A themed race series that launched this year, the Electric Foam 5K, has gone out of business after a number of last-minute cancellations contributed to the series' parent company receiving an "F" grade from the Better Business Bureau.
"We regret to announce that ElectricFoam is cancelling all future events and will no longer be in business as of June 17th, 2014, ceasing operations immediately," a notice that went on the series' website Tuesday reads. The statement said the organization will file for Chapter 7 bankruptcy.
The Electric Foam series marketed itself as an untimed 5K for runners, walkers and dancers. “Foam stations, and electric music highlight this Ridiculously Awesome Event, day and night,” the series’ Facebook page read. “Once all runners, walkers and dancers have crossed the finish line, we will begin the countdown to release the foam, for an after party that you have to experience to believe,” the series’ website said.
Since March, the Electric Foam 5K had twice rescheduled the first race it had on its race calendar, to be held in Myrtle Beach, South Carolina; with the series' demise, the make-up race won't be held. The May 24 race in Dallas, Texas, and the June 7 race in Columbus, Ohio, were recently canceled due to “unforeseen circumstances” and low registrant numbers, respectively, according to the race website. Before going out of business, the series had rescheduled the May 31 race in Charleston, South Carolina, to June 28 “due to inclement weather and the dangerous conditions,” the Electric Foam site said.
The May 17 race in Madison, Wisconsin, was run, but did not have the advertised foam and ran out of water, according to participants.
“When we got to the first ‘foam station’ we realized it was nothing more than a kids bubble blower sitting on top of two rusty barrels,” Holly Tiller, who participated with her two young sons, told Runner’s World Newswire. “My kids have more bubbles in their bath tubs than they had there!”
Tiller says she took the photo seen above at the Madison event, which contrasts with images the Electric Foam series used in its marketing, such as the one seen below.
Before and after announcing the end of the Electric Foam series, event organizers did not respond to multiples calls and emails seeking comment from Newswire. The statement posted on June 17 says, "Groupon has already processed refunds for all of our events and Pulsemob will be issuing some remaining refunds as well."
Electric Foam appears to be part of a trend of new national race series that fail to deliver on promises made to paying runners. The series’ end comes at a time when non-traditional races are booming. In April, Running USA reported that the number of finishers in mud, color, adventure and other themed events has grown from “low six figures in 2009 to a staggering 4 million in 2013, a nearly hard-to-believe 40-fold increase.”
Many people new to race directing have joined this market. The Road Runners Club of America has released a “Buyer Beware” set of tips to help runners decide whether to register for new events.
