Workshop II - Running & Mass ParticipationAlessio Punzi, IAAF

RUNNING THE RUNNING OFFICEEUROPEAN ATHLETICS CONVENTION

WORKSHOP ON RUNNING AND MASS PARTICIPATION

LAUSANNE, OCTOBER 25TH 2018

SAVING THE PANDA

SELLING IPHONES

INVESTING IN HOT STOCKS

REASONS WHY WE EXIST

WHAT BUSINESS ARE YOU IN?

Depending on political traditions, the activity of a European “nationalgoverning body” is a mix of

stuff that you have to do because that’s what you were created / arefunded for (by government, by NOC, by your affiliates, etc.)

AND

stuff you choose to do and that you sell on the market (and people buyfrom you either because you outperform competition, OR because youhave a natural, technical or legal monopoly)

YOUR RUNNING STRATEGY NEEDS A STRATEGY

Before even getting to the drawing board, a federation leader needs to ask herself – what business are we in?

ALMOST ANYTHING CAN BE SEEN AS ACTIONS THAT ADVANCE CONSTITUTIONAL GOALS, BUT IS IT REALLY WORTH PURSUING?

Which assets do I control, which others can I acquire at a lower cost than the competition?

Are there untapped markets? Things that my organisation is better than others at doing?

Will I have political or managerial capacity to go beyond the “stuff-I-have-to-do” block?

Will I be seen as a competitor from my constituencies? Should I care? Am in breach of any national or EU competition rule?

When to compete, when to cooperate?

WHAT BUSINESS ARE WE IN?

STATUTORY GOALS TO DELIVER ON

STATUTORY GOALS TO DELIVER ON

STATUTORY GOALS TO DELIVER ON

STATUTORY GOALS TO DELIVER ON

THE MIXED NATURE OF INTERNATIONAL SPORT GOVERNING BODIES

▪ A bit GOVERNMENT (service the constituencies, enforce rules > efficiently administer the sport of athletics )

▪ A bit NON-PROFIT (advance a cause, unlock funding > make athletics more relevant and collectivelybetter off )

▪ A bit BUSINESS (develop a product, create value > ensure financial sustainability for the IAAF )

THE EVEN MORE MIXED NATURE OF THE RUNNING OFFICE

▪ A bit “GOVERNMENT” - service the constituencies, enforce rules, efficiently administer the sport of athletics

▪ A bit “NON-PROFIT” - advance a cause, unlock funding, make athletics more relevant and collectively better off

▪ A bit “BUSINESS” - develop a product, create value, ensure financial sustainability for the IAAF

40%

30%

30%

THE EVEN MORE MIXED NATURE OF THE RUNNING OFFICE

▪ A bit GOVERNMENT service the constituencies, enforce rules, efficiently administer the sport of athletics

▪ A bit NON-PROFIT advance a cause, unlock funding, make athletics more relevant and collectively better off

▪ A bit BUSINESS develop a product, create value, ensure financial sustainability for the IAAF

Ministry of Athletics, Dept. of RunningOmbudsman

Campaigns ManagerLobbyist

Account managerBrand managerProgramme managerProduct specialist

THE “GOVERNMENT” BIT (AT IAAF, ABOUT 40% OF RUNNING UNIT’S WORKLOAD)

Ministry of athletics, dept. of running –development of IAAF policies, regulations andprocesses related to road/off-road races and massparticipation, through interface with advisorybodies (Road Running / XC / Masters’ Comm.) andinterest groups (managers, race organisers.Administration of the disciplines of road running(measurement programme, calendars & input intorankings).

Ombudsman – addressing complaints ofmaladministration related to road races (athletes,managers, organisers, federation), mediating,interpreting regulations.

THE “NON-PROFIT” BIT (30%)

Campaigns Manager – Even if, unlike in theDiamond League, we have no direct stake in non-championships Road and XC races, it’s in ourinterest to make the sport more visible andpopular and eventually richer > improvement ofthe elite product via calendar coordination, useand promotion of the rankings, coordinated TVdistribution, etc.

Lobbyist – Work with other IAAF departments(comms, platforms, development) and AIU tobring the organisation up to speed ondevelopments and opportunities in and aboutrunning and mass participation.

THE “BUSINESS” BIT (30% - AND GROWING)

Account Manager – Relations with 110+ race organiserspart of the Label System (and in some cases, Federations),as well as ARs. Cities and organisers can be seen as clientsof the Label programme (= money invested in the sport).Lead generation, nurturing, conversion, “post-sale”assistance. Need to be there to explain and facilitate.

Brand Manager – Build credibility and recognition for IAAFbrand in road running / mass participation, in prevision offuture launches of IAAF products and services in thisspace.

THE “BUSINESS” BIT (30% - AND GROWING)

Programme Manager – “Managing several relatedprojects with the intention of improving the organization’sperformance. Programmes are designed to deliver theorganisation’s strategy > the parts of the IAAF strategyrelated to running.

Product specialist – Development of new properties intrail, mountain running, and XC. Also, IAAF professionalqualifications related to running, IAAF events for theMasters, IAAF licensed products and services for runnersand for the running industry

TRANSLATION INTO PLANNING

STUFF WE CHOSE TO DO

• Label Road Races Programme• Professional certifications around running (course measurer, medical director, timing operator, elite athlete

coordinator, etc.)• Reform of international pro road racing and of Athlete Representatives regulations• Agreement with ITRA to develop trail running• Addition of road and trail/mountain race management to development activities• Development and training of “International TD for road races”, train the TDs, manage the programme• IAAF Global Running Conference / Seminar• Relaunch of IAAF XC Permit Series (recognisable branding, TV distribution)• Launch of IAAF Mountain Running Worlds 2019 / “Mountain and Trail Running” Worlds from 2021• Exploration of new technologies options around course measurement• Ramp-up course certification programme to optimise IAAF Rankings• Integrate course measurement seminars into the IAAF development activities• Close the gap between Masters’ athletics and IAAF/Areas/MFs (Masters in WHM 2020 and WXC 2021)

TRANSLATION INTO PLANNING

STUFF WE AREN’T TOO SURE WE’RE COMPETITIVE AT DOING – AT LEAST NOT YET

• OTT channel to watch road races• Challenge for XC races with final prize money• A challenge similar to the “World Marathon Majors 6-stars”• Apps for runners• Co-branding with shoe manufacturers

…and a lot more…

STUFF NOT IN OUR CONSTITUTION

• Saving the panda• Selling iPhones• Finding the new Amazon

RUNNING THE RUNNING OFFICEEUROPEAN ATHLETICS CONVENTION

WORKSHOP ON RUNNING AND MASS PARTICIPATION

OCTOBER 25TH 2018

ALESSIO.PUNZI@IAAF.ORG

TWITTER: @PUNZI_A

Workshop II - Running & Mass ParticipationAlessio Punzi, IAAF

Thank you