Whether you are a true runner or a wanna be runner like me, or even if you don't care to think about running - this book is a lot of fun as well as educational about the sports marketing industry. The writing is very well done and the characters in the book are just that - true characters. The Ultra culture is even more amusing than the Triathalon culture I witnessed through my brother, brother in law and friends. They are all OCD in one way or another and that just makes for some great stories.