Kids Run This City

What Kids Run This City does

Kids Run This City is a privately-held, founder-operated youth running race series based in Chicago, Illinois, founded by former competitive runner Mallory Simms in 2019. The company organizes in-person running events for children ages 0-12, structured into three distance tiers: Team Velcro (1K, for children ages 0-4 who can walk), Team Laces (2K), and Team Trainers (3K, up to age 12). Race days are held at Lincoln Park, Chicago, and include a registration bundle of race apparel, bib numbers, finishers medals, professional photography, and family entertainment (bounce houses, live music, vendor booths). A virtual race format, introduced in May 2020 in response to pandemic restrictions, allows remote participation tracked through the RaceRoster platform. The company also offers a complementary training program featuring warm-up exercises, team-based runs, and agility games designed to prepare children for race day, along with Personal Best Awards recognizing individual improvement.

Revenue is generated entirely through one-time race registration fees per participant per event, with no disclosed pricing or subscription components. Distribution is direct-to-consumer via the company's Squarespace website and Facebook page, supported by an email newsletter subscription for registration announcements. A partner ecosystem of approximately 18 community organizations, sponsors, and nonprofits—including Chicago Hopes for Kids as a designated fundraising beneficiary, i9 Sports, Windy City Field House, Larkly Suncare, Steve and Kate's Camp, Lil Kickers, and the American Cancer Society—provides cross-promotion and limited operational support. The organization operates with a 3-person team (Founder & Race Director Mallory Simms, Lead Partner Brian Simms, Head Volunteer Molly Pluciennik), has no proprietary technology stack, and serves a regional Chicago-area market without external funding or parent-company ownership.

Name

Kids Run This City

Website

https://kidsrunthiscity.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Kids Run This City is a privately-held Chicago-based youth running race series founded in 2019 by Mallory Simms, organizing 1K/2K/3K in-person races at Lincoln Park and virtual races for children ages 0-12, monetized through one-time race registration fees.

Ownership category

akta.pro rank

Product category

Youth Running Race Events

NAICS

Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (713940)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Endurance & Running/Cycling Training (HSADAAAG), Youth & Amateur Sports Tournaments (MPAGAMAF)

Keywords

• Youth running races
• Children's race series
• Youth athletic events
• Running training programs
• Kids sports events

Headquarters

HQ city

Chicago

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, Others

Revenue model

1. Race Registration Fees: Revenue generated from participant registration fees for youth running races. Race registration includes race apparel, bib numbers, finishers medals, and race experience.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Kids Run This City organizes and operates a youth running race series for children ages 0-12, offering three age-segmented distance tiers (Team Velcro 1K, Team Laces 2K, and Team Trainers 3K) at park-based events in Chicago. The organization also runs a complementary training program with structured exercises and games, provides personal best achievement awards, and offers virtual race participation. Each registration includes race apparel, bib numbers, finishers medals, professional photography, and family-friendly entertainment such as bounce houses and live music.

Product overview

Kids Run This City is a youth running race series offering a single unified product: organized children's races in three distance tiers (Team Velcro 1K, Team Laces 2K, and Team Trainers 3K) for children ages 0-12. The company also provides a complementary training program with warm-up exercises and running games to help children prepare for race day. Additional offerings include Personal Best Awards to recognize achievement and virtual race options for remote participation. All race events include race apparel, bibs, finishers medals, professional photography, and family-friendly entertainment such as bounce houses and live music.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Children ages 0-12 gain confidence, athletic skills, and lifelong healthy habits through running

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core and minor.

• Chicago Hopes for KidscoreGTM or Marketing PartnerNon-profit partner receiving fundraising donations from KRTC race events. KRTC directs race participants to donate to Chicago Hopes for Kids after race completion.
• Windy City Field HouseminorGTM or Marketing PartnerPartner logo displayed on KRTC Partners page
• Larkly SuncareminorGTM or Marketing PartnerPartner logo displayed on KRTC Partners page
• i9 SportsminorGTM or Marketing PartnerPartner logo displayed on KRTC Partners page
• Steve and Kate's CampminorGTM or Marketing PartnerPartner logo displayed on KRTC Partners page
• WithOtterminorGTM or Marketing PartnerPartner logo displayed on KRTC Partners page
• Macaroni Kid Chicago LoopminorGTM or Marketing PartnerPartner logo displayed on KRTC Partners page
• Hi-Five Sports CampminorGTM or Marketing PartnerPartner logo displayed on KRTC Partners page
• Altitude ChicagominorGTM or Marketing PartnerPartner logo displayed on KRTC Partners page
• Skip and ScootminorGTM or Marketing PartnerPartner logo displayed on KRTC Partners page
• Kids Work ChicagominorGTM or Marketing PartnerPartner logo displayed on KRTC Partners page
• Little Kitchen AcademyminorGTM or Marketing PartnerPartner logo displayed on KRTC Partners page
• Lil KickersminorGTM or Marketing PartnerPartner logo displayed on KRTC Partners page
• American Cancer SocietyminorGTM or Marketing PartnerPartner logo displayed on KRTC Partners page
• BASH Kids ClubminorGTM or Marketing PartnerPartner logo displayed on KRTC Partners page
• Kobi KidsminorGTM or Marketing PartnerPartner logo displayed on KRTC Partners page
• Connections AcademicsminorGTM or Marketing PartnerPartner logo displayed on KRTC Partners page
• Bitsy'sminorGTM or Marketing PartnerPartner logo displayed on KRTC Partners page

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Girls on the Run: National nonprofit offering youth running programs and culminating races for girls. Comparable to KRTC in running-based youth development mission, multi-week training curriculum, and celebratory 5K-style event format, though at a larger national scale.
• Students Run LA: Youth running mentoring program that trains students for distance events including the LA Marathon. Comparable in mission of building youth confidence through running, with structured training-to-race progression similar to KRTC's offerings.
• Color Run: Mass-participation fun-run event series held in cities across the U.S. Comparable in the road running mass participation event model with brand-driven, festival-style race experiences targeting non-elite runners, though typically aimed at older demographics.

Broad incumbents

• i9 Sports: National youth sports league franchise offering flag football, soccer, basketball, and other sports programs for children. Listed as a KRTC partner and is comparable as a structured youth sports organization serving families with young children through community-based programs.
• Steve and Kate's Camp: National youth day camp operator with multiple locations emphasizing child-led activities. Listed as a KRTC partner and comparable in serving families with young children through structured youth programming.
• The Little Gym: Franchised children's motor skills development program for ages 4 months to 12 years. Comparable in offering structured physical activity programs for young children with age-tiered curricula focused on confidence-building.
• My Gym: Franchised children's fitness and development center with age-appropriate classes for children from infancy through early teens. Comparable in the youth fitness instruction segment with structured programs for motor skill development.
• Lil Kickers: National youth soccer program for children ages 18 months to 9 years, with structured age-appropriate curriculum. Listed as a KRTC partner and comparable in the youth sports instruction segment with tiered age groupings similar to KRTC's Team Velcro/Laces/Trainers structure.
• Skyhawks Sports Academy: National youth sports camp and clinic provider offering multi-sport instruction for children. Comparable in delivering structured, age-appropriate sports instruction to young children through community-based programming.

Emerging players

• Tough Mudder Kids: Kids-focused obstacle course and adventure race event series affiliated with the Tough Mudder brand. Comparable in hosting mass participation youth-focused athletic events with tiered distance/challenge options for different age groups.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/kidsrunthiscity
• LinkedInlinkedin.com/company/kids-run-this-city

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Kids Run This City