More than 240,000 participants from over 11,800 companies registered for 18 B2Run events, the BASF Company Cup and the MOPO Team Relay Race in Germany, smashing the previous record from 2019. In addition, eight events registered a record number of participants, proving that B2Run’s popularity continues to grow. It is becoming increasingly apparent that more companies throughout Germany recognise the value of company runs as a team-building and corporate health management measure.
Christian Koesters, Managing Director of Infront B2Run GmbH explained the underlying aspects of this success.
What are the key factors that contributed to the record-breaking participation in B2Run in 2024?
The success can be attributed to several key factors. Firstly, the events have consistently maintained high quality, receiving excellent ratings from participants each year. Additionally, the service quality for participating companies sets a benchmark for other events, with intensive personal support provided to key accounts. The increased need for physical team-building events, driven by a higher proportion of home office and mobile working, has also played a significant role. Furthermore, there is a growing importance of health and fitness within companies, addressing the general trend of insufficient exercise and the increasing age of the working population. Lastly, the heightened focus on employer branding and employee incentives in a competitive labour market has contributed to the surge in participation.
How would you describe the typical demographic profile of B2Run participants? How do you engage with participants before, during and after the events to maximise sponsor visibility?
The typical demographic profile of B2Run participants is approximately 45% female and 55% male, with an average age of 39 years. Over 60% of participants hold a specialised university degree. Most participants are fun and occasional runners or beginners, with only about 10-15% being performance-oriented runners who participate in other competitions regularly. This shows that everyone can join B2Run.
We engage with participants year-round, primarily through communication with team captains who act as organisers and multipliers within their companies. This continuous engagement helps maximise sponsor visibility before, during, and after the events.
How does B2Run integrate sustainability and social responsibility into its events? How can sponsors contribute to these efforts?
Since 2017 we have implemented measures to reduce CO2 emissions, such as optimising logistics routes and promoting team travel by train. Additionally, participants increasingly receive free public transport tickets. Since 2023, B2Run has also planted one tree per participating team, resulting in 12,500 trees being planted in Ethiopia this year in partnership with Menschen für Menschen. B2Run has also been committed to their charity partner DKMS since 2019, encouraging people to register as donors for possible stem cell donations to fight blood cancer and selling charity starting places, raising a total of EUR 65,000 in 2024. Sponsors can contribute to these efforts by supporting these initiatives and promoting their own sustainability and social responsibility goals through their involvement in B2Run events.
How do you plan to improve the participant experience and sponsor engagement at future B2Run events?
The organisation focuses on continuously enhancing the details of each event and its unique features. The Key Account & Sales team maintains constant dialogue with team captains from over 500 companies throughout the year, gaining an understanding of participant needs and preferences. Additionally, an annual systematic online participant survey helps identify other opportunities to improve. B2Run takes an individualised approach to sponsor engagement, working closely with partners to align their products and objectives with the appropriate touchpoints along the participant journey, ensuring effective placement of products and messages before, during, and after the events.
Can you share a memorable moment or story from the 2024 events that highlights the spirit of B2Run?
A memorable moment from the 2024 B2Run events occurred in Berlin, where a participant shared his own running journey. His first participation in B2Run a few years back marked the beginning of a significant lifestyle change. At that time, he was a smoker and relatively overweight but was persuaded by his colleagues to join the event with the motivation of crossing the finish line in Berlin’s Olympic Stadium. Despite having business appointments in Frankfurt on the morning of the race, he returned to Berlin to run with his team. Although he hadn’t trained much, he completed the 5.5 km run with the support of his team. This success and the communal experience inspired him to continue running, leading him to quit smoking and regularly participate in runs, including a half marathon. This story exemplifies B2Run’s impact as a personal challenge, a unifying team experience, and a motivation for a healthier lifestyle.
