Why We Started SPARC

We founded SPARC to help endurance events and organizations do more than get through race weekend.

Across the running ecosystem, we saw teams doing meaningful work without the tools, clarity, or structure to fully show their value to participants, partners, and the communities they serve. Marketing was often reactive, sponsorships were hard to sustain, and impact was real but difficult to articulate.

SPARC exists to change that.

We help events take a more intentional, year-round approach to marketing, partnerships, and impact, grounded in how races actually operate.

As runners and race operators ourselves, we understand what engages participants, retains sponsors, and creates lasting value beyond a single event.

Who We Are

Mary Arnold brings 20 years of experience in the running industry, including senior leadership roles at Strava and Running Specialty Group. She is an RRCA-certified race director and the founder of Active Brand Consulting, where she works with races, nonprofits, platforms, and brands to strengthen community connection, storytelling, and long-term growth.

Maria Vargas brings 15 years of brand and marketing experience, including work on events such as Big Sur and operational roles supporting the NYC Marathon. As the founder of Brand Spark Consulting, she brings a cross-industry perspective to endurance events, translating deep ecosystem knowledge into practical strategies that drive participation, partnership value, and engagement.

How We Work

SPARC is not a traditional agency.

We operate as strategic partners, helping teams build systems, materials, and narratives they can actually use, whether that’s planning marketing more effectively, strengthening sponsor relationships, or clearly communicating social and economic impact.

Our work is shaped by the realities of race operations, limited time, and limited budgets, and is designed to support long-term sustainability.