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Sales Training
Corporate Overview
The Company: athleteReg - www.athleteReg.com
The Brands: BikeReg, RunReg, TriReg, SkiReg, PledgeReg
•	 Sub-brands: crossresults.com, road-results.com, results.bikereg.com
Description: In 1999, athleteReg originated the modern day online registration platform for the
endurance and action sports industry. athleteReg is best known for its first platform, BikeReg.com,
which currently supports over 60% of bike races in the country and over 90% in the Northeast. The
company’s suite of online registration platforms boasts a number of unique and competitive features,
but the biggest advantage is its offering of non-generic platforms. athleteReg offers a custom, sport-
specific solution, making it an easy and powerful tool for promoters and a fun interface for racers /
participants registering for events. Another noteworthy point is the company’s 15-year “No Spam!”
policy. Unlike the big guys (like Active), athleteReg will never sell its data. This means racers who
sign up won’t ever get spammed from advertisers looking to sell their stuff.  Many more competitive
advantages will be shared during the training of our new reps.
The Corporate Ethos: Founder & President, Steve Roszko, found himself in a quandary. In 1999,
Steve was actively bike racing for fun while writing code for a living during the day. He found it
frustrating to have to write bank checks and deal with the mail service when registering for bike
races. He decided, THERE HAS TO BE A BETTER WAY. So, Steve sat down and invented an
industry. Today, the online registration industry is huge and has attracted big corporate players
like Active, IMAthlete, SignMeUp, RaceIT, Eventbrite, and the like.  While these businesses have
big corporate backing and make profits their priority, athleteReg is dedicated to the endurance/
action sports industry, seeing itself more as an ambassador to “all things sporting” rather than
a vendor with hard bottom line ambitions. So, unlike the other guys, athleteReg is based in the
U.S., has a customer service department staffed by Americans in the U.S., and employs a team
of “event optimizers” who have literally been there, done that, and own the t-shirt to prove it.
From the CEO, Ross Krause (competitive cyclist and ultra-distance trail runner), to the Business
Development Manager, Evan Huff (CAT 1 road, cyclocross, and MTB racer and downhill ski racer),
to the Lead Developer, Colin Reuter (year-round bike and nordic ski racer, promoter of four bike
races every year), athleteReg is the home of athletes who are actively racing, actively promoting, and
passionately supporting all types of endurance and action events.
The Markets
•	 Recreational Cycling events
•	 Recreational & Race Running events
•	 Recreational & Race Triathlon events
•	 Recreational & Race Skiing events
•	 Fundraising events
The Customer vs the User
Primary Customers:
•	 Promoters
•	 Event organizers
Secondary Customers or Strategic Alliances
•	 Timing Services
•	 Apparel Companies
•	 Other vendors to the industry
Product Line
Online Registration Service supporting the action/endurance sports industry
•	 BikeReg
•	 RunReg
•	 TriReg
•	 SkiReg
•	 PledgeReg
•	 Results Sites
•	 crossresults.com
•	 road-results.com
•	 results.bikereg.com
•	 More results platforms coming
SPAM
Key Differentiators
	athleteReg
Your Industry Leader of custom, sport-specific platforms
You may be wondering why we offer custom platforms when we could easily use a single, generic
site. The reason is simple. You wouldn’t run a 10K in basketball shoes or ride your beach cruiser
in a ½ Ironman… you require specialized tools for success. It’s for that simple reason that we
don’t believe a so-called “one-size-fits-all” registration interface serves you, your event, or your
participants well. At athleteReg, each of our platforms is designed to specifically address the
unique aspects of the sporting event — cycling, running, skiing, and triathlon. This translates into a
better experience for the user and better results for you. It’s simple:
We take a custom approach to online registration!
	 Spam-Free Registration
Because signing up shouldn’t lead to selling out.
When we started this business, we made ourselves a simple promise and now we’re sharing
that promise with you: We will never sell, share, or rent the contact info of our users to other
organizations. This “zero -tolerance” spam policy is a no-brainer for us. Our goal is to support the
spirit of the action sports industry and run a business based on strong ethics rather than profits.
We’re not going to sell people out just to make a few bucks.
No spam? No problem!… with athleteReg.
	SmartMoney
We handle the registration — you control your money.
Relying on us to handle your event registration details shouldn’t mean losing access or control of
your funds. We believe your money is exactly that… yours. That’s why our platforms support giving
you access as soon as the funds are deposited into your account. No black-out periods or delays.
Just simple, hassle-free access when you want it. Plus, our suite of practical financial tools make
it easy for you to make refunds and otherwise control your financial resources. Your money, your
way, without interference from us. Why?
Because at athleteReg, we believe that it’s smart to put the customer in control.
	 Smart Transition Program
Less hassle, more support — let us actively manage your athleteReg upgrade.
Upgrading to one of our industry-leading event platforms is seamless and intuitive, making the
transition a hassle-free experience. We achieve this through the Smart Transition Program, which
capitalizes on two of our greatest strengths: our state of the art, user-friendly interface and our
dedicated event transition team. In a simple step-by-step process, our team will transfer your data
from your current platform to one of ours. Next, the event transition team will walk you through
creating your event and launching it! We’ve upgraded hundreds of other clients — we’d love to
help you make the switch to the next generation of custom, online registration platforms.
A smart upgrade for the smart promoter!
Add-Ons/Products
Seamless, hassle-free on-site registration and payment app
Last-minute registration has never been simpler thanks to our innovative LiveReg app. People use this
app on their handheld devices to complete registration, sign waivers, and even pay… without the fuss
of event registration table chaos. These last minute registrations will be housed in the same, central
location as all the pre-registrants, making data management and post-event activities easy as pie.
What does this mean to you and to them? Shorter lines. Less hassle. More fun…and better participant
information for next year’s event!
An integrated fundraising app for the digital generation
PledgeReg is an intuitive app that seamlessly bolts on to any of the industry leading athleteReg
platforms and immediately generates a customizable fundraising page your event participants can
easily share via email and social media. In fact, individuals will receive a link to a unique fundraising
page right after registering for your event. These user-friendly pages can be personalized and offer a
distinctive jump-start on the fundraising effort. This seamless process makes it incredibly easy for your
event participants to raise charitable donations, making your job easier and your event more successful.
athleteReg – THE registration & fundraising resource
Your personal event and racing expert
This isn’t just our business — it’s our passion. We’re life-long athletes and competitors. Whether you’re
a veteran promoter or new to the industry, we add value to your event by offering insight and providing
advice you can really depend on. In fact, once you partner with us, a dedicated Event Optimizer will be
assigned to you at no cost. This means, you will have a personal team member — an expert in race/
event management — that you can rely on from beginning to end. After all, when you need a question
answered fast, do you want your own personal team member or some endless phone tree leading to
nowhere or even an outsourced customer service rep with no knowledge of your event? We’re banking
on #1.
At athleteReg, it’s all about the event!
Your website, your brand — our event registration assets. What’s not to love?
Our P4 program is the perfect way to streamline your event registration and promotion efforts. The
Professional Promoter Privatelabel Program is designed to integrate our registration assets onto your
website in a seamless, hassle-free process. This means that you can promote your event’s brand and
host your own event registration page right where your other event content is housed, making it easier
to promote your event and boost registration numbers. The P4 is an exclusive program designed to
create an event registration process that serves our clients better, for optimal event day results. Call us
today to ask if we can put P4 to work 4 you! athleteReg + P4 = The engine that powers action sports!
Positioning Statements & Consultative Questions
Statements
•	 Custom, sports-specific online registration platform
•	 Industry originator – inventing the practice of online registration
•	 Created by racers, run by racers, staffed by racers, loved by promoters
Questions
•	 What are you looking for in a registration service?
•	 What is good about your current provider?
•	 What, if anything, would you change about your current provider?
Positioning athleteReg as a Value-Add Partner
Role Play
	
Questions
Required Reading:
http://www.athletereg.com/about.aspx
https://www.runreg.com/TheTeam
https://www.runreg.com/NewPromoter
https://www.runreg.com/Users/Public/Promoter/FAQ.aspx
Additional Training in week following visit:
Set up test event / promoter account on Reg sites
•	 Explore every available feature
•	 Run through test registrations
•	 Consult with Evan to understand functionality on both sides
Review of other products
•	 Results sites
•	 LiveReg
•	 PledgeReg

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athleteReg Sales Training Guide

  • 1. Sales Training Corporate Overview The Company: athleteReg - www.athleteReg.com The Brands: BikeReg, RunReg, TriReg, SkiReg, PledgeReg • Sub-brands: crossresults.com, road-results.com, results.bikereg.com Description: In 1999, athleteReg originated the modern day online registration platform for the endurance and action sports industry. athleteReg is best known for its first platform, BikeReg.com, which currently supports over 60% of bike races in the country and over 90% in the Northeast. The company’s suite of online registration platforms boasts a number of unique and competitive features, but the biggest advantage is its offering of non-generic platforms. athleteReg offers a custom, sport- specific solution, making it an easy and powerful tool for promoters and a fun interface for racers / participants registering for events. Another noteworthy point is the company’s 15-year “No Spam!” policy. Unlike the big guys (like Active), athleteReg will never sell its data. This means racers who sign up won’t ever get spammed from advertisers looking to sell their stuff. Many more competitive advantages will be shared during the training of our new reps. The Corporate Ethos: Founder & President, Steve Roszko, found himself in a quandary. In 1999, Steve was actively bike racing for fun while writing code for a living during the day. He found it frustrating to have to write bank checks and deal with the mail service when registering for bike races. He decided, THERE HAS TO BE A BETTER WAY. So, Steve sat down and invented an industry. Today, the online registration industry is huge and has attracted big corporate players like Active, IMAthlete, SignMeUp, RaceIT, Eventbrite, and the like. While these businesses have big corporate backing and make profits their priority, athleteReg is dedicated to the endurance/ action sports industry, seeing itself more as an ambassador to “all things sporting” rather than a vendor with hard bottom line ambitions. So, unlike the other guys, athleteReg is based in the U.S., has a customer service department staffed by Americans in the U.S., and employs a team of “event optimizers” who have literally been there, done that, and own the t-shirt to prove it. From the CEO, Ross Krause (competitive cyclist and ultra-distance trail runner), to the Business Development Manager, Evan Huff (CAT 1 road, cyclocross, and MTB racer and downhill ski racer), to the Lead Developer, Colin Reuter (year-round bike and nordic ski racer, promoter of four bike races every year), athleteReg is the home of athletes who are actively racing, actively promoting, and passionately supporting all types of endurance and action events.
  • 2. The Markets • Recreational Cycling events • Recreational & Race Running events • Recreational & Race Triathlon events • Recreational & Race Skiing events • Fundraising events The Customer vs the User Primary Customers: • Promoters • Event organizers Secondary Customers or Strategic Alliances • Timing Services • Apparel Companies • Other vendors to the industry Product Line Online Registration Service supporting the action/endurance sports industry • BikeReg • RunReg • TriReg • SkiReg • PledgeReg • Results Sites • crossresults.com • road-results.com • results.bikereg.com • More results platforms coming
  • 3. SPAM Key Differentiators athleteReg Your Industry Leader of custom, sport-specific platforms You may be wondering why we offer custom platforms when we could easily use a single, generic site. The reason is simple. You wouldn’t run a 10K in basketball shoes or ride your beach cruiser in a ½ Ironman… you require specialized tools for success. It’s for that simple reason that we don’t believe a so-called “one-size-fits-all” registration interface serves you, your event, or your participants well. At athleteReg, each of our platforms is designed to specifically address the unique aspects of the sporting event — cycling, running, skiing, and triathlon. This translates into a better experience for the user and better results for you. It’s simple: We take a custom approach to online registration! Spam-Free Registration Because signing up shouldn’t lead to selling out. When we started this business, we made ourselves a simple promise and now we’re sharing that promise with you: We will never sell, share, or rent the contact info of our users to other organizations. This “zero -tolerance” spam policy is a no-brainer for us. Our goal is to support the spirit of the action sports industry and run a business based on strong ethics rather than profits. We’re not going to sell people out just to make a few bucks. No spam? No problem!… with athleteReg. SmartMoney We handle the registration — you control your money. Relying on us to handle your event registration details shouldn’t mean losing access or control of your funds. We believe your money is exactly that… yours. That’s why our platforms support giving you access as soon as the funds are deposited into your account. No black-out periods or delays. Just simple, hassle-free access when you want it. Plus, our suite of practical financial tools make it easy for you to make refunds and otherwise control your financial resources. Your money, your way, without interference from us. Why? Because at athleteReg, we believe that it’s smart to put the customer in control. Smart Transition Program Less hassle, more support — let us actively manage your athleteReg upgrade. Upgrading to one of our industry-leading event platforms is seamless and intuitive, making the transition a hassle-free experience. We achieve this through the Smart Transition Program, which capitalizes on two of our greatest strengths: our state of the art, user-friendly interface and our dedicated event transition team. In a simple step-by-step process, our team will transfer your data from your current platform to one of ours. Next, the event transition team will walk you through creating your event and launching it! We’ve upgraded hundreds of other clients — we’d love to help you make the switch to the next generation of custom, online registration platforms. A smart upgrade for the smart promoter!
  • 4. Add-Ons/Products Seamless, hassle-free on-site registration and payment app Last-minute registration has never been simpler thanks to our innovative LiveReg app. People use this app on their handheld devices to complete registration, sign waivers, and even pay… without the fuss of event registration table chaos. These last minute registrations will be housed in the same, central location as all the pre-registrants, making data management and post-event activities easy as pie. What does this mean to you and to them? Shorter lines. Less hassle. More fun…and better participant information for next year’s event! An integrated fundraising app for the digital generation PledgeReg is an intuitive app that seamlessly bolts on to any of the industry leading athleteReg platforms and immediately generates a customizable fundraising page your event participants can easily share via email and social media. In fact, individuals will receive a link to a unique fundraising page right after registering for your event. These user-friendly pages can be personalized and offer a distinctive jump-start on the fundraising effort. This seamless process makes it incredibly easy for your event participants to raise charitable donations, making your job easier and your event more successful. athleteReg – THE registration & fundraising resource Your personal event and racing expert This isn’t just our business — it’s our passion. We’re life-long athletes and competitors. Whether you’re a veteran promoter or new to the industry, we add value to your event by offering insight and providing advice you can really depend on. In fact, once you partner with us, a dedicated Event Optimizer will be assigned to you at no cost. This means, you will have a personal team member — an expert in race/ event management — that you can rely on from beginning to end. After all, when you need a question answered fast, do you want your own personal team member or some endless phone tree leading to nowhere or even an outsourced customer service rep with no knowledge of your event? We’re banking on #1. At athleteReg, it’s all about the event! Your website, your brand — our event registration assets. What’s not to love? Our P4 program is the perfect way to streamline your event registration and promotion efforts. The Professional Promoter Privatelabel Program is designed to integrate our registration assets onto your website in a seamless, hassle-free process. This means that you can promote your event’s brand and host your own event registration page right where your other event content is housed, making it easier to promote your event and boost registration numbers. The P4 is an exclusive program designed to create an event registration process that serves our clients better, for optimal event day results. Call us today to ask if we can put P4 to work 4 you! athleteReg + P4 = The engine that powers action sports!
  • 5. Positioning Statements & Consultative Questions Statements • Custom, sports-specific online registration platform • Industry originator – inventing the practice of online registration • Created by racers, run by racers, staffed by racers, loved by promoters Questions • What are you looking for in a registration service? • What is good about your current provider? • What, if anything, would you change about your current provider? Positioning athleteReg as a Value-Add Partner Role Play Questions Required Reading: http://www.athletereg.com/about.aspx https://www.runreg.com/TheTeam https://www.runreg.com/NewPromoter https://www.runreg.com/Users/Public/Promoter/FAQ.aspx Additional Training in week following visit: Set up test event / promoter account on Reg sites • Explore every available feature • Run through test registrations • Consult with Evan to understand functionality on both sides Review of other products • Results sites • LiveReg • PledgeReg