Every two years, one event quietly shapes the future of the global running industry—bringing together the people who design races, build participation, drive innovation, and tell the sport’s stories.
That event is the European Running Business Conference (ERBC)—and in November 2026, it arrives in Porto, Portugal, with a format unlike any other: two days of high-level industry exchange followed by a shared marathon start line along the Atlantic coast.
At the center of this experience is Marko Vasic, Lead of the European Athletics Running Unit Strategy, who helps translate the vision of European Athletics into a living, breathing ecosystem for the running world. Representing the continental equivalent of USA Track & Field, Marko operates at the intersection of governance, participation, and innovation—facilitating the conversations that allow the industry to learn from itself.
One of the most visible expressions of that vision is the European Running Business Conference (ERBC)—a global meeting point for the people who design, manage, and evolve running events worldwide.
From November 6–8, 2026, ERBC returns for its fifth edition in Porto, offering far more than a traditional conference. It is where strategy meets storytelling, where technology meets tradition, and where the global running industry gathers—steps from the Atlantic Ocean.
Listen to our conversation here:
A Conference With a Clear Purpose
Launched in 2017 by European Athletics, ERBC was conceived as a business-to-business forum connecting race organizers, federations, suppliers, media professionals, and innovators. The goal was simple but ambitious: to build a sustainable, collaborative running industry through shared knowledge and meaningful connection.
Over time, that vision has expanded well beyond Europe.
“Although it’s organized by European Athletics, ERBC belongs to the world,” Marko explains. “We welcome participants from Europe, the U.S., Asia, Africa—anyone who is passionate about running and the industry behind it.”
That philosophy has transformed ERBC into a genuinely international exchange, where perspectives from different continents and cultures shape the conversation.
A Global Conversation, Not a Closed Circle
The 2024 edition in Athens illustrated this openness perfectly. Panels brought together European Athletics leaders alongside race directors from the United States, Asia, and Africa—offering insights that transcended borders.
Rather than reinforcing regional norms, ERBC actively challenges them. Attendees are exposed to unfamiliar operational models, cultural approaches, and solutions—expanding how they think about events, participation, and growth.
It’s this deliberate mixing of viewpoints that has made ERBC a must-attend event for those looking beyond their local markets.
Designed for Learning—and Real Connection
Spanning two full days, the conference is carefully structured to prioritize both depth and dialogue.
Sessions are intentionally concise—45 minutes per keynote or panel, followed by generous 30-minute networking breaks. The result is a rhythm that encourages reflection, discussion, and genuine relationship-building rather than passive consumption.
Topics cover the full spectrum of the modern running industry, including:
- Technology and AI in event management
- Participant experience and engagement
- Safety, sustainability, and operational excellence
- Media, storytelling, and global growth trends
Technology—particularly AI—sits at the heart of many discussions, not as a future concept but as a tool already reshaping how races are planned, marketed, and delivered.
Breaking the Ice, Building the Community
One of ERBC’s defining features is its interactive opening sessions, where attendees are placed into smaller groups to collaborate on real-world challenges. It’s an icebreaker that immediately dissolves hierarchy, setting the tone for openness that carries through the entire conference.
Running Isn’t an Add-On—It’s the Core
What truly distinguishes ERBC from other industry conferences is its seamless integration with a major race weekend.
Every host city is selected in close partnership with a flagship event, and Porto continues that tradition. All registered ERBC participants receive guaranteed access to:
- The Porto Marathon, or
- The Porto 10K, or
- VIP access to the start and finish areas
Conference programming runs Friday and Saturday. On Sunday morning, the theory turns into practice as attendees line up to run along Porto’s Atlantic coastline and the Douro River, crossing iconic bridges and passing landscapes shaped by centuries of maritime and wine-trading history.
The conference venue itself sits directly on the river, with boats arriving at the site, and the race expo taking place in the same building. A Saturday shakeout run—crossing Porto’s most recognizable bridge—completes a weekend where networking and running are inseparable.
Why Porto, Why November?
Early November in Porto offers something rare in marathon destinations: mild temperatures, sunshine, ocean air, and cultural depth.
It’s a city that invites movement—through food, architecture, history, and rhythm. And for a conference that celebrates running not just as a sport but as a lifestyle, Porto provides the perfect backdrop.
“Choosing Porto is always a good decision,” Marko says. “Choosing Porto with a marathon and a global industry conference makes it something special.”
Who ERBC Is For
While ERBC remains a B2B-focused event, its doors are intentionally wide open. The core audience includes:
- Road, trail, OCR, and adventure race organizers
- Event suppliers and service providers
- Federations, clubs, and running groups
- Media professionals and industry storytellers
- Volunteers and newcomers exploring a future in the running industry
What first-time attendees often note is how welcoming the environment feels. Conversations start easily. Experience levels mix naturally. The shared language of running removes barriers.
“This industry is open,” Marko emphasizes. “Even if you’re not fully in it yet, ERBC can help you find your place.”
Crossing the Finish Line—Together
ERBC doesn’t conclude with a closing keynote alone. It finishes with recognition—honoring industry veterans, celebrating long-standing contributions, and acknowledging the collective effort behind some of the world’s most iconic races.
In Porto, the European Running Business Conference once again affirms a simple truth: while running may be an individual pursuit, the industry that supports it thrives on collaboration.
And in 2026, that collaboration meets the Atlantic.
