In mass participation events, the EventApp has become a central touchpoint in the participant & fan journey. From race week communication to livetracking, engagement and sponsor activations. TRACX powers the official EventApps of leading international races such as the HongKong Marathon, Valencia (Half) Marathon and Sydney Marathon.

Building on this foundation, TRACX introduces premium paid features within your EventApp. App users can upgrade their digital experience with Plus, while organisers unlock new incremental revenue, without increasing ticket prices. In this article, we explore how offering Plus during registration increases per-participant revenue and how organisers can implement this model successfully.

During the Centraal Beheer Midwinter Marathon, Plus was seamlessly integrated into the event’s ticket registration process. Participants were given the option to add Plus while purchasing their event ticket, a moment when they were already in buying mode. By keeping the choice simple and the price low, Plus felt like a natural add-on rather than an extra decision. As a result, participants automatically gained access to additional features in the official EventApp, extending their race experience well beyond the finish line.

Step-by-step: how the registration process worked

Participant registers for the event
During the standard ticket purchase flow, Plus was presented as an optional add-on.

One simple tick
Participants could select Plus with a single checkbox.

Automatic access
Once selected, Plus was automatically activated in the Event App, no extra steps required.

Enhanced event experience
Participants unlocked extra features such as Race Replay and Cheer Messages before, during and after race day.

Plus for your event
By integrating Plus directly into the registration process, the Midwinter Marathon created a win-win situation. Participants enjoyed a richer, more emotional event experience, while the event generated additional revenue with virtually no extra effort. With just one simple adjustment to the registration flow, Plus proved to be an effective and scalable way to add value for both organisers and runners.

More about Plus
Plus is a set of extra in-app features that make the event experience for participants and fans even better. It gives users access to unique tools designed to make every event more memorable, more than average, exactly what they need.

For participants
With Plus, participants unlock extra features in the official EventApp and extend the race experience far beyond the finish line:

• Unlock extra features in your official EventApp
• More insight. More emotion. More memories.
• Extend the race experience beyond the finish line:

Race Replay: analyse the race and compare results with friends, family, or top runners

Cheer Messages: unlock all supportive messages from loved ones and gain access to the FanHub

Personal Stats Video: automatically generated at the finish line, packed with detailed race stats and ready to share on social media

Optional extras: additional content such as event updates, behind-the-scenes insights, and useful links

For your event
Plus doesn’t just improve the experience, it also creates value for the organiser:

• You receive a percentage of every Plus purchase
• Stronger participant experience → higher satisfaction
• No extra workload: it’s literally just one tick in your registration process

Ready to elevate your event with TRACX?
Contact us now at team@tracx.events to get started right away. Our dedicated team is here to support you every step of the way and ensure a seamless integration of TRACX into your event.

If you’re planning to open your registration soon, simply email get in touch with Dieke and discuss the options.

We’re happy to support you in getting the most out of your event(s) this year!

Check out the TRACX RIA Member profile here  .