Revitalizing the AJC Peachtree Road Race

Let’s Do This partnered with the Track Club on an end-to-end strategy that tackled each of these challenges head-on:

• We used our email tool to re-engage the Track Club’s large database. Through segmentation, A/B testing, and improved campaign analytics, we refined messaging to drive more than 35,000 ticket sales via email.
  
  

• We collaborated with the Track Club to engineer smart, high-converting price rise moments, using scarcity messaging and dynamic timing to unlock urgency without predictability.
  
  

• Our referral tools and creator program helped tap into younger, social-first audiences - extending reach far beyond their core list.
  
  

• To grow membership value, we integrated member packages directly into the event registration flow, giving early access and exclusive pricing - and saw an 18% lift in membership signups.

This wasn’t just about ticket sales. It was about delivering a world-class participant experience. The LDT Race Day App powered real-time check-in at the Expo, checking in 33 people per minute on average, with minimal queues and hundreds of last-minute registrations and merch transactions.

Directly after the race, while the finish line buzz was still fresh, we launched a one week early bird registration window for 2025 entries. This drove over 8,700 registrations - before the official lottery even opened.