Surging through the finish line of Sunday’s Boston Marathon, an animated John Korir was immediately told that he shattered the event’s course record in 2:01:52 and repeated as champion.
Korir was ecstatic while the running universe marveled at his decisive move at mile 20 to erase Milkesa Mengesha’s lead, as another chapter to his growing legend took form.
Just inches away, his manager Hawi Keflezighi beamed at the news that Korir shaved a remarkable 70 seconds off of the previous mark.
For Korir, another successful mission saw completion and the buzz over him being the best marathon in the game sounded far more realistic after beating Boston a second straight year.
But Keflezighi saw flashes of his brother Meb coasting down Boylston Street at the same event 12 years earlier and becoming the first American to win in over 30 years. The victory was beyond luck, proved some of Meb’s critics wrong but also was confirmation that Hawi’s fledging agency had established credibility that would later be a selling point for future clients.
It’s part of his company’s origin story that he recalled over the weekend at the launch of Elite Runners Hospitality Group, a venture backed by his Hawi Management agency and event planner Darran Matthews that aims to be an industry clubhouse during majors like the Boston Marathon or a track and field world championship.
“We are fortunate enough to have relationships with race organizers, athletes, media, brands and sponsors,” Hawi said. “Our industry, especially the last five years, it’s expanded and exploded in a positive way. And it’s a little bit fragmented. So I want to have a role in bringing it together a little bit.”
At a gala announcing the venture in Boston on Saturday, a packed ballroom at the Fairmont Copley Plaza hosted notables who were treated to a preview of what Hawi believes can be part of a missing link of a growing business side of the sport.
“We’ve talked about many different events that we could host and this year, we’ve decided to launch something here in Boston,” he said. “But we’ve actually had a preview of this event in 2016. Darren and I connected and had a watch party and a post race party celebration for Meb at the 2016 Olympic trials in L.A. So we just want to do more of these amazing events celebrating runners and celebrating the running community.”
Pulling the powers of the industry together made sense especially when major marathons are athlete-focused but the days leading up to the races draw agents, managers, coaches, brands, race directors, media and company leadership to one city with everyone waiting for the first runners to cross the start line.
And while ERHG won’t exist as a public event, the framework of the format is designed to extract the next wave of innovation from existing stakeholders who are dialed in on how to extend the current running boom.
“It’s quality over quantity — it’s not a mega event. It’s more about people in the industry that can contribute to one another,” Hawi said. “I’m a big believer in organic networking. I’ve just met so many amazing friends by being in the same room, sitting next to each other and that’s the goal.”
During the announcement, the many in the room made small introductions and exchanged contact information. It was an important first step, but also a live experiment to see what typical ERHG gatherings would look like when the series moves to another city under the backdrop of a major race or meet.
Hawi also said he welcomed agents and managers from other companies to take part in future events and that the athlete roll call would not be loaded with only his clients like Korir, Nikki Hiltz or even older brother Meb.
“All management teams do different great things,” he said. “And so this is just our version. It’s something we want to put on the table to enhance our industry.”
It’s unclear, for now, if Hawi and Matthews will put a cap on how many people can attend an ERHG meetup or if the events would expand for a massive race like the New York City Marathon or even a track and field world championship. Both events command tremendous resources, cause brands to boost budgets for flashy activations and bring out the biggest names in the sport — including those who still show up to make appearances even if they aren’t competing.
“I want people who are going to be there to come with an open heart and an open mind and make a new friend,” Hawi said. “That’s it. Nothing more, nothing less.”
