Jay Holder recently left the top post at Running USA, a nonprofit organization dedicated to educating, elevating and engaging the running event industry. He moved to another running-related position, as USA Track & Field’s Chief Content and Communications Officer.
During his tenure at Running USA, Holder led the development of a comprehensive strategic plan, introduced a modernized membership structure with expanded benefits, established new research partnerships, built strategic international alliances and welcomed a vibrant group of new members and sponsors to the nation’s leading nonprofit in the running industry.
Prior to his departure, Holder sat down with SDM to talk about the running and to provide insights into current trends.
Sports Destination Management: As you look into the rear-view mirror of your time at Running USA, what do you see as some of the key advancements in the sport?
Jay Holder: We’re seeing a more diverse demographic in running, something that doesn’t show any signs of slowing down. That’s really exciting and encouraging. There has also been a lot of interest in destination races or regional races.
SDM: Sort of like bucket list races or experiences?
Holder: I would say that it’s just as much about the personal sense of accomplishment as about the event itself. People are sharing their experiences on social media, which can make other runners say, “That looks like so much fun. I want to try it.” That’s the best piece of collateral marketing you can get.
SDM: Living in a digital society can have its rewards.
Holder: The reviews you get online are what will drive registration in your event.
SDM: Let’s talk about the operations side: What is the greatest concern of event owners?
Holder: The cost of doing business is always the big concern. There’s also a lot of uncertainty right now about the economy, the rising costs of events and the impact of tariffs.
SDM: Earlier, you mentioned the growing diversity in race participants. Was that previously a challenge?
Holder: If you want to bring in new people, you have to make sure your race is inclusive. The challenge was always getting that message in front of more people but now, it’s gathering steam: Racing is for everyone.
SDM: Do you have any statistics on whether there are more kids running?
Holder: There isn’t a lot of data on that. We do know that the 18-to-24-year-old age group has grown. I would say almost every major race includes a youth option these days.
Anecdotally, I have seen huge growth in the number of programs available for younger runners. Twin Cities In Motion [a nonprofit organization that promotes healthy lifestyles by organizing running events] has been growing participation options for all ages, for example.
SDM: Do you think it is important to get kids started running early?
Holder: I would say it is important to get them excited about movement early; right now, a lot of kids learn about running as punishment in gym class. We’d like to see them understand that running doesn’t mean you need to be huffing and puffing.
SDM: The National Federation of State High School Association’s High School Athletics Participation Survey shows that both cross country and outdoor track & field are in the top 10 sports for both girls and boys. That’s encouraging.
Holder: It is. We’d like to see more of those kids taking part in local races. It would build up a better community. While maybe not all of those kids will have the talent or the desire to run once they get to college, they could still be running because they would know that community is out there and they can maintain a relationship with it.
SDM: And not just at the turkey trots!
Holder: Turkey trots make Thanksgiving the biggest running day of the year. We need to tap into that audience and keep them coming back. SDM
About the Author
