How AdsCult Reinvented Marathon BIB & Timing Management

Precision-driven workflows and purposeful engineering, designed to empower race organizers with accuracy, speed, and total control. Think innovation, add reliability, multiply performance and that’s the formula.

BIB

We turned race-day bottlenecks into breakthroughs, building a high-performance platform shaped by real needs and real outcomes.

Custom BuildDashboard

Stack We Used

The Challenge

Years of using unstable, outdated desktop software left marathon teams dealing with crashes, limited scale, and poor collaboration. This made race-day operations unnecessarily hectic

Inflexible Legacy Tools

Old desktop-based software created delays, limited collaboration, and often failed during peak activity.

Scalability Limitations

Systems could not support thousands of participants being processed in real time, causing bottlenecks before the event even started.

Low Operational Visibility

Teams lacked a unified view, leading to confusion, repeated tasks, and slow communication on the ground.

Our Approach

We followed a product-led delivery process with short feedback loops, continuous testing, and modular architecture to make the platform future-proof and race-ready.

Workshops with organizers, timing partners, and ground volunteers helped us map critical failure points and define performance benchmarks.

Clean interfaces for BIB allocation, timing sync, and multi-team access were crafted and validated through real-world simulations.

A cloud-based, multi-tenant architecture enabled parallel operations, bulk workflows, and seamless hardware communication.

Rigorous load testing ensured stability during peak participant movements, from pre-event registrations to race-day execution.

Why This Tech Stack

We selected technologies that deliver speed, reliability, and precision for mission-critical race operations:

Laravel

Structured backend framework ideal for multi-user workflows and hardware integrations.

PHP

Stable, secure, and optimized for large-scale, high-traffic systems.

Livewire

Enabled fast, reactive interfaces without the complexity of heavy frontend frameworks.

MySQL

Reliable database ensuring accurate participant data, BIB assignments, and timing sync logs.

Azure

Offered cloud scalability for event peaks and ensured zero downtime on race day.

REST APIs

Supported smooth data exchange with timing devices and external systems.

Results that created Impact

The new platform transformed BIB and timing operations into a smooth, dependable, real-time ecosystem shaped for performance and speed:

Unified Allocation Module

Instant BIB assignment and updates with seamless multi-team access, eliminating manual overlaps.

Real-Time Activity Monitoring

Live dashboards showing assignments, pickups, and timing sync for complete situational awareness.

Hardware-Ready Timing Integration

Accurate data sync with timing devices ensured flawless performance tracking.

Role-Based Access Control

Ground staff, volunteers, and admins operated simultaneously with clear permissions and zero conflicts.

One-Click Pickup Workflow

Faster collection journeys that reduced queues and improved the runner experience.

System-Wide Analytics

Comprehensive insights on participants, operations, and event performance,  shaping smarter planning for future races.

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