Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.
Event overview
Overview
The Cowtown Marathon is set to be held on February 27-28, 2027 at the Will Rogers Memorial Center in Fort Worth, Texas. This event is recognized as the largest multi-event road race in North Texas, offering a variety of race distances including a full marathon, half marathon, and several shorter races.
The marathon has a significant economic impact on the local community and promotes health and fitness through its various programs. The Cowtown Marathon takes place in Fort Worth, United States.
TL;DR
- 1Dates and Venue: The Cowtown Marathon takes place on February 27-28, 2027 at Will Rogers Memorial Center, Fort Worth, Texas.
- 2Scale and Focus: This event is the largest multi-event road race in North Texas, featuring various race distances.
- 3Organiser: The Cowtown Marathon is organised by Cowtown Marathon, with more details available on their official website.
- 4Buyer Authority: Participants include runners of all ages, from beginners to seasoned athletes.
- 5Entry / Access: Registration is open online, with options for in-person and virtual participation.
Why visit
The Cowtown Marathon offers an exciting opportunity for runners to participate in a well-organized event that caters to all skill levels. With multiple race options, participants can choose the distance that suits them best. The event also fosters community spirit and supports local charities, making it a meaningful experience.
Why exhibit
Exhibiting at The Cowtown Marathon provides brands with direct access to a diverse audience of health-conscious individuals and families. This event allows for networking opportunities with runners, fitness enthusiasts, and local businesses, enhancing brand visibility and engagement. Meet qualified buyers and partners including Sports apparel and footwear brands, Health and nutrition companies, Fitness equipment manufacturers. Position your offer across running shoes.
Attendees, exhibitors & solutions
Who this event is for
Visitor profile
Typical attendee groups you can expect to meet.
Local and regional runners of all ages
Families participating in fun runs
Fitness enthusiasts looking for community events
Corporate teams engaging in team-building activities
Charity runners supporting local causes
Athletes training for competitive races
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Running specialty retailers and shoe brands presenting race-weekend footwear, socks and apparel
Sports nutrition and hydration brands sampling gels, electrolytes, chews and recovery drinks
Physical therapy, chiropractic and sports-medicine providers offering injury screening and recovery demos
GPS watch, wearable and training-app companies demonstrating pace and recovery tracking
Fitness apparel, sunglasses and accessory brands with race-day gear
Charities and community running clubs recruiting runners, volunteers and donors
Race photography, timing and event-production services serving endurance events
Local health systems and wellness clinics with race-day education and screenings
Product categories
Key solution areas showcased across the event.
Running shoes and apparel
Fitness tracking devices
Nutritional supplements for athletes
Health and wellness services
Event merchandise and memorabilia
Training programs and coaching services
Location & Facilities
Venue
Halls & areas
3Will Rogers AuditoriumWill Rogers ColiseumEquestrian Facilities
Will Rogers Memorial Center
Will Rogers Memorial Center, Fort Worth, TX 76107, United States
Facilities
Parking
Will Rogers Memorial Center in Fort Worth typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Food options
On-site catering
On-site diningParking: Will Rogers Memorial Center in Fort Worth typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Gate: Follow organiser signage to the main visitor entrance at Will Rogers Memorial Center for badge collection; allow extra time for security screening during peak morning arrival.
Attend
Entry & tickets
Intelligence
Market context
Key market insights, trends, news and related events to help you understand the bigger picture.
Fort Worth, United States
Why it matters
On 2027-02-27 to 2027-02-28, The Cowtown Marathon in Fort Worth covering Running shoes and apparel, Fitness tracking devices, Nutritional supplements for athletes, Health and wellness services, gives fashion buyers a single calendar window to compare suppliers, validate specs on the stand, and book follow-ups before the next buying cycle - especially when your roadmap matches the published exhibitor profile.
Industry trends
Key trends shaping this market and its wider industry.
Sustainability in procurement
What sustainability in procurement means for buyers and exhibitors in this sector.
Automation and labour efficiency
What automation and labour efficiency means for buyers and exhibitors in this sector.
Regional supply-chain resilience
What regional supply-chain resilience means for buyers and exhibitors in this sector.
Hybrid engagement models
What hybrid engagement models means for buyers and exhibitors in this sector.
Plan your trip
Travel & logistics
Local currency · USD
Arrival airports
Choose from the following airports, with convenient access to the event and venue.
Dallas/Fort Worth International Airport
Primary international gateway with the widest domestic and long-haul schedules
TBA
to venue
Approx. 25-35 min by car to central Fort Worth; allow more during race-weekend closures
by car
Dallas Love Field
Convenient for domestic travelers; smaller footprint and fewer international connections
TBA
to venue
Approx. 40-50 min by car to central Fort Worth
by car
Fort Worth Meacham International Airport
General-aviation and private-aircraft field, not a scheduled commercial airport for most travelers
TBA
to venue
Approx. 15-20 min by car to central Fort Worth
by car
Hotel tiers
A range of accommodation options near the venue and across key areas.
Fairfield by Marriott Inn & Suites Fort Worth University Drive
midscale
Fort Worth University DriveUSD 175–220 / night
3-star hotel near Will Rogers Memorial Center area with pool and parking; live rate shown in INR on the Google Hotels capture, reconfirm in USD for race weekend.
Courtyard by Marriott Fort Worth I-30 West Near NAS JRB
midscale
I-30 West, Fort WorthUSD 175–220 / night
3-star hotel with free cancellation and pool listed among Will Rogers Memorial Center area results.
Holiday Inn Express and Suites Fort Worth Haltom City, an IHG Hotel
midscale
Haltom City, north Fort WorthUSD 175–220 / night
3-star IHG property with free cancellation and pool; drive to the venue required.
Holiday Inn Express & Suites Forest Hill - Ft. Worth SE by IHG
midscale
Forest Hill, south-east Fort WorthUSD 175–220 / night
3-star IHG property with free cancellation and pool; highest guest rating among the captured Fort Worth options.
Holiday Inn Express & Suites Arlington (I-20-Parks Mall) by IHG
budget
Arlington, I-20 at Parks MallUSD 115–145 / night
2-star IHG property with free cancellation and hot tub; Arlington location means a longer commute to Fort Worth.
Local transport
Get around the city with these convenient transport options.
Bus (Trinity Metro)
Estimated costUSD 2.50-6 single metro/light-rail journey (contactless)
Best forTrinity Metro local bus services to the Will Rogers Memorial Center / Cultural District
Trinity Metro trip planner covers Tarrant County routes; Moovit lists direct bus service to Will Rogers Memorial Center.
Rail + bus (Trinity Railway Express)
Estimated costUSD 2.50-6 single metro/light-rail journey (contactless)
Best forTrinity Railway Express connecting Dallas-area stations with Fort Worth, then local bus or rideshare to the venue
Trinity Railway Express publishes a Dickies Arena / Cultural District page for event-day access.
Rideshare / taxi
Estimated costUSD 35–75 taxi or rideshare to the venue district
Best forHotel or DFW Airport to Will Rogers Memorial Center
No captured fixed fare; allow extra time on race morning due to road closures around the Cultural District.
taxi
Estimated costApprox. USD taxi/rideshare from DFW to venue (estimate; confirm before travel)
Best forDallas/Fort Worth International Airport (DFW) to Will Rogers Memorial Center
Approx. 25-35 min by car to central Fort Worth; allow more during race-weekend closures.; Primary international gateway with the widest domestic and long-haul schedules.
taxi
Estimated costApprox. USD taxi/rideshare from DAL to venue (estimate; confirm before travel)
Best forDallas Love Field (DAL) to Will Rogers Memorial Center
Approx. 40-50 min by car to central Fort Worth.; Convenient for domestic travelers; smaller footprint and fewer international connections.
taxi
Estimated costApprox. USD taxi/rideshare from FTW to venue (estimate; confirm before travel)
Best forFort Worth Meacham International Airport (FTW) to Will Rogers Memorial Center
Approx. 15-20 min by car to central Fort Worth.; General-aviation and private-aircraft field, not a scheduled commercial airport for most travelers.
Weather
Late February in Fort Worth is cool to mild: average highs around 60-68 F (16-20 C) and lows around 40-46 F (4-8 C). Race morning can be near the low end with wind; pack layers, gloves and a throwaway warm-up. These are climatological ranges, not a race-day forecast - confirm 72 hours before travel.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Confirm mobile roaming or a local SIM for business visitors to the United States.
Ride-hailing
Taxis
Public transit
Car rentals
Cultural notes
Useful information to help you have a smooth and respectful visit.
Cowtown race weekend
Fort Worth is nicknamed Cowtown, and the race weekend brings road closures and heavy demand for downtown and Cultural District hotels. Build extra time into packet pickup and race-morning drop-off.
Texas layers
Late-February mornings can feel cold and windy even when the afternoon warms up. Runners typically wear throwaway layers and gloves that can be shed after the start; spectators should dress in layers too.
Tipping
Plan for standard U.S. tipping of about 18-20% at sit-down restaurants and a dollar or two per drink at bars; casual barbecue and Tex-Mex spots are busy on race weekend.
Trail and road etiquette
Follow corral assignments, keep right unless passing, and obey course marshal instructions. Many Fort Worth streets and trails are shared with local traffic outside the closed race corridor.
Hydration
North Texas air can be dry even in winter; use the aid station map and carry fluids if you are running the longer distances.
Practical guides
Visitor & Exhibitor Essentials
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Flights
Destination: DFW
Book into Dallas/Fort Worth International (DFW) for the widest international and domestic schedules, or Dallas Love Field (DAL) for many domestic carriers; do not book to Fort Worth Meacham (FTW), which is a general-aviation field. Aim to land by Friday, February 26, 2027, so packet pickup and race-morning logistics are not compressed. No live fares were captured for this listing: search 26-28 February 2027 and compare DFW vs DAL, then allow 25-50 minutes by car to central Fort Worth depending on airport and traffic.
Transport
Get to the venue and around the city with these options.
Airport → venue: Primary gateways: Dallas/Fort Worth International Airport (DFW): Approx. 25-35 min by car to central Fort Worth; allow more during race-weekend closures; Dallas Love Field (DAL): Approx. 40-50 min by car to central Fort Worth; Fort Worth Meacham International Airport (FTW): Approx. 15-20 min by car to central Fort Worth. Allow road or rail time to Will Rogers Memorial Center; on-site parking is usually available at major exhibition venues.
Hotel → venue: Precinct hotels near Will Rogers Memorial Center: Fort Worth University Drive: Fairfield by Marriott Inn & Suites Fort Worth University Drive; I-30 West, Fort Worth: Courtyard by Marriott Fort Worth I-30 West Near NAS JRB; Haltom City, north Fort Worth: Holiday Inn Express and Suites Fort Worth Haltom City, an IHG Hotel.
Ride-hail: Ride-hailing apps are commonly used in Fort Worth; confirm local availability before travel.
Public transit: Trinity Metro runs Tarrant County bus service to the Will Rogers Memorial Center / Cultural District, and the Trinity Railway Express links the Dallas side with Fort Worth; use the Trinity Metro trip planner to check race-weekend schedules, since course closures may reroute buses on 27-28 February 2027.
Parking: On-site parking is available at Will Rogers Memorial Center; confirm daily rates and hall access on the organiser or venue site.
Weather
Plan and pack for the event climate.
Month: February 2027
Temperature: Approx. late-February race-weekend range in Fort Worth: highs 60-68 F (16-20 C), lows 40-46 F (4-8 C); race morning often starts near the low end, with wind making it feel colder. Confirm the race-week forecast before packing.
Seasonality: February is generally one of the drier months in North Texas, but cold fronts can bring rain, wind and rapid temperature swings. Have a packable rain shell and check the forecast 72 hours before race morning.
Packing: Approx. late-February race-weekend range in Fort Worth: highs 60-68 F (16-20 C), lows 40-46 F (4-8 C); race morning often starts near the low end, with wind making it feel colder. Confirm the race-week forecast before packing. February is generally one of the drier months in North Texas, but cold fr
Plan your trip
Planning
Best day to visit: Day 2 (mid-show)
Mid-show days at The Cowtown Marathon usually combine full exhibitor attendance with scheduled B2B meetings, before early pack-down on the final day.
T-1
14 days out: confirm your entry, corral and wave on cowtownmarathon.org; review the transfer and deferral policies before booking non-refundable travel.
T-2
12 days out: book DFW or DAL flights and a refundable hotel in central Fort Worth; race weekend inventory tightens.
T-3
10 days out: read the official race guide for packet pickup hours, start-line map and road closures.
T-4
7 days out: complete your longest taper run and test race shoes, socks, nutrition and anti-chafe plan.
T-5
5 days out: check the Fort Worth forecast and pack layers, gloves, a light rain shell and throwaway warm-ups.
T-6
3 days out: download any race app, confirm bib number and watch for emailed wave or shuttle updates.
T-7
2 days out: pick up your bib and timing tag; bring the required ID and confirmation.
T-8
1 day out: hydrate, lay out your kit, set two alarms and plan a drop-off that avoids closed streets.
T-9
Race morning: arrive early, use gear check if offered, and line up in your assigned corral.
T-10
After the race: keep moving through the finish chute, collect water and food, and set a meet-up point with spectators.
Sample visitor itinerary
Route-optimised day
Day 1 · morning
Registration and hall orientation at Will Rogers Memorial Center
Day 2 · core sessions
Supplier meetings and product demos
Day 3 · wrap-up
Final negotiations and follow-up
Networking spots
2The Cowtown Marathon registration concourse
Will Rogers Memorial Center
Central meeting point before and between hall appointments during show days.
Organiser B2B lounge (if offered)
Will Rogers Memorial Center
Hosted matchmaking and buyer programmes when published by the organiser.
Budget
Costs & budget
Build your working budget
Adjust the inputs below to create a directional event budget.
Estimated budget
Live estimate
- Hotel × 2 nights$230.00
- Per diem × 2$150.00
Estimated total$380.00
This is a directional estimate. Please verify live rates before booking.
Decision
Visit, exhibit, or skip?
Should you go?
Use this quick check to decide whether The Cowtown Marathon fits your visit, exhibit or skip plan.
QUESTION 1 OF 6
For The Cowtown Marathon, what is your primary role on the show floor?
Decision matrix
Compare participation options side by side to choose the best fit for your objectives.
visit
Your category focus and target suppliers align with the official exhibitor profile.
Best for
Buyers, engineers, and delegates sourcing Running shoes and apparel and Fitness tracking devices solutions and benchmarking suppliers at The Cowtown Marathon in Fort Worth.
Min. budget
$590.00
Timeline
4-8 weeks before opening day for registration, hotels, and travel.
Risks
Session times and ticket tiers may change - confirm the official agenda before booking.
exhibit
You have a defined lead-generation or distributor recruitment goal for this market.
Best for
Brands and manufacturers launching Running shoes and apparel and Fitness tracking devices products who need qualified meetings with the event's trade audience.
Min. budget
$2,655.00
Timeline
3-6 months for stand booking, freight, staffing, and pre-show marketing.
Risks
Booth pricing and corner premiums vary by hall - confirm with the organiser sales team.
skip
Audience, geography, or commercial goals do not justify travel and stand costs this cycle.
Best for
Teams with weak category fit, budget constraints, or overlapping commitments during the Fort Worth show week.
Timeline
N/A
Risks
Skipping may mean missing buyer meetings if competitors exhibit or attend the same week.
Gallery
Photos
FAQs & glossary
Answers
Frequently asked
When is the 2027 Cowtown Marathon?
The 2027 Cowtown Marathon weekend is scheduled for February 27-28, 2027 in Fort Worth, Texas. Confirm the exact race-day schedule, start times and any expo hours on cowtownmarathon.org.
Where is the Cowtown Marathon held?
The event takes place in Fort Worth, Texas. Start, finish and packet-pickup locations are published in the official race guide; use those maps rather than hotel-area assumptions when booking.
How do I enter the Cowtown Marathon?
Register online through cowtownmarathon.org. Check the official entry page for current caps, deadlines, deferral and transfer rules before you book travel.
What races are part of Cowtown weekend?
The Cowtown Marathon is the headline event; check the official schedule for the full list of races, distances and start times for the 2027 edition.
Where do I pick up my bib?
Packet pickup details are posted on the official site and race guide. Bring the required photo ID and confirmation; if you are arriving on race morning, confirm whether race-day pickup is offered before relying on it.
Can I transfer or defer my entry?
Transfer and deferral policies are set by the organiser and can change by year. Check cowtownmarathon.org before entering or booking non-refundable travel.
What will the weather be like in Fort Worth?
Late February in Fort Worth typically brings cool mornings and mild afternoons, with possible wind and rain. Pack layers, gloves and a light rain shell, and check the race-week forecast.
Which airport should I fly into?
Use Dallas/Fort Worth International (DFW) for the widest schedules, or Dallas Love Field (DAL) for many domestic routes. Fort Worth Meacham (FTW) is a general-aviation field, not the main commercial option.
Where should I stay for the Cowtown Marathon?
Look for refundable rates in central Fort Worth or the Cultural District and book early; race weekend tightens inventory. Compare the drive to the start before choosing a suburban hotel.
Can spectators watch the Cowtown Marathon?
Spectator access depends on the course map and road closures. Check the official race guide for viewing areas and allow extra time around the start and finish.
Glossary
- Bib
- The race number worn on the front of your shirt or singlet; it usually carries the timing tag and must be visible at the finish.
- Timing chip
- A disposable or reusable tag attached to the bib or shoe that records start, finish and split times.
- Corral
- A seeded starting pen assigned by expected pace or qualifying time to reduce congestion at the start.
- Wave start
- A staggered release of runners in groups, often minutes apart, rather than one mass start.
- Pace group
- A group led by an experienced pacer targeting a specific finish time, such as a marathon or half-marathon goal.
- Cutoff time
- The official time limit for completing the race or a course segment; runners behind it may be moved to the sidewalk or swept.
- Aid station
- A course stop providing water, electrolytes, medical support and sometimes gels or fruit.
- Packet pickup
- Pre-race collection of your bib, timing tag, shirt and race information, usually at an expo or designated venue.
- Drop bag
- A bag you check at the start for warm clothes and post-race items, transported to the finish if the race offers the service.
- Sweep vehicle
- A course vehicle that follows the final runners and signals when roads or aid stations are closing.
- Negative split
- Running the second half of a race faster than the first half.
- PR
- Personal record, your fastest time at a given distance.
- DNS / DNF
- Did not start / did not finish; common result codes when a runner withdraws before or during the race.
- Cowtown
- Fort Worth's longstanding nickname, used in the race name and local branding.
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Also known as
Alternate names and search phrases for this event.
- Fort Worth Marathon
- Cowtown Race Weekend
- running events in Fort Worth
- 2027 Cowtown Marathon
- The Cowtown Marathon 2027
- The Cowtown Marathon Fort Worth 2027
- Fort Worth United States
- Running shoes and apparel
- Fitness tracking devices
- Nutritional supplements for athletes
2 more alternate names hidden
Digital business cards for the show floor
Display a free company card at your booth, or share your professional card on the show floor.