Mike Seaman spent seven years thinking about his idea to run an exhibition for runners .
A runner himself he knew the existing shows – usually tied to marathons – were at the wrong time of year . He knew the kind of speakers he wanted to see , the type of sellers he wanted to buy kit from . But since taking the leap he has had a runaway success .
The first National Running Show in 2016 had 12,000 visitors . They now get 27,000 . Exhibitor numbers have rocketed equally and his company Raccoon Events have now added the National Outdoor Expo , National Cycling Show , Snow Show and running show in Boston and Chicago .
With the exhibitions snowballing , Seaman is keen to expand further with their digital products – but he warns other independent organisers to seek outside advice as much as possible to make sure they don ’ t run away with themselves .
“ Because I ’ d sat on this idea for seven years before I launched it , it was really rock solid ,” says Seaman .
“ I had taken it to quite a few people in the industry who are cleverer than me and said ‘ tell me why this isn ’ t going to work .’ It just took off from there .
“ The show started to grow and grow . Then I decided I want to create a business that looks a certain way .
“ I wanted to just do consumer shows for people who want to be active outside . Then we looked other markets with similar
Born to run
National Running Show founder Mike Seaman says the biggest barrier to being an independent operator is running away with your own ideas .
emphasis on being active outdoors , so we launched cycle and snow shows .
“ We now own a load of data and the next step for that is to diversify and genuinely become a multiplatform business . We ’ ve launched our digital asset and started making our own films .
“ Sometimes these things just snowball . When you ’ ve got a good idea and it work it just rolls .”
Outside help Whilst the initial idea was all his own , Seaman credits getting outside help for keeping him on the right track .
“ One of the things that is important as an independent
Mike Seaman
is you often become the limiting factor of your business .
“ If all the ideas come through you , your business will stay small forever . We ’ ve brought in good people into the board above me to check my thinking make sure I don ’ t go off and get too nuts , come up with too many crazy ideas .
“ The worst thing about being independent is you never stop .
“ I don ’ t sleep much at the best of times and you wake up and you ’ re on and you can ’ t put it down because it ’ s more than a job . There ’ s a responsibility , which I take as a personal responsibility , to every client , every visitor , every member of staff and every speaker . That ’ s quite a lot to wear , but that ’ s kind of the fun part as well .
“ It ’ s like being a parent . You worry about everyone , but actually , when it goes well and they do well it ’ s really uplifting .”
Community Seaman ’ s company – like the events he runs are all about community .
“ There ’ s a perception about sport being competitive but there ’ s this big rise in community led sport , things like Park Run , of course it ’ s timed but you ’ re trying to beat your own personal best as opposed to someone else ’ s . “ Community sport has come through into the spirit of this business . We are very ethically driven . By being on your own rather than part of a bigger company you have the opportunity to create your own ethics as well as the culture . The ethics are probably more important .
“ If you want to be the shark who goes out and shafts everyone , my view is you might make short term cash but you won ’ t be here for long . “ The bit that is different about us is way we acquire visitors . We call it inside out marketing . It ’ s a community led marketing strategy .
February — 21