P3R

What P3R does

P3R is a Pittsburgh-based nonprofit event management organization founded in 2012 that operates a portfolio of approximately 20 major sporting events annually across Western Pennsylvania, with select programming reaching into Southeast Ohio and Northern West Virginia. Its flagship property is the DICK'S Sporting Goods Pittsburgh Marathon Weekend, which drew a record 52,000+ finishers in 2026 (up from 47,000+ the prior year) and includes a full marathon, half marathon, 5K, relay, walking division, and kids events. The broader portfolio spans road races (America's Mile, Richard S. Caliguiri Great Race, EQT Pittsburgh 10 Miler & 10K, YMCA Turkey Trot, Pittsburgh Parade Day Dash, Picksburgh Draft Day 5K, FlyBy 5K at Pittsburgh International Airport, Steelers Run and Walk), the PNC Presents Rush to Crush Cancer cycling weekend benefiting UPMC Hillman Cancer Center, and operational roles supporting the 2026 NFL Draft and National Senior Games. The organization complements its events with youth and community programming — most notably Kids of STEEL, a free training program active at 350+ schools and community organizations reaching an estimated 25,000 youth annually, alongside the Workouts of STEEL digital content library, RUN Varsity for teen runners, NIL Athletes, Campus Challenge, and the Run for a Reason charity platform (which raised $1.5M for nonprofits in 2026). Underlying technology is centered on the Race Roster online registration and timing platform, with digital training tools (Training to the Moon miles tracker) and content distribution via the p3r.org website, email, and major social channels; 6,000+ volunteers support execution annually.

P3R generates revenue through a hybrid model combining (1) participant registration fees across 15+ ticketed events with tiered pricing (early-bird discounts, age-based waivers such as free entry for children 4 and under at Turkey Trot, and 50% discount for ages 5–18), (2) corporate sponsorships from a roster of title and presenting partners that includes DICK'S Sporting Goods (flagship title), PNC, UPMC Health Plan, EQT, VisitPITTSBURGH, Chick-fil-A, CNX Resources, Sheetz, Brooks Running, U.S. Steel, and FedEx, (3) transaction-related economics from the Run for a Reason charity fundraising platform, and (4) B2B event management services plus equipment rentals offered to external clients. The organization also runs the Pittsburgh Corporate Challenge year-round wellness program, the Campus Challenge for universities, and operates under a Board of Directors governance structure; as of 2026, Robert Shooer serves as Interim CEO following Troy Schooley's departure to launch Thrive Sports Group.

Name

P3R

Legal name

P3R

Website

https://p3r.org

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

P3R is a Pittsburgh-based nonprofit that operates approximately 20 annual running, walking, and cycling events — headlined by the DICK'S Sporting Goods Pittsburgh Marathon Weekend (52,000+ finishers) — alongside youth fitness programming at 350+ schools, corporate wellness initiatives, and B2B event management services for the Western Pennsylvania region.

Ownership category

akta.pro rank

Product category

Sporting Event Management Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Spectator Sports (71121), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

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

Keywords

• Event management services
• Running event organization
• Youth fitness programs
• Charity fundraising races
• Sports event production

Headquarters

HQ city

Pittsburgh

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Participant Registration Fees: Revenue from runners and participants registering for events including the Pittsburgh Marathon, 5K races, Turkey Trot, Draft Day 5K, and other running events. Registration fees vary by event and include various tiers.
2. Corporate Sponsorships: Major revenue stream from corporate sponsors including DICK'S Sporting Goods (title sponsor), PNC, UPMC Health Plan, VisitPITTSBURGH, EQT, and numerous other companies that gain brand exposure and access to participants.
3. Run for a Reason Charity Program: Charity program where participants fundraise for nonprofits, with the organization facilitating the platform and receiving a portion of funds raised.
4. Equipment Rentals: Rental of event equipment including hand sanitizer stations, generators, start/finish line inflatables, cones, misting fans, safety vests, and water monsters to other event organizers.
5. Event Management Services: Full-service event management for clients including operations planning, permitting, sponsorship management, marketing, PR, and participant/volunteer coordination.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

P3R organizes and manages a portfolio of 20+ annual running, cycling, and walking sporting events in the Pittsburgh region — most prominently the DICK'S Sporting Goods Pittsburgh Marathon Weekend, Turkey Trot, Great Race, America's Mile, EQT 10 Miler, FlyBy 5K, Steelers Run and Walk, Picksburgh Draft Day 5K, and Rush to Crush Cancer — supported by community programs such as Kids of STEEL youth fitness, Run for a Reason charity fundraising, and Pittsburgh Corporate/Campus Challenge. In parallel, P3R sells full-service event management and equipment rentals to external clients such as the NFL Draft, Pittsburgh Steelers, and Pittsburgh Penguins.

Product overview

P3R is an innovative full-service event management organization specializing in transformative sporting events and experiences. The company offers a portfolio of 15+ annual race events spanning running, cycling, and multi-sport formats, including flagship properties like the DICK'S Sporting Goods Pittsburgh Marathon Weekend, America's Mile, and Rush to Crush Cancer. Beyond events, P3R provides youth and community programming including the award-winning Kids of STEEL youth fitness program (350+ schools), RUN Varsity for teenage runners, and the Run for a Reason charity program. The organization also offers B2B event management services and equipment rentals for external clients.

Differentiator

Problem solved

Functional benefit

Brands

• Workouts of STEEL: Free digital resource library featuring workout videos, printable resources, and game library for children's fitness activities.
• Kids of STEEL
• Run for a Reason
• RUN Varsity
• Pittsburgh Corporate Challenge

Products and services

• DICK'S Sporting Goods Pittsburgh Marathon Weekend Annual flagship marathon weekend featuring multiple distance options including full marathon, half marathon, 5K, relay, walking division, and kids events; drew 52,000+ finishers in 2026.
• PNC Presents Rush to Crush Cancer Weekend Annual cycling fundraising event benefiting UPMC Hillman Cancer Center, offering five course length options from 8 to 60 miles; raised over $1 million in 2026.
• America's Mile presented by VisitPITTSBURGH Spectacular road mile race on Pittsburgh's North Shore featuring inclusive heats and a prize purse for competitive runners.
• Richard S. Caliguiri City of Pittsburgh Great Race Annual 10K and 5K race through Pittsburgh neighborhoods finishing in Point State Park, with Junior Great Race events.
• FlyBy 5K and 2-Mile Fun Run/Walk presented by CNX Resources Unique 5K and 2-mile course run on the taxiways of Pittsburgh International Airport offering exclusive airport access.
• Steelers Run and Walk 5K run and walk at Acrisure Stadium benefiting the Art Rooney Scholarship Fund and Chuck Noll Foundation.
• EQT Pittsburgh 10 Miler & 10K Signature fall running event through Pittsburgh streets offering 10-mile and 10K distance options.
• YMCA of Greater Pittsburgh Turkey Trot presented by UPMC Health Plan Annual Thanksgiving Day tradition with 5-mile, 5K, 1 Mile Family Fun Run, and Double Gobble challenge plus food drive.
• Pittsburgh Parade Day Dash St. Patrick's Day celebration race with 5K and 1-Mile Family Fun Run, Brooks Lucky Stride scratch-offs, and costume contest.
• Picksburgh Draft Day 5K NFL Draft weekend 5K crossing iconic Pittsburgh bridges, with virtual participation option.
• Kids of STEEL Free youth fitness program available at 350+ schools and community organizations, featuring a 25-mile training requirement culminating in an official P3R race event; reaches ~25,000 youth annually.
• RUN Varsity Program supporting teenage runners with summer events, grant opportunities, educational webinars, and an annual Empowering Teenage Runner Clinic.
• Run for a Reason Charity Program Charity fundraising program during marathon weekend enabling runners to fundraise for official nonprofit partners; raised over $1.5 million in 2026.
• Pittsburgh Corporate Challenge Year-round corporate wellness program engaging Pittsburgh-area employees in races with exclusive benefits such as personalized training plans and private running seminars.
• Pittsburgh Campus Challenge University/college program offering flat-rate Pittsburgh Marathon registration for students and staff, plus cheer station and volunteer opportunities.
• Workouts of STEEL Free digital resource library with 70+ fitness games and activities, workout videos, and printable resources for children's fitness.
• Event Management Services Full-service event management for external clients including operations planning, permitting, sponsorship management, marketing, PR, and participant/volunteer coordination.
• Equipment Rentals Rental of event equipment to external organizers, including hand sanitizer stations, generators, start/finish line inflatables, cones, misting fans, safety vests, and water monsters.

Quantifiable outcome

• 52,000+ runners participated in 2026 Pittsburgh Marathon Weekend
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

22 partnerships are on record, tiered core and minor.

• Brooks RunningcoreGTM or Marketing Partner · 16 March 2026Brooks Running partnered with P3R to launch a limited-edition Glycerin 23 commemorative shoe for the Pittsburgh Marathon, available at Dick's Sporting Goods for $175. Brooks also sponsors the Lucky Stride scratch-off cards at finish lines and Brooks Future Run for Kids of STEEL Track Day.
• DICK'S Sporting GoodscoreGTM or Marketing PartnerDICK'S Sporting Goods is the title sponsor of the Pittsburgh Marathon Weekend - P3R's flagship annual event. Partnership provides major event funding and brand exposure to 50,000+ runners.
• UPMC Health PlancoreGTM or Marketing PartnerPresenting sponsor of YMCA Turkey Trot and health/sports medicine events including the Pittsburgh 5K. Partnership focuses on health and wellness alignment.
• PNCcoreGTM or Marketing PartnerPresenting sponsor of Rush to Crush Cancer Weekend, a cycling fundraising event for UPMC Hillman Cancer Center that raised over $1 million in 2026.
• VisitPITTSBURGHcoreGTM or Marketing PartnerPresenting sponsor of America's Mile race event. Partnership leverages regional tourism bureau's marketing resources and visitor networks.
• EQTcoreGTM or Marketing PartnerTitle sponsor of EQT Pittsburgh 10 Miler & 10K, a signature fall running event in Pittsburgh.
• CNX ResourcescoreGTM or Marketing PartnerPresenting sponsor of FlyBy 5K at Pittsburgh International Airport, a unique event offering exclusive access to airport taxiways.
• Chick-fil-AcoreGTM or Marketing PartnerTitle sponsor of Chick-fil-A Pittsburgh Kids Marathon, the nation's largest youth race with 18,500+ participants.
• SheetzcoreGTM or Marketing PartnerPresenting sponsor of Pittsburgh Toddler Trot during marathon weekend.
• Pittsburgh SteelerscoreStrategic or Co-development PartnerP3R organizes the Steelers Run and Walk event benefiting Art Rooney Scholarship Fund and Chuck Noll Foundation for brain injury research. Partnership also includes NFL Draft support.
• UPMC Hillman Cancer CentercoreStrategic or Co-development PartnerBeneficiary of Rush to Crush Cancer cycling event that raised over $1 million for cancer research. Partnership includes Run for a Reason charity coordination.
• Pittsburgh PenguinscoreStrategic or Co-development PartnerP3R provides event management services including organizing the Mario Lemieux Foundation Penguins 6.6K Run and Family Walk.
• YMCA of Greater PittsburghcoreStrategic or Co-development PartnerCo-presenter of Turkey Trot, one of Pittsburgh's largest Thanksgiving Day traditions entering its 36th year.
• National Senior Games AssociationminorStrategic or Co-development PartnerP3R provides event management expertise for National Senior Games events in Pittsburgh.
• National Football League (NFL)minorStrategic or Co-development PartnerP3R helped prepare Pittsburgh for the 2026 NFL Draft, providing event operations, transportation, hospitality, and volunteer management expertise.
• Park PGHminorGTM or Marketing PartnerParking authority partner providing parking information and guidance for race participants.
• Pittsburgh Regional TransitminorGTM or Marketing PartnerPublic transportation partner recommended for race morning commute options.
• Race RostercoreTechnology or IntegrationOnline registration platform powering participant registration for all P3R events.
• WescominorGTM or Marketing PartnerOfficial safety partner providing safety guidelines and support for Turkey Trot event.
• Greater Pittsburgh Community Food BankminorStrategic or Co-development PartnerBeneficiary of Turkey Trot food drive, which has distributed 120 tons of food since 2020.
• U.S. SteelminorGTM or Marketing PartnerSponsor of Kids of STEEL Fest race event.
• FedExminorGTM or Marketing PartnerSponsor of Pittsburgh Marathon Relay and Corporate Challenge program.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• IRONMAN (World Triathlon Corporation): IRONMAN produces endurance mass-participation events including marathons, triathlons, and cycling events globally with major title sponsors (e.g., HOKA). Comparable to P3R across endurance event management, sponsor activation, and charity fundraising overlays (IRONMAN Foundation).
• Atlanta Track Club: Nonprofit running organization producing the Atlanta Journal-Constitution Peachtree Road Race and 40+ events annually with youth programming and charity partnerships. Directly comparable to P3R in mission, nonprofit structure, mass-participation road races, and youth/community engagement.
• San Francisco Marathon: Operates a major city marathon and ancillary distance events (10K, 5K, ultra) with title sponsorship and charity fundraising platform. Comparable to P3R as a regional/national road running event operator with multi-distance weekend format.
• Chicago Event Management (Bank of America Chicago Marathon): Produces the Bank of America Chicago Marathon and other running events with major banking title sponsorship and charity fundraising platform. Directly comparable to P3R in flagship marathon production, sponsor economics, and nonprofit/charitable fundraising infrastructure.
• Big Sur Marathon Foundation: Nonprofit foundation producing the Big Sur International Marathon and related distance events with major sponsor (BMW) and charity partner programs. Comparable to P3R in nonprofit-run mass-participation marathon organization and sponsorship activation model.
• Competitor Group (Rock 'n' Roll Running Series): Operates the Rock 'n' Roll Marathon Series with mass-participation road running events across multiple cities, including title-sponsor integrations and music-themed race experiences. Comparable to P3R as a road-running event organizer serving participants nationwide with branded race weekends.
• Boston Athletic Association: Operates the Boston Marathon and several other road races with deep sponsor relationships, charity partnerships, and historical brand strength. Comparable to P3R as a nonprofit mass-participation marathon organizer; BAA represents the upper bound of marquee-event brand equity in this peer set.
• Marine Corps Marathon Organization: Produces the Marine Corps Marathon, Marine Corps 17.75K, and other events with charity partner programs and a large volunteer base. Comparable to P3R as a mission-driven mass-participation road race organizer with significant volunteer engagement and nonprofit-style operations.
• New York Road Runners: NYRR is the largest nonprofit running event organizer in the U.S., producing the TCS New York City Marathon and 50+ annual races plus youth and community programs. Directly comparable to P3R as a nonprofit mass-participation running event operator with a flagship marathon, youth programming (Rising New York Road Runners), charity partnerships, and event management services.

Emerging players

• National Senior Games Association: Organization producing the National Senior Games across multiple sports including road racing. P3R provides event management expertise for NSGA events in Pittsburgh, making it both a partner and an adjacent peer in senior-audience mass-participation event production.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/p3rmovespgh
• Facebookfacebook.com/p3rmovespgh
• Instagraminstagram.com/p3rmovespgh
• LinkedInlinkedin.com/company/p3rmovespgh

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 P3R