What Bend Racing does

Bend Racing is a privately held adventure racing organization headquartered in Bend, Oregon, that organizes endurance races, training programs, and sells a proprietary nutrition product. The company operates 8+ annual events spanning beginner-friendly family races (SunRiver Family Adventure Race, La Pine Loop Family Race), competitive regional and national championship races (Rainier Raid, SunRiver Scramble, La Pine Loop), the multi-day Expedition Oregon ("America's Toughest Stage Race"), and international expeditions including The Magnificent (New Zealand) and La Ruta Madre (Mexico). Bend Racing also serves as official race director for the 2026 USARA National Championship and the co-hosted ARWS North America Championship.

The business is built around the founders Jason and Chelsey Magness (formerly the Yogaslackers team), a top-15-ranked professional adventure racing team whose competitive results underpin brand credibility. Core technology is event operations, route design, and race logistics, augmented by 4-Hour Fuel — a proprietary endurance nutrition formulation delivering 800 calories per bottle — which is handcrafted and hand-packaged in limited quantities. Training services include live workshops, elite training camps, and online coaching led by the founders.

Bend Racing generates revenue across five streams: race entry fees ($120–$325 per person), training services (workshops, camps, online coaching), direct-to-consumer merchandise and 4-Hour Fuel sales through its e-commerce store, and sponsor contributions (largely in-kind gear and nutrition from partners including USWE, Shimano, Fenix, Kokatat, HydraPak, Visit Bend, Laird Superfood, and others). The go-to-market is event-driven and direct-to-consumer: customers engage via race registration, training sign-ups, and organic community word-of-mouth, with no intermediary channels beyond the Aden Gear registration platform used for SunRiver events. The customer base spans three segments: competitive/expedition racers, families and beginners, and aspiring multi-sport athletes seeking structured training.

Name

Bend Racing

Legal name

Bend Racing

Website

https://bendracing.com

Company type

Private

Operating status

Operating

Short description

Bend Racing is a Bend, Oregon-based adventure racing organization that hosts 8+ annual endurance races across the Pacific Northwest and internationally, delivers coach-led training programs, and sells its proprietary 4-Hour Fuel nutrition product directly to athletes.

Ownership category

akta.pro rank

Product category

Adventure Racing Events

NAICS

Spectator Sports (71121), Fitness and Recreational Sports Centers (71394)

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC), Endurance & Running/Cycling Training (HSADAAAG)

Keywords

• Adventure racing events
• Endurance sports training
• Multi-sport coaching
• Endurance nutrition products
• Race organization

Headquarters

HQ city

Great Bend

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, Supply Chain, Technology or R&D

Revenue model

1. Race Entry Fees: Revenue from participants registering for adventure races including SunRiver Scramble, Rainier Raid, La Pine Loop, and USARA National Championships. Entry fees range from $120 per person (SunRiver Scramble) to $325 per person (Rainier Raid), with family pricing tiers.
2. 4-Hour Fuel Nutrition Product Sales: Sale of proprietary endurance nutrition product through the online store. Product is handcrafted and hand-packaged in limited quantities. Not yet widely marketed outside adventure racing community.
3. Training Services: Revenue from coaching and training programs offered by Jason and Chelsey Magness, including live workshops, elite training camps, and online training programs.
4. Online Store Merchandise: Sale of branded merchandise, accessories, and partner products through the Bend Racing online store.
5. Sponsorship and Partner Support: In-kind and financial support from sponsors including gear, nutrition, lights, and services. Partners must genuinely use and endorse the products. Sponsors receive brand exposure at races and on team apparel.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Bend Racing organizes and hosts adventure racing events across the Pacific Northwest and internationally, including multi-day expedition stage races, 30-hour regional championships, family-friendly beginner events, and USARA/ARWS certified national and continental championships. The company also delivers training services (live workshops, elite camps, online coaching) led by professional athletes Jason and Chelsey Magness, and sells a proprietary endurance nutrition product called 4-Hour Fuel providing 800 calories per bottle for multi-hour efforts.

Product overview

Bend Racing is an adventure racing organization that hosts world-class races in the Pacific Northwest and provides training services. The company operates a portfolio of adventure racing events including multi-day stage races (Expedition Oregon, The Magnificent), regional championships (Rainier Raid, La Pine Loop, SunRiver Scramble), and family-friendly events. Additionally, they offer a nutrition product (4-hour Fuel) and training programs led by their professional athlete team. The organization serves both competitive adventure racers and introduces new participants to the sport through family races and skill clinics.

Differentiator

Problem solved

Functional benefit

Brands

• 4-Hour Fuel: Endurance nutrition product - a superfood supplement for endurance athletes, providing 800 calories per bottle lasting 4 hours

Products and services

• SunRiver Scramble Adventure Race

Quantifiable outcome

• Top 15 ranked adventure racing team worldwide
• +3 more outcomes

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

38 partnerships are on record, tiered core and supporting.

• USARA (USA Adventure Racing Association)coreStrategic or Co-development Partner · 20 February 2026Bend Racing serves as the official race director for the USARA National Championship race in Oregon on October 23/24th, 2026. This is the 25th edition of the USARA National Championship and its debut in the Pacific Northwest. Bend Racing also hosts USARA ranking races including Rainier Raid as a regional qualifier.
• ARWS (Adventure Racing World Series)coreStrategic or Co-development Partner · 20 February 2026The ARWS North America Championship will be co-hosted with the USARA National Championship race in Oregon in October 2026, marking the first time the two championships are combined. Teams from Canada, USA, and Mexico are eligible for the ARWS Championship, with winners receiving a free entry to the Adventure Racing World Championship.
• CrossFit Vancouver (CFV)coreStrategic or Co-development PartnerBend Racing and CrossFit Vancouver have partnered for the third consecutive year (2026) to co-host Rainier Raid, a 30-hour adventure race at the base of Mt Rainier. CFV brings local knowledge and community from their 'backyard' near Mt Rainier.
• Bend Sustainability Fund (Visit Bend)supportingOthersA portion of each race ticket price (SunRiver Scramble) is donated to the Bend Sustainability Fund, a Visit Bend project that invests in projects creating sustainable recreational experiences in Bend's community. The fund protects, stewards, and creates sustainable recreational resources and outdoor experiences.
• COTA (Central Oregon Trail Alliance)supportingOthersCOTA's mission is to develop, protect, and enhance the Central Oregon mountain bike experience through trail stewardship, advocacy, collaboration, and education. Bend Racing supports COTA through donations and volunteer hours to help build and maintain trails used in races.
• Beads of CouragesupportingOthersFor Expedition Oregon (Americas Toughest Race), Bend Racing partners with Beads of Courage, a non-profit organization supporting children coping with cancer and serious illness through arts-in-medicine programs. Race participants carry bead kits and return one bead at the finish with a note of encouragement to a child.
• USWE PackssupportingGTM or Marketing PartnerUSWE makes adventure racing packs and vests used by the team for expedition races and training. USWE is owned by an adventure racer. The team uses USWE Pace vests and Hajker Pro packs.
• ShimanosupportingGTM or Marketing PartnerShimano provides XT and XTR mountain bike components for the team. Described as super light and durable.
• Fenix LightssupportingGTM or Marketing PartnerFenix Lights has been the team's light of choice for over a decade. Reliable, durable, bright, and super light. Used for headlamps and bike lights across all disciplines. Discount code 'BendRacing25' offered to race participants.
• KokatatsupportingGTM or Marketing PartnerKokatat provides drysuits and PFDs that have kept the team safe in adverse conditions including glacier lakes in Patagonia and class IV rivers in Ecuador.
• HydraPaksupportingGTM or Marketing PartnerHydraPak provides hydration bladders, soft flasks, filter caps, and Polarbottle products. Used for water filtration and hydration during races. Discount code 'Chelsey10' offered.
• Visit BendsupportingGTM or Marketing PartnerVisit Bend supports the Bend racing community and all guests visiting Bend for races, helping them find amazing outdoor activities. Sponsor of Bend Racing and Bend Sustainability Fund.
• LekisupportingGTM or Marketing PartnerLeki provides trekking poles used on all trekking legs during races. Described as amazing, durable, light, and tough.
• Sage Brush CyclessupportingGTM or Marketing PartnerLocal Bend bike shop with some of the best mechanics in town. Has been working with Bend Racing for a long time, providing bike service and expertise.
• 4-Hour FuelsupportingGTM or Marketing PartnerBend Racing's proprietary endurance nutrition product providing 800 calories per bottle for 4 hours of sustained output. Featured on bendracing.com/4-hourfuel. An integral part of the team's race success at Patagonian Expedition Race, Expedition Canada, and other events.
• Rebound Physical TherapysupportingGTM or Marketing PartnerRebound has been at the forefront of orthopedic physical therapy, spine care, hand therapy and sports medicine in Bend & Central Oregon since 1995. Helps team take care of their bodies.
• Mission Farms CBDsupportingGTM or Marketing PartnerFounded in Bend, Oregon. Provides CBD oils and muscle salves for recovery and relaxation. Favorites are the muscle gel and CBD oil tincture. Discount code 'Bendracing40'.
• Discover ChiropracticsupportingGTM or Marketing PartnerDr. AJ and team have been working with Bend Racing since 2016. Provides whole-body chiropractic care. Comes out to America's Toughest Race and offers discounts to Bend Racing racers.
• Blue Duck PackRafts (via Microrafting)supportingGTM or Marketing PartnerBlue Duck packrafts designed in NZ are the fastest tandem packrafts on the market. Used by the team for paddling legs.
• Alpacka RaftssupportingGTM or Marketing PartnerPackraft manufacturer. Listed as a sponsor providing gear support for Bend Racing.
• Aden GearsupportingGTM or Marketing PartnerAdventure racing gear retailer at adengear.com. Provides a place to purchase all adventure racing gear, tested by one of the most passionate teams in the sport. Event registration for SunRiver events is hosted on the Aden Gear platform.
• ColumbiasupportingGTM or Marketing PartnerApparel brand listed as a sponsor. No specific product or partnership details provided beyond the brand listing.
• Aqua Terra HealthsupportingGTM or Marketing PartnerDr. Brooke provides health care services. Team uses them for various ailments and injuries. Listed as a sponsor.
• Infinity Bike SeatsupportingGTM or Marketing PartnerMakes bike seats that allow long rides without bike chamois. Bend Racing team tested for months and recommends the AX1 seat. Discount code 'BendRacing' offered.
• Skin Doctor (AOS Skincare)supportingGTM or Marketing PartnerSalve used for blister prevention, chafing, and cuts. Described as 'perhaps one of the single most important piece of gear.' Used before, during, and after races. New partnership between Team Bend Racing and Skindoctor announced in press release.
• Bronwen JewelrysupportingGTM or Marketing PartnerChelsey Magness has been sponsored for many years and never races without her 'Spirit' necklace. Provides active-ready jewelry to give away at races. Discount code 'Chelsey10'.
• Lazer HelmetssupportingGTM or Marketing PartnerLazer makes helmets described as 'the safest helmets on the planet.' Team partnership announced for helmet provision.
• Salt SticksupportingGTM or Marketing PartnerElectrolyte supplement product. Referenced in mandatory gear list for races as a rehydration/electrolyte option.
• Laird SuperfoodsupportingGTM or Marketing PartnerSuperfood nutrition brand. Listed as a sponsor on the sponsors page.
• AmavarasupportingGTM or Marketing PartnerSunscreen brand. Listed as a sponsor. Sunscreen is listed as mandatory gear (1 oz minimum) for races.
• Nite IzesupportingGTM or Marketing PartnerGear accessory brand. Mentioned in press coverage about family bikepacking tips.
• Picky BarssupportingGTM or Marketing PartnerSports nutrition/food brand. Listed as a sponsor.
• KahtoolasupportingGTM or Marketing PartnerMakes gaiters (Instagaiters and Renigaiter) recommended by Bend Racing as essential gear for adventure racing. Discount information provided.
• Smith SunglassessupportingGTM or Marketing PartnerSmith is Chelsey Magness's preferred sunglasses brand, specifically Bobcat or Wild Cat models. Recommended in gear lists.
• Ciele AthleticssupportingGTM or Marketing PartnerRunning hat brand recommended for sun coverage. Also Sunday Afternoons for full coverage hats. Listed in recommended gear.
• Stellar KayakssupportingGTM or Marketing PartnerStellar Kayaks makes the Stellar Tandem 21 Touring Kayak (called 'The honey bee') and Stellar Small Pro Wing Paddle used by Chelsey and Dan for paddling records including the Willamette River 150-mile record.
• PatagoniasupportingGTM or Marketing PartnerPatagonia Terrebonne Pants used as race gear. Listed in gear recommendations for long paddling efforts.
• Paradís SportsupportingGTM or Marketing PartnerParadís Sport Seamless Modiq underwear used to prevent chafing during long endurance efforts. Discount code 'Chelsey20' offered.

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Atlas Race: Atlas Race operates multi-day adventure racing events across the United States with similar terrain-based expedition formats. Directly comparable as another US-based adventure race organizing company serving amateur and competitive racers.
• Untamed New England: Regional adventure race organizer running multi-sport events including expedition and sprint formats in New England. Comparable business model of regional race organization with USARA-affiliated events and beginner-to-elite progression tiers.
• Mountain Man Adventure Race: Long-running adventure race event in Virginia operating sprint, 24-hour, and expedition formats. Comparable as a regional US adventure race organizer with similar beginner-to-expert tiering and event-driven revenue model.

Others

• TrainingPeaks: Endurance coaching and training platform widely used by adventure racers, triathletes and ultra athletes. Adjacent ecosystem participant — Bend Racing coaches and athletes use the platform — making it a relevant comparator for the training-services revenue stream.
• Tailwind Nutrition: Endurance nutrition brand selling calorie-specific fueling products directly to endurance athletes. Direct competitive overlap with Bend Racing's 4-Hour Fuel product line in the same endurance nutrition category and customer base.
• Adventure Racing World Series (ARWS): Global sanctioning body for adventure racing that Bend Racing partners with to host championship events. Related rather than competitive — ARWS sets the competitive framework while Bend Racing operates member races within that ecosystem.

Regional players

• Patagonia Expedition Race: Multi-day expedition adventure race held in Patagonia, South America. Comparable as a high-end expedition-format adventure race organizer that Bend Racing's team has won; operates in a different geography but serves similar elite international competitors.

Broad incumbents

• Tough Mudder: Major OCR and endurance event brand with global presence and large sponsor roster. Competes with Bend Racing for endurance athlete participation and outdoor brand sponsorship dollars, though the obstacle-format event differs from multi-sport adventure racing.
• Spartan Race: Large-scale obstacle course and endurance event brand operating globally with massive participation volumes. Adjacent rather than direct because OCR format differs from adventure racing, but competes for the same consumer outdoor-endurance dollars and sponsorship attention.
• GoRuck Events: GoRuck operates endurance and team-based events along with a gear business, focusing on rucking and special-forces-style challenges. Comparable as an endurance event organizer with an integrated consumer product line, though targeting a different activity niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCg5qwNmIoQqgNlfiJAYZS6w
• Facebookfacebook.com/BendRacing
• Instagraminstagram.com/bendracing

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Bend Racing