitors and assessment
Company assessmentEmerging players
- GiveSignup: RunSignup's nonprofit-focused platform with free registration for charities. Comparable to Eventrac's charity fundraising angle (JustGiving integration) and serves a similar SMB organizer base.
- Let's Do This: UK endurance event marketplace and registration platform. Functions as both an Eventrac partner (marketplace integration) and a partial competitor in the UK registration space, with overlapping organizer relationships.
- Ticket Tailor: UK-based event ticketing platform with pay-as-you-go pricing similar to Eventrac's model. Comparable in geographic focus and SMB-friendly pricing but less specialized in endurance sports registration features.
Broad incumbents
- Active.com: Long-standing registration platform for endurance events, races, and broader activities owned by ACTIVE Network. Comparable to Eventrac in core registration functionality but serves a wider range of activity categories and event types.
- Eventbrite: Mass-market event ticketing and registration platform. Overlaps with Eventrac's event registration capability but is horizontal across all event categories, not specialized in endurance sports.
- RegOnline / Cvent: Enterprise event registration platform owned by Cvent. Comparable in registration functionality but targets corporate/professional events rather than endurance sports, making it a broad incumbent rather than direct competitor.
Direct peers
- Race Roster: Registration and event management platform for endurance sports. Directly comparable to Eventrac in target market (running, cycling, triathlon organizers) and feature set (registration, marketing, integrations with timing partners).
- RunSignup: US-based endurance event registration SaaS platform serving running, cycling, and triathlon events. Closest direct competitor to Eventrac with a similar all-in-one platform model (registration, marketing, fundraising, results), differing mainly in geographic focus (US vs UK) and scale.
- Race Entry: US-focused endurance race registration platform with similar features (custom registration, event marketing, race-day tools). Directly competes in the same niche as Eventrac.
Others
- Racecheck: Independent race review platform that is an Eventrac technology partner. Comparable as an adjacent sports-event ecosystem player serving UK endurance events, though not a direct registration competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Eventrac social profiles
Digital presenceEventrac compliance and trust
Trust signalCompliance3 records
Eventrac financial estimates
Financial estimateRevenue estimate
Valuation estimate
Eventrac leadership team
Management profileNumber of profiles
Profiles1 record
Eventrac funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Eventrac 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 Eventrac
What does Eventrac do?
Eventrac provides a cloud-based sports event registration, promotion, and marketing platform that lets event organizers create event pages, accept online entries and payments, run email and SMS campaigns, manage fundraising, and access real-time analytics. The platform is targeted at endurance and mass-participation race organizers, including running, cycling, triathlon, and charity events, and includes a built-in marketplace to surface events to participants.
Is Eventrac a public or private company?
Eventrac is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Eventrac founded?
Eventrac was founded in 2015. It employs 1 to 10 people.
Where is Eventrac based?
Eventrac is headquartered in Horsham, United Kingdom, in the Europe region.
How does Eventrac make money?
Three revenue lines are on record. Transaction/Booking Fees are the primary driver. The others are event Management Platform Subscription and marketplace Commissions.
Who are Eventrac's main competitors?
Emerging players on record are GiveSignup, Let's Do This and Ticket Tailor. Broad incumbents are Active.com, Eventbrite and RegOnline / Cvent. Direct peers are Race Roster, RunSignup and Race Entry. Racecheck is listed as an others.
Does Eventrac have an API?
Yes. REST API for accessing Event/Race information and adding Participants to races. Uses jSend protocol for client-server communication. Authentication via API key passed in Authorization header. Provides endpoints for Organisers (get events), Events (get races, get specific event), Races (get specific race), and Participants (retrieve, add single, add multiple, update). Postman collection available for sandbox environment. Status: in development. Developer documentation is at developer.eventrac.co.uk.
What industry is Eventrac in?
Eventrac's product category is Sports Event Registration Software. Its primary akta.pro industry code is BPAFAGAL, Ticketing, Registration & Event Technology (Badging, Apps), with a secondary code of MPAKADAD, Mass Participation Race Organizers (Runs, Triathlons, Cycling). Its NAICS code is 711320 and its SIC code is 7900.