EventLab
EventLab is a privately held US event production company that produces six themed 5K event brands (Muddy Dash, Bubble Run, FoamGlow, Blacklight Run, Terrain Race, The Color Run) across 100+ cities, serving 700,000+ annual consumers and families through registration fees, sponsorships, and a community volunteer fundraising model.
- Company typePrivate
- Founded2012
- HeadquartersPhoenix, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What EventLab does
EventLab is a privately held US event production company founded in 2012 and headquartered in Phoenix, Arizona. The company produces and operates six distinct themed 5K event brands — Muddy Dash (mud and obstacle runs), Bubble Run (foam/bubble runs), FoamGlow (glow foam nighttime events), Blacklight Run (glow rave events), Terrain Race (challenging obstacle courses), and The Color Run (color powder celebrations) — across more than 100 US cities. According to the company, it has hosted 1,200+ events since founding and serves 700,000+ annual participants, bringing cumulative participation to 7M+. The core technology stack is a web-based event discovery and registration platform (eventlab.com) integrated with Active.com for transaction processing, supported by brand-specific TikTok, Instagram, and email newsletter channels for demand generation.
EventLab operates a direct-to-consumer, event-driven business model that monetizes through three primary revenue streams: per-participant registration fees priced at $40-$74.95 depending on brand (with VIP upgrades and aggressive early-bird/FREE promotional pricing layered on top), vendor and sponsorship slots sold to brands seeking access to the 700,000+ participant base, and a volunteer fundraising program that pays community groups $50 per shift worked at events. The customer base is fragmented across individual consumers, families, and community organizations (youth sports teams, churches, schools) seeking accessible, non-competitive fitness and entertainment experiences. The Buy One Give One program donates free registrations to ten national charity partners including Save the Children, UNICEF USA, and St. Jude Children's Research Hospital, which serves as both a community engagement and brand-differentiation mechanism.
The company is privately held with no disclosed funding rounds, no parent company, and a small core team of 1-10 employees per firmographic data, supplemented by 500+ volunteers per event and event-day contractor staffing. Its operating footprint is entirely domestic (United States) with no international presence disclosed. No management team, board composition, or investor information is publicly available in the source material.
EventLab firmographics
Firmographics- Name
- EventLab
- Legal name
- EventLab
- Website
- https://eventlab.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- EventLab is a privately held US event production company that produces six themed 5K event brands (Muddy Dash, Bubble Run, FoamGlow, Blacklight Run, Terrain Race, The Color Run) across 100+ cities, serving 700,000+ annual consumers and families through registration fees, sponsorships, and a community volunteer fundraising model.
- Ownership category
- akta.pro rank
EventLab industry classification
Industry- Product category
- Themed 5K Event Production
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Other Spectator Sports (711219), Spectator Sports (71121)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)
- akta.pro secondary industries
- Obstacle Course & Adventure Races (OCR, Mud Runs, Adventure Racing) (MPAKAIAE), Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA)
Keywords
Where EventLab is headquartered
LocationHeadquarters
- HQ city
- Phoenix
- HQ country
- United States
- HQ region
- North America
Markets served
EventLab business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Event Registration Fees: Primary revenue stream from participant registration fees for 5K events. Standard registration fees range from $40-$74.95 per participant depending on event brand, with VIP upgrades available. Early bird and promotional pricing offered.
- Vendor and Sponsorship Revenue: Revenue from vendor slots at events (limited availability per event), multi-event vendor packages, and sponsorship opportunities reaching 700,000+ annual participants across 100+ cities
- Volunteer Program: Community groups provide volunteer staffing at events in exchange for $50/shift payments directed to their organizations. Serves as both a cost-reduction mechanism and community engagement tool.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Muddy Dash - Standard Registration |
| One time/ perpetual license | Pay-as-you-go | Bubble Run - Standard Registration |
| One time/ perpetual license | Pay-as-you-go | FoamGlow - Standard Registration |
| One time/ perpetual license | Pay-as-you-go | Blacklight Run - Standard Registration |
| One time/ perpetual license | Pay-as-you-go | Terrain Race - Standard Registration |
| One time/ perpetual license | Pay-as-you-go | The Color Run - Standard Registration |
| Transaction based/ take rate | Pay-as-you-go | Free Registration Promotions |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
EventLab product offering
Product offeringCore offering
EventLab produces and manages six branded themed 5K adventure events (Muddy Dash, Bubble Run, FoamGlow, Blacklight Run, Terrain Race, The Color Run) at venues across 100+ US cities. Consumers register through the EventLab website with registration processing handled by Active.com, paying $40–$74.95 per participant (plus VIP add-ons) to attend these mass-participation events with after-parties, entertainment, and charity components.
Product overview
EventLab operates a single unified event discovery and registration platform (eventlab.com) that produces and manages six distinct 5K event brands: Muddy Dash (mud and obstacle runs), Bubble Run (foam/bubble runs), FoamGlow (glow foam nighttime events), Blacklight Run (glow rave events with DJs and blacklight), Terrain Race (challenging obstacle and mud courses), and The Color Run (color powder celebrations). The platform provides shared infrastructure for event registration, volunteer coordination, fundraising tools, and news across all brands, serving 7+ million participants annually across 100+ U.S. cities since 2012.
Differentiator
Problem solved
Functional benefit
Brands
- Muddy Dash: The ultimate mud run experience with obstacles, mud pits, and a massive after-party with food, beer, and music.
- Bubble Run
- FoamGlow
- Blacklight Run
- Terrain Race
- The Color Run
Products and services
- Muddy Dash Ultimate mud run 5K experience featuring obstacles, mud pits, and a massive after-party with food, beer, and music. Light quick-dry gear recommended; kids welcome with a guardian. Standard registration $74.95; VIP add-on package available.
- Bubble Run Family-friendly, non-competitive 5K filled with colorful bubbles and foam stations with a foam after-party included. Ages 4 and under participate free; white clothing suggested. Standard registration $54.95; VIP add-on package available.
- FoamGlow Nighttime glow foam 5K experience with glowing foam, UV lights, and a massive glow party. Not a timed race; designed as a family event. Kids 5 and under free; white clothing suggested. Standard registration $40; VIP add-on package available.
- Blacklight Run Nighttime glow rave 5K featuring DJs, blacklight cannons, and UV lighting effects. Not a timed race; positioned as a party experience. Kids welcome. Standard registration $40.
- Terrain Race Obstacle and mud-focused 5K challenge with rugged terrain, mud pits, and intense obstacles across multiple difficulty levels, with an after-party included. Standard registration $70; VIP add-on package available.
- The Color Run Family-friendly 5K in which participants are showered with vibrant color powder at every kilometer, accompanied by music and celebration. Standard registration $54.95; VIP add-on package available.
Quantifiable outcome
- 700,000+ annual participants
- +2 more outcomes
Companies that use EventLab
Customer profileSegments3 records
Ideal customer profiles3 records
EventLab technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
EventLab partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Active.comcoreRegistration partner processing all event registrations for EventLab events. Participants are redirected from EventLab website to Active.com for actual transaction processing. Essential infrastructure partner for event ticketing.
- Save the ChildrenminorCharity partner receiving donations through Buy One Give One program. For every registration purchased, Muddy Dash donates a FREE registration to local community members in need including underprivileged children.
- UNICEF USAminorCharity partner in Buy One Give One program. Donates free event registrations to children and families in need through partnership with local organizations.
- Children InternationalminorCharity partner in Buy One Give One program supporting children facing hardship by providing free event access.
- World VisionminorCharity partner providing free registrations to families and children in need through Buy One Give One program.
- Feeding AmericaminorCharity partner in Buy One Give One program supporting families facing food insecurity with free event registrations.
- No Kid HungryminorCharity partner supporting children without reliable food access through Buy One Give One program donations.
- Make-A-WishminorCharity partner granting wishes and providing joyful experiences through free event registrations to children.
- St. Jude Children's Research HospitalminorCharity partner in Buy One Give One program providing memorable experiences for children battling illness through free event access.
- ChildFund InternationalminorCharity partner supporting children internationally through Buy One Give One program donations.
- Family PromiseminorCharity partner supporting families experiencing homelessness through Buy One Give One program providing free event registrations.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
EventLab competitors and assessment
Company assessmentDirect peers
- Hot Chocolate 15K/5K: Hot Chocolate 15K/5K is a themed mass-participation running series with a strong US footprint and a festival-style finisher experience, targeting the same casual family/recreational runner that EventLab's 5K brands attract.
- Color Vibe 5K: Color Vibe 5K operates color-powder themed 5K fun runs across multiple US cities, directly competing with EventLab's The Color Run brand. It uses the same color-throw festival format, similar pricing tiers, and charitable giving components.
- Rugged Maniac: Rugged Maniac runs obstacle-and-mud 5K events with festival-style after-parties across US venues, very closely mirroring EventLab's Muddy Dash and Terrain Race format. Both rely on motorsport parks/fairgrounds, similar ticket prices, and a casual rather than competitive participant base.
- Spartan Race: Spartan is a leading obstacle course race brand with national and international event circuits, directly comparable to EventLab's Terrain Race and Muddy Dash. It targets the same recreational obstacle-course participant and operates multi-city touring event formats with tiered pricing.
- Tough Mudder: Tough Mudder operates large-scale obstacle mud run events across multiple countries and shares EventLab's mass-participation, mud/obstacle 5K format targeting recreational participants rather than competitive athletes. Both monetize via registration fees and on-site experiences at motorsport/fairground-style venues.
- Color in Motion 5K: Color in Motion 5K operates color-powder themed fun runs across multiple US cities with charitable tie-ins, directly competing for the same audience as EventLab's The Color Run and using a near-identical color-throw 5K festival format.
Broad incumbents
- Eventbrite: Eventbrite is a broad ticketing and event-management platform serving runs, races, and other participatory events. While not an event operator itself, it competes with Active.com in powering event registration and represents an alternative platform dependency for mass-participation race organizers.
- IRONMAN / Rock 'n' Roll Marathon Series: IRONMAN Group operates the Rock 'n' Roll Marathon Series and other themed mass-participation running events worldwide. While broader in scope (marathons, triathlons, ultras), its themed running events compete for the same discretionary participation-entertainment consumer as EventLab's brands.
Others
- ACTIVE Network: ACTIVE is EventLab's registration infrastructure partner and the broader industry-standard platform powering endurance event registration across the US. While not a direct competitor, it shapes the competitive landscape by enabling and constraining how EventLab and peers reach participants.
Emerging players
- Warrior Dash (historical): Warrior Dash was a major US obstacle mud run brand that once competed directly with EventLab's Muddy Dash and Terrain Race. Its operational restructuring makes it a comparable but currently diminished player in the themed obstacle 5K category.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
EventLab social profiles
Digital presenceEventLab financial estimates
Financial estimateRevenue estimate
Valuation estimate
EventLab leadership team
Management profileNumber of profiles
EventLab funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EventLab 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 EventLab
What does EventLab do?
EventLab produces and manages six branded themed 5K adventure events (Muddy Dash, Bubble Run, FoamGlow, Blacklight Run, Terrain Race, The Color Run) at venues across 100+ US cities. Consumers register through the EventLab website with registration processing handled by Active.com, paying $40–$74.95 per participant (plus VIP add-ons) to attend these mass-participation events with after-parties, entertainment, and charity components.
Is EventLab a public or private company?
EventLab is a private company. It is classified as unknown and is currently operating.
When was EventLab founded?
EventLab was founded in 2012. It employs 1 to 10 people.
Where is EventLab based?
EventLab is headquartered in Phoenix, United States, in the North America region.
How does EventLab make money?
Three revenue lines are on record. Event Registration Fees are the primary driver. The others are vendor and Sponsorship Revenue and volunteer Program.
Who are EventLab's main competitors?
Direct peers on record are Hot Chocolate 15K/5K, Color Vibe 5K, Rugged Maniac, Spartan Race, Tough Mudder and Color in Motion 5K. Broad incumbents are Eventbrite and IRONMAN / Rock 'n' Roll Marathon Series. ACTIVE Network is listed as an others. Warrior Dash (historical) is listed as an emerging player.
Does EventLab have an API?
No public API is recorded for EventLab.
What industry is EventLab in?
EventLab's product category is Themed 5K Event Production. Its primary akta.pro industry code is MPAKADAD, Mass Participation Race Organizers (Runs, Triathlons, Cycling), with a secondary code of MPAKAIAE, Obstacle Course & Adventure Races (OCR, Mud Runs, Adventure Racing). Its NAICS code is 711320 and its SIC code is 7990.