The New Culture of Running: Update
Running continues to be one of the fastest-growing fitness activities, with run-club membership soaring by 59% globally in 2024 (Strava, 2024). Amid this boom, running is becoming increasingly diverse, with more joggers heading out into nature and taking part in a broader scope of run-centred activities and vacations. However, obstacles to entry persist, particularly in terms of safety and increasingly inclement weather conditions.
New Races, New Paces
Race-cations Calling
Barriers to Run
While road running and city run clubs have become wildly popular (as explored in The New Culture of Running), alternative forms of the sport are also resonating with athletes of all abilities. These include trail running and hybrid activities like Hyrox, speed golf and orienteering. Elsewhere, softer, more introspective forms of running that pause focus on speed and distance are appealing to some.
While road running and city run clubs have become wildly popular (as explored in The New Culture of Running), alternative forms of the sport are also resonating with athletes of all abilities. These include trail running and hybrid activities like Hyrox, speed golf and orienteering. Elsewhere, softer, more introspective forms of running that pause focus on speed and distance are appealing to some.
Summary
New Races, New Paces | While road running and city run clubs have become wildly popular (as explored in The New Culture of Running), alternative forms of the sport are also resonating with athletes of all abilities. These include trail running and hybrid activities like Hyrox, speed golf and orienteering. Elsewhere, softer, more introspective forms of running that pause focus on speed and distance are appealing to some. |
Race-cations Calling | Runners globally are structuring their vacation time to incorporate a race or fitness event, and with three-quarters of runners globally saying they plan to participate in the same number or more races in 2025 as they did in 2024 (Running USA, 2024), this is set to become a bigger phenomenon. Meanwhile, jogging as a means to explore new destinations is becoming more popular as younger consumers crave active adventures. |
Barriers to Run | Amid running’s boom in popularity, barriers still impede participation, particularly when it comes to women’s safety and wellbeing. And, as the climate warms and extreme weather patterns become more commonplace, the accessibility of running around the world is likely to become compromised. |
The New Culture of Running: Update
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