The running world is experiencing a golden moment. More and more people are taking part in road races and marathons, events sell out months in advance, and at the same time, sports technology is evolving at a breathtaking pace. A great example is the Running USA Conference 2026, which brought together more than 630 race directors, organizers, and industry leaders at Union Station in St. Louis—an attendance record that confirms the sector’s growth. In this recap, we break down the key trends that shaped the event: from the rise of artificial intelligence and race digitalization to the push for sustainability and the need to improve runner retention. We’ll also explore what these innovations mean for athletes and how you can use them to get even more out of your next races.
What is the Running USA Conference?
Running USA is the organization that represents many of the largest races and marathons in the United States. Every year, it hosts a conference where the state of the sport is analyzed, best practices are shared, and new technology is showcased. The 2026 edition took place from February 1 to 3 in St. Louis and put three key topics at the center of the conversation: technological innovation, runner retention, and sustainability.
Technology and AI: smarter, more personalized races
Technology was the main highlight of the program. At the Innovation Showcase, companies such as Orbiter, EB Systems, and Recover Brands presented their solutions, and haku, the event sponsor, delivered “The Next Chapter in Event Tech,” a talk on how automation can drive race growth. The company also hosted a session focused on new registration pricing models. But what do these innovations actually mean for runners?
- Faster registration and dynamic pricing. Platforms like haku are building tools that automate processes and adjust pricing based on demand—rewarding early sign-ups and offering discounts for specific groups.
- Smart assistants for organizers. Startups like Let’s Do This have launched AI agents such as NOVA that analyze registration data and recommend growth strategies for race organizers. These tools can also handle bib transfers or refunds automatically, which translates into less waiting time for runners.
- Personalized communication and tailored training. Algorithms make it possible to send reminders, training recommendations, and motivational content adapted to each athlete’s profile. To learn more about how AI is already being used to improve running form, check out our article about the “invisible coach” that analyzes your technique.
- More transparency and safety. Artificial intelligence helps detect fraud or duplicate registrations and improves logistics (volunteer management, start waves, aid stations), ensuring a smoother race-day experience.
In addition, the industry is not only adopting AI for internal operations. The creation of a dedicated edition of the Event Technology Awards focused on artificial intelligence shows how the events sector is recognizing the importance of this technology across every stage—from content creation to participant engagement. For runners, this means better-designed events that are more aligned with expectations.
Retention and participation: beyond the boom
Even though races are selling out, data shared at the conference suggests that many runners do not return to the same event year after year. Instead, they prefer to try new experiences and travel to different destinations. To reverse this trend, organizers are investing in year-round engagement strategies:
- Staying connected all year long. Social media, newsletters, and apps make it possible to build a relationship that goes beyond race day. With SnapRace, you can follow your friends, create your own virtual competitions, and stay motivated between events. If you haven’t tried it yet, check out how SnapRace turns every run into a race.
- Loyalty and rewards programs. Some organizations offer discounts on future registrations or priority access for returning runners. Others create monthly challenges with leaderboards and virtual prizes.
- Listening to the community. The conference highlighted the importance of collecting feedback and runner data to improve events. As a participant, don’t hesitate to complete post-race surveys and share your suggestions.
Sustainability: toward greener races
Another major trend was concern about the environmental impact of races. The organization implemented concrete measures: eliminating single-use plastics at meals and receptions by using reusable tableware; installing refillable water stations so attendees could fill their own bottles; handing out hemp bibs during the morning run; and offering sportswear recycling drop-off points thanks to Recover Brands’ 360 program.
For runners, these initiatives are a reminder that we can reduce our impact through small actions:
- Bring your own reusable bottle and avoid disposable cups.
- Recycle or donate your used technical clothing so others can benefit from it.
- Choose bibs and race shirts made from sustainable materials, such as hemp or recycled polyester.
- Use public transportation or carpool to races to reduce CO₂ emissions.
What does all of this mean for you?
The Running USA Conference 2026 shows that recreational road running is going through a major transformation. The adoption of artificial intelligence and automation promises better logistics and a more personalized experience, while sustainability is becoming a must-have standard and runner retention is essential to ensure the boom doesn’t fade. As a runner, you can expect more efficient events with fewer lines and fairer pricing, more personalized communication and training plans aligned with your goals, and races that are more mindful of the planet.
To make the most of this new landscape, we recommend staying informed, supporting organizers who invest in sustainability and innovation, and using tools like SnapRace to build community and get the most out of your training. See you at the next starting line!