Are you trying to increase participation in a sport-related experience event, such as a loppet or gran fondo? Research published in the Journal of Sport Management, based on long distance running events, recommends two strategies to boost registration. First, turn novelty-seeking athletes into repeat customers by changing up key aspects of the race experience such as event themes, finisher medals, and event-specific clothing. Second, increase participant satisfaction (and thus repeat participation) by improving event operations, attributes, and amenities.