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HOW TO KEEP YOUR BUSINESS RUNNING THROUGH THE NEXT CRISIS DID COVID-19 MAKE A FOOL OUT OF YOU?
2. Stay in touch with your customers. Whether you had a great year last year or the worst happened and you had to cancel an event, keep reaching out to your clients and participants no matter what. This will show them you care, and they’ll be more likely to stick around and/or come back when your event is back on. Don’t be shy about it, either: Call, email, send a newsletter, and get personal with handwritten thank-you notes. Those little touches make a big difference. And don’t worry about overcommunicating — unless customers are telling you that you’re getting annoying, you’re in the clear. Over and over, my team and I reached out to our customers to check in during the pandemic, including with this newsletter you’re holding, and a lot of good came from it. We helped people come up with new promotions and run their events in new ways. You can get those benefits, too. Even if you don’t make an extra sale, those relationships will matter down the line.
I’m not going to beat around the bush here: Last year right around this time, COVID-19 made a fool out of me. And I don’t mean that in the funny “ha-ha” April Fools’ kind of way. When the pandemic started, I was sure it would disappear at any given time. “How long could this COVID-19 thing possibly last?” I asked Cheri. “We’ve got the best scientists in the world working on this. We’ll be back to business as usual any day now.” As you know, I was dead wrong. The pandemic stuck around like that one rude relative who visits unannounced and doesn’t know when it’s time to pack it in. Eventually, I figured this out and our business still came through pretty well, but I learned a lot along the way about how to run a company in a crisis. The No. 1 thing I learned is that no matter what happens out in the world, the same business principles will always work. Three things make a company or event successful: referrals, retention, and reviews. This month, I want to share three rules I came up with during the pandemic that helped Lynnpro get through. If COVID-19 fooled you, too, you can use these tips to survive the next crisis.
I’m keeping these rules in mind right now because I’m not going to be fooled again. Yes, there’s a vaccine rollout, but I’m not celebrating just yet. New variants of COVID-19 are out there, so instead of counting on sunshine and roses this summer, I’m going to put my head down and run my business like the pandemic will be here forever. These three principles have worked for me so far, and I’ve got faith they’ll keep working no matter what hell or high water this year throws at us. As the old saying goes, “Fool me once, shame on you. Fool me twice, shame on me.” Let’s not be fools this time. –Jeff Saxby
3. Stop focusing on the numbers —
do the right thing and success will come. Obsessing over your sales figures, participant numbers, and revenue won’t make you more successful. No one grows a business by pacing their office or pulling their hair out. So, instead of worrying, focus on taking action! Do your best for the customers you have, keep staying in touch, and keep advertising. If you do the right thing consistently for long enough, success will come.
1. Leave your emotions at the door.
You probably know by now that I’m a big advocate of separating work life and home life. There’s a reason you’ll never catch me pulling an April Fools’ prank at the office, and it’s because I leave my personal stuff at the door. I’m an emotional person with a short fuse, but at work, I’m practical. I get things done and I don’t panic, even in a crisis. Your business will run better if you avoid impulsive, emotion-based decisions.
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DON’T COUNT THEM OUT This is no joke: The 2021 Major League Baseball (MLB) season will begin on April 1. While you may wonder whether the Los Angeles Dodgers can repeat as champs or if the Tampa Bay Rays can exact their revenge, don’t count these four teams out just yet. MINNESOTA TWINS You don’t make it to the playoffs with the best record in all of baseball and not make it into some kind of list. The Twins are going to be a fun team to watch because they have a chip on their shoulders. While the team managed to score 269 runs in just 60 games, they also lost their record- breaking 18th straight playoff game in 2020. If they can get consistent pitching, both starters and relievers, they will be in the hunt at the end of September.
Vinny Cappadora and his wife, Nichole, met while running. He had just been laid off from an IT job, and she wanted a career change, too. In hindsight, it seems like fate that the two of them would go on to start a race management, consulting, and timing business. But before all that, they held a half-marathon in their home state of New York. That’s when inspiration struck. “I called the local race timer and they were very off-putting,” Vinny says. “Basically, they said that if we had less than 300 people, it wasn’t even worth it for them to help us. So, I thought, ‘You know what? We can take all of the business they’re throwing out the door!’” That’s exactly what they did. A decade later, Vinny and Nichole own Happily Running and work with organizations and individuals across the country to plan, time, and source supplies for races. No need is too big or too small for their attention. “If you’re looking for an event and want to be able to just say, ‘Hey, here is the date we want it on and here’s a check for [a certain amount of] dollars — see you on race day!’ then we can do that. Or if you just want to order a box of safety pins, we can do that, too,” Vinny says. WANT HELP ORGANIZING YOUR RACE? HAPPILY RUNNING HAS THE EXPERIENCE YOU NEED CUSTOMER SPOTLIGHT: ST. LOUIS CARDINAL The award for best offseason ought to go to the Cardinals, who, all winter long, appear to have outwitted their Milwaukee and Chicago rivals — the Brewers and Cubs were the top two teams in the National League Central DETROIT TIGERS There is a benefit to repeatedly being near the bottom of the league: You get good draft picks. The Tigers are on the cusp of finding that special blend of offense and defense in the coming season thanks to some much- needed depth by up-and-coming pitchers and first-round draft picks — so much so that Jonathan Mayo of MLB.com has them as the top team that missed the playoffs in 2020 who could make a solid run.
last year — by acquiring third baseman Nolan Arenado and re-signing Adam Wainwright and Yadier Molina. The Cardinals are favored to win the Central if those off-season moves pay off. SAN DIEGO PADRES After acquiring Manny Machado in a big trade in 2019, the Padres have continued to improve, especially against difficult opponents. The Padres were a tough team last year, defeating the Cardinals in the wild card round and losing to the eventual World Series champions, the Los Angeles Dodgers. Expect them to be near the top of the standings in September.
Over the years, Vinny and Nichole have worked with race organizers of all stripes, including some of
the nation’s biggest companies like Spartan Race. Happily Running also puts on three of its own races each year, and in 2020, they got plenty of virtual race experience. One of their services is connecting race managers with vendors like us who provide swag and apparel. “Lynnpro really helps with their prices and service,” Vinny says. “For the people [at Lynnpro], it doesn’t really matter [how big your order is]. I feel like a lot of times I deal with somebody and they’re like, ‘Oh, you’re only ordering 100 shirts?’ But with Lynnpro, you get the same kind of help and attention whether you’re ordering 100 shirts today or 100 today and 200 tomorrow.” We’re proud to provide shirts, hats, and drawstring bags for Happily Running’s clients. If you’re a race manager looking for help in 2021, give Vinny and Nichole a try. You can find them at HappilyRunning.com or by calling 607-376-RACE.
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THIS RACE IS A TRAIN LOVER’SDREAM
WELCOME TO THE GREENBRIER RIVER TRAIL MARATHON
Most footraces kick off with the bang of a starting pistol or the blaring of a horn, but not the Greenbrier River Trail Marathon. This particular fall race through the forests of West Virginia starts with a piercing whistle. “The coal locomotive train whistle is our starting gun,” race director Kellyn Cassell explains, “so anyone who is a train buff might want to run just for that.” Since the race’s inception in 2018, volunteers in Lynnpro-printed T-shirts have waved runners off from the marathon’s starting line in Cass Scenic Railroad State Park. The park is home to an 11-mile stretch of fully operational heritage railroad and an authentic lumber railroading museum. When they’re not racing, runners and their families can even take a ride on the train! The race itself is notable for more than its locomotive charm. It’s an unusually flat course with a slight 1% downhill grade that winds through miles of lush trees along the Greenbrier River. Kellyn, who grew up in the area, was inspired to start the marathon after taking a solo run on the trail and realizing it would be perfect for a high-speed race.
“I just happened to be back visiting family one day, and I was running on the trail and thought to myself, ‘I really need to get some of my fast friends down here to run this trail with me,’” he says.
After pivoting to a virtual race in 2020, the Greenbrier is back on in 2021 and bigger than ever! Kellyn added a half-marathon to the schedule this year for the very first time and hopes to bring in 400–500 participants. Both races are ideal for nature lovers, as the proceeds go back to the Greenbrier River Trail Association, which keeps the area pristine. “If you’re somebody who likes to have a crowd pushing you on, this is definitely not the race for you. But the river cheers you on the whole way!” Kellyn says.
To learn more about the Greenbrier River Trail Marathon and Half- Marathon taking place on Oct. 3, visit GRTMarathon.com.
Rhubarb Oat Bars
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INGREDIENTS
Inspired by TasteOfHome.com
• 1 1/2 cups fresh rhubarb, chopped • 1 cup packed brown sugar, divided
• 3/4 cup all-purpose flour • 1/2 cup sweetened shredded coconut • 1/2 tsp salt • 1/3 cup butter, melted
• 1 tsp fresh lemon juice • 4 tbsp water, divided • 4 tsp cornstarch • 1 cup old-fashioned oats
DIRECTIONS
1. Preheat oven to 350 F and grease an 8-inch square baking dish. 2. In a medium saucepan, bring rhubarb, 1/2 cup brown sugar, lemon juice, and 3 tbsp water to a boil. 3. Reduce heat to medium and cook until rhubarb is tender (about 5 minutes). 4. In a small bowl, combine cornstarch and remaining water, stirring until smooth. 5. Gradually add to the rhubarb mixture, return to a boil, and cook until thickened. Remove from heat and set aside. 6. In a large bowl, combine oats, flour, coconut, salt, and remaining brown sugar. Stir in butter until mixture is crumbly. 7. Press half of the oat mixture into the prepared baking dish, spread rhubarb mixture on top, then sprinkle with remaining oat mixture. 8. Bake 25–30 minutes until golden brown. Cool completely before enjoying!
ARBOR ARIES
CHOCOLATE DAISY DIAMOND ENVIRONMENT
GARDEN KITE RAINBOW SHOWERS
BASEBALL CHERRIES
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inside this issue
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3 Ways to Keep Your Business Running Through the Next Crisis 4 MLB Teams Poised for a Great Season Level Up Your Race With Happily Running This Race Is a Train Lover’s Dream Rhubarb Oat Bars Get in Shape for Your Next Backpacking Trip
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GET INSHAPE FOR YOURNEXT BACKPACKINGTRIP
IMPROVE YOUR CARDIO HEALTH Backpacking includes a lot of walking while carrying heavy weight at a high altitude, which means it’s just as important to get your cardiovascular system into shape as it is to strengthen your muscles. Dedicate three days each week — alternating with your strength training days — to building your cardio health with activities like trail running, biking, swimming, or other aerobic exercises. IMPROVE YOUR BALANCE Backpacking trails are rough, and you’ll need good balance to navigate obstacles and step over boulders, creeks, and large roots. The good news is that increased strength and balance go hand in hand. Building up the muscles in your legs and core will help improve your balance, as will taking walks or runs on uneven trails or terrain. These are just a few quick tips to help you get in shape this backpacking season. For more in- depth instructions, check out CleverHiker.com, Backpacker.com, or search “How to Train for Hiking” on REI.com. Happy hiking!
Backpacking in the mountains puts a fun twist on the standard campout. By packing all your gear miles from the nearest roads, you can leave the whole world behind and just exist in nature. That said, backpacking can also put a lot of strain on your body — unless you properly prepare for it. Peak backpacking season isn’t too far away, but it could take a couple of months to physically prepare for your next big trip. So, now is the perfect time to start working toward some of the following fitness goals: INCREASE MUSCLE STRENGTH AND ENDURANCE Your leg and core muscles, as well as your shoulders and lower back (to a lesser extent), will do most of the heavy lifting when you’re hauling a 30–50-pound pack up a trail. With that in mind, you should devote two nonconsecutive days each week to strengthening these muscle groups. A few good exercises to increase leg strength are jump squats, single-leg deadlifts, step-ups, and hip rolls. A simple way people can increase core strength is by doing planks.
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