For nearly three decades, the Flying Pig Marathon has been synonymous with a single weekend each spring. Crowds annually line the Cincinnati streets with thousands of runners crossing the “Finish Swine” while the city rallies around one of its signature events.
But for founder Bob Coughlin, that race-day perception no longer tells the full story.
“The Pig, to me, is something really special,” Coughlin told The Enquirer. “It has an impact beyond this weekend. It’s become a year-round thing.”
That evolution is at the heart of a major new investment into the future of Pig Works, the parent organization behind the marathon.
Through the Bob and Jeanne Coughlin Foundation, Coughlin has committed a $4 million gift to Pig Works as part of a $12 million capital campaign aimed at expanding its reach beyond Greater Cincinnati.
The nucleus of the campaign is a permanent, 18,000-square-foot community headquarters in Walnut Hills.
“If it was just an event, you don’t need a permanent facility,” Coughlin said. “Now, Pig Works is managing events year-round. We have youth programs, scholarship programs, health and fitness programs in grade schools. It’s also about having an area where people can gather to meet, run and do other things.”
That space matters for Cincinnati’s running community.
“Having a meeting place for runs has always been a hallmark of a good running community,” Coughlin added.
Flying Pig Marathon has a year-round impact
What began as a race supported out of Paycor, which Coughlin also founded, has expanded into a multifaceted nonprofit operation. Today, Pig Works oversees programming that stretches far beyond race weekend, from youth fitness initiatives to partnerships with schools and nonprofits.
The organization started with a $600,000 budget. Today, it’s operating at more than $6 million.
“I often say the marathon is a platform for others to grab onto and grow,” Coughlin said. “Most of the programs we have, we didn’t think up. Somebody else saw the marathon and said, ‘we’d like to do this.'”
It has led to new initiatives, including expanded youth programming and adaptive sports opportunities. New this year, there is a 10K hand-cycle race through a partnership with “The Bridge Adaptive.”
The planned headquarters is designed to support that kind of growth by not just adding space, but by being a central hub of activity.
“It’s going to be a known spot,” Coughlin said. “It’s going to allow a space for community programming, which we don’t have now. It’s a multiplier for the event and for all of its programs.”
Why Pig Works is coming to Walnut Hills
The decision to move to Walnut Hills is about both geography and opportunity. Located near downtown and along portions of the marathon’s course, the neighborhood offers accessibility while anchoring Pig Works in a community setting.
It will also strengthen the organization itself, according to Coughlin.
“To have offices, it gives more permanency and credibility. Right now, they’re renting space. This helps them become a healthier organization.”
That stability helps attract talent and expand partnerships, which are two key ingredients for continued growth.
“A lot of growing an organization is about growing talent. Having people feel good about where they work and what they’re doing,” Coughlin said.
As Pig Works expands, it invests in the next generation
Part of the Flying Pig’s growth is visible in one of its most impactful initiatives.
Coughlin helped launch the Flying Pig Scholars Program in 2018. Since then, it has expanded from a single $2,500 scholarship into a major investment in student-athletes across the region.
This year, 24 high school runners in track or cross country received $20,000 scholarships. The program’s total commitment over the last eight years is more than $1.3 million across 66 students.
“I’m not shocked,” Coughlin said of the growth. “That’s the plan. I think you get what you aim for.”
Recipients are selected not just for athletic performance, but for their involvement in school and community. Coughlin believes that’s essential to building a credible program. Looking ahead, he expects the scholarship program to continue to expand as more sponsors get involved.
“It’s just like the marathon. The question is, is there demand for it? You put the right organization behind it,” he said. “I expect it to continue to grow.”
Flying Pig Marathon’s success is driven by Cincinnati
One constant of the Flying Pig’s growth is the city that hosts it.
“It highlights the best of Cincinnati being truly a more cohesive community than most,” Coughlin said.
That cohesion shows up in the numbers with roughly 7,000 volunteers supporting the event this year. Plus, there are partnerships across the region from the city’s professional sports teams to local schools.
“I don’t think people realize how impactful it is,” Coughlin said.
That impact obviously extends economically. Last year, the Flying Pig Marathon generated nearly $46 million in economic impact in Greater Cincinnati. Look for a similar story this year with thousands filling Cincinnati’s hotels and gathering downtown during this weekend’s races.
As this year’s race approaches, the new $12 million capital campaign will represent a shift in how the Flying Pig is understood. It may have started as just a race 28 years ago when the marathon’s offices were in the Paycor building. Now, it’s a year-round generator for community, health and more.
“I don’t think people realize that this platform, because often we may not be the headline, with a staff of 12 people now plus the volunteers is as impactful as it is,” Coughlin said. “Whether it’s the capital campaign, the scholarship program or it’s just participating in the year-round events that we have now. We want people to support it.”
This article originally appeared on Cincinnati Enquirer: Pig Works builds Flying Pig into more than a marathon in Cincinnati
Reporting by Shelby Dermer, Cincinnati Enquirer / Cincinnati Enquirer
USA TODAY Network via Reuters Connect
