The 18th annual premier run and outdoor specialty retail conference, The Running Event 2024 (TRE), took place November 19-21 at the Austin Convention Center in Austin, Texas – and it was a record-breaking show!
Retailers: This event is a must-attend if you are interested in the latest innovations in footwear, apparel, nutrition, recovery, and technology.
Hi! My name is Jena Brown. I am a sports dietitian specializing in endurance nutrition and hydration planning. I am not a retailer, but I had the opportunity to attend this incredible event with unmatched energy.
Why, you ask?
Not only do I work with individual endurance athletes and training teams, but I also partner with brands and organizations with media services that want to leverage the credibility of a sports dietitian. As an endurance athlete, I understand the nutrition and physical demands of endurance training, racing, and lifestyle.
As a registered dietitian, marathon runner, and mom of four, I bring value to the table for brands and organizations:
- Experience
- Perspective
- Passion
- Expertise
In this blog, I will share my candid experience of The Running Event 2024 and how I found the event to parallel race nutrition training.
- Pre- ‘Race’ Plan
- Intra- ‘Race’ Strategy
- Post- ‘Race’ Recovery
First, let’s discuss pre- ‘race’ TRE planning.
Pre- ‘Race’ Plan for The Running Event 2024
Just like on race day, there is a lot of planning and preparation before arriving at The Running Event.
As a first-timer, aside from securing my pass and booking a hotel, I participated in the webinar, ‘How to TRE,’ by the event director, Christina Henderson.
The two most important takeaways from the ‘How to TRE’ webinar:
- Arrive with a plan.
- What you do after the event is essential.
As advised, I planned which exhibitors to visit and speak to after the webinar based on the 3 P’s (pillars) of decision-making for my company, Victorem Performance Nutrition.
The 3 P’s of Brands & Organizations I Partner With as a Sports Dietitian Expert
- People
- Products
- Principles
First, I want to connect with people on a human level before a business partnership. One of the amazing benefits of TRE, like running with a friend or group, is the opportunity for human connection. While we certainly leverage digital communication (and tech devices for cool data), human connection is irreplaceable.
Second, as a dietitian who works with endurance athletes to support training, performance, and health, I look for safe and clean products that include third-party testing, transparency, and simple, functional ingredients.
Third, aligning brand values and principles, or philosophy, is important. I have found that brand philosophy is reflected in the people and products that brands offer.
Other than arriving informed–and with a plan– there are a couple of extra pre-event tools and strategies.
Pre-TRE Extras
TRE App
The Running Event app made it easy to view event details, map locations, and schedule meetings with exhibitor representatives beforehand.
I recommend ‘carb loading’ and ‘training to be metabolically flexible’ to avoid bonking. Make a plan, but avoid overplanning. This allows flexibility for quality meetings and meaningful conversations instead of rushing frantically.
Packing Tips for TRE
- Wear a backpack to hold your belongings. (This includes a water bottle to stay hydrated!) Hydration helps you stay mentally focused and can improve your endurance during the event.
- Bring a large tote bag to carry items from the exhibitor booths.
- Wear comfortable running or athleisure clothes. (After all, we’re all runners at TRE.)
- Bring a portable charger for your phone.
Visualization & Deep Breathing
As a first-timer, I approached this experience with excitement and anticipation–which also brought the familiar feeling of pre-race anxiety. I visualized my ‘race strategy’ beforehand and paused to take a few deep breaths when I stepped into the exhibit hall.
Next, let’s discuss the actual TRE event and intra- ‘race’ TRE strategies.
Intra- ‘Race’ Strategy for The Running Event 2024
The Running Event brings high energy, so arriving well-fueled is essential—especially if you plan to participate in the Trail Clean Up, RIDC CommUnity Run, Indy 5K, or a standalone run to escape more peopling.
Pro Tip: Start your day with a high-protein balanced breakfast, and visit the local coffee shops for a dose of caffeine as an ergogenic aid.
There is something special about the running community, and I felt exactly where I was supposed to be. The days are steady yet fast-paced. Like a well-planned race nutrition strategy, having a plan that allows flexibility to ‘think on your feet’ and adjust as needed is a great trick to have in your kit (or hydration vest).
As I advise my athletes, plan your protein because carbs are always available—and The Running Event is no exception. Round any corner, and you will find a booth with carbs to save you from a blood sugar crash, but balance it with protein and fat. The Running Event pace is more like an ultra, so adding fat and protein with your carbs will help you stay steadier yet ready to power through the day.
Pro Tip: Meat sticks and nuts are a great protein-fat combo that will not get crushed in your backpack or tote bag. Use them to fill meal gaps if the day ‘runs away’ in conversation and you cannot make it to concessions.
I arrived open-minded and ready to talk to anyone I met. My top three objectives included:
- Network
- Meet new people
- Connect with humans
This approach resulted in many unexpected conversations. You never know who you’re talking to, and I met some incredible people.
3 Tips for TRE Success
- Talk to everyone regardless of whether they are your ‘market’ or not.
- Ask two leading questions: “Where are you from?” and “Who are you here with?”
- Be authentic.
It’s good to communicate quickly who you are and what you do, but I found it helpful to arrive at each booth authentically rather than repeat a memorized 20-second elevator pitch. I loved learning about their stories and products as much as I enjoyed telling them who I was and the value I bring to their brand or product.
Finally, the race is not over after you cross the finish line. Recovery played an important role in my experience at The Running Event 2024 and left me feeling ready for the work ahead.
Post- ‘Race’ Recovery for The Running Event 2024
The evenings at TRE offer more high-energy opportunities to socialize and network. The Welcome Reception hosted by HOKA was an awesome warm-up, and the food in Austin does not disappoint. I opted for a balance between evening events and an opportunity to eat a high-protein meal after being on my feet all day snacking on all of the booth’s fueling products.
When it comes to training and racing, I gauge pre- and intra-fueling by recovery. I expected to “hit the wall” as soon as I got home from TRE, but endorphins were still flowing, and I woke up the next morning with a runner’s high.
Overall, my experience at The Running Event 2024 was top-notch. The people were amazing, and I look forward to the opportunity to elevate brands and products looking to leverage the credentials of a sports dietitian.
Next Steps for Exhibitors at The Running Event 2024
If you attended The Running Event 2024 and want media services to promote your product or service with a sports dietitian for endurance athletes, let’s chat! I hope to see you at The Running Event 2025 at the Henry B. Gonzalez Convention Center in San Antonio on December 2-4, 2025.
Happy running!
