European Running Association haku Customer Testimonial Marko Vasic

In this conversation, Marko Vasic of European Athletics outlines the vision behind the European Running Championships and the operational challenges of launching a mass participation event at continental scale. Blending elite competition with everyday runners required a platform that could handle complex registration flows, localized payments, and a high-volume participant experience without adding friction.

Using haku, the team exceeded registration targets, increased upsell revenue, and reduced support strain despite scale. Vasic emphasizes the importance of a runner-first, technology-driven approach, positioning the championships as a new model for how federations can grow participation while maintaining a seamless and engaging user experience.

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