How Gravel Worlds reached 145,000+ athletes and grew registration with Movemint Ads+
Gravel Worlds
Movemint Ads+ · Gravel race
One of gravel racing’s most loved community events, reaching athletes who had never heard of it rather than re-engaging the same list every year.
- Movemint Ads+
- Strava integration
- athletes reached
- 145,000+
- participants in 2 weeks
- 42 more
- Event
- Gravel race
- Organizers
- Sofia Gibson and Jason Strohbehn
A loyal field is a hard one to grow
Gravel Worlds organizers Sofia Gibson and Jason Strohbehn have built one of gravel racing’s most beloved community events, but growing an already loyal race means reaching people who have not heard of it yet. Like most organizers, they were leaning on their existing participant list and word of mouth to fill the field each year, which made it hard to bring in new athletes rather than just re-engaging the same core group.
Finding the athletes who had never heard of it
Gravel Worlds turned to Movemint Ads+ to find those athletes off platform, running targeted campaigns on Meta rather than relying only on their own list. Movemint’s Strava integration widened the funnel further, putting Gravel Worlds in front of an estimated 145,000+ athletes actively training and racing in the sport, many of whom had never encountered the event. Instead of guessing at who to target, Ads+ put the race directly in front of the kind of athlete most likely to sign up.
Forty-two more riders, two weeks out
The campaign turned that reach into 42 additional registrations, two weeks before the start. Movemint Ads+ drove 440,000 impressions and $5,000 in ad revenue, with returns 52 percent above baseline — $1.52 in revenue for every dollar Gravel Worlds spent on ads, against a 3.06× return on ad spend for Movemint Ads+ overall. That performance translated into the field: more than 2,000 participants and 300+ merchandise orders, growth Sofia and Jason attribute in large part to reaching athletes who were new to the race rather than its existing base.
You all are salt of the earth humans and we are beyond lucky to partner with you. We will be singing your praises till the end of the earth and will be promoting Movemint wherever we can. Multiple race organizers have already asked about you and we will continue trying to get everyone to Movemint because the proof is in the pudding.
