With running increasing in popularity globally, the sport is drawing in a new audience. Running has seen a flood of new consumers entering race/event series, signing up to training apps and aligning with brands.
Strava’s 2024 Year in Numbers highlighted a 59% increase in running club participation globally, with fitness groups becoming major social hubs. 58% of participants made new friends through fitness groups, with Gen Z preferring workout meetups over bars.
Gen Z seems to be driving this growth globally with events, apps and brands targeting this age group. Marketing activations, product launches and new event series are appealing to Gen Z consumers who are associating with these brands and their thriving communities.
Has running become trendy?
I think it has. The rise of brands such as Satisfy, Soar, Norda and more established brands such as Hoka and On (although these 2 are still fairly new) are collaborating with cutting edge fashion brands and designers is a sure sign the sport has become sexy. Training apps such as Runna and Coopah have harnessed a movement, particularly with Gen Z consumers, and continue to grow and build likeminded communities of runners.
But is this a flash in the pan or is the running boom here to stay?
As someone who has ran for as long as I can remember, as a former chair of a local running club, as parent to active children and someone rooting in the running industry professionally, I hope it is here to stay.
So will the boom last?
The questions I’m asking everyone I speak to in the sector is – How do we sustain this growth? What is the lifetime value of these new consumers and how are organisations in the running world going to continue to engage with these consumers over the next 5, 10, 20 years?
It’s great to see the evolving landscape attracting newer audiences to running. Night of the 10,000m PB’s has always been a highlight of my race calendar and is an amazing event to watch (it’s free as well!). SportsShoes.com are investing further in the event space through their Podium series and working with brands to champion the sport of running at a grass roots level. Brands are creating ever more innovative content to engage with runners across all demographics and its encouraging to see partnerships with race events bringing in much needed funds.
Athletes are building their own brands through content creation and aligning with brands and generating income over and above race prize pots. We all know the challenges these young athletes face in trying to make their mark on the sport. Unless you podium in major world events it’s a tough, often self-funded lifestyle.
Finding the Talent to Keep Pace with Change
As the sport of running continues to evolve, so does the need for visionary leadership and specialised talent within the industry. In what has been a traditional landscape, leaders and founders who are challenging the status quo seem to be driving the growth of brands and organisations in the sport.
Innovation in product, content and in the way we think seems to be a key area for all companies as they aim to stand out from the crowd and attract bigger audiences. Let’s not forget the impact AI will have on the sport. I’m fascinated by how consumer behaviour is shaping the future of the sport. I hope it’s here to stay and if it is, is your company ready?
I’m fortunate at PartnerWise, to work with the some of the world’s most exciting brands in the running space to find the leaders shaping the future of the sport. If you’re growing your team or want to discuss trends in the industry, I’d love to talk
