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AGU

400%
growth and 10 years
of digital transformation.

How the New York Road Runner’s Association’s ambitions in the early 2000’s led to a 10-year digital business transformation journey and 400% growth.

Meet NYRR

In 2009, the ambition of the New York Road Runners’ Leadership far exceeded the maximum capacity of the New York Marathon.

At the heels of the New York Marathon’s continued rise in popularity, attempts to launch new digital experiences and to digitize the operations of the events fell far too short. The new mobile app to enable its runners and digital programs to facilitate event operations struggled under the stress of an event as large and as complex as the 2009 New York Marathon. In 2010, the truth could not be any clearer for the New York Road Runners leadership team: ambitious plans and bold imaginations require a stable foundation of technology and infrastructure.

50
Annual Races
1
New York City Marathon
50
Thousand Runners
6
Hundred Volunteers

The Journey

A 10+ Year Digital Transformation Journey.

In 2010, New York Road Runners embarked on just such a journey with Icreon. While Point A required bringing operational efficiencies and technical infrastructure to event planning, race logistics, guest experience, and e-commerce, Point B however led to a much bigger question – How do we expand, evolve and ignite a global running community? 

The Approach

Strategy

Technology Strategy and Planning

Customer Experience Journey Mapping

360-degree View of the Customer tracking

E-commerce

Subscription & SaaS-based transactions

Flash-Sales Implementations

Drawing and Lottery-based Commerce

Operations

MarTech platform and process creation

PMO and IT Org Structure Consulting

DevOps and Continuous Improvement Practice

Future thinking

Dynamic Race Capacity Planning

Virtual Running Service Offering

Journey to the Cloud Planning & Execution

CLIENT SUCCESS STORY: NYRR CLIENT SUCCESS STORY: NYRR

In running, it doesn't matter whether you come in first, in the middle of the pack, or last. You can say, 'I have finished.' There is a lot of satisfaction in that.

Fred Lebow Founder of the New York City Marathon
THE RESULTS
10
Years in Partnership
600
Thousand New Runners
850
Million dollars in sales
1
Unified Digital Ecosystem