Bringing the 2 Bears 5K to Life Online
A performance-driven site powering fan engagement, event logistics, and race-day hype.
Bert Kreischer and Tom Segura—two of comedy’s most beloved chaos agents—launched the 2 Bears 5K as part gag, part movement. What started as podcast banter turned into a national event series that attracts thousands of fans (and non-runners) for untimed 5Ks, DJ-fueled after-parties, and the occasional cold plunge. The organizers needed a website that could match the vibe: irreverent but functional, informative but hype-generating, and built to scale with their rapidly growing audience.
By The Way Labs was brought in to create a dynamic, branded platform for 2Bears5K.com that could evolve year over year—handling registrations, sponsorships, media, merch, and user-generated energy. The site needed to support new races, create a central archive of past events, and give Bert and Tom’s fans a reason to come back even after the finish line.
Approach & Collaboration
Building a Platform as Fun as the Race
By The Way Labs partnered with race partners YMH (Tom), Berty Boy (Bert) and Spartan to create a site that’s equal parts hype, humor, and utility.
- Built modular “story blocks” to recap each year’s race and highlight media coverage.
- Integrated third-party tools for merch, registration, and video without breaking flow.
- Crafted content that matched the brand’s voice—funny, casual, and fan-first.
- Made the site scalable to support new cities, future races, and growing fan engagement.
Results
A Digital Home for a Movement
The result is a flexible, fan-powered site that grows with the 2 Bears 5K.
- Supported over 8,000 participants and fans for the 2nd event, in Florida.
- Turned each race into evergreen content with photo-driven archive pages.
- Built a scalable system ready for future events, partners, and cities.