To raise money for a nonprofit he founded, Aaron Del Mar organized a 5K road race in his home community of Palatine. The race drew 500 people, and Del Mar went on to launch a company managing road races and triathlons. Last year, the firm expanded beyond races to include festivals and concerts and is planning an indoor pickleball series next year.
Adrenaline conceptualizes each event, reaches out to a brand for sponsorship and donates a percentage of proceeds to a charity. Del Mar also developed the Santa Hustle series, which started as a 5K run in Chicago and has expanded to 10 cities with a half-marathon component. The companies generate annual revenue of $3 million and are producing 20 races this year.