Running Participation Declines Expected To Level Off
With race participation slipping in recent years, a big American win and the gnarly conditions at the Boston Marathon shined a much-needed spotlight on the sport of running. However, race organizers and running industry execs still believe a renewed focus on delivering unique experiences will be necessary to again drive up race finishers.
On the positive side, a comprehensive study on running retention from Running USA that came out earlier this year found that race participation is on a path to stabilize. The study, based on a survey for more than 5,000 runners in October and November last year, also found numerous challenges around race events:
- Cost is a major driver for race participation, particularly for females and younger runners
- Only half of the respondents felt they get good value from their race experiences
- Runners are looking for new experiences – events need to create new themes and experiences annually
- Fitness classes more than other color, mud, etc. type events are taking the runner dollar
- Time is a contributing factor – many just have less time
“The findings really confirmed what we have been hearing around the sport,” Running USA CEO Rich Harshbarger told SGB Executive. “Essentially, runners will pay more for an ‘experience’ on one hand and are willing to participate in lower priced events if they are fun. The real follow up on our end as well as for the industry is to be able to properly define and execute on an ‘experience’. Our follow up is to help events understand how to best define that for themselves and not create fads or gimmicks in order to maintain longevity.”
https://sgbonline.com/running-participation-declines-expected-to-level-off/