What began as an idea to boost the profile of an athletic apparel line turned into a series of 5K races that will take place in more than 20 cities this year and brought $18.8 million in revenue for 2012. Ryan Hogan’s concept, a zombie-themed obstacle course and sprint where participants can choose to dress up as the undead or be chased by them, became an unexpected—and profitable—hit. (The clothing business that was the inspiration? Warwear, the title sponsor.)
The first “Run for Your Lives” event, held in 2011 in Darlington, Maryland, attracted more than 12,000 people. Hogan, 28, along with his business partner Derrick Smith and their Baltimore-based company Reed Street Productions, decided to hold the race in 13 cities the following year. “It was amazing to see how many people it appealed to and how far people were willing to travel to get chased by zombies, or turned into one,” Hogan says.
Aside from the popularity of all things zombie-related, Hogan attributes the success of the event—and getting repeat participants—to engaging the audience constantly on social media and through emails like post-race surveys. “That way, they feel like they have a voice and therefore feel like they are part of your brand,” he says. “If you forget something or get it wrong, they’ll tell you.”
