Life Time Athletic Events - NYC Office

Name

Life Time Athletic Events - NYC Office

Legal name

Life Time, Inc.

Website

https://eventsbylifetime.com

Company type

Public

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Endurance Race Events

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

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

akta.pro secondary industries

Trail Running & Ultra-Endurance Events (Trail Races, Ultras) (MPAKAIAD), Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA), Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC)

Keywords

• Endurance race events
• Running events
• Cycling events
• Marathon races
• Athletic event management

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Registration Fees: Life Time Athletic Events generates revenue through participant registration fees for their running and cycling events. Each event (marathons, half marathons, 5Ks, 10Ks, trail runs, gravel rides, mountain bike events) requires paid registration. This is a transaction-based revenue model with one-time fees per event.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Life Time Athletic Events organizes and operates a portfolio of approximately 30 premium endurance running and cycling events across the United States, including 5Ks, half marathons, marathons, ultramarathons (up to 100 miles), trail runs, mountain bike events, and gravel cycling events held at iconic locations year-round. The division is a wholly owned operating unit of Life Time, Inc., and generates revenue through participant registration fees on a transactional basis. Its offering is anchored by the Life Time brand ecosystem, sponsored presenting partnerships, and the Athlinks platform for race results.

Product overview

Life Time Athletic Events operates a portfolio of 30 premium running and cycling events across the United States, organized under two core product lines: Run Events (covering 5Ks, half marathons, marathons, and ultramarathons up to 100 miles at iconic locations) and Cycle Events (covering mountain biking and gravel cycling across diverse terrains). Key branded event series include the Leadville Race Series (high-altitude trail run and MTB events in Colorado), UNBOUND Gravel (Shimano-presented flagship gravel cycling series), Sea Otter Classic, and Turkey Trot events in Chicago and Miami. Event results are accessible through the Athlinks platform (powered by Life Time), which serves as the central repository for participant race data. The portfolio is anchored by Life Time's Healthy Way of Life philosophy and spans events year-round from January through November across the West, Midwest, and South regions of the U.S.

Differentiator

Problem solved

Functional benefit

Products and services

• Run Events (Life Time Athletic Events) Portfolio of running races spanning every distance and environment throughout the year, including 5Ks, half marathons, marathons, ultramarathons up to 100 miles, and trail runs at iconic U.S. locations such as Miami, Chicago, Leadville, Austin, and Phoenix. Sold as individual, registerable endurance race events to individual participants.
• Cycle Events (Life Time Athletic Events) Portfolio of cycling events covering mountain bike (MTB) and gravel disciplines across U.S. locations, including UNBOUND Gravel, Sea Otter Classic, Leadville Trail 100 MTB, Lutsen 99er, Crusher in the Tushar, Chequamegon Mountain Bike Festival, Rad Dirt Fest, and Big Sugar Gravel/Little Sugar MTB events. Sold as individual, registerable endurance cycling events to individual participants.
• Life Time Miami Marathon & Half presented by FP Movement Annual marathon and half marathon event held in Miami, Florida, typically in late January, featuring the Life Time Tropical 5K as a companion race. Sold as a paid registration race to individual participants.
• Life Time 305 Half Marathon & 5K presented by Baptist Health Annual half marathon and 5K race in Miami, typically held in March, presented by Baptist Health. Sold as a paid registration race to individual participants.
• Life Time Chicago Spring Half Marathon Annual spring half marathon and 5K held in Chicago, typically in May. Sold as a paid registration race to individual participants.
• Life Time Chicago Half Marathon Annual half marathon and 5K held in Chicago, typically in September. Sold as a paid registration race to individual participants.
• Life Time Phoenix 10K & Half Marathon presented by JPMorganChase Annual 10K and half marathon event in Phoenix, Arizona, typically in November, presented by JPMorganChase. Sold as a paid registration race to individual participants.
• Life Time Leadville Race Series Series of high-altitude trail running and mountain biking events based in Leadville, Colorado, including the Leadville Trail 100 Run, Leadville Trail 100 MTB, Leadville Marathon & Heavy Half, Silver Rush 50 Run, Silver Rush 50 Mile MTB, Leadville Trail 10K Run, Leadville Stage Race, and associated training camps. Many events are presented by La Sportiva (run) or Kenetik (MTB). Sold as individual paid endurance race registrations.
• Life Time UNBOUND Gravel presented by Shimano Flagship gravel cycling event (along with associated UNBOUND Gravel Camp) held annually, billed as the largest gravel cycling event in the world, presented by Shimano. Sold as a paid endurance cycling event registration to individual participants.
• Life Time Sea Otter Classic Annual cycling festival held in April featuring multiple cycling disciplines including mountain bike and gravel. Sold as a paid registration event to individual participants.
• Life Time Lutsen 99er presented by Visit Cook County Annual mountain bike event held in Minnesota's Cook County, featuring 99-mile and other distance options, presented by Visit Cook County. Sold as a paid registration endurance cycling event to individual participants.
• Life Time Crusher in the Tushar Annual gravel and mixed-terrain cycling event held in Utah's Tushar Mountains in July. Sold as a paid registration endurance cycling event to individual participants.
• Life Time Chequamegon Mountain Bike Festival Annual mountain bike festival held in Wisconsin, typically in September. Sold as a paid registration endurance cycling event to individual participants.
• Life Time Rad Dirt Fest Annual cycling event featuring gravel and mixed-terrain riding, held in a U.S. location in September. Sold as a paid registration endurance cycling event to individual participants.
• Life Time Big Sugar Gravel & Little Sugar MTB presented by Kenetik Paired gravel and mountain bike events held in the same region in October, featuring Big Sugar Gravel and Little Sugar MTB, both presented by Kenetik. Sold as paid registration endurance cycling events to individual participants.
• Life Time Turkey Trot (Chicago & Miami) Annual Thanksgiving Day running events held in Chicago (5K & 8K, presented by NOBULL with Plymouth Rock Ramble Kids Race) and Miami (5K & 10K, presented by Baptist Health). Sold as paid registration community races to individual participants and families.
• Life Time Austin Rattler (Run & MTB) Paired running and mountain biking events held in Austin, Texas in November, under the Austin Rattler brand. Sold as paid registration endurance events to individual participants.
• Athlinks Race Results Platform Athlinks, powered by Life Time, serves as the official home for Life Time Athletic Events race results, hosting 400 million race results in total. Provides participants with persistent race history, performance tracking, and result verification across all Life Time events.

Quantifiable outcome

• 400 million race results tracked and accessible via Athlinks integration

Named customers3 records

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

Nine partnerships are on record, tiered core, flagship and regional.

• AthlinkscoreTechnology or IntegrationAthlinks serves as the official results platform for Life Time Athletic Events, hosting 400 million race results. This integration provides participants with comprehensive historical performance tracking across all Life Time events and enables result verification and ranking systems.
• La SportivaflagshipGTM or Marketing PartnerLa Sportiva is the presenting sponsor for the Leadville Trail 100 Run series events including Run Camp, Marathon & Heavy Half, Silver Rush 50 Run, Trail 10K, and Trail 100 Run. Provides category exclusivity and co-branded event marketing.
• KenetikcoreGTM or Marketing PartnerKenetik is the presenting sponsor for Leadville Trail 100 MTB events including 100 MTB Camp, Silver Rush 50 Mile MTB, Stage Race, and Trail 100 MTB.
• ShimanoflagshipGTM or Marketing PartnerShimano is the presenting sponsor for UNBOUND Gravel events including UNBOUND Gravel Camp and UNBOUND Gravel (flagship 200-mile gravel cycling event). Major cycling component sponsorship across gravel discipline.
• Baptist Health South FloridaregionalGTM or Marketing PartnerBaptist Health is the presenting sponsor for Life Time 305 Half Marathon & 5K (Miami) and Turkey Trot Miami events.
• FP MovementregionalGTM or Marketing PartnerFP Movement is the presenting sponsor for the Life Time Miami Marathon & Half Marathon.
• JPMorganChaseregionalGTM or Marketing PartnerJPMorganChase is the presenting sponsor for Life Time Phoenix 10K & Half Marathon.
• NOBULLregionalGTM or Marketing PartnerNOBULL is the presenting sponsor for Turkey Trot Chicago 5K & 8K.
• Visit Cook CountyregionalGTM or Marketing PartnerVisit Cook County is the presenting sponsor for the Life Time Lutsen 99er mountain biking event in Minnesota.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• USA Cycling: National governing body sanctioning cycling events including mountain bike and gravel competition; broader incumbent in the same cycling event space, adjacent to Life Time's MTB and gravel portfolio.

Emerging players

• Spartan Race: Operates obstacle course and endurance race series globally, including trail and ultra distances; comparable as a mass-participation endurance event brand competing for the same premium sponsorship dollars and aspirational participant segment.
• Ragnar Events: Organizes overnight relay running events across the U.S.; comparable as a community-driven endurance event brand with similar family/team participation positioning and transaction-fee model.
• Tough Mudder: Operates obstacle and endurance challenge events in multiple countries; partially comparable as a paid, registration-based obstacle/adventure race organizer targeting similar mid-tier endurance customers.

Direct peers

• New York Road Runners: Operates the TCS New York City Marathon and a portfolio of mass-participation road races in New York; directly comparable as a non-profit race organizer serving similar running customer segments with branded city marathons, half marathons, and 5K series.
• Ironman (World Triathlon Corporation): Global owner of the Ironman triathlon and 70.3 series and a growing portfolio of running and cycling events; directly comparable as a multi-discipline, mass-participation endurance event brand monetized via registration fees and category sponsorships.
• Boston Athletic Association: Organizer of the Boston Marathon and related distance events, with a comparable brand-equity marathons-plus-satellite-races portfolio in road running; comparable business model (registration fees + sponsorships) for endurance race audiences.
• Rock 'n' Roll Marathon Series: Owned by the IRONMAN group, operates destination-themed road running events across major U.S. and international cities; directly comparable multi-city mass-participation road race brand built on registration and sponsorship revenue.
• UTMB World Series (Hoka UTMB): Global series of trail and ultra-endurance mountain races led by UTMB Mont-Blanc; directly comparable as a portfolio organizer of branded ultra-trail events competing for elite and aspirational trail/ultra participants.

Regional players

• Marathon Tours & Travel: Operates destination marathons, charity challenges, and travel-packaged endurance experiences outside the core U.S. market; comparable business model for high-end endurance event travel and international race participation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtiktok.com/@lifetime.life
• YouTubeyoutube.com/mylifetimefitness
• Facebookfacebook.com/LifeTime.Life
• Instagraminstagram.com/lifetime.life
• Pinterestpinterest.com/lifetime_life
• LinkedInlinkedin.com/company/life-time-athletic-events---nyc-office

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 Life Time Athletic Events - NYC Office