Readers of running magazine Competitor will notice a new name on the cover of the September issue. The magazine is rebranding as Competitor Running, just as it celebrates its 30th anniversary.

“It was time to shake things up,” Jessie Sebor, vice president of media for parent company Competitor Group Inc., told Publishers Daily in an email. Sebor spearheaded the magazine’s redesign with managing editor Nicki Miller, who joined the publication in June. (She was previously editor-in-chief of Women’s Running.)

Sebor added: “Our central goal was to underline Competitor Running’s position as the trusted source for runners—this is of course why we added 'Running' to the name.”

The magazine’s editorial will continue to feature running content, from events and personalities to nutrition and gear reviews.

The redesigned September cover, which hit newsstands last week, features Cindy Spiva, winner of the Cover Athlete Contest sponsored by Brooks Running, and her 14-year-old son, who was born with a rare neurological disorder called hemimegalencephaly.

The first Competitor Running issue will help runners with breathing techniques, foot-strengthening exercises and a training plan for a 5-mile race. It will also include a trail shoe review in its gear section.

The magazine is the official publication of the Rock ‘n’ Roll Marathon Series, which mixes the idea of a race and a party together; courses have live bands and cheer teams.

Sebor said the redesign reflects rock-and-roll runners: “heavily Millennial and metropolitan.” Competitor Running will now have a section dedicated to the Rock 'n' Roll Marathon Series and to upcoming events.

“In every issue, we include fun, locally sourced travel content, inspiring profiles and insights into famous bands who run,” Sebor said The magazine will also feature monthly columns from American elites Meb Keflezighi and Neely Spence Gracey.

“From a content perspective, we increased expert contribution—partnering with Olympians, elite coaches and high-profile nutritionists,” Sebor said.

Competitor Running, which is available at running, cycling and athletic stores, has expanded its distribution strategy. For example, it will be put into race bags at the Rock 'n' Roll Marathon Series events in the U.S.

"We rethought our distribution to ensure we are speaking to runners when they most need support: at running stores and on the most exciting weekend of their running year (race day),” Sebor said.