Universal Sole

What Universal Sole does

Universal Sole is a privately held, Chicago-based grassroots running events company operated under the legal entity Running Man Events LLC, founded in 2006. The company organizes a portfolio of physical running events targeted at the Chicago-area recreational and competitive running community, including an annual six-race Trail Challenge Series (Valentine's, Spring, Summer, October, November, and December events) held at various forest preserves, weekly Monday Night Fun Runs, the Burgers & Beer Fun Run Series, and the Chicago Tap Room Fun Run Series. The company's core revenue model is one-time race registration fees using tiered early-bird pricing that escalates from $30 to $55 as race day approaches, supplemented by limited direct-to-consumer merchandise sales (trucker hats at $25, beanies at $20) through its own e-commerce storefront.

Operationally, Universal Sole relies on a network of local venue and brand partners — most notably Bitter Pops Bottle Shop as its primary weekly fun run venue, Revolution Brewing for post-race refreshments, and HOKA as a featured sponsor — to deliver its event experience. Race registration is handled through third-party platforms (ChronoTrack, RunSignUp, Athlinks), and the company maintains a weekly email newsletter with optional SMS opt-in as its primary owned marketing channel. The business is differentiated less by technology than by 20 years of community embedding in the Chicago running scene, memorial-themed race series (Ryan & Katie Flynn Memorial Series, Sean McNamara Valentine's Challenge), and post-race traditions such as Will's Famous Chili. There is no proprietary technology platform, no disclosed AI/ML capabilities, no external funding, and no disclosed headcount, indicating a small, independently operated community-events business.

Name

Universal Sole

Legal name

Running Man Events LLC

Website

https://universalsole.com

Company type

Private

Operating status

Operating

Short description

Universal Sole is a Chicago-based, independently owned grassroots running events company (Running Man Events LLC) that organizes a six-race annual Trail Challenge Series, weekly community fun runs, and social run-and-drink events for Chicago-area recreational runners, generating revenue from tiered race registration fees and limited merchandise sales.

Ownership category

akta.pro rank

Product category

Running Event Organization

NAICS

All Other Amusement and Recreation Industries (71399)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Trail Running & Ultra-Endurance Events (Trail Races, Ultras) (MPAKAIAD)

akta.pro secondary industries

Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA), Virtual & Hybrid Participation Events (App-Based, Remote/Hybrid Races) (MPAKAIAH)

Keywords

• Trail running races
• Community fun runs
• Race event organization
• Running merchandise
• Grassroots running events

Headquarters

HQ city

Chicago Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Supply Chain, Others

Revenue model

1. Race Registration Fees: Universal Sole generates revenue primarily through race registration fees for its trail challenge events and fun runs. Pricing is tiered by time of registration, with early-bird rates lower and race-day rates higher. No subscription model is used.
2. Merchandise Sales: Universal Sole operates a shop selling USOLE-branded merchandise including custom trucker hats and limited edition beanies. Sales appear to be direct-to-consumer through the company website store.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Universal Sole Running Events organizes grassroots road, trail, and virtual races plus recurring community fun runs across the Chicago metropolitan area, anchored by a six-race annual USOLE Trail Challenge Series (Valentine's, Spring, Summer, October, November, December). The company also runs weekly and monthly social fun runs hosted at local bars and craft brewery tap rooms, and operates a small online shop selling USOLE-branded merchandise such as custom trucker hats and beanies.

Product overview

Universal Sole Running Events operates as a Chicago-based running events company offering a portfolio of trail running races and weekly fun runs. The core product consists of the USOLE Trail Challenge Series—a six-race annual calendar (Valentine's, Spring, Summer, October, November, and December Challenges) held at various Chicago-area forest preserves and trails. Supporting this are USOLE Fun Runs including weekly Monday Night Fun Runs, the Burgers & Beer Series, and the Chicago Tap Room Fun Run Series, which combine running with post-race social gatherings at local bars and breweries. The company also operates a General Store selling branded merchandise including trucker hats and beanies, and maintains a weekly newsletter with optional SMS notifications. The company is operated by Running Man Events LLC and partners with Bitter Pops Bottle Shop as the primary venue host.

Differentiator

Problem solved

Functional benefit

Products and services

• Universal Sole Valentine's Trail Challenge A 4.5-mile winter trail race held at Schiller Woods along the Des Plaines River Trail, honoring the late Sean McNamara. Post-race tradition includes Will's Famous Chili for all finishers. Tiered early-bird pricing runs from $40 to $55 depending on registration date; registration is handled via Athlinks.
• Universal Sole Spring Trail Challenge A trail race featuring the Three Ravines Course at Wolf Road Woods in the Palos Trail System, with 3.1-mile and 5.4-mile distance options. Registration is processed through RunSignUp.
• Universal Sole Summer Trail Challenge A trail race at Wolf Road Woods offering three distance options of 3, 6, or 9 miles, structured as one, two, or three loops of a 3-mile course. Tiered early-bird pricing ranges from $40 to $55 based on sign-up date.
• Universal Sole October Trail Challenge A six-mile trail race (two loops) at Wolf Road Woods with an optional 3-mile single-loop distance. The event features Halloween costume contests. Tiered early-bird pricing ranges from $40 to $50.
• Universal Sole November Trail Challenge A trail race at Wolf Road Woods offering 4-mile (single loop) or 8-mile (two loops) distance options. Part of the Ryan & Katie Flynn Memorial Trail Challenge Series. Tiered early-bird pricing runs from $30 (until June 30) up to $55 on race morning. Registration via ChronoTrack.
• Universal Sole December Trail Challenge A 3.1-mile trail race at Schiller Woods West Forest Preserve that concludes the annual Ryan & Katie Flynn Memorial Trail Challenge Series. Includes Revolution Brewing post-race beer and Will's Famous Chili. Registration via ChronoTrack.
• USOLE Monday Night Fun Runs Weekly Monday night fun runs hosted at Bitter Pops Bottle Shop in Lakeview (3357 N. Lincoln Ave., Chicago), with varying distances of 3 to 6 miles and open to runners and walkers of all paces. Bitter Pops provides the venue, bag storage, and post-run refreshments.
• Burgers & Beer Fun Run Series USOLE's oldest and largest fun run series: a 4-mile neighborhood run/walk starting from Bitter Pops Bottle Shop, followed by burgers and craft brews. Open to all paces.
• Chicago Tap Room Fun Run Series Monthly fun runs starting from different Chicago craft brewery tap rooms, celebrating Chicago's neighborhoods and concluding with craft beer tastings. Open to all paces.
• USOLE Trail Challenge Custom Trucker Hat A limited edition performance trucker hat featuring the USOLE Trail Challenge logo, sold direct-to-consumer through the USOLE online store at $25 including shipping.
• USOLE Custom Trail Challenge Beanie A limited edition knit winter beanie with an embroidered Trail Challenge logo, sold direct-to-consumer through the USOLE online store at $20 including shipping and handling.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Bitter Pops Bottle ShopcoreStrategic or Co-development PartnerBitter Pops Bottle Shop (3357 N. Lincoln Ave., Chicago, IL 60657) is USOLE's primary venue partner, hosting Monday Night Fun Runs every week and serving as the starting/ending point for the Burgers & Beer Fun Run Series. Bitter Pops provides the venue, bag storage during runs, and post-run refreshments. Bitter Pops is a featured sponsor of the USOLE Trail Challenge Series, appearing on all race sponsor materials.
• Revolution BrewingcoreGTM or Marketing PartnerRevolution Brewing provides craft beers for post-race celebrations at all USOLE Trail Challenge races (summer, October, November, December). Listed as a featured sponsor across all trail challenge events with logo placement on sponsor materials.
• HOKAcoreGTM or Marketing PartnerHOKA is a featured sponsor of the USOLE Trail Challenge Series, appearing on all race sponsor materials. The partnership provides post-race raffle prizes and brand visibility at all trail challenge events.
• MagnesiaminorGTM or Marketing PartnerMagnesia provides bottled water at the start/finish line for USOLE Trail Challenge races. Listed as a sponsor on trail challenge event pages.
• Reduce Waste ChicagominorStrategic or Co-development PartnerReduce Waste Chicago is a nonprofit that helps Chicagoans reduce waste through reusing, repairing and recycling. They attend USOLE Trail Challenge races to accept running shoes for recycling. This partnership supports USOLE's sustainability initiatives.
• Anixter CenterminorOthersThe Anixter Center is the charitable beneficiary designated in memory of Ryan Flynn, a dear friend of USOLE and active member of the Chicago running community. A portion of the Ryan & Katie Flynn Memorial Trail Challenge Series proceeds is donated to this organization.
• Girls on the Run-ChicagominorOthersGirls on the Run-Chicago is the charitable beneficiary designated in memory of Katie Flynn, a dear friend of USOLE and active member of the Chicago running community. A portion of the Ryan & Katie Flynn Memorial Trail Challenge Series proceeds is donated to this organization.
• Fleet FeetminorGTM or Marketing PartnerFleet Feet provides gift certificates as awards for overall winners (Female, Male & Non-Binary) of USOLE Trail Challenge races. Listed in the awards section of the November Trail Challenge.
• Will's Famous Chili (Will's Chili)minorOthersWill's Famous Chili is a family chili tradition served at USOLE post-race celebrations, particularly for the Valentine's, November, and December Trail Challenge events. Will prepares a three-meat chili and a vegetarian chili for all runners to enjoy after completing the race.

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• IRONMAN Group: IRONMAN owns and operates mass-participation endurance brands (IRONMAN, Rock 'n' Roll, Epic Series). As the parent of USOLE's biggest scaled analogue, it anchors the upper bound of the endurance/mass-participation events space USOLE operates in.
• Spartan Race: Spartan produces large-scale obstacle and endurance events globally with tiered ticket pricing and headline sponsorships. Its mass-participation community-race template is a broader-incumbent analogue to USOLE's six-race series.
• Rock 'n' Roll Marathon Series: Rock 'n' Roll (owned by The IRONMAN Group) runs mass-participation road-running events in major U.S. cities with tiered pricing, branded merchandise, and major sponsors. It is the scaled analogue of USOLE's trail/fun-run portfolio.
• Fleet Feet: Fleet Feet is a national run-specialty retailer that also produces local running events and races (and is itself a USOLE award sponsor). Its franchise model combines retail + community events in a similar way to USOLE's origins as a Chicago run shop.

Emerging players

• Tough Mudder: Tough Mudder runs obstacle/mass-participation events with strong community and brand-sponsor economics. Its event-driven, sponsor-monetized, community-loyal model parallels USOLE's race series approach.

Others

• Athlinks: Athlinks is an endurance-event registration and results platform; USOLE itself routes Valentine's Trail Challenge registration through Athlinks. It is comparable as enabling infrastructure in the same race-organizer ecosystem.
• RunSignup: RunSignup provides online race registration technology for thousands of U.S. running events including USOLE's Spring Trail Challenge. It is an adjacent/ecosystem enabler for the same mass-participation running market.

Regional players

• Chicago Area Runners Association (CARA): CARA is the largest Chicago-area running club, organizing weekly group runs, training programs, and races. It competes for the same Chicago runner participation pool and local forest-preserve permits as USOLE.

Direct peers

• Ragnar Relay: Ragnar organizes mass-participation running relay events across multiple U.S. markets. Like USOLE, it monetizes through per-team/per-runner registration fees and community-driven social running experiences rather than marathons.
• Parkrun USA: Parkrun operates free weekly, community-led 5K events in dozens of cities including Chicago. It is the closest comparable grassroots/community-running-events model to USOLE's Monday Night Fun Runs in terms of cadence, openness, and word-of-mouth acquisition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

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 Universal Sole