IN MOTION, INC.

What IN MOTION, INC. does

In Motion Events is a privately held, Southern California-based event management company that has produced running races and community events since 1981. Its portfolio of flagship events centers on the Carlsbad Marathon, America's Finest City (AFC) Half Marathon, GOVX San Diego Half Marathon, Vista Strawberry Run, and the Kids Marathon Mile at LEGOLAND California, supplemented by charity-produced walks for Susan G. Komen and the Ovarian Cancer Alliance. Participation volume is meaningful at the top end — the AFC Half Marathon alone mobilizes more than 1,000 volunteers to support over 6,000 participants — and the company also runs multi-event loyalty series (SoCal Triple Crown, SoCal 3x5, SoCal 9x5) that drive repeat registration across the calendar.

The company's underlying technology stack is operational rather than productized: race registration runs through third-party platforms Race Roster and Events.com, timing is delivered via ChronoTrack's B-Tag disposable chips mounted on bibs, results are archived on Athlinks, and ancillary services (FinisherPix/MarathonFoto photography, iTab medal personalization, Mobile Locker gear check, On Pace pacers) are sourced from specialized vendors rather than built in-house. No proprietary software, mobile app, API, or AI/ML capabilities are disclosed.

The business model is event-driven and transaction-based. The core revenue stream is participant registration fees across full marathon, half marathon, 5K, kids, and virtual race distances, priced on a pay-as-you-go unit basis. Secondary revenue comes from sponsorship and exhibitor packages (title and on-course sponsors such as Tri-City Medical Center, Hollandia Dairy, Ballast Point, and Nuun), add-on services (photo packages, medal personalization, gear lockers, race-day packet pickup fees, race insurance), and a third-party event planning and management services line offered to corporate and nonprofit clients. Customer segments span individual runners and walkers (primary), corporate teams, corporate sponsors and exhibitors, charities and nonprofits, and families. The company is headquartered at 1782 La Costa Meadows Drive, Suite 102, San Marcos, California, and operates exclusively in the Southern California market.

Name

IN MOTION, INC.

Legal name

In Motion Events

Website

https://inmotionevents.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Running Event Management

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Promoters of Performing Arts, Sports, and Similar Events (7113)

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

Keywords

• Running event management
• Marathon race events
• Charity walk events
• Community running races
• Race timing services

Headquarters

HQ city

San Marcos

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, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Race Registration Fees: Revenue generated from participant registration fees for various race distances including full marathon, half marathon, 5K, and specialty events. Fees vary by event and distance, with early bird and regular pricing tiers.
2. Virtual Race Participation: Revenue from virtual race registrations where participants complete race distances on their own time and receive swag via pickup or mail.
3. Sponsorship and Exhibitor Fees: Revenue from corporate sponsors and exhibitors at events including booth fees, sponsorship packages, and branding opportunities.
4. Add-on Services: Additional revenue from photo packages (FinisherPix), iTAB medal personalization, race insurance, gear check lockers, and race day packet pickup fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

In Motion Events is a Southern California event management company that produces and manages road running events, including marathons, half marathons, 5Ks, kids runs, and charity walks, for individual participants. The company handles end-to-end race production including course certification, online registration, race timing via ChronoTrack B-Tag, volunteer coordination, expo/packet pickup, sponsorship sales, and post-race festivals, and additionally offers turnkey event planning and management services to external organizations.

Product overview

In Motion Events is an event management company producing high-quality running events and community experiences since 1981. The company operates a portfolio of signature race events including the Carlsbad Marathon/Half/5K, America's Finest City Half Marathon & 5K, GOVX San Diego Half Marathon & 5K, Kids Marathon Mile at LEGOLAND, Vista Strawberry Run, and charity walks (Komen More Than Pink Walk, Teal Steps Walk). The product suite includes race series challenges (SoCal Triple Crown, SoCal 3x5, SoCal 9x5) that incentivize participation across multiple events. Add-on offerings include virtual race participation, comprehensive event planning and management services for external clients, sponsorship opportunities for businesses, and volunteer programs. The company is headquartered in San Marcos, California and primarily serves the Southern California running community.

Differentiator

Problem solved

Functional benefit

Products and services

• Carlsbad Marathon, Half Marathon & 5K Annual winter road race event held in Carlsbad, California featuring full marathon (26.2 miles), half marathon (13.1 miles), 5K (3.1 miles), and the Double Down Challenge (5K + half marathon), with coastal course, ocean views, and finisher swag.
• America's Finest City Half Marathon & 5K Annual half marathon and 5K event in San Diego featuring a scenic course through Point Loma, downtown San Diego, and Balboa Park; functions as the third event of the SoCal Triple Crown series.
• GOVX San Diego Half Marathon & 5K Half marathon and 5K event offering exclusive registration discounts to U.S. military personnel, veterans, and first responders verified through the GOVX platform.
• Kids Marathon Mile at LEGOLAND Children's one-mile running event held at LEGOLAND California Resort with free and discounted park tickets bundled into the race entry for participants ages 13 and under.
• Kids Run Carlsbad Series Two-event race series for children ages 12 and under combining the Kids Marathon Mile at LEGOLAND in January with Junior Carlsbad in March, awarding three medals including a commemorative series medal.
• Vista Strawberry Run 5K (3.1 mile) running event held during the Vista Strawberry Festival featuring kids 1-mile and 1/4-mile options, post-race craft beer garden, and family-friendly festival activities.
• SoCal Triple Crown Series Achievement series rewarding runners who complete one race at each of three signature events (Carlsbad Marathon/Half, San Diego Half Marathon, America's Finest City Half Marathon) within one year, awarding four medals in total.
• SoCal 3x5 Series Three-race 5K series completed within one year (Surf Sun Run 5K in Carlsbad, La Jolla Shores 5K, and AFC 5K in San Diego) awarding a commemorative finisher medal.
• SoCal 9x5 Series Three-year achievement series for participants who complete the SoCal 3x5 in three consecutive years, earning 13 medals total across the multi-year program.
• Susan G. Komen More Than Pink Walk Charity walking event produced for Susan G. Komen, supporting breast cancer research and awareness, held at multiple locations including San Diego and Inland Empire.
• Ovarian Cancer Alliance Teal Steps Walk Charity walking event supporting ovarian cancer awareness and research produced for the Ovarian Cancer Alliance.
• Event Planning & Management Services Turnkey event planning and management services covering budgeting, permitting, online registration, volunteer management, vendor negotiations, graphic design, sponsor management, and marketing support, offered to corporate events, charity runs, and community event organizers.
• Sponsorship & Exhibition Services Sponsorship packages and exhibitor booth opportunities at the Health & Lifestyle Expo, providing businesses with brand visibility, on-site activation, and consumer engagement across the In Motion Events race portfolio.

Quantifiable outcome

• Events support 6,000+ participants with 1,000+ volunteers

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature1 record

Partnerships

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

• Tri-City Medical CenterflagshipStrategic or Co-development PartnerTitle sponsor for Carlsbad Marathon event. Provides medical support and event staffing for race weekend activities.
• Holiday Inn Carlsbad - San DiegocoreStrategic or Co-development PartnerOfficial Host Hotel for Carlsbad Marathon weekend. Houses expo/packet pickup and offers discounted rates for runners with amenities including complimentary breakfast and parking.
• Staybridge Suites CarlsbadcoreStrategic or Co-development PartnerCo-Host Hotel for Carlsbad Marathon weekend with extended stay amenities and breakfast included.
• Sheraton San Diego Hotel & MarinaflagshipStrategic or Co-development PartnerOfficial Race Headquarters Hotel for AFC Half Marathon. Provides shuttle service to start line and finish line access for runners.
• Hollandia DairycoreGTM or Marketing PartnerSponsor providing strawberry milk for event participants at Vista Strawberry Run and other events.
• Ballast PointcoreGTM or Marketing PartnerBeer sponsor for finish line beer gardens at Carlsbad Marathon and AFC Half Marathon events.
• NuuncoreGTM or Marketing PartnerOfficial on-course hydration sponsor for Half Marathon Triple Crown Series providing electrolyte replacements throughout courses in various flavors.
• BoochcraftminorGTM or Marketing PartnerHard kombucha sponsor for beer gardens at Carlsbad Marathon finish line festival.
• Race RostercoreTechnology or IntegrationOnline registration platform partner for event registration, transfer management, and merchandise sales.
• ChronoTrackcoreTechnology or IntegrationTiming technology provider using B-Tag disposable timing chips mounted on race bibs for accurate race timing.
• On PaceminorGTM or Marketing PartnerPace group provider offering complimentary pace groups with pace leaders running steady paces for target finish times.
• LEGOLAND CaliforniaflagshipStrategic or Co-development PartnerVenue partner for Kids Marathon Mile event with free and discounted park tickets included with race entry.
• Cabrillo National Monument FoundationcoreStrategic or Co-development PartnerPrimary beneficiary of AFC Half Marathon since event inception in 1978. Receives fundraising support from race participants.
• Friends of Balboa ParkcoreStrategic or Co-development PartnerPrimary beneficiary of AFC Half Marathon. Receives fundraising support and race events finish in Balboa Park.
• Balboa ParkflagshipStrategic or Co-development PartnerVenue partner where AFC Half Marathon finishes. Provides scenic course routes through park for 5K and finish line festival area.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Tough Mudder: Mass-participation endurance/obstacle event operator targeting similar corporate team and individual fundraising segments; useful comp for sponsorship economics and participant retention in the endurance space.
• HITS Endurance: Privately held endurance event producer (running, triathlon) operating multi-distance race weekends with on-site expos and sponsorship inventory that mirror In Motion Events' expo-driven model.

Regional players

• Fleet Feet: Running-specialty retailer that also produces and times local road races and event series across multiple U.S. markets; competes for sponsorships, participants, and run-club partnerships in overlapping geographies.
• Atlanta Track Club: Membership-based running organization producing flagship mass-participation events (e.g., Peachtree Road Race) with similar model of races, series challenges, and charity partnerships — though structured as a nonprofit.

Broad incumbents

• The IRONMAN Group: Global endurance event operator (triathlon, marathon, running) owned by Advance Publications; competes for the same endurance athlete and sponsorship dollars at much larger scale and now owns the Rock 'n' Roll Marathon Series.
• Spartan Race: Large-scale endurance and obstacle-course event operator with mass-participation and corporate team-building models overlapping with In Motion Events' endurance and corporate-segment positioning.

Others

• Race Roster: Online registration and event-management platform partner of In Motion Events; also operates RunSignup-adjacent services and serves competing race organizers, making it both a partner and an adjacent ecosystem player.

Direct peers

• Rock 'n' Roll Marathon Series: Operates a global portfolio of mass-participation road running events (marathons, half marathons, 5Ks/10Ks) with on-course entertainment and city tourism partnerships — the closest private-sector analog to In Motion Events' multi-event running portfolio.
• Big Sur International Marathon: California-based iconic road marathon and related distance events with destination tourism appeal; competes for the same SoCal-adjacent runner demographic and sponsors with similar coastal-scenery positioning.
• RAM Racing: Privately held mass-participation race organizer best known for the Hot Chocolate Run series; operates multi-city 5K/15K events with similar add-on revenue model (photo packages, virtual options) to In Motion Events.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/inmotionevents

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 IN MOTION, INC.