Organizations and businesses are finally starting to see practices and numbers return to pre-pandemic norms, the running industry included - an industry that was tremendously hit by the pandemic but has also witnessed an impressive comeback over the last three years. Often referred to as the Pandemic Running Boom, the growth in road running participation notably jumped, with existing races seeing a 2-6% increase in participation over pre-pandemic levels and a 4-9% year-over-year growth. It is expected that in 2024, we will see growth for the first time over pre-pandemic numbers.
Many elements can be evaluated to identify where this spike in participation and interest in the sport is coming from. An easy observation is that leisure running was one of the few activities available during the pandemic, creating an increase in interest in the sport. But there are other elements I’ve dove into, as well as partners I’ve gathered insights from, to get to the bottom of the impressive comeback of road running.
Sponsorships Innovation – Create New Sponsorable Assets That Shine
Historically, we have seen race sponsorships predominantly come from footwear and apparel brands. While this makes sense as runners are a key target audience for them, companies from different industries are starting to tap into the space of race sponsorships.
Boulderthon, the fastest-growing running series in Colorado, has sponsorships coming from Uber Eats and Michelob Ultra. When I decided to introduce the concept of a Start Village at Boulderthon full of restaurants, businesses and dedicated drop-off lanes, Uber was a natural fit. The best partnerships are those that come from an authentic, genuine alignment, and for me, it was immediately clear that Uber checked all the boxes to create a Start Village driven by local businesses.
Gaining these out-of-the-norm sponsorships from a wider breadth of industries is exciting for the road running industry, and we’re seeing firsthand how beneficial it is. Runners are such a unique demographic with buying power that also have a great influence on people even outside of the running community - so it makes sense that brands are starting to see what a lucrative sport it is. It is certain that we’ll continue to see non-sneaker brand sponsorships continue to grow in the industry.
Community Involvement - Running is More Fun With Friends
In a time where people are craving connection, races that prioritize the runner experience and foster a sense of community are thriving. Initiatives that will create long-lasting memories and a feeling of connection to the community are pulling people into road running that may not have considered it before.
The social connection that is possible with running and races has proven to be huge for creating interest in the running industry. According to Strava’s 2023 Year In Review, social connection is the primary motivator for exercising. This report also highlighted that over half of Strava athletes say they’re most motivated by friends or family members who exercise, with celebrities and influencers ranked as the lowest of motivators, even for Gen Z and Millennials!
Gaining that community involvement is huge for attracting interest in your running events. A great start for getting community members involved is looking into run clubs to partner with. Run clubs have simultaneously seen a boom in participation since the pandemic because they also are catering to that want of social connections.
For the inaugural Las Vegas Marathon, debuting on November 3, 2024, we partnered with leading run specialty shop in Las Vegas, Red Rock Running Company (four locations) for group runs, marketing partnerships, and activations as we lead up to one of the most exciting new races of the year. Fleet Feet, a longtime partner of mine, serves as a nationwide “community hub” not just to demo and buy the latest and greatest sneakers and gear, but to meet other runners at your pace, and explore new running routes.
I haven’t seen more runners as I do now at Fleet Feet locations. According to the company, they estimate 20 million new runners have started running since the pandemic, and 7 million have returned, bringing incredible tailwinds to the industry, as a “new wave of running emerges.” That is expected to continue as run clubs collaborate with local events, as they pick up notoriety.
Runner Experience Must Come First
As the CEO of Brooksee, I have stepped into a powerhouse organization that has a strong foundation in execution. We nail the basics, what I call the 3 “S”s. These are Safety, first and foremost, Start Time and Organization, and Support (Aid Stations, Toilets, Communication, all ensuring each participant has a remarkably positive, fun experience). Runner satisfaction scores are higher than ever, as we prioritize the fundamentals first.
As race organizers, it’s important to remind ourselves we are in the business of memory-making. For some participants, running a Half Marathon or Full Marathon may be a once-in-a-lifetime bucket list goal in a stunning location. For others, it may be a yearly ritual. Either way, we are in the business of producing lifelong, unforgettable memories, and it starts with the runner experience.
We can expect to see an increase in runner experience initiatives. Race organizers are seeing the trends of runners wanting a memorable experience that caters to all ages and experience levels. For Boulderthon, we saw this need and put together a Runners Experience Advisory Board that has a "for-runners, by-runners” focus on the participant experience.
The Runner Experience Advisory Board is made up of carefully selected elite athletes, recreational runners, adaptive athletes, business owners and key stakeholders in both the Boulder and wider running community. This board ensures that all angles of a runner's experience are evaluated so that everyone leaves our event feeling like their race day was just as memorable and exciting as others.
With these new focuses being taken on by races around the nation, the running community is seeing an increase in diversity and inclusiveness, with the gender gap narrowing and more young adults participating in races.
According to RunSignUp’s 2023 Annual Report, the gap between male and female participation has already shrunk, with 2023’s number reflecting participation at 44.7 percent male, 53.4 percent female, vs. 42.8 percent male, 55.8 percent female in 2019. The report also reflected that in 2023 there was 6 percent more participation from 18-29 year olds. 14.8 percent of 2023 participants were between 18-29 years old, the second consecutive increase after pandemic lows.
New vs. Retained Customer Marketing
Like any other industry, marketing is essential to sell your product or service and make your value known. In the running industry, there is evidence of a shift when it comes to reaching the target audiences. I continue to stand by my own belief that to grow your race, 50% is your new customer marketing, 50 percent is your race experience (retained customers).
We’ve talked about the importance of the runner experience, but where are the hotspots for new customer marketing? More runners are finding their races from race calendars, which is now 22 percent of conversions, up from 15.2 percent in 2021, and higher than pre-pandemic. Email marketing will continue to rise as a registration source, which was up 6 percent from 2021 to 2023 and even with pre-pandemic numbers. Instagram will also continue to grow as a way to discover new races, while Facebook will decrease as a source.
New Runner Health Trends: Saunas, NA Beverages and Carbs
As I’ve been researching current trends in the industry, I’ve reached out to some of my friends in the industry for their own thoughts. Fascinating insights on runner health trends was from Jason Fitzgerald, founder of Strength Running, and host of the Strength Running Podcast. Here’s what he shared:
“Sauna use will continue to grow in popularity as studies confirm a wide range of health benefits. More people will embrace saunas as they're proven to extend healthspan, longevity, and boost running performances. They seem to offer more benefits than ice baths, especially beyond running into reduced cardiovascular disease risk, lower dementia risk, higher heart rate variability, and lower inflammation. Plus, sauna use is communal and fun!
Alcohol use will continue to decline in 2024 as more runners embrace a healthier lifestyle and non-alcoholic options.”
As for NA consumption, Jason shares, “Athletic Brewing, one of the most popular NA beers available, grew by more than 1,300% from 2020 to 2023. As entrepreneurs, influencers, and athletes continue to boast about the positive effects of little to no alcohol use, this trend will likely only accelerate in 2024. Long runs just seem easier when you're not nursing a hangover!”
Finally, Jason, who is a 2:39 marathon runner, notes that carbs are back and here to stay. “The days of low-carb are over. ‘Carb-doping’ is the new rage among endurance runners as widely accepted carbohydrate intake levels have been revised up and manufacturers are introducing higher carb options for athletes. Maurten, for example, has introduced a drink mix with 80g of carbohydrate per serving. As performances, recovery, and subjective feelings of energy are all improved with higher carb intake, this trend will continue in 2024.”
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