I wasn’t always a runner. Four years ago, if someone had told me I’d end up with three marathons and over 30 half-marathons under my belt, I would have laughed and said, “Nice try, but jog on.” Yet here we are. I lace up my trainers most weeks (except during my current injury, which is testing my patience and my ability to binge-watch with dignity), and apparently, I’m far from alone. People across the world, of every age and gender, are stepping out their front doors and hitting the pavement. Running has gone from “exercise you tolerate” to “exercise you crave” — and it’s a movement that keeps growing. 

Global running participation has jumped over 30% in just two years, and in the UK, running clubs report record memberships. Strava recently celebrated 110 million users worldwide, many logging hundreds of miles each month, while Runna helps users create personalised training plans that actually work — because apparently, winging it only gets you so far.

The running economy is booming. Global revenue from running shoes alone reached $14.5 billion in 2024, and running apparel and accessories are projected to grow at 5% annually over the next five years. Marathons are more popular than ever — London’s 2026 marathon anticipates over 50,000 runners, with over 60% citing community and camaraderie as their main motivation, not just the finish line medal. 
 

The health perks (and some fun ones)

Running improves cardiovascular health, strengthens bones, and boosts mood. It burns calories, improves sleep, and gives you the perfect excuse to buy fancy workout gear. Want an extra perk? Running in public can make you feel inexplicably smug while waiting for your coffee. Science may not back that last one, but trust me, it works.

But the biggest reason people keep lacing up their shoes goes beyond the health benefits: community. 

The real fuel behind the running boom

Running used to be a solo affair: one person, one road, one slightly annoyed dog. Now, it’s social, interactive, and — dare I say it — fun. Run clubs are everywhere. Some meet at coffee shops for a pre-run latte, others gather in parks at 6:30 a.m., sharing stories, encouragement, and occasionally the struggle of dodging puddles.

Digital platforms have amplified this too. Strava transforms solo runs into shared victories with kudos, leaderboards, and friendly competition. Apps like Runna personalise training while fostering a sense of belonging: a dashboard, graphs, and progress updates that whisper, “You’re part of something bigger than just this run.”

What brands can learn from the running revolution

Here’s the kicker: community drives engagement. The same principles that keep runners motivated can apply to your brand. People want to feel part of something meaningful, not just targeted by ads. They respond to brands that invest in them, celebrate their wins, and create space where connections happen naturally. 

How can this translate into business?

Events and experiences

Host workshops, classes, or local meet-ups around a shared interest. Think beyond product demos — make it social, interactive, and memorable.

Digital connection

Create apps, forums, or online communities where customers can track progress, share stories, or just geek out over a common passion.

Celebration of milestones

Highlight achievements, whether it’s completing a course, improving health, or mastering a skill. Recognising progress fosters loyalty.

Useful content first

Educate, entertain, and inform before selling. Share tips, guides, and stories that show you genuinely care about the people you serve.
 

Why it works

Humans are wired to connect. Running gives people structure, purpose, and a sense of belonging. Brands can do the same. Build something genuinely valuable, create experiences that bring people together, and the audience will come — whether they’re pounding the pavement, shopping online, or engaging with your content.

You don’t need to hand out medals (though it wouldn’t hurt). You just need to show up, give something meaningful, and make your audience feel like they belong. 

So, lace up your metaphorical trainers. Think about the communities you can create, the connections you can foster, and the value you can provide. When done right, your brand won’t just be noticed — it will be part of people’s everyday lives. And that, my friends, is priceless.