We are proud to have partnered with Massive to assist them in gaining actionable insights from runners throughout the UK.
This report offers a great picture of where the running industry is at right now and offers us a better understanding of the wants, needs and what is most important to our participants. Enabling us to learn and improve on everything we do for you, our runners.
The Key Findings:
– Events overall (running events in particular), had a very positive year in 2024.
– Organisers are attracting new audiences to take part, with over 1/4 of people having taken up events since 2022.
– Interestingly, new event audiences are younger, well-educated, relatively wealthy and more likely to be female than existing event-goers.
– An increased spend on events and gear by runners, with more runners travelling further to take part and signing up earlier than at any time since the pandemic.
– Event participants are more positive about the events they participate in with double in the percentage of those who feel that events offer good value for money.
– Participants put more value on the basics such as toilet provision, clear signage and ease of getting to and from the event above anything else.
– Social media and recommendations from friends and family are the most common way for people to hear about events.
– Sentiment around finances for the year is more positive than previously seen at any point in the last 3 years but cost of living pressures have not gone away for many.
– 2025 is looking positive with 32% of respondents expecting to increase the number of events they plan to take part in.
We thank everyone who took the time to participate in the survey and look forward to a bright 2025 for the running industry!
To download the 2025 report CLICK HERE.
The event partners of the report