The DNB Oslo Maraton Selects haku to Power Year-Round Community Growth

Monday, November 2, 2026 — The DNB Oslo Maraton has selected haku as its technology partner to support its next phase of growth: building a running community that stays connected throughout the year. Bringing registration, Community CRM, marketing, and event operations together, the partnership gives the team a connected foundation to grow participation across its calendar and strengthen relationships beyond race day.

Strong demand, with more ways to keep running

Demand for the DNB Oslo Maraton demonstrates the opportunity. In 2025, its half marathon, marathon, and 10 for Grete sold out months before race day, with more than 8,000 people joining waiting lists for those distances. Ahead of the 2026 event, nearly 30,000 registrations were reported across the marathon, half marathon, 10 for Grete, and Oslo Triple.

That enthusiasm extends beyond one starting line. Oslo’s Summer and Christmas Challenges give people additional ways to take part, stay active, and connect with the organization between flagship events. The partnership with haku will help the team build on that interest through a more consistent experience across its portfolio.

Why the DNB Oslo Maraton chose haku

The DNB Oslo Maraton chose haku to bring its events and participant relationships together. With registration, Community CRM, and marketing connected, the team can understand how runners engage across its calendar and use that insight to encourage their next experience, whether that is a seasonal challenge, a different distance, or another year at the flagship event.

Connected reporting, automation, and volunteer management will help reduce manual exports and repetitive work, giving staff more time to develop events and serve participants. The result is a foundation for stronger retention, repeat participation, and revenue opportunities across the year.

“Our community is much bigger than a single race day,” said Tina Hatland, CRM and Marketing Manager at Oslo Maraton. “People join us for different reasons, from their first race to a seasonal challenge or running with colleagues. We chose haku because it gives us a way to connect those experiences, understand our runners better, and keep that relationship going throughout the year. That is essential to how we want to grow.”

Connecting a year-round running community

The collaboration has already extended to Oslo’s virtual calendar, with the Summer Challenge delivered through haku and registration for the Christmas Challenge underway. DNB Oslo Maraton registration for 2027 is also available through haku. Participants can use one profile across events to see their entries and manage registration details, while team accounts support companies and groups running together.

These connections create more opportunities to turn a first registration into an ongoing relationship. They give Oslo a clearer picture of its community and a practical way to deliver relevant communications throughout the year. haku’s broader Intelligence Hub builds on that connected CRM foundation to help teams identify opportunities, automate work, and personalize engagement as their needs evolve.

“Joining the Oslo team’s training run gave us a firsthand view of the community they’re building,” said Jackie Levi, Co-Founder of haku. “They have extraordinary demand for their flagship event and a clear commitment to giving people more reasons to keep running. Our role is to help them connect that community across the year, make the work behind it easier, and build a foundation that can grow with their ambitions.”

Proven technology for the next chapter

Oslo Maraton joins organizations including New York Road Runners and the Marine Corps Marathon that work with haku. For NYRR, haku powers registration, fundraising, memberships, and race-day operations across more than 60 annual adult and youth events, including the TCS New York City Marathon. That experience demonstrates haku’s ability to support both major events and a wider community calendar.

For Oslo, growth also serves a broader purpose. Owned by Sportsklubben Vidar, the event directs all profits toward the club and sporting opportunities for children and young people. Strengthening participation and community relationships supports that mission well beyond the finish line.

About Oslo Maraton

DNB Oslo Maraton is one of Norway’s largest road running events, bringing participants together on the streets of Oslo, with the start and finish at Rådhusplassen. First held in 1981, the event offers distances ranging from children’s races to the marathon and Oslo Triple, alongside dedicated categories for athletes with disabilities. Guided by values of quality of life, personal achievement, and community, Oslo Maraton seeks to make running accessible to a broad range of participants. The event is owned by Sportsklubben Vidar, with all profits supporting the club and sporting opportunities for children and young people. Learn more at oslomaraton.no.

About haku

haku is the leading intelligent operating platform for endurance organizations and nonprofits, helping them grow revenue, reduce operating costs, and deepen engagement with their communities. Bringing registration, fundraising, memberships, commerce, marketing, and event operations together, haku helps improve the outcomes that matter most: revenue growth, loyalty and retention, and operational efficiency. At its center is the haku Intelligence Hub, built on a native CRM that gives AI a connected understanding of participants, donors, members, and their interactions. That intelligence helps teams uncover opportunities, automate work, and deliver more personalized experiences. Deeply white-labeled and built for enterprise scale, haku combines powerful technology with a collaborative partnership to help organizations build what comes next. Learn more at hakuapp.com.

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