By Rebecca (Becs) Richardson, CEO & Co-Founder, Running Industry Alliance (RIA).
The global running industry is thriving but it is the way the UK and Ireland are showing up in this moment that is setting them apart. Across retail, events, brands, services and communities, we are seeing a distinct energy: bold, values-driven, collaborative and fast-evolving.
At Running Industry Alliance (RIA), we work across the full ecosystem – brands, retailers, events, charities, services, media, communities, buying groups, distributors and NGBs. And from every sector, one thing is clear: we are in a boom moment but one that requires intention, not assumption.
A Culture-Driven Boom
The pandemic changed our relationship with movement. What began as survival and self-care has evolved into ritual, identity, and belonging – more than ever before. Today’s runners span generations, genders, ethnicities, backgrounds and ability levels and they bring new expectations to the table.
We are seeing powerful growth in hybrid identities: the casual runner who races ultras, the weekend club member who leads a local community run, or the new runner entering through charity-led, tech-led or event-based programmes. This cultural expansion brings opportunity but also responsibility.
Retail That Builds Relationships
In a financially stretched landscape, consumers are still investing but with greater scrutiny. Retailers in the UK and Ireland are stepping up as trusted guides, not just gear providers. Whether online or in-store, the expectation is clear: educate me, connect with me, know me.
We are seeing real innovation in service, tech, and product curation especially from running specialists who are combining personalisation with purpose. And across the board, transparency, sustainability and local relevance are becoming make-or-break factors.
Events as Meaningful Meeting Points
Events are more than races, they are anchors of connection. They offer a vital space where community becomes experience. Whether it’s a grassroots trail run, a city centre 10k or a multi-day ultra, these gatherings are where identity, story and shared purpose meet the elements.
Runners increasingly seek more than medals: they want belonging, values, safety and inclusion. Events across the UK and Ireland are answering that call with boutique formats, family-friendly options, inclusive race policies and integrated sustainability measures – and most importantly they are fostering community. Events are a place where the ecosystem lives and breathes in real time.
Brands: Listening, Leading and Co-Creating
Consumers today want brands that stand for something and the UK and Ireland are proving to be tough but loyal markets. Runners here ask smart questions, expect authenticity and respond to brands that listen before they lead.
From local startups to global giants, successful brands are engaging in real conversations supporting community crews, forming meaningful charity partnerships, launching inclusive campaigns and innovating in response to real needs. It’s no longer about just creating product. It’s about creating value, relevance and resonance.
Media, Services, and Sector Unity
The power of media, platforms and service providers has never been more influential. Runners consume through stories and community, not just specs and features.
Trusted sources, local insight and purpose-led storytelling matter deeply.
Services and suppliers are also evolving to meet this moment from sustainable packaging to inclusive tech. Sector-wide, there’s a rising recognition that shared knowledge, not silos, will power the next wave of growth.
Collaboration Is the Competitive Edge
If there is one thing that defines our market right now, it is this: collaboration is our superpower.
We may currently lack real-time market data compared to some other regions, but we make up for it with proximity, openness, and willingness to work together. That is where RIA plays its part – creating the space and structure to connect, align and move the industry forward – together.
The global running boom is real however cultural relevance, connection and shared purpose are what will define who leads it.
Let’s keep moving forward together with pace and purpose.
The SportOnSocial Global Running Culture 2025 report examines the changing behaviours and trends in running based on search data from 2024.
In collaboration with Running Industry Alliance, and supported by insights from World Athletics, we explore how cultural forces, e.g. social media, local influencers, product innovation, are transforming the sport across the globe.
Click below for more in depth analysis and insights.
