By Alessio Punzi, Head of Running at World Athletics
Not the Third Running Boom – a Paradigm Shift
This isn’t a simple bounce-back or a rehash of previous booms. What defines the current moment isn’t just that more people run – it’s the wider range of reasons they do it and the far broader map on which it’s happening.
It’s a shift in how running functions – for individuals, brands and culture.
What sets this moment apart is reach. The trend is truly global. Participation in mature markets has soared past pre-pandemic levels. China is limiting marathon permits to manage quality of delivery. Gulf races draw expats and locals alike. African races have regional and global pull. Southeast Asia is a hotspot. Brazil’s industry is world-class. Where operators struggle, outdated business models – not demand – are usually to blame.
From Utility to Identity
Running has gone from being globalised to truly global – practiced everywhere, shaped locally. And it’s not just about racing. Many who never pin on a bib still drive the industry: they buy shoes, use apps, engage with content.
That cultural elasticity has driven growth but also fragmented the space. For organisers, brands, and federations, the question isn’t just “how do we attract runners?” it’s “which version of running are we even talking about?”
No single playbook fits all. It’s no longer just “how do we get people to show up?” It’s “who are we designing for – and why are they here?”
And also: “how do we impact the broader community – including those who don’t run yet?” If the focus stays only on the already-converted, the wider potential is lost.
A Younger, More Committed Base
Young adults are entering the sport in large numbers. The 20–29 age group is now the fastest-growing in many city marathons – and often the second-largest overall. At the TCS New York City Marathon, under-30 finishers rose from 15% to 19% between 2019 and 2024. In Los Angeles, from 21% to 28%.
For many, running adds structure in a stage of life often defined by uncertainty. It’s a proxy milestone – a way to reclaim agency and measure progress. Also, Gen Z spend differently, prioritising long-term health earlier than previous generations. Running isn’t just a hobby – it’s an investment.
Tech at the Centre
Elite innovation now shapes the recreational experience. Carbon-plated shoes, wearables, AI coaching – they’re not niche. These tools help runners stay injury-free, motivated and engaged.
This matters. By 2030, one in six people will be over 60. For running to remain sustainable, it must remain accessible. Tech is making that possible.
New Terrain, New Intentions
Trail running is growing fast. It appeals to those seeking a less structured, more immersive experience. For many, success now includes solitude, landscape, effort, and self-reliance – not just time and rank.
Cultural Signals, Not Just Stats
Platforms like Strava, TikTok and YouTube (not to mention the Chinese-language social media) have become central to how runners express and share their journeys. The digital layer is no longer a side effect. It’s where running culture takes shape.
That’s why this report matters. By tracking search and media signals, it helps decode how running lives and evolves beyond race day.
Elite Inspiration
Elite athletes still anchor the sport. But their value isn’t only in performance – it’s in what they represent. Marathoners like Sifan Hassan and Eliud Kipchoge have a recognisable online voice and use it meaningfully. In today’s culture, that matters.
The World Athletics Road Running Championships – next in Copenhagen in 2026 – reflect the evolution of event formats. These races combine elite and mass participation, built to meet broader expectations.
Collaboration remains key. At World Athletics, we see event organisers as the sport’s central enablers. They turn interest into action. We’re committed to helping them stay relevant – through advocacy, data, innovation and convening. A report like this is great in that it helps them decode cultural signals and better target their offering.
Running now stretches across motivations, ages, and contexts. That’s what makes it durable. Not a trend – but a reflection of how millions choose to live.
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.
