Entrepreneurs Race for the Prize

As Americans embrace running, marathons are becoming more complexand more profitable. And that's spawning a new breed of startup
The Rock 'N' Roll Marathon was the first to include live music along the course. Since then, entertainment has become a crucial element of many racing events.

Back in the 1970s—the early days of marathons in the U.S.—directing a race often didn't mean much beyond setting your stopwatch. With a few notable exceptions (like Los Angeles and Chicago) most were managed by local not-for-profit running clubs or athletic associations.

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