WELL-BEING MATTERS
Brought to you by Texas Health Community Hope
Well-Being Matters is an ongoing series highlighting different members of our community and their strategies for well-being. Texas Health Community Hope is Texas Health Resources’ unique approach to promoting healthier futures through a broad range of impactful initiatives, investments and collaborations. This month we meet Heidi Swartz, the executive director of the Cowtown Marathon. The Southwest High School alumnae has worked with the much-accoladed marathon since 1996 and oversees a significant charitable outreach and multiple smaller races leading up to the marathon.
Q: The Cowtown Marathon celebrates its 48th year in 2026. What started you on your journey with this amazing nonprofit?
A: I ran The Cowtown 10K in 1994 with my son, who was in 2nd grade and in the run club at school. His teacher said anyone who participated had to have a parent with them. At that time, Cowtown did not have a 5K (three-mile) run. I crossed the finish line and thought “This is the coolest thing ever, I want to go to work for them!”
Q: In addition to the Kids 5K, the marathon weekend includes an Adults 5K, 10K, half marathon (13.1 miles) a traditional marathon (26.2 miles) and an ultra-marathon (31 miles). How does the organization do all this?
A: We have six staff – tiny for the amount of work we do annually. One manages the charity program, one manages training, registration, and course management. And we have part-time staff who help with the warehouse and volunteers.
Q: The Cowtown Marathon is a non-profit organization. How many volunteers does the marathon need?
A: We have around 4,000 to 4,500 volunteers every year, with 100-120 chairs. We have chairs who manage course monitoring, fluid stops, packet pick up, and merchandise. And we have great medical support from UNT Health Fort Worth. They provide 150 doctors, nurses, medical students and paramedics who volunteer across the course.
Q: Do you have a sense about how it impacts the city in terms of tourism?
A: The actual marathon attracts runners from every state and over 14 countries, bringing in around $10 million at last check. It’s a lot of impact for hotels and restaurants because many runners have extended stays. We have big teams coming in from all over the country. Last year 28 runners came from Italy through the Sister Cities program.
Q: How many people overall participate?
A: Last year we had 26,000 runners participate. Registration is way up right now, so we may have 30,000 runners this coming February. We had 28,000 runners in 2015 – but that was the year of the horrible ice storm. The weeks leading up to the race can sometimes be iffy, but the week of the race is usually perfect for running. We adjust and send out messaging to the runners accordingly.
Q: How does the Cowtown relate in size to other marathons?
A: We are one of the largest multi-events in the United States, and the largest in North Texas. We are a qualifying event for the Boston Marathon and the Word Majors age-division program.
Q: When people run the Cowtown Marathon, they’re actually helping youth fitness in North Texas. Tell us about the C.A.L.F. program, which supports well-being in local schools.
A: The Children’s Activity for Life and Fitness is a free program starting in the fall. We teach proper form, how to take a resting heart rate, and the importance of stretching.
Q: And the Cowtown also donates shoes to these young runners.
A: Any school can submit a grant request to help support students in need with entry fee assistance, along with running shoes and socks. The Cowtown then delivers shoes and socks to the children at those schools in preparation for the Cowtown Kids 5K in February. We deliver and fit 4,500 to 5,000 pairs of shoes to students, who then run the 5K in February.
Q: That’s amazing outreach!
A: We have a trailer that’s our mobile shoe store and we fit the kids at the school. Running shoes need to fit differently. Many young runners may be wearing their siblings’ shoes. Some kids have never had a new pair of shoes.
Q: The Cowtown also offers races all through the year, and a lot of training opportunities.
A: We have between 200-300 people in training every week in our Trailblazers program for adults and Cadence training for youth. The Cadence program fills in gaps for third to eighth grade students who are in cross country or track to help them stay in shape for track season. During the fall, we’re helping people with half marathon training, along with getting people ready for December’s 5K Candy Cane run
Q: Everyone in Fort Worth knows and loves the Cowtown Marathon, but it sounds like the secret’s out with the rest of the country now?
A: We found out in November that Race Raves named us the favorite marathon in the state of Texas! In 2020, we were named favorite event in the U.S., and that’s competing against Boston and New York.
Q: Do you have to be a runner to participate in the Cowtown Marathon?
A: No, all of our courses – the 5K, 10K, Half, Full and Ultra – are open to walkers. Our course time limits are very walker friendly.
The Cowtown Marathon is Feb. 28-March 1, 2026. To volunteer or to register, visit cowtownmarathon.org.
Learn more about Texas Health Community Hope at
TexasHealth.org/CommunityHope