Mastering the Runner’s Mindset: How Sports Marketing Managers Can Learn from Marathon Legend Joan Benoit Samuelson

Ever feel like running a marketing campaign is literally like running a marathon? You start off full of energy, halfway through you’re questioning every decision you’ve ever made, and by the end, you’re just trying not to collapse. Sound familiar? Well, Joan Benoit Samuelson—Olympic marathon gold medalist and all-around running legend—has been through it all. And the crazy part? Her lessons from running marathons are EXACTLY what we need in sports marketing.

Let’s face it: marketing is its own endurance sport. But are you pacing yourself like a pro, or sprinting toward burnout? Let’s take a page (or mile) from Joan’s playbook and see how we can bring that marathoner’s mindset to our marketing strategies. And hey, I promise, no actual running is required.

1. Set Goals: Are You Running a Race or Just Doing Laps?

Joan didn’t become an Olympic champ by accident (if only, right?). She had goals—short-term, intermediate, and long-term—and she stuck to them. Now, think about your marketing strategy. Are you setting clear goals, or are you just running in circles, hoping for the best?

Imagine this: You’re launching a new fan engagement campaign. Do you just want likes on Instagram? Sure, that’s nice. But what about boosting ticket sales by 20%? Or getting sponsors to commit to longer-term deals because they’re seeing crazy good engagement? It’s like Joan running a marathon with checkpoints along the way. Each milestone is one step closer to that gold medal—or in our case, a successful marketing campaign.

2. Know Your Audience: Do You Understand Your “Runners”?

Joan knew her body inside and out (and yes, sometimes better than her doctors—more on that later). As a sports marketer, do you know your audience just as well? Are you running campaigns based on what you think they want, or what they’ve shown you they actually respond to?

Let’s say you’re targeting Gen Z fans with your latest campaign. If you’re still pushing generic ads, it’s like giving Joan a pair of ballet shoes instead of running shoes—totally missing the mark. Instead, listen to your fans. What’s their version of the perfect "running shoe"? Is it engaging TikTok content? Exclusive behind-the-scenes access? Or maybe even personalized experiences through your app? Whatever it is, tune into what they’re saying and run with it (pun intended).

3. Mental Fortitude: How Do You React When You Hit the Wall?

Marketing slumps? Oh, they happen—just like runners hit the dreaded “wall” mid-marathon. Even Joan has faced moments of doubt (shocking, right?). The key isn’t avoiding these low points; it’s pushing through them with mental toughness.

You just launched what you thought was a killer campaign, and the numbers are flat. Do you panic, pull the plug, and hope no one notices? Or do you lean in, adjust your messaging, and come out stronger? Joan says that mental resilience is EVERYTHING, and the same goes for marketing. Those setbacks? They’re just part of the race. Dust yourself off and keep going—your breakthrough is right around the corner.

4. Pace Yourself: Are You Burning Out Before the Finish Line?

If there’s one thing Joan knows, it’s pacing. You can’t win a marathon by sprinting the first few miles and hoping for the best. And yet, how many times have we all tried to “sprint” through a marketing campaign, only to be burnt out by the halfway point? (Guilty.)

Let’s say you’re running a season-long sponsorship activation. Are you throwing all your energy into the first few games, leaving the rest of the season to fizzle out? Joan’s advice: pace yourself. Plan your strategy so that you have exciting activations lined up for the long haul, keeping fans engaged from the first whistle to the final match.

5. Build a Toolbox: Are You Learning from Every Campaign?

Joan talks a lot about building a “toolbox” of lessons from past experiences—like that one time she totally ignored a doctor's diagnosis because she knew her body better (spoiler alert: she was right). As marketers, we should be doing the same thing.

Remember that campaign you launched two years ago that totally tanked? Yeah, that one. Instead of burying it in the “let’s never speak of this again” file, use it. What went wrong? How can you tweak that idea to make it work now? Every flop (and every win) adds a tool to your box, making you better equipped for whatever comes next. It’s like a running injury—sure, it hurts, but you’ll learn how to avoid it next time.

6. Listen to Your Body (and Your Audience): Are You Paying Attention?

Joan knew when to push herself and when to back off. And in marketing, sometimes we need to do the same. You might be tempted to keep pushing when a campaign isn’t landing, but sometimes the best move is to step back, reassess, and come back stronger.

Ever launch a campaign that felt “off” from day one, but you pushed it anyway? We’ve all been there. Maybe your gut—and your audience—was telling you something you didn’t want to hear. Joan once challenged a doctor’s diagnosis because she knew her body so well, and guess what? She was right. In marketing, listen to your audience. If they’re not responding, don’t keep pushing the same message. Pivot, adapt, and give them what they’re asking for.

The Final Stretch: What’s Your Next Move?

Joan Benoit Samuelson’s approach to running is a masterclass in resilience, strategy, and listening to yourself. And the best part? Her lessons translate perfectly to sports marketing. So, whether you’re prepping for your next big campaign or navigating a tricky sponsorship deal, remember: this is a marathon, not a sprint.

Now, the real question: Are you pacing yourself like a champ or are you about to hit the wall? Let’s hear your thoughts in the comments—what’s the toughest “marketing marathon” you’ve had to run lately? ??♂???

And hey, if this post gave you that mental "runner’s high," don’t forget to hit that like button and share it with your fellow marketers!