The NYC Marathon can never exceed 50,000 runners, it’s a limit set by the city. That limitation poses a unique challenge for NYRR - how can we create growth opportunites as a business without increasing race capacity?
Tasked with the challenge, our teams utilized the findings from our previous engagement of re-designing the customer experience. We concluded that, for most runners, the NYC Marathon is a one-in-a-lifetime experience –one that tourists, casual participants and families want to memorialize. Understanding this customer sentiment, we set out to re-think their marathon Ecommerce strategy.