Social Fitness Boosts Marathon Participation
Running has become a rallying point.
The news: As run clubs grow, marathon sign-ups are surging — New York led the world’s majors with 55,646 finishers last year, followed by Berlin’s 54,280 and Paris’s 54,175.
Youth movement. Young runners are lacing up, with 20–39-year-olds accounting for 52% of NYC Marathon finishers in 2024, versus 43% in 2019.
Going long, the 20–24 age group comprised 8% of all marathon finishers, up from 5% in 2021.
Clubbin’. Along with an uptick in endurance racing uploads, Strava data shows run club participation increased 59% in 2024, with 25% of regular runners partaking.
Linking up, Gen Z says “social connections” are a key motivator for joining workout groups, signaling demand for in-person experiences.
Fit check. Merging sport and lifestyle, super-cushioned shoes, technical apparel, and GPS watches complete the look, building comfort, identity, and community beyond the run.
Punchline: Benefiting from the rise of social fitness and outdoor activities, running’s resurgence can boost cardio and connection — with marathoners feeling part of something bigger.
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