Photo ©Sheila Fitzgerald | Dreamstime
Running USA’s annual “Global Runner Survey” has become a go-to source to help event producers, as well as brands, charities, vendors and other stakeholders in the running industry, make effective and strategic decisions based on the report’s insights into runners’ behaviors and attitudes. The “2024 Global Runner Survey” garnered more than 7,400 respondents, with 94% of them living in the United States.
Based on the findings of the latest survey, released in September, race organizers likely will have plenty to think about.
Respondents participated in an average of 11 events over the past 12 months. Races with distances between two miles and a 5K were the most common, with 78% of respondents reporting running events of those distances. Respondents each completed an average of three events of that distance. Races with distances of 8K to 15K were the second-most popular, with participation in ultramarathons being the least common.
However, half-marathons are the preferred distance among all respondents, with 35% considering it their favorite event distance, followed by 5Ks, 10Ks and marathons. As noted in the survey, “more respondents selected traditional road races (60%) and trail events as their favorite (17%) than in 2023’s ‘Global Runner Survey’ (56% and 14%, respectively). While traditional road and trail running were higher this year, mud/obstacle (4%), relay (4%) and triathlon/duathlon (6%) were all down from 2023 (6%, 9% and 8% respectively).”
What’s more, 60% of respondents indicated they expect the number of events they participate in to increase in 2024.
Meanwhile, the three most important factors when runners chose an event are location, preferred distance and a desirable course. The least important factor to runners? Designation as a “new event.”
Runners also like swag, as they declared event-branded freebies (hats, socks and glasses or mugs are popular these days) a key to their overall event experience, followed by hydration, pre- and post-race restroom facilities, race communications and course distance accuracy.
They’re not pleased with rising race fees, though.
“When asked about event preferences, 63% of respondents indicated race fees are too expensive, while 25% agreed that they would pay more for a VIP experience at an event,” according to the survey. “When asked about fair pricing for races, the majority believed up to $50 was an acceptable fee for a 5K/10K or shorter. For half marathons, most respondents felt comfortable paying less than $100. For marathons or longer, a wider range of $71 to $150 seemed to be the sweet spot for registration pricing. The ranges of spending on race entries over the past year varied greatly, with the largest percentage (30%) indicating they spent more than $400 on race entries.”
Also worth noting are runners’ opinions on how the industry has improved in the wake of the pandemic. Nearly half (42%) of respondents believe events are better than they were pre-pandemic, compared to only 12% who think they are worse.
“Common sentiments from respondents about why events are better include better communication, more use of technology and a general enthusiasm to be back to running post-pandemic,” the survey notes. “Some common responses for why races are not better include higher registration prices/fees and the perception that some races have started to cut corners.”
“The Global Runner Survey sponsored by ACTIVE [Network] is a detailed look at the desires, needs and habits of runners around the world,” Jay Holder, executive director of Running USA, said in a statement. “It is an invaluable tool for event organizers, vendors and brands. “We are grateful for our members and partners who promoted the survey and for the thousands of runners and walkers who took the time to answer our questions.”
Key areas explored in the 2024 survey include:
• Behavior Around Event Participation: Understanding the patterns and preferences that drive participation.
• Mindset Behind Event Participation: Insights into the motivations and reasons runners choose to engage in events.
• Spending and Fundraising Habits: Analysis of financial behaviors related to running events.
• Diversity, Equity, Inclusion, and Belonging: Recommendations for fostering a more inclusive running community.
• Brand and Technology Usage: Trends in how runners interact with brands and technology.
This year, Running USA in collaboration with Treat PR, expanded the survey’s scope to explore the impact of social media presence and communication strategies on runners’ decisions to participate in or return to events. Adjustments have also been made to better capture factors influencing event participation, providing greater clarity for organizers. Additionally, the survey’s racial and ethnic demographic categories have been aligned with U.S. Census data to ensure consistency and facilitate year-over-year tracking.
Running USA is a non-profit organization that serves as the leading trade organization for the running industry in North America. The new survey is free to Running USA members but costs $299 for non-members.
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