For the companions, not the runners
Every runner brings one or two people who wait for hours. That audience sustains the atmosphere and is the most forgotten in the planning.
Races & Runs
Races
At a race the runner is busy; the problem is everyone who came with them
We build the start and finish areas of running events: activities for companions, a children's zone, scored challenges, post-finish massages and entertainment, so the event lasts longer than the race itself.
A road race has a curious asymmetry: the participant is occupied for between forty minutes and three hours, but every runner brings one or two people who spend exactly the same time waiting with nothing to do. At an event with two thousand entrants, that means two or three thousand companions circling the finish area all morning.
That audience sustains the race's atmosphere and yet is usually the most forgotten in the organisation. An activity zone at the finish radically changes how the event is perceived: companions have somewhere to be, children are entertained, the area looks full and alive, and the arriving runner finds an atmosphere rather than a fenced-off expanse.
There is also a usable slot before the start. Runners arrive well in advance, are nervous and do not want to sit. A warm-up area with reflex games, music and some movement works very well at that moment, and it helps spread out people who otherwise pile up at the start line.
After the finish, what is most appreciated is the obvious: massages, something to eat and shade. It is a simple service with a very high impact on how the event is rated, and it appears in satisfaction surveys far more often than its share of the budget would suggest.
- 2-3companions per runner
- 3-4 hof waiting at the finish
- 24 hquote turnaround
- 100%in-house staff
Before the start too
Runners arrive well in advance and do not want to sit. A warm-up area spreads out people who otherwise pile up at the start line.
Massages, food and shade
The obvious things after the finish are the most appreciated, and they appear in satisfaction surveys far above their share of the budget.
How we set it up
Tell us about the event
Entrants, route, start and finish areas, timings and estimated companions.
We design both zones
Warm-up before the start and activity at the finish, with capacity and layout on the plan.
We coordinate with the organisers
Build windows, access, fencing and documentation for the council or venue.
We operate all morning
Staff at every point from before the start until the last runner has come through.
Formats and ideas that work
- Children's zone with inflatables and games for companions
- Reflex and speed challenges with a scoreboard before the start
- Express massages in the post-finish area
- Fruit, water and food carts in the recovery zone
- Photo wall with a finish arch for the souvenir picture
- Shaded area with tables for waiting families
- Roaming entertainment and music around the finish area
- Sponsor activation with a prize and contact capture
The slowest runner decides how long the event lasts
When planning the finish area there is one figure worth checking that many organisers overlook: what time the last runner arrives. The activity zone has to keep running until then, because if takedown starts once the first thousand are home, those crossing the line at the end find an empty lot.
They are exactly the people who most need the atmosphere: they have been running longer, arrive more tired and are often doing the race for the first time. Keeping the zone active for that final hour costs little in staffing and is what separates a well-run race from one that only serves the front of the field.
Frequently asked questions
When does it have to be built?
Before the runners arrive, which at races is usually two hours before the start. We close the build with margin and coordinate with the organisers so as not to interfere with bib collection.
How much space is needed?
It depends on entrants. For two thousand runners we usually work with two to four hundred square metres at the finish. With the plan we tell you what fits without obstructing the runners' route.
Do the massages require qualified staff?
Yes, we work with professional therapists. It is a service that is highly valued and should not be improvised, both for quality and for the responsibility involved in working with runners straight off the course.
Can you cover the start and finish areas at once?
Yes, if they are close together. If start and finish are separate, it is sized as two independent zones with their own staff, and that is reflected in the quote.
Do you work with race sponsors?
Yes. We build the sponsor's activation inside the finish area with their branding and mechanic, which in this context is very well received by the public.