10 Proven Ways to Boost Race Registrations

Strategies to Fill Your Start Line and Build Excitement

Getting people to sign up for your race isn’t always easy — even when you have a great event planned. If you’re looking to increase registration numbers, it’s time to go beyond the basics. Here are 10 proven strategies to help you reach more potential participants and boost those registration numbers:

1. Create a Sense of Urgency

People are more likely to sign up when they feel like they might miss out. Use strategies like:

• Early bird pricing with a firm deadline

• Tiered pricing that increases closer to race day

• A registration cap with real-time updates on how many spots are left

"Only 100 spots left — don’t miss out!" creates a reason for people to act quickly.

2. Make It Easy to Register

Complicated registration processes are a major turnoff. Make sure your registration platform is mobile-friendly, quick to complete, and includes clear instructions. Fewer clicks = more sign-ups.

RunSignup is far and away the best platform to achieve this!

3. Offer Group Discounts or Team Registration

Encourage participants to bring friends by offering a discount when they register as a team. This also helps create a built-in support system and accountability — and boosts race-day energy!

"Sign up with 3 friends and save 10%!"

4. Partner with Local Businesses and Organizations

Reach new audiences by teaming up with local gyms, running stores, and community groups. They can help promote your event through their own channels, giving you access to their followers and members.

When looking for event sponsors, think about financial institutions, insurance companies and auto dealerships.

5. Create a Social Media Campaign

Use engaging content like:
✅ Behind-the-scenes prep work
✅ Athlete spotlights
✅ Throwback photos from previous events
✅ Countdown posts ("30 days until race day!")

Encourage participants to share their training progress and tag the event. User-generated content is a powerful tool!

You can even create an entire digital engagement kit by providing downloadable graphics and videos for your participants, donors and partners to easily share on their platforms.

6. Highlight the ‘Why’

People are motivated by more than just the race itself — they want to feel connected to a cause or a goal. Make sure your event’s story is clear:

• Are you supporting a charity or local cause?

• Are you helping participants reach a personal milestone?

Connect emotionally, and people will feel more inspired to sign up.

7. Offer Referral Incentives

Encourage participants to spread the word by offering incentives like:

• A discount for every friend who signs up using their link

• Exclusive swag for top referrers

• Raffle entries for every referral

"Bring a friend, get rewarded!"

Additionally, RunSignup has a built-in referral refund process. You set the parameters and RunSignup will do the rest.

8. Send Engaging Email Campaigns

Keep the excitement up with regular updates, training tips, and reminders about registration deadlines. Include direct links to registration and social media sharing buttons to make it easy for them to spread the word.

9. Create a Countdown Challenge

Build excitement by creating a 30- or 60-day countdown challenge. Encourage participants to log their training miles, post updates, and use a shared hashtag to foster community.

"30 Days to Go! How many miles have you logged?"

10. Leverage Testimonials and Reviews

Social proof works! Share quotes, photos, and videos from past participants talking about why they loved the event. If others had a great experience, potential participants are more likely to trust that they will too.

"Last year’s race was incredible — can’t wait to be back!"

Final Thoughts

Boosting race registrations isn’t just about selling an event — it’s about creating a connection with your audience. Make it easy to register, highlight the experience they’ll have, and tap into the power of social proof and community.

Need help implementing some of these strategies? Road and Trail Events can help you fine-tune your registration process and marketing plan to get more people to your starting line. Let’s make this your biggest race yet!