Unique Italian Run Grows Without Bells & Whistles


Whether you reference the opulence of Italian designers or the intricacy of the famous Roman Coliseum, Italy isn’t known for simplicity. If anything, the nation’s motto seems to be “more is more.” But, Run 5.30 founders Sergio Bezzanti and Sabrina Severi are changing that with a commitment to healthy living for everyone and a very simple goal: Get folks up and out of bed for morning exercise at 5:30 a.m.

Download the Run 5.30 case study.run-5-30-case-study-image 

While athlete expectations are rising in general, there is, at the same time, a growing attraction to organic simplicity–as long as it’s still convenient and easy. Technology is the key to that outcome.

Using the range of tech tools ACTIVE designed for endurance event organizers, Run 5.30 has scaled from one early-morning event in Modena, Italy, in 2009 to events in nine different locations across the country, three in the United Kingdom and two in the United States.

Using social media integration, online registration, cloud-based data and virtual event bags, online registrations have increased 35% in just one year.


Though founder Sergio has always been an early riser, it wasn’t just his preference to hold his events at the crack of dawn. Early morning events mean the organizers don’t have to contend with as much traffic and street closures, participants get to breath the fresh air and see the city in a new way, plus they don’t have to choose between a running event and family time on the weekends.

It’s this simple approach to an active lifestyle that’s grown Run 5.30’s mission, and keeps participants coming back, with the help of ACTIVE’s built in tools that make it easy to register, market and reward participants.

Download Run 5.30’s story to see how they increased registrations year-over-year.