Does race brand matter?
Is a race qualified by its distance (and events) alone, or by its brand, as well?
That is the question I was asking myself after reading “Ironman or Iron-Distance? A Triathlon Branding Battle Brews” (pdf here).
The article starts with mentioning how fast Ironman branded events sell out compared to non Ironman-branded events. Apart from a few anomalies, the Ironman branded events are the ones that sell out. One none branded event had only 30 registrants total this year (according to the article, Ironmans typically have 3,000 participants).
The article surmises that the reason the Ironman branded events sell out is that when people finish one, they want to say, “I did an Ironman.” Not, “I did an Iron-distance” or “I did a full-distance triathlon.” That, and when you sign up (and pay the big dough) to do an Ironman branded event, you know it will be a quality race.
I don’t mean to write this like I have done an Ironman! I haven’t even done an individual triathlon. But I have participated in a Half Ironman relay, and apart from the lack of information for relayers (seems typical for most relays I’ve done) I was very pleased with the event organization.
But I can see doing what one person in the article mentioned – an Ironman branded event first, then moving on to the non branded ones:
“You want to do the [Ironman] branded race first, because it may be the only one you ever do,” she says. “After you’ve done a few, what does it matter if you’re doing an Ironman or an Iron-distance?”
The non branded events are probably a lot cheaper, definitely easier to get in to, and maybe offered in different locations than Ironman races.
Of course, after reading this I started thinking about how race branding compares in running. And… I don’t think it’s the same. If you run a race of any distance (and the distance is correct, ha ha) you can call yourself a “marathoner,” or “half marathoner” or “5Ker” (hee hee) or whatever.
But! That doesn’t mean that people don’t take “brand” in to consideration when they register for their first event at a distance. There is a reason I chose a 5K in Chicago for my first one (with Steven) and why the Chicago Marathon was my first marathon. I went with well-known, and well-organized.
But since my first race, I’ve been likely to try any race brand (which feels funny to call them, since often, it’s one-race brand), at least once! Sometimes, the low-key, smaller races are the ones I like best!
Do you take brand in to consideration when you register for an event?
Themocracy
This is a question I get frequently, “Is Ironman worth the $$”. And the answer is YES, especially if it’s your first attempt at the half or full distance. They pull an entire event/weekend together that can be enjoyed by the entire family. They pull the crowds. They have more volunteer support than any other race an endurance athlete will ever enter. Those volunteers will keep you moving NO MATTER WHAT. And at the end of the day you are an Ironman athlete. Priceless. For once the brand lives up to the hype. BUT. It also brings the big dogs and that can be intimidating. You have a lot of very aggressive people who may (or may not) be starting behind you. My best advice is to hold your ground & let the big dogs go around you. Don’t hog the road but don’t be crippled with fear when you hear them coming. They’ll be gone before you can blink.
I think it depends on the race and on the experience that you want to have. Like Amanda said – IM pulls out the crowds and is an exceptionally well-run event (usually – I know that there are exceptions), and for my first half distance and full, I wanted that experience.
That said, I love some of the smaller local races, but for shorter distances or for different reasons. However, I wouldn’t want to race an event where I felt as though I was the only one out there (for a tri or road race at least; a trail race is a different experience).
One final on the brand – whenever I see people with an IM tattoo, it makes me think of putting “Coca-Cola” on my leg. Would I really want a corporation logo on my body for the rest of my life?
Yeah, that is a good point about not wanting to feel like you are out there “alone.” I had that happen during my last leg of Ragnar and the course was not well marked and I wondered if I was still on track! ha ha
Oh yeah. And good point about the IM tattoo. Hmm, do you feel the same way about the Olympic rings?
I am with you on the low key small races! I have yet to do a big marathon and the logistics of doing one kind of scare me off. But the crowd support would be nice. I honestly am so over hearing about Ironman that I would probably do a non-branded race (IF ever) and then just say I did an Ironman. I am not a big fan of corporate branding taking over races. A race is a race.
Who is talking so much about Ironmans and making you cray cray? Do you feel annoyed with running events like RnR, etc?
I would not run an RnR event on my own. Last year I drove 6 hours to run in ABQ when the Denver RnR was right in my backyard.
I read an article last year about all these kids in triathlon training programs that refused to consider any other race than an IM because it doesn’t “count,” presumably for Kona or something. Don’t get me wrong-Kona is one of my favorite events to watch the elites. But for non-elites, there are other options. I guess living in Boulder-Denver where there is a high percentage of high horse triathletes, it just seems like the purpose of getting out there and challenging yourself gets lost in this hyper-competitive world.
Oh gosh. I hear ya on that one. I never understand competitiveness in running… even against myself. It’s all about fun to me, and placing #1 in my age group would never be a goal for me at a big event!
As a more experienced runner and racer, I look for quality races that I feel are worth spending money on. There are SO MANY options out there right now, and lots of race directors with different prerogatives. There are certain brands that I will not race (again) due to the bad press and horrible experience.
I actually do tend to take race brand into consideration when registering for an event, particularly in Chicago. I wholly trust Fleet Feet, Special Events Management, or All Community Events to put on a solid race in the city (even if it’s just your standard Lakefront Trail number). When a big, outside, national brand comes in, though, I’m a lot more hesitant to sign up for their event. The two national brand races I’ve run in the city were both disasters, and it was pretty obvious the organizers didn’t do much (any) research in terms of what hosting a race in Chicago would entail. No thanks! I’d definitely rather stick with the people that for sure know what they’re doing.
Oh gosh – that is really interesting – the preference for the insider/local brand. That makes sense. I completely trust Fleet Feet too. Funny you put All Community Events on par with them. They have such a bad rep for some races, but I just go to their events knowing that and not expecting much 😉
I mean, I definitely wouldn’t put All Community on Fleet Feet’s level by any means, but at least All Community is local and has an idea of how the Lakefront Trail works. That’s really all I ask haha 😛
I’m surprised you’d rank SEM and ACE in the same category as FF, to be honest! The SEM and ACE races I’ve run have been just okay. Not nearly as organized as Fleet Feet! From what I can tell, though, they are okay with the races they’ve been doing for multiple years but tend to have some pretty ridiculous hiccups when they try something new.
I totally agree with this. I tend to avoid any races put on by RAM because of bad experiences that I’ve had with them. Very expensive and crappy bling and shirts. I did Hot Chocolate a few years ago and it was a melee. I hear it’s changed, but I’m not one for novelty races–if I sign up, I want to run a serious race. I agree with you about All Community Events. They do a great job with smaller races. My son volunteered at one.
lol. One of those things were I won’t do another ACE race but RAM kinda was cool with the hot chocolate last year *but its was free. lol
I read this and almost sent it to you! Hahaha
I can totally see why people wouldn’t want to run a non ironman, ironman distance race. The distance is the brand and visa versa. Unlike running where the distance is the only thing that matters.
I do register for races because of the brand and their reputation. I’ll pay extra money for a Rock n Roll event because after completing like a dozen in 5+ cities, I know what to expect regardless of which location I choose. I like the predictability of a well run race. That’s also why I jump at FleetFeet events- I know going into it that the event will be well organized. Not to say some local event wouldn’t be as good, but for distance events, especially ones I’m racing, I want to show up and only focus on my race and not stress if the event is full of chaos. Although lately, I’m on a local small race kick. (Well if I could run) and I don’t care about brand for those as long as it seems to have a decent history. I’m fairly easy to please 😉
I’m another Fleet Feet fangirl. They are guaranteed to be great.
The only real race brands I avoid is RAM Racing. The only real bad race experiences I’ve had were RAM ones.
I have had decent luck with RAM, but I haven’t done Hot Chocolate. So that is probably why. Ha ha.
I think all of RAM’s other races are generally decent. But Hot Chocolate has left enough of a bad taste in my mouth (har har) that I avoid RAM for that reason. Maybe if they can make HC consistently good I’ll change my mind. But there are so many other races to choose from.
My first 5k was a small, local race in my small hometown (when I was in 9th grade!). I didn’t know about larger (or branded) races back then (1994).
When I signed up for my first marathon it was because a coworker did… so I didn’t really choose it. It was a huge one though (MCM) and the only race I’ve done in DC.
I prefer smaller races put on by run clubs.
I pretty much refuse to do any Rock N Roll races and a few other branded races due to cost and logistics. No thanks.
As someone who hasn’t done a triathlon (yet), I am not sure which way I sit on Ironman vs. Iron distance. It’s nice to say I did an Ironman but it’s the same work, training and distance as a non-branded race.
I feel like there are a lot of brands in just running – Rock ‘n’ Roll, Zooma, RAM – and they are nice but it’s usually a one and done thing. Yes, they offer an experience but a cost. I have to be frugal with my race budget, and I often choose to do smaller races for that reason. Plus, our track club has a points series and it’s fun to do that. And you won’t ever see RnR Fort Wayne on that list. (Not that there is one – FW is epically uncool.)
I agree on the one and done for ZOOMA (I haven’t done RnR and the RAM race I did was not the big themed HC one). Will this be your first ZOOMA in CA? It was so fun to spend the weekend with a bunch of friends… but we don’t need an all female race to do that. And… I would rather have a medal than a necklace, shhh 😉 It was fun to try though.
I really think IronMan got it’s mainstream appeal by having IM Kona broadcast on NBC all these years. Everyone freaking loves to watch that! I know I do. From what I hear, other brands of tri are quite good, but IM has the cache. Like Kleenex vs generic. Haha!
As far as running goes, I am not brand loyal at all. If the distance and date work, I am there.
I chose Chicago as my first marathon because I was thinking it would be my only marathon.
Yeah, that is what the article said – the even was first shown on ABC’s “Wide World of Sports” in ’78 and gained momentum, so the World Triathlon Corp. was formed in the 80s 🙂 I have yet to watch Kona! I should someday!
Funny you mention Kleenex! I prefer puffs, so I make a point to say tissue rather than Kleenex, lol.
That’s an interesting point that if you run a 26.2 mile race, you can call yourself a marathoner, but I bet the “purists” won’t let you get away with calling yourself an Ironman if you do a non-IM 140.6 event. Whatever. If you do the distance, you’re an Ironman. Or maybe a small-I ironman. Haha.
This year my race schedule is dominated by established races with good reputations – two Fleet Feet races (althoughI DNS’d one so far), both BoA races (Shamrock and the marathon), and RnR Chicago. I personally really enjoy the big downtown races, and I know those events are done well. So to me, brand does matter when it comes to reputation. Which is why I stay away from RAM and Team Ortho.
Or you could just say you did 140.6 😉
Yeah, if you are going with a downtown race, it’s probably much better to do one with a good reputation! Interestingly, I think small organizations get off much easier in the burbs than when they try to go in to the city. Maybe the logistics are too much?!
There are probably a lot more factors that can go wrong in the city vs. suburbs – booking multiple events on the same day (I’m pretty sure the Ragnar finish line had to move because of some stupid Bacon Race at Montrose Saturday morning), limited parking, traffic congestion, street closures, bigger crowds (of participants and non-participants), security concerns, etc.
Oh totally. A friend who was volunteering at a 5K that was run the same day as the Chicago Spring Half told me they had to move off the Lakefront cause the courses overlapped. Oopsie!
Hmm. Interesting article! I hate to say it, but for the Ironman race that I plan to do, I really just want to do an actual Ironman! While I’ve considered others (particularly B2B), there’s just something very alluring about going to a WTC event with all the rigamarole it entails. They really hype up their events, which I think other companies don’t do as good a job at doing. There’s just a lot of history behind WTC to back them up and they run a good event.
You don’t have to hate to say it! I think I would prefer it, too! And I love that you used the word “rigamarole.” 🙂
I’m doing my first half iron man in October and it’s an “off brand” race. It makes sense to me though since I can now race on my home turf and it keeps the cost of travel and transport down.
Which one is it?
I was thinking travel could hugely play in to it! With only 30-something races, they aren’t even offered in every state!
It’s called the Border Wars Triathlon in St. Louis (http://www.borderwarstri.com/). Check it out!
Fun! The East vs West theme is cool! I like the gear, too!
This is really an interesting question. When it comes to races, I usually go with date, location and price – and maybe whether or not I have friends running it. If I personally have a bad experience, then I won’t sign up again. But I don’t base my decisions on the reputation or experiences of others (like RAM, for instance…I had a great Hot Chocolate experience, so I can see myself signing up again). And now that I am in the suburbs, I am on the look-out for smaller races closer to home:)
It sounds like you decide the exact same way I do. Sometimes I find myself searching for a race just cause I am traveling somewhere, so then, it’s all about location/date and nothing to do with brand. That is good you don’t get misguided based on how other people experienced races. Especially as you read some blogs, you start to realize people are NEVER happy with how a race was run. It would be horrible for someone to base their decision of of that person’s input!
That is a great point about how you can say you’re a marathoner no matter which marathon you run but Ironman is so specifically tied to races that are put on by that brand. People who don’t do an Ironman event probably find it easier to say they are an “ironman” than saying they did an “iron” distance. They should just let it become like Bandaids!
what an interesting question! i feel like the ironman people have just done a great job of branding…kind of like apple. they cornered the market and then created a whole culture around their product. i don’t fault them for it.
the only similar attitude in running is the boston marathon. even though it’s harder to “qualify” to get into the new york marathon, there’s just not the same culture surrounding it.
Have you run both Boston and NYC? There are definitely two different cultures about the events, and different desires to get in to both. I haven’t run Boston (doubt I ever will) but loved NYC so much I am not sure any race will ever compare to that for me!
I take brand into consideration in the opposite way–I don’t do races that are big brand names. In our area, most races are local charity runs, which I love. They are small & the money goes to a good cause. I’m not at the level where I care if the course is 100% accurate or if the water stops are in the right spot or if the course is perfectly monitored. I think I’ve only done 1 race that wasn’t for charity, and that was a non-profit. I will never do a Color Run, Ironman (probaby wouldn’t anyhow), etc.
Do you care if the course is 99% accurate? Ha ha. I only ask because I don’t care about those small things too (like water stops and gu stations – those are a perk) but I REALLY appreciate a mostly accurate course. 🙂
I don’t mind too much unless it’s way off! 1/10th of a mile or less & I’m good w/ it. 🙂
This is a really interesting question that I hadn’t given much thought to until now. Generally, my biggest considerations are date, location, course, and price.
Great post! I only take brand into consideration for races when it’s a Rock N Roll race. Those tend to be unorganized and very crowded so I try to avoid them if possible! But any other race, it doesn’t really matter to me. 🙂
Hmm interesting question! I think I tend to gravitate towards more “prominent” race events for the first time distances, since I consider each new distance I conquer a milestone. I didn’t make a big deal out of my first 5K, 8K, 10K, etc. but I chose a significant race (the Rock n’ Roll Half) for my first half marathon. I wanted a major memorable race that I would never forget, and the inevitable huge crowd support was also a significant deciding factor. This was especially true when I chose the NYC Marathon as my first. It has so much meaning to me! – my new hometown, famous race, crowd support, etc etc.
Well that was quite the wall of text I just wrote 🙂 Ultimately, I think name brand races/events are worth the money if they are your “firsts”.
I like your wall of text. And I tended to be that way with my first “big” races too (well, for 5K and marathon, not 10K and HM). OMG YOU ARE GOING TO LOVE NYC IT’S THE BEST!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
I love how there are different opinions on RAM races and RnR just in these comments. I’ve done RnR races twice and didn’t particularly love them. I had heard terrible things about RAM races in the past but the HC race was the only one that worked for Kim and I when we were in Dallas and we LOVED it!
I tend to go for the well organzied local races here. Movin Shoes in Madison has some of the best (FULL MOON!!!) and the Green Bay and Fox Cities Marathons are my faves, as you have probably heard a zillion times.
But I kinda like North Face too! Is that considered a ‘big brand’?
I don’t know if I ever realized that there were Iron-distance races put on by anyone other than Ironman! haha. I’m a triathlon dummy. (I guess that means they do a really good job with their branding!)
I found that VERY interesting too! And it’s made me think a lot about how dangerous it can be to read someone’s review of a race and let that heavily influence your decision whether or not to do it. I remember when you did HC my first question was about organization/etc since I had heard such horrible things about Chicago! Even though I doubt that would affect whether I’d do it (it’s a city race with non-vegan chocolate, no thanks) it still sticks with me!
Hmm. I haven’t heard of those races. Tell me more!
I think NF does pull out the big brand stops, and they want to be big brand, hence their “interesting” marketing this year. But can trail be big brand? Trail runners don’t want it to be. I wonder how their KC road ultra goes over. Road trip? I have a place we can stay 😉
It’s okay! I didn’t realize until last year when people started talking about the Rev3 brand and I was like “huh?!”
Ooo, seems like they dropped KC this year! http://www.thenorthface.com/en_US/endurance-challenge/?stop_mobi=yes
DANG! I was going to say “Yes! Let’s do it!” (And make you take me to a Royals game too. haha)
I still have not been to a Royals game! I want to go! We should try to make it work out sometime 🙂
Here is an interesting article: http://www.somerandomthursday.com/a-sad-day-for-triathlon/
It’s a bit different from the WSJ article, but discusses one triathlon series that has been very successful (the Rev3 series) which no longer offers purse prizes for professionals – it talks about how there is a different “feel” now.
Interesting blog post! I can’t relate to losing the feel of having pros at a race, since that has never been something on my radar… and crowd support is something I don’t really think about. But I think this just further supports the WSJ article stating why some people do WTC events… especially if those are the ones who offer perks for elites (again, not something I EVER think about, ha ha!).
I would imagine if I do a triathlon that I want it to be a well organized event since I guess I won’t be that organized. LOL. I do take into consideration who puts on the race and personal experience with them and others. Hence why I read race reviews and find them really important. Esp since I am a back of the packer almost dead last race person. 😉
For me it’s usually budget, but I do splurge on one or two races a year. I have considered doing a local half Ironman race since it is on home turf and can easily train the course but if I ever do the full distance I would pick an Ironman. It is expensive but I know that it is well run and the crowds come out for those events. I would need to feed off them to finish one!
I’m not into branded races because they feel very corporate and often are expensive but provide things I don’t need/want. It didn’t occur to me that Ironman races are “better” in some people’s mind because you can say “I did an Ironman.” Geeeeez, people are weird. If I did any Ironman-distance race, I’d never shut up about it.