I'm the Race Director of the Mercedes-Benz Oakville Bronte Harbour Classic. Our first year sold out at 875 runners, run by a small team with AI doing the work of an agency. I help other race directors and event organizers build the same system.
Most of that is repeat work. Repeat work is exactly what AI is good at — if someone actually builds the system and hands it over.
Your race season is a 5K. Every km marker is one job the system takes off your plate. Scroll and follow the runner.
The full 2027 registration event — races, pricing tiers, settings — was built with AI in a single working session, not a week of clicking.
Every sponsor, vendor and organizer — 21, 52 and 7 — gets its own page, researched and written with AI, and kept online after race day instead of a logo that disappears.
How it works →Race Roster broadcasts drafted from a house template, test-sent, and only sent on approval — plus a personal “your photos are ready” email to every runner.
Start times, water placement and UV messaging planned for a June race on open water — not a sunscreen line at the bottom of an email.
How it works →1,843 photos. Google Vision reads the bib numbers (92% of bibs detected), so every runner finds their photos free, by bib or by name. The AI cost for the whole race was about $5.
How it works →Every finisher medal carries a QR code that opens the permanent race archive: results, photos and the story of the day.
How it works →More than 50 articles and a permanent archive. Year two started with everything year one built, instead of a blank page.
The 2027 Mercedes-Benz Oakville Bronte Harbour Classic has three races — a Kids 1K, the 5K and a new 10K — with room for 1,500 runners, up from 875. None of it started from a blank page: the archive, the partner pages and the email system from year one carried straight into year two.
How it works →Every race is a different size with a different budget, so there are no packages to pick from a list. Start with the free call; you get a quote after it, not before.
Thirty minutes on your race — website, registration, sponsors, emails, photos. I name the one fix worth doing first.
A race site built like bronteharbourclassic.com — and kept for years, not rebuilt every spring.
The automations, set up on your stack and handed over to your team.
I stay with you from planning through race day and the wrap-up.
Festivals, charity walks, tournaments and community events have the same shape: a fixed date, partners to look after, volunteers, and a crowd that wants information before and photos after. The same system fits.
Everything above is written up in public — what we built, why, and how to do it for your own event.
No. You run the race; I build and set up the systems, then show your team how to use them. There is nothing to code.
No. Registration stays on the platform you already use — the Bronte Harbour Classic runs on Race Roster. The website, partner pages, photos and emails work around it.
Any size. The Bronte Harbour Classic sold out at 875 runners in its first year and is growing to three races with room for 1,500. The same setup works for a 200-person charity run or a community festival.
No. I am based in Oakville, Ontario, and work remotely with race directors and event organizers across Canada and the United States.
It depends on the size of the event and what you need. Every engagement starts with the free race-tech call, and you get a quote after it, not before.