We create amazing races.
OVER 150, TO BE EXACT. HERE’S HOW:
RaceForce is a subsidiary of OmniForce, LLC, and a leading endurance and athletic event production company based in Los Angeles, CA.
Using an extensive worldwide network with a wealth of core competencies including: Strategic Marketing; Sponsorship Acquisition and Production Support, RaceForce partners with existing events to offer support where helpful while maintaining the event’s grassroots identify.
RaceForce events are legendary and cherished by their respective communities including: The Surf City USA Marathon and the Surf City 10 Mile, 10K, 5K & Kids Run; The Golden Gate Half Marathon; San Francisco Turkey Trot; Livermore Half Marathon; The Town’s Half Marathon.
President and Chief Executive Officer, Omniforce LLC
Alex Baxter is the President and Chief Executive Officer of Omniforce LLC, an experiential marketing technology company that produces experiences and events that excite audiences and drive results for charitable organizations brands. Based in Hollywood, CA, with offices across the United States, Canada and Australia, Omniforce is the parent company for CauseForce RaceForce and 365 Productions.
A senior digital media and technology executive, with a data and analytics-based perspective on decision making, Baxter brings years of leadership experience within digital, media and live event/entertainment organizations.
Prior to Omniforce, he served as Chief Executive Officer of RGM Group, a private equity backed digital media and ad technology business that creates and monetizes advertising opportunities on digital properties like OpenTable and GrubHub/Seamless. Other roles include Chief Digital Officer at private equity backed Competitor Group, Vice President and General Manager, Digital for Condé Nast’s PARADE Publications, Executive Director of Digital Media at Wenner Media (Rolling Stone, US Weekly and Men’s Journal) and Director of Internet Sales & Marketing at News Corporation for The Wall Street Journal’s vertical network of digital properties.
Mr. Baxter lives in Los Angeles with his wife, Amanda and daughter, Sophia. He holds an MBA from Columbia Business School and a BS, BA and Honorary Doctorate from Southern Wesleyan University.
General Manager RaceForce
As the General Manager for RaceForce, Guy leads the a team focused on concepting, marketing, planning and producing world-class athletics events in the strongest California-focused run series the state has to offer. Whether it’s an exclusive event for 500 of one of our 20,000+ participant events, Guy’s attention to detail delivers an outstanding experience for each and every participant, partner and sponsor. Guy is an expert at effectively mobilizing large teams of staff, vendors and volunteers so that events are delivered to the highest standard. A former professional Hockey Player, Guy sees event production as a team sport and is passionate about developing and mentoring his team to do the same.
Sandeep is new to RaceForce and comes to the company with 17 years of experience in brand development with Procter & Gamble, customer relationship management with Caesars Entertainment, and experience building digital brands at AEG Worldwide (the AXS.com ticketing company, rival to Ticketmaster) and Dollar Shave Club. Sandeep heads marketing and is responsible for the recruitment of past participants and new runners. This specialization in “filling corrals” comes through a coordinated effort across digital marketing, social and paid media, database activation, grassroots marketing, corporate outreach, ambassador partnerships, and sales team coordination. His team is responsible for working with event general managers to deliver on the P&L for each race. As an events enthusiast, Sandeep has participated in triathlons, Ironman-distance competitions, half marathons, cycling races, and he is a local coach for youth basketball.
As Chief Financial Officer, Julie leads the financial operations of the business as well as domestic & international tax, banking, treasury, compliance, human resources, information technology, legal, as well as serves as the Board of Directors Treasurer. She has over 25 years of experience building, leading, and advising companies with a track record of proven success ensuring financial and operational accountability and effective risk management in manufacturing, distribution and service organizations. Prior to joining RaceForce in 2014, Julie was the Chief Financial Officer of Luminance/Hallmark Lighting, a private equity backed international lighting company that designs, manufactures and distributes OEM lighting for the construction industry as well as custom lighting for 5-star hotels across the globe. Other roles include VP, Corporate Controller of Harbor Freight Tools, Director of Accounting and Compliance Pharmavite “Nature Made Vitamins” (largest subsidiary of Otsuka the largest privately held pharmaceutical company in the world), VP Risk Management Fountain View (Skilled Healthcare) and SEC Reporting Manager for Wellpoint Health Networks (Anthem Blue Cross). Julie also began her career with Deloitte an international accounting firm. Julie lives in Los Angeles with her husband Dylan and son, Luke. Julie also serves on the Board of the Women‘s Leadership Council of Los Angeles and is a Certified Public Accountant.
VP of Corporate Development
An eight-year veteran of RaceForce, Robert heads up the company’s program development and corporate partnership efforts, working closely with some of the most highly regarded non-profit organizations and creating and executing sponsorship programs for some of the largest and most recognizable companies and brands. Robert oversees over $3.5 million in corporate sponsorship commitments annually. Previously Robert directed integrated marketing programs in the hospitality and publishing industries, most notably in corporate sales at Condé Nast Publications and Vanity Fair magazine in New York, where Robert conceived and activated marketing programs for advertisers such as Citibank, General Motors, Ford Motor Company, Procter & Gamble and L’Oreal. Robert graduated from Stanford University.