Active Network Launches New ‘Schwaggle’ Program in Bay Area

1/10/11Follow @bvbigelow

San Diego’s Active Network, which provides Web-based registration services for marathons, recreation leagues, and other activities, says it is launching a “deal-of-the-day” program tomorrow in the San Francisco Bay Area, with other regions to follow later this year.

Active.com says the first deals to be offered this week through its new “Schwaggle” service include a registration discount for the Bay to Breakers, San Francisco’s annual 12K run set this year for May 15; a deal on Sausalito, CA-based PacWest Athletics’ Wildflower triathalon training camp; and hydration belts from accessory maker FuelBelt of Barrington RI.

Active spokeswoman Tina Wilmott tells me the company’s Schwaggle service has several advantages over existing Groupon-type programs, including:

—While many companies with Groupon-type offerings face a huge challenge in winning subscribers, Active has an established subscriber base of tens of thousands that have already opted in to receive its promotions.

—Schwaggle discounts represent an incentive that should enable the Active Network to increase the number of online registrations for the thousands of events the company handles every year. Active says less than 10 percent of running, cycling, and triathlons sell out these days.

—Schwaggle will allow vendors to cap the number of deals they offer, so losing money on an offering is not an issue.

Active.com says it expects to introduce Schwaggle programs in Los Angeles, New York and Chicago during the first three months of this year, with 20 markets to be launched by the end of the year.

Bruce V. Bigelow is the editor of Xconomy San Diego. You can e-mail him at bbigelow@xconomy.com or call (619) 669-8788 Follow @bvbigelow

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