EventLab

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.

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

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 industry

PRIMARYMPAKADAD

Mass Participation Race Organizers (Runs, Triathlons, Cycling)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Event & Tournament Organizers (Tours, Championships, Meets)

SECONDARYMPAKAIAE

Obstacle Course & Adventure Races (OCR, Mud Runs, Adventure Racing)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Endurance & Mass Participation Events (Marathons, Triathlons, Cycling Events)

SECONDARYMPAKAIAA

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

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Endurance & Mass Participation Events (Marathons, Triathlons, Cycling Events)

Keywords

• Themed 5K events
• Mud run events
• Color run events
• Mass participation runs
• Event production services

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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
3. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core 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

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Active.comcoreChannel Partner/ Reseller/ Distributor · 1 January 2012Registration 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 ChildrenminorOthersCharity 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 USAminorOthersCharity partner in Buy One Give One program. Donates free event registrations to children and families in need through partnership with local organizations.
• Children InternationalminorOthersCharity partner in Buy One Give One program supporting children facing hardship by providing free event access.
• World VisionminorOthersCharity partner providing free registrations to families and children in need through Buy One Give One program.
• Feeding AmericaminorOthersCharity partner in Buy One Give One program supporting families facing food insecurity with free event registrations.
• No Kid HungryminorOthersCharity partner supporting children without reliable food access through Buy One Give One program donations.
• Make-A-WishminorOthersCharity partner granting wishes and providing joyful experiences through free event registrations to children.
• St. Jude Children's Research HospitalminorOthersCharity partner in Buy One Give One program providing memorable experiences for children battling illness through free event access.
• ChildFund InternationalminorOthersCharity partner supporting children internationally through Buy One Give One program donations.
• Family PromiseminorOthersCharity partner supporting families experiencing homelessness through Buy One Give One program providing free event registrations.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct 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

• TikToktiktok.com/@terrainrace5k

Revenue estimate

Valuation estimate

Number of profiles

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 EventLab