Márcate

What Márcate does

Márcate, operating under the legal entity SPEED TIME S.A. de C.V., is a Mexican electronic timing and race management company founded in 2004 and headquartered in Mexico City (Colonia Del Valle Norte, CDMX). The company provides end-to-end timing, registration, and results services for road running events, with a focus on large-scale marathons and half-marathons across Mexico. Its client base comprises municipal sports commissions (COMUDE bodies in León, Guadalajara, and others), race organizers, and corporate event sponsors such as PIRMA.

The company operates a multi-revenue-stream business model anchored on five lines: (1) professional electronic timing services using MYLAPS-certified equipment, (2) a race registration management platform generating transaction-based fees, (3) MYLAPS hardware sales and distribution, (4) sports marketing services for event sponsors, and (5) a virtual race platform integrated with Garmin Connect. Core technology comprises MYLAPS BibTag RFID systems, ProChip transponders, Multisport tags, photo-finish cameras, timing mats, and proprietary online registration and mobile applications. As the official MYLAPS partner in Mexico, Márcate holds World Athletics and AIMS credentials required to time internationally sanctioned events.

Márcate's anchor clients include the Maratón CDMX (IAAF Gold Label, the largest marathon in Latin America), Maratón León 450 under COMUDE León with approximately 6,100 participants, the XIX Medio Maratón CDMX BBVA, and World Athletics Label events in Guadalajara. The company is operationally active with a 2026 event portfolio and is incrementally expanding into virtual racing and sports marketing as adjacent revenue lines beyond its traditional on-site timing core.

Name

Márcate

Legal name

SPEED TIME S.A. DE C.V.

Website

https://marcate.com.mx

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Márcate is a Mexican electronic timing and race management company that provides MYLAPS-based chip timing, online registration, results, and sports marketing services to road running events, serving municipal sports commissions, race organizers, and corporate sponsors across Mexico.

Ownership category

akta.pro rank

Product category

Sports Timing Services

NAICS

Spectator Sports (71121), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Ticketing, Registration & Event Technology (Badging, Apps) (BPAFAGAL)

akta.pro secondary industry

Virtual & Hybrid Participation Events (App-Based, Remote/Hybrid Races) (MPAKAIAH)

Keywords

• Electronic race timing
• Sports timing services
• Race registration platform
• Timing equipment distribution
• Sports event marketing

Headquarters

HQ city

Mexico City

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Electronic Race Timing Services: Fee-based electronic timing services for sports events, including chip timing, start/finish mat systems, partial timing points, and professional officiating.
2. Race Registration Management: Online registration platform services for event organizers, with payment processing through cards and convenience stores.
3. MYLAPS Equipment Sales: Sale and distribution of MYLAPS timing equipment including decoders, antennas, timing mats, and chips to race organizers and timers.
4. Sports Marketing Services: Digital marketing campaigns (Google, Facebook, Instagram), email marketing, content creation, social media management, branding/redesign services for race organizers.
5. Virtual Race Platform: Virtual race/digital event platform including app-based registration, manual and Garmin Connect-based tracking, and results management.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Márcate provides electronic race timing services for sporting events in Mexico using MYLAPS chip technology, including start/finish mat systems, partial timing points, photo finish, and professional officiating. The company complements timing with an online registration platform, custom-branded mobile apps with live tracking, a virtual race platform, MYLAPS equipment resale, and sports marketing services for event organizers.

Product overview

Márcate is Mexico's leading electronic timing company for sporting events, founded in 2004. The company offers a comprehensive suite of products centered around their core electronic timing services using MYLAPS technology, supplemented by digital platforms and marketing services. The core offering includes electronic timing for races (BibTag and Multisport Tag systems), supported by an online registration platform and mobile app. Additional services include virtual race capabilities through Virtual Márcate, MYLAPS equipment sales, sports marketing services, PhotoFinish systems, and live race tracking. The company operates as a technology platform connecting athletes and organizers to enhance race experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Electronic Timing Services (Cronometraje Electrónico)

Quantifiable outcome

• Near 20 million athletes participate annually in events timed with MYLAPS technology globally

Named customers5 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

Integration4 records

Feature9 records

Partnerships

Six partnerships are on record, tiered core and minor.

• MYLAPScoreTechnology or IntegrationMárcate is the official partner of MYLAPS in Mexico. They use MYLAPS BibTag and ProChip timing systems, the same technology used by World Marathon Majors events worldwide. MYLAPS equipment provides high-precision, all-terrain guaranteed timing. Nearly 20 million athletes participate annually in events timed with MYLAPS globally.
• World Athletics (WA)coreTechnology or IntegrationWorld Athletics provides official certifications and labeling for marathons organized by Márcate's clients, including the Maratón CDMX and Maratón Internacional Guadalajara. The routes of these events are certified and homologated by World Athletics.
• AIMS (Association of International Marathons and Distance Races)coreTechnology or IntegrationAIMS provides route certification for major Mexican marathons (CDMX, Guadalajara, León) timed by Márcate. Runners' times at AIMS-certified events qualify for the Boston Marathon.
• COMUDE León (Comisión Municipal de Cultura Física y Deporte de León)coreStrategic or Co-development PartnerMárcate serves as the exclusive timing provider for the Maratón León 450, one of Mexico's most important marathons (46th edition), organized by COMUDE León with over 6,100 participants.
• MAM (Federación Mundo de Atletismo en México A.C.)coreTechnology or IntegrationMAM provides the official athletic federation endorsement and regulatory oversight for Márcate's timed events. It also administers anti-doping testing and race official appointments for events.
• PIRMAminorChannel Partner/ Reseller/ DistributorPIRMA is a running apparel brand that sponsors the PIRMA 21k race in León, Guanajuato. Márcate provides electronic timing services for the event, and PIRMA provides physical retail locations for in-person race registration.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Others

• Garmin Connect: Consumer fitness platform integrated into Márcate's virtual race offering; enabling partner rather than competitor, but its broader race-tracking features shape organizer expectations.

Emerging players

• Race Roster: Online race registration platform that has expanded into timing partnerships and event technology; comparable to Márcate's online registration and event management capabilities.

Direct peers

• RunSignup: Major U.S.-based race registration and event technology platform serving thousands of endurance events; competes on the registration and event-tech layer that Márcate bundles with timing.
• ChronoTrack: U.S.-based provider of electronic race timing systems and bib tags for running, cycling, and multisport events; competes for the same organizer customer base with comparable chip-timing technology.
• MYLAPS: Global leader in sports timing technology and Márcate's core technology partner; uses the same BibTag/ProChip systems and operates the underlying platform that Márcate distributes and services in Mexico.
• Innovative Timing Systems: Race timing and event management provider offering chip timing, RFID, and registration software for endurance events worldwide; directly comparable to Márcate's full-stack timing-plus-registration model.

Broad incumbents

• Eventbrite: Large-scale general event ticketing and registration platform; an indirect competitor on the registration/ticketing layer, particularly for smaller races that don't require professional chip timing.

Regional players

• Emotión Deportiva: Mexican endurance event organizer/promoter (e.g., Gran Maratón Chevron Mazatlán) that operates its own event platform; competes for organizer mindshare and may bypass third-party timing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/speed-time-sa-de-cv

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 Márcate