Shannon Connolly, the founder and chief executive of Spectator Sports, started her company to offer swag to the people who stand on the sidelines and cheer for marathon runners, writes Diane Mastrull for the Philadelphia Inquirer.

Connolly became part of the spectator community thanks to her wife, Ruth Dickinson, a tennis pro who has run multiple marathons.

“When the race is over, I’m a little spent from it,” said Connolly.

She summarized her entrepreneurial mission in the tagline of her company: “Swag for the sport of racing support.”

However, she emphasized that her company’s products can just as easily work for many other sports.

The company launched in June, and by the end of October, sales had grown to $5,000. Connolly is now projecting to reach $25,000 in revenue within the first 12 months of operation.

Connolly is also planning to make the site a one-stop shop for running spectators, including adding an app to help fans meet up along race routes.

Read more about Spectator Sports in the Philadelphia Inquirer by clicking here.