Des Moines Marathon
Des Moines Marathon (Endurance Sports Marketing Corporation) is a non-profit organization founded in 2002 that operates the annual IMT Des Moines Marathon weekend in Iowa, offering full and half marathons, a relay, a 5K, a kids run, and (from 2026) a 10K, serving recreational and competitive runners across the Midwest with sponsorship, registration, merchandise, and charity fundraising revenue streams.
- Company typePrivate
- Founded2002
- HeadquartersWest Des Moines, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Des Moines Marathon does
Des Moines Marathon is the DBA of Endurance Sports Marketing Corporation, a non-profit 501(c)(3) organization founded in 2002 that operates the annual IMT Des Moines Marathon weekend in Des Moines and West Des Moines, Iowa. The event serves recreational and competitive endurance runners across Iowa and the broader Midwest, offering multiple race distances — full marathon, half marathon, team relay, a Healthiest State Initiative 5K, and a free Kids Run, with a new Bankers Trust 10K added for the 2026 (25th anniversary) edition. The organization also operates the BODYARMOR Health + Fitness Expo as a two-day pre-race activation and supports official charity fundraising, most prominently with Children's Cancer Connection (cumulative fundraising exceeding $88,000).
The technology stack is conventional event-operations infrastructure rather than proprietary technology: USATF-certified courses provide measurement credibility; True Time Racing (a Des Moines-based vendor) supplies chip timing; SportHive provides live runner tracking; RunSignUp handles registration; and MapMyRun and ParkDSM are integrated for course mapping and trail access. Registration platforms, live tracking, and event expo technology are sourced from best-in-class third-party providers rather than built in-house.
The revenue model is a hybrid of (i) participant-paid race registration across multiple price tiers and distances, (ii) multi-tier sponsorship revenue led by title sponsor IMT Insurance and including BODYARMOR (expo), Bankers Trust (10K), HealthPartners, Global Atlantic, Coca-Cola, and AT&T, (iii) official merchandise sales, (iv) charity fundraising via Children's Cancer Connection, and (v) expo booth rentals and partner activations during the Health + Fitness Expo. The organization is supported by 1–10 employees and operates on a flagship single-event business model anchored in the annual September race weekend, supplemented by cooperative cross-promotion with the Kansas City Marathon (I-35 Challenge) and Cedar Rapids (Corridor to Capitol Challenge).
Des Moines Marathon firmographics
Firmographics- Name
- Des Moines Marathon
- Legal name
- Endurance Sports Marketing Corporation
- Website
- https://desmoinesmarathon.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Des Moines Marathon (Endurance Sports Marketing Corporation) is a non-profit organization founded in 2002 that operates the annual IMT Des Moines Marathon weekend in Iowa, offering full and half marathons, a relay, a 5K, a kids run, and (from 2026) a 10K, serving recreational and competitive runners across the Midwest with sponsorship, registration, merchandise, and charity fundraising revenue streams.
- Ownership category
- akta.pro rank
Des Moines Marathon industry classification
Industry- Product category
- Organized Running Race Events
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Spectator Sports (71121)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA)
- akta.pro secondary industry
- Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)
Keywords
Where Des Moines Marathon is headquartered
LocationHeadquarters
- HQ city
- West Des Moines
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Des Moines Marathon business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Personnel, Others
Revenue model
- Race Registration Fees: Participants pay registration fees to participate in various race distances including marathon, half marathon, 10K, 5K, marathon relay, and kids run. Fees vary by distance and registration timing.
- Sponsorship Revenue: Multiple corporate sponsors fund the event including title sponsor IMT Insurance, Bodyarmor Flash I.V., Bankers Trust, Global Atlantic, HealthPartners, Coca-Cola, AT&T, and others who pay for naming rights, booth space at expo, and branding opportunities.
- Official Merchandise Sales: Commemorative official merchandise offered by Fitness Sports at the expo and during race week. Items include apparel and accessories commemorating the marathon weekend.
- Charity Fundraising: Team CCC charity runners raise funds for Children's Cancer Connection, with participants eligible for race fee reimbursement upon reaching fundraising thresholds ($250+).
- Expo Booth Rentals: Exhibitors can purchase booth space at the BODYARMOR Health + Fitness Expo to showcase products and services to runners and spectators.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Full Marathon, Half Marathon, Relay, 10K, and 5K distances available with varying swag packages |
| Unit Pricing | Pay-as-you-go | Race morning packet pickup add-on |
| Other | Pay-as-you-go | Registration cancellation insurance |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Des Moines Marathon product offering
Product offeringCore offering
The Des Moines Marathon organizes an annual multi-distance running race weekend in Des Moines, Iowa, featuring a USATF-certified full marathon, half marathon, 4-person team relay, 10K (new in 2026), 5K, and free kids run. The event is supported by a pre-race BODYARMOR Health + Fitness Expo providing athlete packet pickup, walk-up registration, official merchandise, and exhibitor booths, with sponsorship from IMT Insurance as title sponsor.
Product overview
The IMT Des Moines Marathon organizes a multi-distance running event portfolio centered around its flagship IMT Des Moines Marathon and IMT Des Moines Half Marathon, complemented by the Marathon Team Relay, Bankers Trust 10K (new in 2026), Healthiest State Initiative 5K Presented by HealthPartners, and a Free Kids Run. The 2026 event celebrates the 25th running with a new 10K distance added to the lineup. Supporting services include the BODYARMOR FLASH I.V. Health + Fitness Expo for packet pickup and race weekend activities, and Fitness Sports Training Guides for athlete preparation. Add-on challenge events like the I-35 Challenge and Corridor to Capitol Challenge incentivize participation across multiple regional races.
Differentiator
Problem solved
Functional benefit
Brands
- IMT Des Moines Marathon: Full marathon race event
- IMT Des Moines Half Marathon
- Marathon Team Relay
- Bankers Trust 10K
- Healthiest State Initiative 5K Presented by HealthPartners
- Kids Run Presented by Des Moines Children's Museum
- I-35 Challenge
- Corridor to Capitol Challenge
Products and services
- IMT Des Moines Marathon (Full Marathon) USATF-certified 26.2-mile full marathon race with a 7-hour cutoff, chip timing, and $10,000 prize purse plus age division awards. Participants receive a runner's jacket, hat, and gloves. The race starts and finishes at 212 Raccoon St, Des Moines, IA 50309.
- IMT Des Moines Half Marathon USATF-certified 13.1-mile half marathon race with a 7-hour cutoff and chip timing. Participants receive a runner's jacket and gloves and are eligible for prize money and age division awards.
- Bankers Trust Marathon Team Relay 4-person team relay race in which teams collectively cover the marathon distance. Participants receive a runner's jacket and gloves, and top 3 teams receive physical awards.
- Bankers Trust 10K 10-kilometer race distance introduced in 2026 for the 25th anniversary celebration. Participants receive a short sleeve technical shirt and gloves.
- Healthiest State Initiative 5K Presented by HealthPartners 5-kilometer race distance presented by HealthPartners in partnership with the Healthiest State Initiative. Participants receive a technical short sleeve shirt. The most accessible distance option for beginners and families.
- Free Kids Run Presented by Des Moines Children's Museum Free, untimed kids run starting at Noon on race day, presented by Des Moines Children's Museum. Designed for youth and family participation during marathon weekend.
- I-35 Challenge Cross-race challenge combining a Kansas City race with the Des Moines Marathon Weekend, offering challenge recognition and free race morning packet pickup for I-35 Challengers racing in KC the day before.
- Corridor to Capitol Challenge Dual-race challenge combining a Cedar Rapids race with a Des Moines Marathon Weekend race, with rewards for participants who complete both events.
- Fitness Sports Training Guides Distance-specific training plans for all race distances provided by Run Coach Lindsey of Fitness Sports. Available to registered athletes via confirmation email, with personalized plans available upon direct contact.
- BODYARMOR FLASH I.V. Health + Fitness Expo Pre-race expo held at MidAmerican Energy Two Rivers Park in Des Moines featuring athlete packet pickup, walk-up registration, official commemorative merchandise, exhibitor booths, and athlete briefings with expert guest speakers on race nutrition, recovery, and weather. All activities are free and open to the public.
Quantifiable outcome
- 98% of athletes reported an overall positive experience with the race
- +3 more outcomes
Companies that use Des Moines Marathon
Customer profileNamed customers1 record
Segments7 records
Ideal customer profiles5 records
Des Moines Marathon technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature4 records
Des Moines Marathon partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered flagship/title, flagship, core and supporting.
- IMT Insuranceflagship/titleTitle sponsor of IMT Des Moines Marathon Weekend. Partnership has enabled raising over $88,000 for Children's Cancer Connection. IMT Insurance branding appears on all official marathon materials, merchandise, and promotional materials.
- Bodyarmor Flash I.V.flagshipTitle sponsor of the Health + Fitness Expo. Official sports hydration and nutrition partner providing product at expo and race day hydration stations.
- Bankers TrustcoreNaming sponsor for the Marathon Team Relay and 10K race distance. Provides Marathon Relay Guide and supports race operations.
- HealthPartnerscorePresenting sponsor for the Healthiest State Initiative 5K race, aligning health and wellness messaging with state initiative goals.
- Global AtlanticsupportingCorporate sponsor supporting the IMT Des Moines Marathon Weekend.
- True Time RacingcoreDes Moines-based timing company providing chip timing services for all IMT Des Moines Marathon races. Timing chips attached to race bibs for accurate results.
- Fitness SportscoreOfficial merchandise partner and training guide provider. Run Coach Lindsey provides training plans for all race distances. Offers official commemorative merchandise at expo and race week.
- Children's Cancer ConnectionflagshipOfficial charity partner of IMT Des Moines Marathon. Team CCC is a network of runners who raise money for families across Iowa affected by childhood cancer. Partnership has raised over $88,000. CCC serves 600-800+ families annually.
- Capital StriderscoreLocal running group community partner. One of the recommended running communities for runners training for the marathon to find accountability, encouragement, and shared motivation.
- Fleet Feet Des MoinescoreLocal running store and training group partner. Recommended community for runners to connect, build consistency, and train alongside others.
- 515 Run ClubsupportingLocal Instagram-based running community recommended for runners training for the marathon.
- Catch Des MoinessupportingRegional tourism organization promoting Des Moines as a visitor destination. Blog features top things to see, eat, and experience during marathon weekend.
- SportHivesupportingLive tracking platform partner enabling family and friends to follow athlete race day progress by bib number or name during the race.
- Coca-Cola (Atlantic Coca-Cola Bottling Company)supportingSupporting sponsor providing beverages and hydration products at the expo and race.
- AT&TsupportingSupporting sponsor of the marathon weekend.
- Big Grove BrewerysupportingLocal brewery supporting the marathon as a community partner.
- Des Moines University Medicine & Health SciencessupportingAcademic medical institution supporting the marathon event.
- Healthiest State InitiativecoreState health initiative partner for the 5K race, promoting healthy lifestyle choices and community wellness.
- Iowa Pork Producers AssociationsupportingState agricultural association supporting the marathon event.
- Des Moines Children's MuseumsupportingPresenting sponsor for the free Kids Run at Noon, enabling youth participation in race weekend.
Scale indicators10 records
Recent moves6 records
Expansion highlights4 records
Des Moines Marathon competitors and assessment
Company assessmentOthers
- RunSignUp: Race registration platform and ecosystem partner that powers Des Moines Marathon registration; represents the broader race-tech stack the event depends on for ticketing, bib management, and participant data.
Direct peers
- Milwaukee Marathon: Wisconsin-based regional marathon with multiple distances and similar mid-tier scale; competes for the same Great Lakes regional runner base.
- Indianapolis Monumental Marathon: Midwest regional marathon with similar size, multiple race distances (full, half, 5K), and a fall calendar window — directly competes for the same Midwest runner demographic.
- Kansas City Marathon: Midwest regional marathon of similar size, run by the same demographic of recreational and competitive runners; paired with Des Moines via the I-35 Challenge, making it the most directly comparable peer.
- Cedar Rapids Marathon: Iowa-based regional marathon with overlapping geographic market and runner base; cross-promoted via the Corridor to Capitol Challenge with Des Moines Marathon.
- Lincoln Marathon: Mid-sized Midwest marathon offering marathon, half, relay, and 5K formats — comparable event structure, sponsor model, and regional competitive set.
- Twin Cities Marathon (TCM): Long-running, highly-rated Midwest fall marathon (since 1982) that competes with Des Moines for the same pool of regional competitive runners and destination-race tourists.
- Grandma's Marathon (Duluth): Iconic destination marathon in the upper Midwest with multi-distance race weekend, comparable scale and runner demographic to Des Moines.
- Madison Marathon: Wisconsin regional marathon offering marathon, half, and relay formats; comparable event structure targeting the same recreational and competitive Midwest runner pool.
Broad incumbents
- Bank of America Chicago Marathon: One of the six World Marathon Majors and a major incumbent that anchors the Midwest marathon calendar; competes for elite athletes and aspirational recreational runners who might otherwise choose Des Moines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Des Moines Marathon social profiles
Digital presenceDes Moines Marathon compliance and trust
Trust signalCompliance2 records
Des Moines Marathon financial estimates
Financial estimateRevenue estimate
Valuation estimate
Des Moines Marathon leadership team
Management profileNumber of profiles
Des Moines Marathon funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Des Moines Marathon 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 Des Moines Marathon
What does Des Moines Marathon do?
The Des Moines Marathon organizes an annual multi-distance running race weekend in Des Moines, Iowa, featuring a USATF-certified full marathon, half marathon, 4-person team relay, 10K (new in 2026), 5K, and free kids run. The event is supported by a pre-race BODYARMOR Health + Fitness Expo providing athlete packet pickup, walk-up registration, official merchandise, and exhibitor booths, with sponsorship from IMT Insurance as title sponsor.
Is Des Moines Marathon a public or private company?
Des Moines Marathon is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Des Moines Marathon founded?
Des Moines Marathon was founded in 2002. It employs 1 to 10 people.
Where is Des Moines Marathon based?
Des Moines Marathon is headquartered in West Des Moines, United States, in the North America region.
How does Des Moines Marathon make money?
Five revenue lines are on record. Race Registration Fees are the primary driver. The others are sponsorship Revenue, official Merchandise Sales, charity Fundraising and expo Booth Rentals.
Who are Des Moines Marathon's main competitors?
RunSignUp is listed as an others. Direct peers are Milwaukee Marathon, Indianapolis Monumental Marathon, Kansas City Marathon, Cedar Rapids Marathon, Lincoln Marathon, Twin Cities Marathon (TCM), Grandma's Marathon (Duluth) and Madison Marathon. Bank of America Chicago Marathon is listed as a broad incumbent.
Does Des Moines Marathon have an API?
No public API is recorded for Des Moines Marathon.
What industry is Des Moines Marathon in?
Des Moines Marathon's product category is Organized Running Race Events. Its primary akta.pro industry code is MPAKAIAA, Road Running Events (Marathons, Half Marathons, 10K/5K), with a secondary code of MPAKADAD, Mass Participation Race Organizers (Runs, Triathlons, Cycling). Its NAICS code is 711320 and its SIC code is 7900.