After Icreon’s initial digital technology assessment with NYRR, one thing became clear: a single system that powers all events and operations is necessary for digital maturity. The Icreon team had gone through a deep dive discovery of the technology landscape, and a blueprint now existed that laid the groundwork for the ideation of an enterprise application.

On the platform side of the business - there were several fragmented, standalone systems that were siloed and not communicating information in real time. On the process side – components like bib assignments, marathon drawings, and payments were being processed manually. That meant NYRR required a single unified system that integrates all mission-critical systems, while simultaneously automating processes and workflows.

Icreon introduced and developed FRED, a unified enterprise application, to streamline NYRR’s operations and create a single source of truth for its marathon processes. FRED digitized workflows, automated manual processes, and brought operational cohesion. 

Velocity Direction

Through strategic consulting, Icreon mapped NYRR’s technology landscape, highlighting critical gaps and delivering a blueprint for digital unification. This strategy prioritized integration and business scalability. 

Velocity Speed

The development of FRED, an enterprise application, transformed silos into a cohesive system, consolidating data streams, enabling real-time insights, and automating workflows such as bib assignments, race drawings to ecommerce purchases, saving immense time and effort.

Velocity Achieved

For the first time in NYRR’s history, all operational data was centralized, enabling seamless collaboration across departments and full visibility into the customer journey. The application empowered NYRR to analyze customer behavior and introduce innovative offerings, solidifying its leadership in marathon experiences.