NorthShore Inline Marathon, Inc.

What NorthShore Inline Marathon, Inc. does

NorthShore Inline Marathon, Inc. (NSIM) is a privately held, Duluth, Minnesota-based event organization founded in 1996 that operates an annual inline-skating, running, and rollerski race weekend along the North Shore of Lake Superior, plus related community events. Its flagship offering is a 26.2-mile point-to-point inline skating marathon from Two Harbors to Duluth along Highway 61, billed as the world's largest point-to-point inline marathon and sanctioned as the US National Championship of Inline Marathons. Race weekend also encompasses a skate half marathon, a Tunnel 10k skate, the Mike Lufholm Combined 39.3 challenge, two running events, two rollerski events, and the Rollerblade Health Expo at the Duluth Entertainment Convention Center. Sub-brands include the Going Bananas Run (a community costume fun run) and the Northern Lights Foundation Kids Sprints.

The organization runs on a deliberately thin technology stack. Registrations are processed through RunSignUp with tiered early-bird, general, and late pricing; race timing uses MyLaps disposable timing chips supplied by Endurance Promotions and published on MTEC Results; and distribution is augmented by in-person registration at the pre-race expo. There is no proprietary software platform, no mobile application, and no disclosed AI/ML capability. Operations are powered by a Board of Directors (Connie Ecklund, Todd Campbell, Jana Davis, Scott Soderberg, Tone Coughlin, Pat Melby, Greg Ash, Dan Collins), an Operations Director (Joe Haggenmiller), and a large volunteer base, with stated paid headcount of 1-10.

The business model combines three revenue streams: (1) one-time participant registration fees across inline, running, and rollerski events, (2) tiered corporate sponsorship revenue (Presenting, Major, and Supporting Partners — anchored by Rollerblade, Finden Marketing, and Aspirus St. Luke's, with 40+ sponsor brands overall), and (3) vendor fees from the 70+ exhibitors at the Rollerblade Health Expo. Distribution is largely self-serve direct-to-consumer via RunSignUp, supported by partner-driven demand (e.g., Groome Transportation airport shuttles from MSP, Zephyr Adventures tour operator referrals) and earned media in major outlets such as AP, ESPN, Runner's World, USA Today, Outside, Men's Journal, and Star Tribune.

Name

NorthShore Inline Marathon, Inc.

Legal name

NorthShore Inline Marathon Inc.

Website

https://northshoreinline.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

NorthShore Inline Marathon, Inc. organizes an annual inline-skating, running, and rollerski race weekend in Duluth, Minnesota, including the world's largest point-to-point inline marathon and the US National Championship, serving recreational and elite endurance athletes worldwide.

Ownership category

akta.pro rank

Product category

Endurance Sports Event Organization

NAICS

Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

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

akta.pro secondary industry

Endurance Sports Coaching & Training Camps (Running, Cycling, Triathlon, Swimming) (MPAKAJAH)

Keywords

• Inline skating marathon
• Endurance sports events
• Rollerski racing
• Running race organization
• Skate health expo

Headquarters

HQ city

Duluth

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Race Registration Fees: Participants pay registration fees to participate in the various events: Full Marathon Skate, Half Marathon Skate, Tunnel 10k Skate, Mike Lufholm Combined 39.3, Aspirus Half Marathon Run, Finden Marketing Tunnel 10k Run, Finnsisu Rollerski Marathon, and Marwe Rollerski Half Marathon. Registration tiers include early bird, general, and late pricing.
2. Sponsorship and Partnership Revenue: Corporate sponsors pay for various tiers of visibility (Presenting Partners, Major Partners, Supporting Partners) at the event, expo, and across race materials. The event attracts sponsors including Rollerblade, Finden Marketing, Aspirus, FinnSisu, and 40+ additional sponsor brands.
3. Skate and Health Expo Vendor Fees: The Rollerblade Health Expo (70+ vendors) is co-located with race weekend. Vendors pay to participate, making it described as the largest skate-focused expo in North America.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

NorthShore Inline Marathon, Inc. organizes and operates annual endurance sports events along the North Shore of Lake Superior in Duluth, Minnesota. Its core offering is the 26.2-mile point-to-point inline skating marathon from Two Harbors to Duluth, supported by half marathon, Tunnel 10k, combined skate, running, and rollerski race events, plus a co-located health and skate expo. The company sells race registrations, corporate sponsorships, and expo vendor booth space.

Product overview

NorthShore Inline Marathon, Inc. operates a portfolio of endurance sports events centered around inline skating, running, and rollerskiing along the scenic North Shore of Lake Superior in Duluth, Minnesota. The company's core product is the inline marathon event (26.2-mile point-to-point race), supplemented by the half marathon skate, Tunnel 10k skate, Mike Lufholm Combined 39.3-mile challenge, running events (Aspirus Half Marathon and Finden Marketing Tunnel 10k Run), rollerski events (Finnsisu Marathon and Marwe Half Marathon), youth programming (Northern Lights Foundation Kids Sprints), and community events (Going Bananas Run). The company also hosts an annual Rollerblade Health Expo. The 2026 event marks the 30th anniversary of the organization, and the marathon holds Premium Class status on the World Inline Cup circuit.

Differentiator

Problem solved

Functional benefit

Brands

• Going Bananas Run: A 2-mile costume fun run event held in Duluth's Lincoln Park Neighborhood where participants receive banana suits and run to raise money for charity.
• FinnSisu Rollerski Marathon
• Marwe Rollerski Half Marathon

Products and services

• Inline Marathon (Full) The signature 26.2-mile point-to-point inline skating marathon along the scenic North Shore of Lake Superior from Two Harbors to Duluth, Minnesota, featuring a fully closed I-35 interstate course with tunnel experience and finish next to the William A. Irvin freighter. For inline skating athletes of all skill levels.
• Half Marathon Skate 13.1-mile inline skating half marathon following the scenic Lake Superior shoreline with finish alongside the William A. Irvin freighter. For inline skaters seeking a shorter distance on the same course.
• Tunnel 10k Skate 6.2-mile family-friendly non-competitive fun skate on I-35 Interstate Highway featuring six tunnels, finishing next to the William A. Irvin freighter. Used as the basis for the Youth Hockey Team Challenge Award among local rink associations.
• Mike Lufholm Combined 39.3 Skate 39.3-mile challenge in which skaters race the half marathon, rest on a bus, then complete the full marathon for the fastest combined time. For elite and ultra-endurance inline skaters.
• Aspirus Half Marathon Run 13.1-mile running race along the scenic North Shore route on the same closed Lake Superior course as the inline events. For road runners of all skill levels.
• Finden Marketing Tunnel 10k Run 6.2-mile running race through the Duluth tunnels on closed I-35. For runners seeking a shorter-distance, tunnel-focused race experience.
• Finnsisu Rollerski Marathon 42K freestyle rollerski marathon starting in Two Harbors, rolling along Lake Superior's Scenic Highway 61 through I-35 tunnels and finishing with views of the Aerial Lift Bridge. For Nordic ski athletes using rollerski for off-season training and competition.
• Marwe Rollerski Half Marathon 21K rollerski race along Scenic Highway 61 featuring I-35 tunnels and views of the Aerial Lift Bridge and Duluth Harbor. For rollerski athletes seeking a half-distance Nordic training event, with free Marwe rollerski demos offered during race weekend.
• Going Bananas Run 2-mile costume fun run in Duluth's Lincoln Park where participants wear banana suits and race against a person in a gorilla costume. Includes banana suit, frozen yogurt, bananas, post-race party with $4 beers, and proceeds benefiting Project Joy charity.
• Northern Lights Foundation Kids Sprints Youth sprints event held during race weekend in partnership with the Northern Lights Foundation, supporting young athletes and youth skating programs in the Northland region.
• Rollerblade Health Expo Annual health and skating expo held at the Duluth Entertainment Convention Center (DECC) Pioneer Hall featuring over 70 vendors with gear, demos, and interactive experiences. Described as the largest skate-focused expo in North America.

Quantifiable outcome

• Both men's and women's overall course records were broken at the 2025 event: Nolan Beddiaf (men) 55:22.54 and Laura Alejandra Perdomo Moreno (women) 1:04:49.56, with five additional division records also broken.
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• World Inline Cup (WIC)flagshipStrategic or Co-development Partner · 12 January 2026The NorthShore Inline Marathon was added to the 2026 World Inline Cup calendar as a Premium Class race — the highest tier in the WIC series. This designation brings $15,000 in prize money, limited travel support for WIC team athletes, and up to 120 points toward the WIC overall rankings. The WIC is the premier international circuit for inline marathon racing.
• FinnSisucoreGTM or Marketing Partner · 13 August 2025FinnSisu, a Nordic ski and rollerski shop in St. Paul, MN, is the presenting partner of the 2025 Rollerski Races (Finnsisu Rollerski Marathon and Marwe Rollerski Half Marathon). FinnSisu also offers free Marwe rollerski demos to NSIM rollerski participants and hosts an expo booth.
• RollerbladeflagshipGTM or Marketing PartnerRollerblade serves as a Presenting Sponsor and the title sponsor of the Health Expo ('Rollerblade® Health Expo'). As the world's leading inline skating brand, Rollerblade's association provides significant credibility and brand visibility for the event.
• Finden MarketingflagshipGTM or Marketing PartnerFinden Marketing is a Presenting Sponsor and the title sponsor of the Finden Marketing Tunnel 10k Run event. Andrew Weisz, Director of Marketing at Finden Marketing, serves as the contact for sponsor/partnership inquiries. Finden Marketing is an award-winning digital marketing agency based in Duluth, MN.
• Aspirus St. Luke'sflagshipGTM or Marketing PartnerAspirus St. Luke's is a Presenting Sponsor and the title sponsor of the Aspirus Half Marathon Run event. Aspirus is a healthcare provider serving the Duluth/Northland region.
• Northern Lights FoundationcoreGTM or Marketing PartnerOfficial Charity Partner of the NorthShore Inline Marathon. Hosts the Northern Lights Foundation Kid Sprints on Friday of race weekend (4:30 PM). Raises funds to support youth skating and sports programs in the Northland region.
• Zephyr AdventuresminorGTM or Marketing PartnerZephyr Adventures (founded 1997, Minneapolis) is the world's first inline skating tour company and a long-time sponsor of the NorthShore Inline Marathon since 1998. Supports the inline skating community and promotes NSIM to its skating tour participants.
• Groome TransportationminorChannel Partner/ Reseller/ DistributorGroome Transportation operates shuttle van service between Minneapolis-St. Paul (MSP) International Airport and Duluth for event participants. Advanced reservations are required. This partnership facilitates transportation for out-of-state and international participants flying into MSP.
• Endurance Promotions / MyLapscoreTechnology or IntegrationEndurance Promotions (Maple Grove, MN) provides MyLaps disposable timing chips for race timing. Custom race bibs with embedded timing chips are distributed to all registrants. Results are published on the MTEC Results platform.
• MarweminorGTM or Marketing PartnerMarwe is a rollerski equipment brand and sponsor of the Marwe Rollerski Half Marathon event. Partnered with FinnSisu to offer free Marwe rollerski equipment demos for NSIM rollerski participants during race weekend.
• Duluth Entertainment Convention Center (DECC)coreImplementation/ SI/ Consulting PartnerThe DECC serves as the main hub for race weekend operations: packet pickup, the Rollerblade Health Expo, bus loading for start lines, and finish area coordination. The DECC is the main parking area for participants.
• Duluth Mayor Roger YannonminorGTM or Marketing PartnerDuluth's Mayor Roger Yannon publicly welcomed NorthShore racers in 2025, highlighting Duluth's identity as a community of events and promoting local tourism including waterfront attractions, restaurants, and the aquarium.

Scale indicators8 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• American Birkebeiner Ski Foundation: The American Birkebeiner is the largest cross-country ski race in North America and a Midwest-based destination endurance event with rollerski and running component races. It is structurally comparable to NSIM's multi-modality weekend (skate, run, rollerski) and operates a similar expo + community event model in the Upper Midwest.
• Zephyr Adventures: Zephyr Adventures (founded 1997, Minneapolis) is the world's first inline skating tour company and a long-time NSIM sponsor since 1998. It is comparable as a participant-facing inline skating event and travel operator with a deeply overlapping customer base and the same geographic and sport niche.
• Miami Inline Marathon: The Miami Inline Marathon is a peer inline skating marathon partnered with NSIM in 2024 to expand the inline skating race calendar nationwide. It operates a comparable event format and is the explicit expansion partner for the NSIM brand.
• Berlin Inline Marathon: The Berlin Inline Marathon is the world's largest inline skating marathon and NSIM's most direct peer. NSIM is described as the second-largest inline skating race globally behind Berlin, and the two events anchor the international inline marathon calendar.

Others

• Rollerblade: Rollerblade is the world's leading inline skating brand and NSIM's presenting sponsor and title sponsor of the Health Expo. It is comparable as the category-defining equipment brand that anchors the inline skating consumer market on which NSIM depends for participants and credibility.
• Charity of Choice / RunSignUp Race Partners: RunSignUp is the registration platform NSIM uses and many peer destination races (e.g., other regional marathons) also use. It is comparable as the underlying technology ecosystem shared by US mass-participation endurance events.
• World Inline Cup: The World Inline Cup is the premier international circuit for inline marathon racing. It is a peer ecosystem/sanctioning body whose Premium Class designation NSIM now holds for 2026; comparable as the umbrella series through which NSIM reaches elite international skaters and ranks.

Broad incumbents

• TCS New York City Marathon (NYRR): NYRR operates the world's largest mass-participation marathon and is a broader incumbent in the destination endurance event space. It is comparable in business model (destination marathon, sponsor-driven, expo-anchored, registration-tiered) and helps benchmark how a top-tier mass-participation event is operated and monetized at scale.
• Bank of America Chicago Marathon: The Bank of America Chicago Marathon is a major World Marathon Major with a comparable destination marathon business model — large closed-course field, elite prize money, sponsor tiers, and expo. Useful as a broad incumbent benchmark for a single-day endurance event of similar discipline.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@NorthShoreInlineMarathon
• Facebookfacebook.com/NorthShore.Inline.Marathon
• Instagraminstagram.com/northshoreinline
• LinkedInlinkedin.com/company/northshore-inline-marathon-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 NorthShore Inline Marathon, Inc.