This pretty comprehensive breakdown of if race volunteers should be paid — from an employment law perspective — really would have been helpful when I was writing my story about volunteers at for-profit races.
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Kelly O'Mara 
I really think the writer missed one major group under the “who receives the immediate or primary benefit from the work being done”. I’d argue that the race participants do.
True, though in the labor econ terms that’s hard to quantify: “the customers?” So, then, it’s the company receiving benefit because the customers do.