Voted the “Best Runner’s Expo in the Country”, the John Hancock Sports & Fitness Expo is considered the premier expo for new products and services in the running community. This popular annual event was held at the Seaport World Trade Center and drew more than 100,000 attendees over the three-day Boston Marathon Weekend.

Held annually on the third Monday of April on Patriot’s Day, the 26.2 mile Boston Marathon is the world’s oldest marathon. It is also one of the 6 World Marathon Majors (joining Tokyo, London, Berlin, Chicago, and New York City). With the number of runners capped at 30,000 this year, it’s hard to believe that the inaugural race in 1897 included only fifteen men – and only ten of them finished!

Bostonian Spirit Draws Massive Crowds

Bostonians are probably some of the most enthusiastic and excited fans ever, and that energy and enthusiasm poured over into the running expo where over 200 exhibitors seized on this unprecedented opportunity to establish their brands in the health and fitness industry.

The exposition absolutely took over the huge convention center – two full levels teeming with excitement. Among the crowds were the world’s top runners and fitness enthusiasts.

Participating in such a large event was a sure-fire way for exhibitors to get their products and services in front of a massive target audience… in one weekend, in one place.

Attendees were tempted into booths by endless samples and displays: electrolyte drink mixes, energy-filled marathon snacks, treadmill tryouts, sportswear launches and of course free-flowing samples of Boston’s own Samuel Adams lager.

Photos by Scott Draper | Competitor

Their reps were pouring out their special 26.2 ounce marathon brew to give everyone a jump start on pre-marathon carb loading. Whoever chose the booth space next to that stand is a genius!

Making the most of pre-event marketing

A large number of exhibitors at this year’s show started creating a buzz early via social media to guarantee a busy booth and a fruitful exhibiting experience.  One exhibitor, KT Tape used Instagram to invite runners to come to their booth and get taped in their elastic runners tape designed to relieve pain and support muscles in the race. Considering there were 30,000 official runners registered, this was a great marketing technique to guarantee traffic!

The guys from KT Tape had non stop traffic at their booth!

Partner with event professionals that are right for you…

Exhibitors for next year’s show are being encouraged to act now and send in their contracts for next year as this expo sells out quickly…but did you know you are not obligated to use a show’s official vendor?

If the exhibiting services you currently receive have been disappointing and are looking for the wow factor coupled with flawless execution, then 3L is the solution to get you back on track.

3L provides a comprehensive menu of world class services that span from:

Here are some of our clients:


Get in touch!

With over twenty years in the event industry we have master event professionals that are able to tell you – from firsthand experience – how to meet your every experiential marketing need.

3L Corporation has been one of the world’s preeminent tradeshow and event planning services company for nearly two decades.  Discover how to optimize your brand investment at your next event. Call us at 833-WE-ARE-3L!

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