So You Wanna Be A Race Director?

Seth Kennard

“The world is changed by those who turn up.”- Author unknown.

In 2024, Race Director, ultrarunner, cyclist and vet, Seth Kennard, ignored the doubters and made his dream a reality when he saw the inaugural Bowland Ultra come to life. A 40+ mile circuit of the mysterious and often overlooked corner of our hills, the Bowland Ultra shows the very best of what the area has to offer…just don’t mention the peat bogs. Organising a race of any size is a challenge that few undertake lightly, but to launch a brand new event, in such a challenging area and in the depths of winter takes a special kind of determination. Oh and to enter, you have to donate to the local foodbank. Seth tells his story and a few learning points along the way.

It is a lot easier to say no. No means no risk. No change. No effort. If you don’t understand something it’s probably easier and safer to say no. Saying no can be like a shield, protecting you from unknowns. But no is also like a block, stopping you from seeing new things or meeting new people.

I was told many times when I started planning my ultra distance race that it would probably end in nothing. Too many hurdles relating to cost, safety, land permission or the depressing reality for small scale races that don’t have the marketing budget needed to get a foothold in the race calendar. That could be a race write up in itself, it would be a report filled amusing stories of grumpy estate managers and confused insurance brokers and of busy marketing executives.

Instead, what has stuck with me from my hours spent whittling away at the project wasn’t the negativity of some, but the positivity of many. The university friends whom I hadn’t seen in years jumping at the chance of sitting in a wet tent in January for hours watching runners come past. The work colleagues who think ultra running is stupid but were buzzing at the prospect of a fancy dress aid station. The acquaintances whom I had once supported a BG leg for who extended their work trip up north for another day so they could operate the kit check desk, still in their work suit. It was great to work with local running and outdoor companies also. Other race directors had told me to mentally prepare myself for rejection and pessimism but instead smiles and enthusiasm welcomed me with many enjoying the idea of a winter ultra in an often overlooked region.

When putting on a race it’s always important to make sure the local community are aware and prepared, even if it is just a small scale event. So with this in mind I made sure to visit every farm on route and speak to as many as possible. The aim is to reassure, to inform and to preempt and prevent any issues. What you don’t expect to come from your work is an impromptu aid station laid on by the family of one such farm who left lemonade, biscuits and Haribo for the runners complete with a little motivational sign!

Likewise, letting those around the event hub know what’s happening is important. Important as cow bells at midnight might be a welcome sound for a weary runner, but not so welcome for a local trying to sleep. What I wasn’t expecting was one local who had struggled to leave the house since his recent stay in hospital enjoying the spectacle so much that he moved his favourite chair onto the pavement and accepted cups of tea while passing admirable commentary on the incoming runners.

When designing the event, I knew I wanted to make it a little different, fun even, for all the runners. So instead of just the fastest runners getting prizes we came up with the Good Egg prizes. To be a certified Good Egg you could pick up litter, offer lift shares, help other runners out or crack jokes with the aid station teams. The honourable mentions should go to the runner who gave their spare head torch to another runner who managed to break both of his and the runner who tried to pull a buried tire out of a hedge and almost lost his placing necessitating a sprint finish after his unsuccessful digging.

As with any event it wouldn’t have been possible or safe without the enthusiasm and joy brought by the volunteers. Many were locals, some travelled far, many I knew, some I didn’t even manage to meet and thank during the event but all were absolute gems. The heart of the operation was undoubtedly the kitchen, pumping out warm drinks and delicious food throughout the weekend and orchestrated by my mother and girlfriend’s mother. One runner was so impressed at being offered a tea before the race he exclaimed “This is already the best race I’ve done,” before even stepping onto the course. What was learned early was how dangerously powerful the industrial microwave was. Many jacket potatoes were lost to its awesome power, fried to charcoal in mere seconds. One volunteer ignored the warning at their loss, as when reheating a jacket was warned it wouldn’t need long but in a moment of foolhardiness replied “I like them hot” and whacked it on for a minute. What emerged can only be described as a ball of molten spud spitting cheese in all directions which was entirely inedible (pretty much charcoal already in its core) and almost melted a hole through the bin bag.

If you’ve ever had a moment of inspiration and enjoyed a training route so much that you wish you could show it off to others, or maybe you’ve got a local group making a real difference in the world but struggling for cash, or perhaps you know an old race that inspired you growing up but now lies forgotten and exists only in your memory then you should definitely think about becoming a race organiser. See my tips below on how to get the ball rolling and the start line flag fluttering.

It is a common question to those crossing the finish line of an ultra- “Did you enjoy that?” often followed with “Do you want to do that again?” A common answer pairing might be one explaining type 1 vs type 2 fun followed by “Ask me when I’ve recovered”. So, did I enjoy organise the Bowland Ultra? Would I do it again? I can answer that quite simply: 11^th January 2025, entries already open at bowlandultra.co.uk.

Tips for budding race directors:

Start early. If you’re thinking of something more than just an evening 5km from your local pub, then you need to start early. Time to get permissions, time to advertise, to organise, to recruit volunteers and get the word out there.
Speak to others in the scene. It can be a big help to speak to others who might know who the landowners are, who might know sponsors or running shops, or perhaps who are looking for help with their own events. Sometimes an event which you’ve known and loved for years might be about to disappear without a new RD and you can pick up the gauntlet and run with it!
Think about what can make your race different. Post covid race entries have changed a lot, races that used to fill up now don’t and others that used to accept entries the week before now sell out within days (looking at you Haworth Hobble- it’s like entering Glastonbury now!) Something that helps is working out what makes your event different. Maybe a new area without many races, or maybe a different time of year, or maybe targeting specific types of runners (think beginner friendly or female only).
Village halls are great. Wild and remote races are awesome. But so are reliable toilets, working kettles and a flood resistant car park. Plenty of village halls now have Wi-Fi meaning even if signal is patchy you can operate a HQ out of a cheap and community run hall. Also perfect for keeping your budget low as marquee and generator hire can be a large fixed cost.
Tap into existing networks. You have the idea, they have the hands. Be that the local scout group, running club or village church reroofing committee, you can often find local groups poor in money but rich in volunteers. If you can tap into that resource and share in the good times that flow, you’ll be grand.
Make it fun. Everyone wants to have fun: runners, volunteers, spectators. Organising a thank you party after, or handing out cow bells, or making silly signs can separate you from bigger “more corporate” events.
Keep it safe. The Trail Running Association published a great resource written by John Fodden which is a good starting point to organising a race, and the Association of Running Clubs (ARC) and Fell Runners Association (FRA) also provide guides and can provide third party liability insurance at affordable rates. They each have different rules on what kind of races they cover so make sure to read the small print.

Good luck, organising a race is exhausting, draining, frustrating, liberating, exhilarating and gives a buzz like few things can.

As always big thanks to the local companies who supported the 2024 event with prizes, advice and valued emotional support, in no particular order: Vaga, OMM, Inov8, Sainsbury’s Garstang, Rock and Run, Pete Blands and all the local villages halls who were fantastic. . Big thank you to Andy Milton Photography for his amazing shots. Huge kudos also to the numerous volunteers who made the event such a pleasure to pull off. The 2024 event raised more than £1,000 for the local foodbank and more than filled my car with food donations.