The Business of Running: How Eric & Sharon Lindberg Create Epic Race Experiences
In this episode of DFW Running Talk, host Chris Detzel sits down with two powerhouses in the Dallas-Fort Worth running community—Eric and Sharon Lindberg from On Your Left!. As the driving force behind some of the most exciting and well-organized races in the region, they share their journey from casual runners to business owners managing over 50 races across the country.
Eric, the self-proclaimed "Chief Running Officer," and Sharon, the "VP of Happy Running," dive into their unique backgrounds—from Eric’s early days in sports marketing with the Indiana Pacers and Dallas Mavericks to Sharon’s fitness and event planning expertise. They talk about how their love for running, community engagement, and, of course, post-race beer led them to create a thriving business that specializes in organizing high-energy, well-branded running events.
Throughout the conversation, they share:
🏃 Their personal running journeys—how Eric lost 50 pounds through running and how Sharon was inspired by a stroller-pushing mom to start her own running adventure.
🏟️ Behind-the-scenes race stories—from managing volunteers to dealing with unexpected race-day surprises (like a hit-and-run porta-potty incident!).
🍺 The importance of making races fun—why their events emphasize party-like atmospheres, great swag, and post-run celebrations.
📈 The business side of race directing—the challenges of managing large-scale events, working with sponsors, and keeping up with the evolving running industry.
💰 How inflation and city regulations are impacting race costs—why organizing a race isn’t as simple as just marking a course and giving out medals.
🏟️ Behind-the-scenes race stories—from managing volunteers to dealing with unexpected race-day surprises (like a hit-and-run porta-potty incident!).
🍺 The importance of making races fun—why their events emphasize party-like atmospheres, great swag, and post-run celebrations.
📈 The business side of race directing—the challenges of managing large-scale events, working with sponsors, and keeping up with the evolving running industry.
💰 How inflation and city regulations are impacting race costs—why organizing a race isn’t as simple as just marking a course and giving out medals.
Eric and Sharon also highlight some of their biggest events, including Mambo Miles 5K, Velvet Hammer 5K, Rahr Oktoberfest 5K, and Form Follows Fitness 5K, plus exciting insights into their future plans.
Whether you're a seasoned runner, a casual 5K enthusiast, or just love a good behind-the-scenes story, this episode is packed with insights, laughs, and motivation. Tune in to hear how these two have made running not just a passion, but a business that keeps the DFW running scene thriving!
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Creators and Guests
Host
Chris Detzel
As a seasoned technology leader with over 20 years of experience, I specialize in building and nurturing thriving communities both running and technical
Guest
Eric Lindberg
Eric Lindbergh is the Chief Running Officer at On Your Left Marketing & Events, a company specializing in organizing and marketing running events across Dallas-Fort Worth and beyond. With a background in sports marketing, including experience with the Indiana Pacers and Dallas Mavericks, Eric transitioned into the running industry, helping to grow and manage over 50 races annually. His expertise lies in race logistics, sponsorship development, and event branding, ensuring that each event delivers a fun, engaging, and well-organized experience for runners. Known for his high-energy approach and commitment to making races more than just a run, Eric has played a key role in shaping the DFW running scene.
Guest
Sharon Lindberg
Sharon Lindberg is the VP of Happy Running at On Your Left Marketing & Events, where she brings her passion for fitness, event management, and community engagement to the running industry. With a background in marketing and large-scale event planning, Sharon has helped shape some of the most popular races in Dallas-Fort Worth, ensuring they are well-organized, fun, and memorable. She plays a key role in branding, sponsorship coordination, and race logistics, helping clients create standout events that attract thousands of runners each year. Sharon’s enthusiasm for making running events more than just races—by incorporating great swag, post-run celebrations, and a welcoming atmosphere—has made her an integral part of DFW’s running community.