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BASE RUNNING

Sport and events · Turin's best-attended races, looked after 365 days a year

Industry: Running and eventsbaserunningteam.it ↗

IN SHORT

Base Running organises some of Turin's best-attended races: La Mezza and La Dieci, the TuttaDritta, Va Lentino, the Weekend Reale at the Reggia di Venaria and races created with companies, such as the one inside Mirafiori. Digital Runner handles all of its communication, 365 days a year: the new baserunningteam.it website with memberships and shop, the ClubRM membership management software, the Conversly chatbot that answers runners, social media and campaigns on Facebook, Instagram, TikTok and Google, the newsletter, press office, sponsor relations and drone filming on race day. In 2026 the races had 31,000 participants, three of the four major events sold out and social media racked up 21 million views in a year.

Due runner si battono il cinque dopo la 30 km, davanti alla facciata della Reggia di Venaria

The client

WHO BASE RUNNING ARE

YEAR
since 2024
CLIENT
Base Running
sports association, Turin
EVENTS
La Mezza and La Dieci di Torino,
TuttaDritta, Va Lentino,
Weekend Reale, corporate events
WHAT WE DO
Website, memberships and shop,
ClubRM and Conversly, social,
campaigns, newsletter, press,
race-day filming

Base Running is the Turin association behind some of the best-attended running events in Piedmont: La Mezza and La Dieci di Torino, the TuttaDRITTA, Va Lentino, Una Corsa da Re with the Weekend Reale and the Maratona Reale. On top of that there are courses, group training sessions, a specialist running shop and a team of members.

Since 2009 it has brought more than 200,000 people across the finish line at over 70 events, introduced 15,000 children to running and raised more than 220,000 euros for foundations and charities. It all started with the first Va Lentino: 500 participants. Today the running team has 425 members from 12 countries.

Behind every start there are months of work: courses to certify, sponsors to keep happy, regulations, race bibs. And thousands of people who, in the week before the race, all ask the same questions. A team like this does not need a supplier who only turns up for the campaign. It needs a communications department that is there all year round.

The goal: Fill the start pens, bring in entrants from abroad too, get people who ran one race to come back for the next, and grow the running team and the shop even when there is no race on.

How we work with Base Running

365 DAYS INSIDE
TURIN'S RACES

We do not just turn up for the campaign. For Base Running we are the communications department, all year round: in January we sell memberships, in April we fill Piazza Vittorio, on race day we are in the start pen with the drone, and the following Monday we write to the sponsors to tell them how it went. These are seven different activities, and they work together.

01The website

A NEW WEBSITE
WITH TWO SIDES

We have just launched the new baserunningteam.it, which we planned, designed and wrote from scratch. The starting point was simple: Base Running is not just races. It is also a team to join and a shop people go to for advice from people who really run. The old website only talked about the races.

So the new website has two sides. The first is online membership of the Running Team: you choose your membership, pay and join the team, without going through the office. The second is the sale of Base Running services: posture analysis and gait testing, training packages, personal training and gift vouchers. And soon shoes and clothing too, but that is still a spoiler.

Then there are the races: each has its own page with a countdown, a header video we shot ourselves, the route drawing itself on the map, the GPX track, the regulations and the sponsors' logos. Every page also has structured data, so Google knows it is a race, with a date and a place.

  • Payments by card, PayPal, Satispay and Scalapay
  • Personal area for members, admin panel for the office
  • Animated routes and header videos edited by us
415,000
website sessions in 12 months
631,000
page views
Visit baserunningteam.it
baserunningteam.it
Home page del nuovo sito Base Running: Corri Torino
The home page: races, Running Team and shop, opening with the drone video.
baserunningteam.it/shop
Lo shop del nuovo sito Base Running: test dell’appoggio, programmi, buoni regalo e personal training
The side that sells: gait testing, programmes, personal training and gift vouchers.
The Mezza route drawing itself on the illustrated map of Turin, on the race page.
La maratoneta 2144 arriva al traguardo della Maratona Reale tra i due pacer con i palloncini gialli

02ClubRM

425 MEMBERS,
ZERO EXCEL SHEETS

Behind the online membership there is ClubRM, the management software for associations and sports clubs that we developed ourselves. Membership used to go through forms, bank transfers to check and medical certificates arriving by email. Every deadline meant a phone call.

Now members sign up and pay online, upload their medical certificate and documents, and the office checks them from a single panel. When a certificate is about to expire, the reminder goes out on its own. When a document is missing, the member knows before it becomes a problem in the start pen.

  • Online membership and payment
  • Checks on documents and medical certificates
  • Automatic notifications on deadlines and renewals
  • Members' area and admin panel for the office
425
members of the running team
12
countries of origin
Discover ClubRM for sports clubs
baserunningteam.it/tesseramenti
Pagina dei tesseramenti 2027 del Running Team Base Running: Corri con noi
Online membership of the Running Team: ClubRM is behind it.
Un runner sorridente si porta dietro il nastro Base Running dopo il traguardo, sotto il cielo azzurro di Venaria

03Conversly

THE SAME QUESTIONS,
BY THE HUNDRED

Where do I pick up my bib? Is there parking? What time does the 10K start? Can I switch distance? In the week before a race the questions arrive by the hundred, all the same, at any hour. And the organisers have other things to do.

That is why we built Base Running's new assistant with Conversly, our chatbot. It knows the regulations, times, routes, shuttles and services for every race, and answers in real time on the website, even at night. People get an answer straight away, and the office only receives the questions that really need a person.

baserunningteam.it/gare/la-mezza-di-torino
Pagina della Mezza di Torino sul nuovo sito Base Running, con il conto alla rovescia alla partenza
The race pages, where the assistant answers.

04Racing with them

WE RUN
THEIR RACES TOO

We do not follow race day from a desk. We are there, in the start pen and along the route, and often wearing a bib ourselves. We do the drone filming, the videos and the photos that the next day become reels, website headers, material for the sponsors and for the next edition.

Running the race also helps us tell its story: we know where it hurts, where people smile and where you get the best view of the Reggia. These are some of the faces of the Weekend Reale, at the finish of the Maratona Reale and Una Corsa da Re.

The Weekend Reale from the inside (in Italian)
Una maratoneta rompe il nastro Base Running all'arrivo della Maratona Reale, ridendo, con i pacer dei palloncini gialli alle spalle
The Maratona Reale finish tape, with the pacers and their yellow balloons.
Un ragazzo sulla joelette taglia il traguardo della mezza maratona spinto dai volontari, sotto l'arco della Maratona Reale
The half marathon on a joëlette, pushed by volunteers.
Tre runner con la medaglia appoggiati alle transenne CRAI, con la Citroniera della Reggia di Venaria alle spalle
Medal round the neck in front of the Reggia's Citroniera.

A race fills up months before
the start. And is won again
the day after the finish.

Una runner taglia il traguardo della Maratona Reale salutando con le mani alzate, sotto l'arco con gli sponsor

05Social and video

21 MILLION
VIEWS

We run Base Running's channels on Facebook, Instagram and TikTok with a plan that follows the season: the announcement, the countdown, routes explained in carousels, live coverage from the race village, the post-race. Between races we tell the story of the team, the shop and the training sessions.

We put real people front and centre. The organisers invite you to run, the coach arranges to meet in Piazza d'Armi, Viviana explains in the shop what you need for race day. Idea, filming and editing are all ours.

21.2M
views in 12 months
170,000
interactions
+84%
Instagram followers in a year, from 7,144 to 13,141
39,281
followers across Facebook, Instagram and TikTok
The organisers' invitation.
The coach in Piazza d'Armi.
Viviana among the shelves.
Un runner rompe il nastro Base Running all'arrivo, tra gli applausi lungo le transenne

06Campaigns

THE START PENS
FILL UP SOONER

We run paid campaigns for the events on Facebook, Instagram, TikTok and Google Ads, built race by race: people who have already run, people who live near the route, people looking for a half marathon in the spring. The campaigns start from content that is already working on social media, so that people who see them find a race they want to take part in, not an advert.

For the Weekend Reale we also went to France, to bring to Venaria people who want to combine a race with a visit to the Reggia. We check the numbers for every campaign daily on RunAlytics, alongside the entries. In 2026 La Mezza, La Dieci, the TuttaDritta and the Weekend Reale all sold out.

6.2M
campaign impressions in 2026
165,000
clicks to the race pages
86,500
visits to the Weekend Reale pages
ITA + FRA
campaigns in two countries
The Maratona Reale kilometre by kilometre, on the map of the Reggia and La Mandria.
Un maratoneta alza il pollice all'arrivo, accanto ai volontari della crew Base Running
Un maratoneta in nero ferma il cronometro appena passato sotto l'arco della Maratona Reale
Un runner con i capelli bianchi e la medaglia al collo, dopo la 30 km di Una Corsa da Re, si tiene la schiena e ride

07Newsletter, press and sponsors

BASE RUNNING'S VOICE,
BEYOND SOCIAL MEDIA

We write Base Running's newsletter: one for each race, one for members, one for sponsors. More than one person in two opens it.

We run the press office and handle relations with suppliers and sponsors: materials, logos, presentations, reports. The latest is the 2027 sponsor presentation, with the numbers from an entire season. Because a sponsor is not buying a logo on the arch: they are buying the certainty of being seen for seven months.

20,900
contacts per send
51.6%
email open rate
316,000
emails sent in 12 months
Una maratoneta arriva a braccia aperte sotto l'arco della Maratona Reale
The finish arch, with the Maratona Reale partners.

The result

FULL START PENS,
SOLD OUT

Sold out for La Mezza, La Dieci, the TuttaDritta and the Weekend Reale: every race of the season except Va Lentino. The desire to run was there; we lit the spark.

31,000

participants in Base Running races in 2026

8,000
MEZZA AND DIECI
8,000
TUTTADRITTA
10,000
WEEKEND REALE
2,500
VA LENTINO

The season, race by race

SIX EVENTS, ONE COMMUNICATIONS DEPARTMENT

  1. 01

    Cedas We Run, 9 November 2025

    5 and 10 km inside the Mirafiori plant and on the test track, starting from Stellantis &You. 1,500 entrants and 2.4 million views in the thirty days before.

  2. 02

    La Mezza and La Dieci di Torino, 19 April 2026

    Eleventh edition in Piazza Vittorio, 8,000 entrants and both distances sold out. 3.1 million views in the month before the start, 582,000 on race day alone.

  3. 03

    TuttaDritta, 10 May 2026

    Ten kilometres dead straight from Piazza Solferino to the Palazzina di Stupinigi, twenty-first edition. Sold out with 8,000 entrants and 4.6 million views, the peak of the year.

  4. 04

    Corsa dell'Aurora d'Estate, 21 June 2026

    First edition in the Aurora district, created with GO fit, with Lavazza and Enervit in the race pack. 1,000 entrants at the first attempt.

  5. 05

    Va Lentino, 9 July 2026

    The evening race of Turin's summer in the Valentino park, seventeenth edition, with a dedicated women's ranking. 2,500 entrants and 1.5 million views.

  6. 06

    Weekend Reale, 10 and 11 October 2026

    Five races over two days between the Reggia di Venaria, La Mandria and the surrounding villages, including the Maratona Reale. Sold out with nearly 10,000 participants, and campaigns in France too for people coming to run and to visit. How it went, from the inside (in Italian).

2027 is already in the calendar

FOUR MAJOR EVENTS, FROM APRIL TO OCTOBER

We are already working on next season, including the sponsor presentation: seven months of races one after another, with communication that never switches off.

  1. 11 APR

    La Mezza and La Dieci di Torino

    8,000 entrants in 2026, sold out

  2. 9 MAY

    TuttaDritta

    8,000 entrants in 2026, sold out

  3. 8 JUL

    Va Lentino and Va Lentino for Women

    2,500 entrants in 2026

  4. 10 OCT

    Una Corsa da Re, Weekend Reale

    nearly 10,000 participants in 2026, sold out

Who did what

QUESTIONS ABOUT THIS PROJECT

Who built the Base Running website?

The new baserunningteam.it was planned, designed, written and developed by Digital Runner, a digital marketing agency in Turin, and has been live since 2026. It brings together the race pages, online membership of the Running Team and the shop for Base Running services: posture analysis, training packages, personal training and gift vouchers.

What software does Base Running use to manage its members?

Base Running manages its Running Team members with ClubRM, the management software for sports clubs and associations developed by Digital Runner: online membership and payment, checks on documents and medical certificates, automatic deadline notifications, a members' area and an admin panel for the office.

Who answers runners' questions about Base Running races?

On the website, questions are answered by a virtual assistant built by Digital Runner with Conversly, its chatbot. It knows the regulations, times, routes and services of every Base Running race and answers in real time, even outside office hours.

Who runs Base Running's social media, campaigns and newsletter?

Digital Runner has handled all of Base Running's communication since 2024: Facebook, Instagram and TikTok, Meta, TikTok and Google Ads campaigns, the newsletter, the press office and relations with sponsors and suppliers, as well as drone filming, videos and photos on race day.

How many participants did Base Running races have in 2026?

In 2026 Base Running races had 31,000 participants: 8,000 across La Mezza and La Dieci di Torino, 8,000 at the TuttaDritta and nearly 10,000 at the Weekend Reale, all sold out, plus 2,500 at Va Lentino. Digital Runner looks after their website, entries, social media, campaigns and newsletter.

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