Marathon president keeps on running

By David Mullen

When comparing Dallas’ first organized marathon with the 2025 BMW Dallas Marathon Festival running Friday, Dec. 12 to Sunday, Dec. 14, it’s not even a race.  

On March 6, 1971, the Dallas White Rock Marathon attracted 82 runners from across Texas and as far as California and New York. Runners were not inspired by a splashy logo, promotional TV spots or through social media, which did not exist. Many of the runners responded to a small ad in Runner’s World. Sixty-one runners finished the grueling 26.2-mile course around White Rock Lake.

With all due respect to the founding runners, the 2025 BMW Dallas Marathon and the other running and walking competitions will attract an estimated 30,000 runners. The race has a major sponsor, a primary charitable cause and stylized new imagery. 

“It’s the third year in a row that the marathon and half marathon events have been sold out, and fourth time in five years,” said Jason Schuchard, president of the Dallas Marathon. “Our event continues to grow each year, and we are expecting about an 11 percent increase over last year. It’s just really exciting to see how the local community — even beyond DFW — support this event in a big way.”

For Schuchard, his path to president was a race he was prepared for. “I like to tell everyone, it’s kind of a full circle moment for me,” said Schuchard, who grew up in Plano. “I watched my mom compete in this event for many, many years, and it really got me into the running space. 

“I ran cross country in high school and then got the bug after college and ran my first marathon. I had opportunities to volunteer on race day. Then, in my previous role with the Dallas Mavericks, we did a partnership with the [Dallas] Marathon. This event has always been a part of my life.” Schuchard’s first marathon was the Dallas White Rock Marathon in 2004.

Dallas’ largest and Texas’ longest running marathon, the BMW Dallas Marathon has evolved into a series of races and events to appeal to the masses, not just the milers. In addition to the Marathon, Half Marathon and 50K Ultra Marathon, there are now several other weekend running and walking race options including relays, 10K, 5K, a 5K Team Challenge, the Friday Night Lights Mile and various kids’ races.

Beginning at 8 a.m. and starting and ending at Dallas City Hall Plaza at Marilla and S. Akard Streets, the BMW Dallas Marathon website at dallasmarathon.com stated that the “courses highlight some of the city’s vibrant neighborhoods, entertainment districts and iconic Dallas landmarks.” Thousands of people will line the streets to add inspiration and support. Since naming a primary beneficiary in 1997, the nonprofit BMW Dallas Marathon has donated more than $4.5 million to Scottish Rite for Children.

Parallels can be found in running in a marathon and running a marathon. “I think it’s just that inner drive and the fact that you know you’re training towards something for months at a time, if not a year,” Schuchard said. “It’s not one of these things that you can sign up for on a whim and do the next day. It takes time to develop. Like we always say, ‘getting to the start line is half the battle.’

“You’re battling illness or injury or other life responsibilities like work, family, etc.,” said Schuchard, speaking as a marathon runner and head of the Dallas Marathon. “It turns out that it takes a lot of time and effort just to get to the start line. I just feel like there’s just such a sense of personal accomplishment when you cross it. It is important to have a good support system from your friends and family, but, for the most part, it’s all riding on you. It’s hard to beat that finish line feeling after you know that you’ve put so much time and effort into something.”

Recently, the BMW Dallas Marathon unveiled a new logo and merchandise collection ahead of race weekend. The new logo features a modern design that retains iconic elements, including the Pegasus symbol, which have defined the race for decades. 

While the previous logo introduced in the 2000s served as a beacon of tradition and community pride, the reimagined version pays homage to those roots while leaning into the energetic, forward momentum. Schuchard believes the logo defines today’s running culture. The 82 runners that signed up for the race in 1971 would be surprised and proud of the progress.

“This isn’t just about changing a logo, it’s about honoring five decades of progress while embracing what’s next,” Schuchard said. “Our new brand reflects the passion, resilience and community spirit that have carried us from a single race in 1971 to a full weekend of events attracting runners from across the globe.”

Despite running one of the largest marathons in the Southwest, Schuchard days of hitting the pavement are over. “I ran in the Dallas White Rock Marathon back in 2004,” Schuchard said. 

“Since then, I’ve completed in eight full marathons and a couple of Ironman events. I got into it pretty heavy in the early 2000s. But I’m not running marathons anymore.

“I joke sometimes that I feel like I run less now that I work for a running organization, but I’m also chasing a six-year-old around the house. That’s my kind of exercise these days.”