Near-Real-Time Tracking and Participant Updates to Enhance Participant and Spectator Engagement
SALT LAKE CITY, Utah and MADISON, Wisc. (April 1, 2025) – Run Madtown has selected Brooksee’s Laurel technology as its official race timing partner, bringing an enhanced digital experience to participants and spectators alike. Laurel’s cutting-edge timing and tracking system will provide tracking checkpoints every mile, making race day more interactive than ever.
Run Madtown is Wisconsin’s premier inclusive running event, offering a scenic and challenging course through the heart of Madison. The event includes a half marathon, 10K, and 5K, and welcomes athletes of all levels, including elites, wheelchair racers, runners of any pace, and walkers, and is known for its vibrant atmosphere, fun flamingo mascot, and strong community support.
Brooksee is deploying timing checkpoints every mile along the course, ensuring real-time precision for tracking each participant. Run Madtown anticipates welcoming 3,500 athletes over two days. Tens of thousands of personalized shout-outs and live tracking notifications will keep spectators engaged like never before.
For the Run Madtown team, Madison Fire and Police and UW Police, Brooksee’s Laurel platform also offers industry-leading safety features, including a “Back of the Pack” real-time view and automatic alerts if a participant stops moving beyond custom-set thresholds—enhancing event operations and participant safety, all possible with its checkpoint density on course.
“Brooksee’s technology is taking our race experience to the next level,” says Beth Salinger, Race Director of Run Madtown. “The accuracy of the timing, real-time updates, and seamless integration of live tracking will allow us to offer an unprecedented experience for our participants and spectators, who can be anywhere in the world but still follow their friends and family members and join in on the flamingo fun.”
“Technology in endurance events has remained largely unchanged for years. Our industry-leading near real-time tracking and dynamic, on-course integrations are transforming the race experience for runners, spectators, and organizers alike. We’re making race day more exciting, more engaging, and more seamless than ever before,” said Phil Dumontet, CEO of Brooksee.
Brooksee’s mission is to revolutionize timing for endurance events—making them more engaging for fans, easier to manage for organizers, and more rewarding for runners. As one of the lowest-spectated sports globally, running has long lacked innovation in race-day technology. Laurel changes that, delivering real-time ranking stats, enhanced on-course support, and a comprehensive live view of all participant locations—transforming the way races are experienced.
About Run Madtown
Run Madtown is Wisconsin’s premier inclusive running event, offering a scenic and challenging course through the heart of Madison. Held annually, the event features a variety of race distances, including a half marathon, 10K, and 5K, welcoming athletes of all levels, from elites to walkers. Known for its vibrant atmosphere and strong community support, Run Madtown celebrates fitness, endurance, and the welcoming community spirit of Madison. For more information, visit RunMadtown.com.
About Brooksee
Brooksee produces premier endurance events and delivers cutting-edge technology that elevates the athlete experience from start to finish. With a national portfolio that includes iconic races like the Portland Marathon, Las Vegas Marathon, Mesa Marathon, the newly launched Phoenix Marathon, and the renowned REVEL Race Series, Brooksee welcomes over 60,000 participants annually.
At the heart of Brooksee’s mission is a commitment to enhancing every aspect of the endurance experience. Through Laurel by Brooksee, its patented, AI-powered timing solution, the company replaces RFID mats with hundreds of micro-checkpoints—capturing real-time, hyper-accurate data down to a tenth of a mile. This next-gen technology powers fan engagement, seamless race management, and real-time safety tracking, creating an immersive experience for runners and spectators alike.
Trusted by over 200 premier races—including Ragnar Relay, Every Woman’s Marathon, and the Seattle Marathon—Laurel by Brooksee is transforming the race experience with real-time data, smarter logistics, and deeper engagement for both participants and spectators alike.
