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It’s the oldest continuously run footrace in the world and has spread to all 50 states.
How did a one-off race become the happiest, healthiest holiday event around?
It all started—and endures—with community.
YOUR ANCESTORS’ RUN CLUB
Today, the YMCA is synonymous with gym membership and swim lessons. And a coordinated dance move.
But the organization was founded as a Christian community center for men moving to big cities during the Industrial Revolution.
The first American YMCA opened in Boston in 1851, with a focus on the region’s sailors. YMCA Buffalo Niagara opened a year later to serve industrial workers.
The YMCA aimed to fight the vices of gambling and drinking with Bible study groups.
It added physical fitness, educational, and social events to attract more members.
With the inaugural Turkey Trot, YMCA Buffalo Niagara tapped into the global competitive spirit of the Olympics on a local scale.
And it did this on Thanksgiving, a holiday that wasn’t religious, but aligned with values the YMCA also held dear.
Not to mention that there really wasn’t anything else to do.
The first Turkey Trot proved that an organized race could become a community spectacle.
A year later, the famous Boston Marathon was founded. Followed closely by San Francisco’s Bay to Breakers.
The Turkey Trot continued in Buffalo and spread to other cities.
PUT IT IN PRACTICE
YMCA Buffalo Niagara didn’t launch the Turkey Trot in a vacuum.
It was a response to a growing interest in track and field that aligned with the organization’s focus on physical fitness.
Scheduling the race on a holiday made it easier to draw both competitors and spectators.
Here’s your homework:
1️⃣. Take a moment to picture your brand’s target audience. How old are they, where do they live, what are their values?
2️⃣. Grab a pen and notebook and jot down some trends in culture, tech, food, fashion, you name it that interest your audience.
If you have actual audience insights to pull from, great. If you don’t, make educated guesses.
3️⃣. Next, brainstorm a few existing moments your brand could tap into.
These don’t have to be national holidays or organized events. Consider life stage milestones, like getting engaged, or seasonal moments, like the stressful weeks before Tax Day.
4️⃣. Now try to put ‘em together.
Select 1 trend and 1 moment and think about how your brand could combine them to engage with your target audience in a new way.
SCALING THE RACE
Which came first: the Turkey Trot or the egg-spanding interest in fitness?
The Turkey Trot took off as the YMCA became a more established fitness/community hub.
Demand for the YMCA increased as the average American became more conscious of health and fitness.
Instead of bars and parties, Americans are increasingly turning to group fitness activities to make new social connections.
Participation in running clubs was up 59% in 2024.
The Turkey Trot is the O.G.
And a lot easier to commit to, TBH.
As consumers search for IRL antidotes to excess screentime and social media, the Turkey Trot is a model for brands to emulate.
🦃: Active and accessible.
🦃: Low, but charitable, barriers to entry.
🦃: A national tradition with a local footprint.
Happy Turkey Trot to all who celebrate!
MARKETING CHEAT SHEET (WHAT TO LEARN FROM THIS STORY):
1️⃣. Don’t chase trends. Keep PACE with trends.
The YMCA was America’s original fitness/community hub.
When the 1896 Olympics generated interest in track and field, it made sense for the YMCA to grab the baton and start the Turkey Trot.
Authentic alignment turns trends into traditions.
2️⃣. Tap into existing holidays.
The most effective way to create a new routine is to pair it with a more established one.
Scheduling the first Turkey Trot on a federal holiday made it easier to draw competitors and spectators. Plus, the YMCA’s values were compatible with the spirit of the Thanksgiving holiday.
The Turkey Trot returned year after year as an activity to precede the traditional family meal. The pairing still worked as the race positioning shifted from fitness event to fitness fundraiser.
3️⃣. Go big, and stay home.
The Turkey Trot has become America’s biggest running event without losing its local roots.
Organizers donate race proceeds to a local charity, school, or organization.
Local businesses sponsor the festivities, supply snacks, and match donations, which go back to the community.
Turkey Trots stay true to the collective mission while serving the unique needs of individual communities.
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Ahh, the bell has rung. Please be sure to do the reading (follow The Marketing Millennials on LinkedIn and me, Professor Millennial, on X).
Off you go, passing period is only 11 minutes and there’s already a line at the vending machine that sells turkey jerky and sweet potato chips.
Until next time,
Professor Millennial
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