Launching your event registration is a significant event planning milestone that comes with many variables to consider—from your event type and location to participant demographics and seasonal timing. The goal isn’t to rush to open registration, but rather to feel prepared and confident when you do launch. As your registration partner, we want you to know there’s no one-size-fits-all approach. What we can offer is our insights and help you make informed decisions that align with your specific event planning needs.
After helping tens of thousands of events cross their own finish lines (from mud-splattered cyclocross series to tropical triathlons), we’ve learned what makes for a successful registration launch. Think of us as your experienced training partner who’s run this course before – we’ve processed millions of registrations across multiple endurance event types, and we’re ready to share a breakdown of what works, backed by data and field testing.
Strategic Launch Windows: Timing Is Everything
Let’s talk about the million-dollar question: When should you launch registration? For those epic destination events that have participants booking flights and plotting road trips, you’ll want to kick things off 9-12 months before the big day. Trust us – your participants will love you for giving them time to snag those early-bird flight deals and prime hotel rooms. Plus, you’ll sleep better knowing your event revenue is growing steadily.
Local events give you room to be more nimble with your timeline. While you’ll want to claim your date early to get on participants’ calendars, your registration window can be shorter – even just a few months. Our platform data shows this approach lets you build excitement while giving participants enough flexibility to plan their race schedules.
Pro Tip: Launch next year’s registration during your current event. Set up registration stations at packet pickup, complete with QR codes linking to special “on-site only” registration deals. Train your volunteers to promote next year’s registration and include future event information in race packets.Use the excitement and energy of race day to create the perfect environment for securing early commitments — right there at the finish line.
Peak Registration Periods: Reading the Trail Markers
Let’s talk about January 1st. Highest registration all year, are you ready? Every year, without fail, we see our platform’s highest traffic as athletes map out their upcoming season during the beginning of the New Year.
Ready or not for January 1st, here’s another key timing insight: we consistently see significant registration spikes after fee increase announcements. We’ve found that events with at least two strategic price increases see higher early registration rates than those with static pricing. These price increases aren’t just about revenue—they’re powerful marketing tools. Each increase gives you a tangible reason to reach out to past participants, creating natural urgency that encourages earlier registration.
The Price Structure: Creating Urgency That Converts
Our most successful events follow a consistent pattern: an attractive early-bird rate that genuinely rewards early commitment, followed by strategic price increases that create natural marketing opportunities. Even small increases – sometimes as little as $3 – can drive significant registration spikes when communicated effectively to your audience. Through testing different approaches and analyzing your event’s year-over-year data, we can help you fine-tune your pricing strategy to maximize registrations for future events.
As both platform providers and event directors ourselves, we know timing is everything. “After trying different iterations we have landed on a price increase at the start of each month leading up to the event.” explains Johnny Morin, Event Director of Bikes Fight Cancer and athelteReg team member. “After six years of directing our event, we noticed return participants sign up earlier, and we see big registration spikes with each price increase announcement.”
Your price increase schedule should align with your registration window and event type. Like we mentioned, a good rule of thumb is to create at least two strategic price increases—one shortly after registration opens to capture early momentum, and another closer to the event (typically 7 days out) to drive final decisions. For events with longer registration windows, consider monthly price increases to maintain steady momentum.
Event Renewal: Making Next Year Simple
We believe launching next year’s event should be as easy as clicking a button—because it literally is. Simply click the “Renew Event” button at the top of your events listing on your event director home screen, and watch the magic happen.
This feature is like having your entire event blueprint ready to go. Everything you’ve carefully set up—from your customized registration form to your pricing structure, custom questions, fee schedules, merchandise options, and team settings—transfers seamlessly to next year’s event. No need to rebuild from scratch or worry about missing crucial details.
Before launch, take a moment to review your team permissions and ensure all staff members have appropriate access levels for the new event. This is a perfect time to add new team members or adjust existing permissions so everyone’s on the same page from day one.
Pro tip: Running multiple similar events throughout the year? The renew button isn’t just for annual events—use it to quickly duplicate your event setup for any upcoming races in your series.
The best part? You can set everything up weeks in advance, then launch exactly when you want.
Promotion Timeline: Maximizing Your Reach
When event directors ask about Featured Event Placement, we point to our data: 6-8 weeks pre-event is your conversion sweet spot. But don’t sleep on December — people are actively planning their next season during holiday downtime.
Ready to boost your event’s visibility? During your event setup, look for the Featured Event Listing checkbox before saving. Checking this box automatically sends an inquiry to our team, and we’ll reach out with promotional options tailored to your event. You can also explore these opportunities anytime through the Advertising tab under Marketing Tools.
As part of the Outside Inc. network, your event has the potential to reach 55 million+ active enthusiasts across 30+ media and technology brands. This means your registration listing isn’t just a listing—it’s your gateway to connecting with both core endurance athletes and a broader fitness audience seeking their next challenge.
From premium listing opportunities and Trailforks calendar integration to targeted exposure across Outside network newsletters, media channels, and the Activity Feed, we offer multiple ways to connect with your ideal participants.
Send us a message or call us at 888-956-9560 to learn more.
Take Action
The beauty of running your registration through athleteReg is that you can automate all of this. Set up your price increases in advance, schedule your email notifications, and let the system handle the rest while you focus on creating an amazing event experience.
Launching your event registration isn’t about picking a random date and crossing your fingers. It’s about creating a strategy that builds excitement, rewards early birds, and keeps the momentum going until race day. Use these insights to craft a launch plan that has participants hitting that register button faster than you can say “PR.”
Got questions about implementing any of these strategies? Our support team doesn’t just know the platform—we’ve logged the miles, marked the courses, and processed the registrations. We’re here to help you dial in your perfect launch plan. Send us a message or call us at 888-956-9560.
Data and insights compiled by the athleteReg team, who collectively have logged thousands of miles, directed and volunteered at hundreds of events, and processed millions of registrations across every terrain and distance.