One of the keys to success at RunSignup is the long term virtuous cycle between our customers and our employee-owners that is captured in this chart:
What the spreadsheet on top is showing is that our customers stick with us and grow over time. The other spreadsheet shows the 20 employee-owners of RunSignup who have been with us over 10 years. The customers who have with us for 10 years or more had 2025 revenue of over $173 Million – 26% of our total $650 Million processed. Our 20 employees who have been here for 10 years is actually 25% of our 80 total employees.
Long Term Customers Grow
Most of our customers stick around. Of course some races do not last 16 years, and a few migrate to other vendors, but even with that churn, every single year of new customers grows the total transaction volume over time. The 6 years of customers who have been with us for 10 years did a combined $73 Million in their first year, and in 2025 did $173 Million.
Long Term Employees Deliver for our Customers
We think long term employees become more and more productive over the years. They learn, adapt, build trust in each other. This helps us deliver the continually improving technology and support that keeps our customers, and allows them to grow.
Synergistic Feedback Loop
The long term nature of our customers and employees is actually a self-reinforcing positive feedback loop. We grow together. We trust each other. We learn from each other.
Thank You
As 2026 begins, we want to take this moment to thank our customers for sticking with us. Your support provides us with the reason to wake up each morning excited to keep building for you. We have the best jobs in the world. Thank you!
Appendix – What is a Cohort Analysis?
That complex looking spreadsheet is called a Cohort Analysis. It is a common analysis method used to understand the fundamentals of a company. “Cohorts” are the set of new customers who begin to use RunSignup each year. If the results from customers falls over time, it means that there is high “churn” and there is more of a need to replace old customers with new customers, which is obviously expensive and hard.
This cohort analysis is our customer’s transaction volume. Each row represents a “cohort” of customers who became customers in a certain year, starting in 2010 and going until 2025. Each column represents the number of years those customers have been with us with the 3rd column being the first year, second column being the second year, etc. That is why the 2025 row has only 1 column of data and the 2010 row has 16 columns of data. The data shows the transaction volume from that cohort for that year.
This is a bit hard to see. There is better version in our 2025 Year in Review.