Big Sur Marathon Foundation
The Big Sur Marathon Foundation is a 501(c)(3) nonprofit that produces the Big Sur International Marathon and related destination running events along Highway 1, alongside the JUST RUN youth fitness program, distributing over $300,000 annually to Monterey County nonprofits.
- Company typePrivate
- Founded1986
- HeadquartersCarmel, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Big Sur Marathon Foundation does
Big Sur Marathon Foundation (BSMF), founded in 1986 by Bill Burleigh, is a 501(c)(3) nonprofit organization that produces destination running events and youth fitness programs in Monterey County, California. Its flagship event is the Big Sur International Marathon, a USATF-certified Boston Marathon qualifier that runs point-to-point along scenic Highway 1 from Big Sur to Carmel with approximately 2,182 feet of elevation gain. The organization operates a portfolio of race distances including Marathon, Marathon Relay, 21-Miler, 11-Miler, 12K, and 5K; the Monterey Bay Half Marathon (held annually in November); the Salinas Valley Half Marathon (under alliance since 2016); and the Run in the Name of Love 5K/2K. Premium offerings include the Big Sur VIP program and the Boston 2 Big Sur Challenge, a back-to-back marathon program with HOKA NAZ Elite-led training plans.
The foundation's underlying technology stack consists of standard event-management and registration platforms — HakuApp for registration and charity partner coordination, Active.com for sign-ups, CrowdRise for charity fundraising, Final Surge for training plan distribution, Marathon Foto for race photography, iTab for timing and results, and Eventbrite for virtual seminars — supplemented by a Shopify-based merchandise storefront at shop.bigsurmarathon.org. The JUST RUN youth fitness program, launched in 2004, is a school-based running initiative serving children ages 5-12 with web-based mileage tracking and citizenship/nutrition curriculum components (Just Deeds, Just Taste).
Revenue is generated through five streams: race registration fees across multiple distances and premium programs (one-time/perpetual license model, $85 entry-level to several hundred dollars for premium tiers); multi-year sponsorship revenue anchored by a 5-year HOKA presenting sponsorship (signed December 2024); direct donations and charitable contributions supporting youth programs and scholarships; merchandise sales through the online store; and a charity fundraising platform that takes a transaction-fee model via CrowdRise. The foundation distributes over $300,000 annually to Monterey County nonprofits and has contributed more than $6.7 million in cumulative grants since 1986. Race operations are executed in partnership with Blistering Pace Race Management, and the foundation is governed by a Board of Directors currently chaired by Dino Pick, with Jennifer Edwards serving as Executive Director since February 2025.
Big Sur Marathon Foundation firmographics
Firmographics- Name
- Big Sur Marathon Foundation
- Legal name
- Big Sur Marathon Foundation
- Website
- https://bigsurmarathon.org
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Big Sur Marathon Foundation is a 501(c)(3) nonprofit that produces the Big Sur International Marathon and related destination running events along Highway 1, alongside the JUST RUN youth fitness program, distributing over $300,000 annually to Monterey County nonprofits.
- Ownership category
- akta.pro rank
Big Sur Marathon Foundation industry classification
Industry- Product category
- Endurance Running Events
- NAICS
- Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA)
- akta.pro secondary industries
- Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD), Endurance & Running/Cycling Training (HSADAAAG)
Keywords
Where Big Sur Marathon Foundation is headquartered
LocationHeadquarters
- HQ city
- Carmel
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Big Sur Marathon Foundation business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Others, Supply Chain
Revenue model
- Race Registration Fees: Entry fees from multiple race distances (Marathon, 21-Miler, 11-Miler, 12K, 5K, Relay) plus premium programs (VIP, Boston 2 Big Sur Challenge)
- Sponsorship Revenue: Multi-year presenting sponsorship (HOKA), premium sponsor partnerships, brand activations at race events
- Donations and Charitable Contributions: Direct donations to support youth programs, race scholarships, and community grants. Supports Boys & Girls Clubs, Juvenile Hall Half Marathon, and youth fitness programs.
- Merchandise Sales: Online store selling finisher gear, apparel, outerwear, headwear for Big Sur Marathon, Boston to Big Sur, and Monterey Bay Half
- Charity Fundraising Platform: Partnership with charity organizations allowing runners to fundraise for causes during race registration
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Salinas Valley Half Marathon - General Entry |
| One time/ perpetual license | Pay-as-you-go | Half Marathon on Monterey Bay - Early Bird |
| One time/ perpetual license | Pay-as-you-go | Marathon and Multiple Distance Events |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels10 records
Big Sur Marathon Foundation product offering
Product offeringCore offering
Big Sur Marathon Foundation organizes and operates a portfolio of road running events, led by the flagship Big Sur International Marathon — a point-to-point USATF-certified race along Highway 1 from Big Sur to Carmel. The Foundation also operates the Monterey Bay Half Marathon, Salinas Valley Half Marathon, Run in the Name of Love 5K/2K, and multiple supporting race distances (21-Miler, 11-Miler, 12K, 5K, Marathon Relay), along with premium programs such as the Boston 2 Big Sur Challenge and Big Sur VIP. It runs the JUST RUN national youth fitness program in schools and distributes community grants to local Monterey County nonprofits.
Product overview
Big Sur Marathon Foundation operates a portfolio of running events centered around its flagship Big Sur International Marathon, a point-to-point race along Highway 1 from Big Sur to Carmel. The foundation offers multiple race distances including Marathon, Marathon Relay, 21-Miler, 11-Miler, 12K, and 5K. Premium offerings include Big Sur VIP (elevated amenities) and Boston 2 Big Sur Challenge (back-to-back marathons with HOKA NAZ Elite training plans). The foundation also manages the Monterey Bay Half Marathon (November), Run in the Name of Love 5K/2K (June), and previously the Salinas Valley Half Marathon. Community programs include the JUST RUN youth fitness program, Palo Corona Cross-Country Trail, Race Scholarship Program, Youth & Community Coaching Program, Monterey County Juvenile Hall Half Marathon, and an annual Community Grants Program distributing over $300,000 to local nonprofits.
Differentiator
Problem solved
Functional benefit
Products and services
- Big Sur International Marathon The flagship point-to-point marathon event running along Highway 1 from Big Sur to Carmel, California. USATF certified and official Boston Marathon qualifier with an approximate 6-hour course limit and 2,182 ft elevation gain. Designed for amateur and elite runners seeking a scenic, bucket-list race experience.
- Marathon Relay
Quantifiable outcome
- Over 9,000 participants from 41 countries in 2025 event
- +2 more outcomes
Companies that use Big Sur Marathon Foundation
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles5 records
Big Sur Marathon Foundation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature1 record
Big Sur Marathon Foundation partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered flagship, core and minor.
- HOKAflagshipHOKA is the presenting sponsor in a 5-year agreement starting with the 38th annual event in 2025. Partnership includes VIP program sponsorship, Boston 2 Big Sur Challenge presenting sponsorship, HOKA FLY HUMAN FLY Zone on-course activation, and exclusive gear/custom training programs for premium groups.
- Blistering Pace Race Management (BPRM)coreFull race operations oversight including marketing, communications, sponsorship, and registrations. Founded in 2016, BPRM expanded partnership in 2021 with Race Director Michelle La Sala leading operations for both marathon and half marathon events.
- HydraPakminorOfficial Reusable Hydration Gear Partner supporting cupless racing initiative. First 4,000 participants receive complimentary Big Sur Marathon branded SpeedCup. 12K race through Point Lobos is completely cupless.
- HOKA Northern Arizona Elite (NAZ Elite)coreHOKA NAZ Elite Coach Ben Rosario leads 16-week training plans for Big Sur VIP and Boston 2 Big Sur participants. Three program levels (beginner, intermediate, advanced) distributed on Final Surge platform.
- SLB Consulting and Activate MarketingminorPhoenix-based consultant team managing specialty programs including VIP Program elevation and inaugural Ambassador Program (22 ambassadors from 450+ applicants). Over 40 years combined experience in peer-to-peer fundraising and sports marketing.
- Salinas Valley Half MarathoncoreStrategic alliance to operate and manage Salinas Valley Half Marathon. Wine country-focused race through Salinas Valley from Soledad Mission to Pessagno Winery. Approximately 1,500 runners annually.
- CrowdRisecoreOnline fundraising platform for charity program enabling runners to raise funds for designated causes. Kicked off with 2017 Big Sur Marathon with 15+ charity partners including National Parkinson Foundation, Save the Children, Autism Speaks, and others.
- Monterey Bay AquariumminorSponsor partner for the Big Sur Marathon weekend of events
- CoopahminorTraining plans partner providing marathon training programs for Big Sur International Marathon
- Precision Fuel & HydrationminorSponsor partner providing fueling and hydration solutions for race participants
- Monterey Regional Airport and United AirlinesminorJoint marketing partnership facilitating runner travel to the event destination
- Marriott MontereyminorOfficial hotel partner for race weekend accommodations
- Fleet FeetminorLocal running specialty retailer partner
- RecoverminorSustainable apparel sponsor for the event
- WassermanminorGlobal agency assisting with rebranding efforts in 2017, including stakeholder interviews and design for endurance sports division
- Chic Event RentalsminorEvent rental equipment supplier for race operations
- iTabminorTiming and results partner for race timing solutions
- Community Hospital of the Monterey PeninsulaminorHealthcare sponsor providing medical support for race events
- Palo Corona Regional Park / Monterey Peninsula Regional Parks DistrictcorePartnership to provide certifiable cross-country trail at Palo Corona Regional Park for area schools. Foundation built best-in-class cross country course supporting interscholastic and collegiate running.
Scale indicators8 records
Recent moves7 records
Expansion highlights5 records
Big Sur Marathon Foundation competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key highlights2 records
Customer concentration
Big Sur Marathon Foundation social profiles
Digital presenceBig Sur Marathon Foundation financial estimates
Financial estimateRevenue estimate
Valuation estimate
Big Sur Marathon Foundation leadership team
Management profileNumber of profiles
Profiles7 records
Big Sur Marathon Foundation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Big Sur Marathon Foundation 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 Big Sur Marathon Foundation
What does Big Sur Marathon Foundation do?
Big Sur Marathon Foundation organizes and operates a portfolio of road running events, led by the flagship Big Sur International Marathon — a point-to-point USATF-certified race along Highway 1 from Big Sur to Carmel. The Foundation also operates the Monterey Bay Half Marathon, Salinas Valley Half Marathon, Run in the Name of Love 5K/2K, and multiple supporting race distances (21-Miler, 11-Miler, 12K, 5K, Marathon Relay), along with premium programs such as the Boston 2 Big Sur Challenge and Big Sur VIP. It runs the JUST RUN national youth fitness program in schools and distributes community grants to local Monterey County nonprofits.
Is Big Sur Marathon Foundation a public or private company?
Big Sur Marathon Foundation is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Big Sur Marathon Foundation founded?
Big Sur Marathon Foundation was founded in 1986. It employs 1 to 10 people.
Where is Big Sur Marathon Foundation based?
Big Sur Marathon Foundation is headquartered in Carmel, United States, in the North America region.
How does Big Sur Marathon Foundation make money?
Five revenue lines are on record. Race Registration Fees are the primary driver. The others are sponsorship Revenue, donations and Charitable Contributions, merchandise Sales and charity Fundraising Platform.
Does Big Sur Marathon Foundation have an API?
No public API is recorded for Big Sur Marathon Foundation.
What industry is Big Sur Marathon Foundation in?
Big Sur Marathon Foundation's product category is Endurance Running 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 813 and its SIC code is 7948.