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Posted: August 29, 2012  :

Athletics: With LA Marathon Registration Nearing, imATHLETE Named New Technology Partner

Company's Robust Platform to Handle Race Registration and Data Management Needs

Santa Monica, Calif. (August 29, 2012) --- In just over a month, thousands of distance runners will take to their computers or mobile devices to register for the 2013 LA Marathon. When they do, they will find a quick and seamless experience, thanks to the marathon's new partner, I Am Athlete, LLC (, a technology company that is changing the way individuals, race directors, and sports organizations promote and engage in healthy lifestyles.

Fresh off a successful 2012 race that featured roughly 23,000 participants along the world-class Stadium to the Sea course, marathon officials are pleased to announce their partnership with imATHLETE, whose technology will support the October 1st registration launch for the race. With another large field expected, the LA Marathon required a new technology solution that could support the event's scope, and selected imATHLETE because of its industry leading customer support and user-friendly technology that creates a quick, easy, and socially driven registration experience.

"We are very excited to be working with the LA Marathon team and to help them expand upon an already impressive event," said imATHLETE CEO Jeff Matlow. "The LA Marathon is not only one of the most respected running events in the country, it's also one of my favorite marathon courses. This new partnership aligns both of our goals of growing the event and enhancing each athlete's overall experience."

Launched in 2008, imATHLETE remains at the forefront of event management technology. The company has successfully reduced the workload of its clients through a suite of unique productivity tools, including the ability for participants to edit their own registration, automatic verification of previous finish times and dynamic reporting tools. The platform also brings a social element to the event sign-up process, enabling racers to personalize their profiles, and share race details and information with fellow competitors.

"When thousands of runners go to their computers to sign up for the 2013 LA Marathon, we want to be sure they're in great hands," said LA MARATHON LLC Chief Operating Officer Nick Curl. "This partnership reflects our unwavering commitment to the user experience, from sign-up to the finish line."

Currently, runners can use imATHLETE's technology to take advantage of the LA Roadrunners + LA Marathon special bundled package at, which includes six months of guided training with LA Roadrunners, along with entry to the 2013 race. That package is the only way for runners to sign up before the official launch of registration on October 1st. The 28th annual LA Marathon will be run on March 17, 2013.

For more information about the technology, please visit


Launched in 2008, imATHLETE is changing the way individuals, race directors, and companies promote and engage in healthy lifestyles. Providing race registration and fundraising tools, product merchandising and social networking, imATHLETE's robust technology platform is used by thousands of city governments, governing bodies, non-profits and event organizers, including Dirty Girl Mud Runs, M3S Sports, Blue Cross Blue Shield, City of Philadelphia, Livestrong YTS, XTERRA Events and a multitude of non-profit and sports organizations. The company also created a new industry standard by innovating automation of the membership purchase and validation process for USA Triathlon. imATHLETE, a subsidiary of I AM ATHLETE, LLC, is headquartered in Santa Monica, California and is privately held.


We inspire athletes and connect communities. With thousands of volunteers, tens of thousands of participants, and hundreds of thousands of spectators, the LA Marathon is one of the largest organized road races in the country.

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