The Future of Running: 8 Takeaways from the 2024 European Running Business Conference

1. The Running Industry’s Collaborative Spirit

A key takeaway was the overwhelmingly supportive atmosphere. Race directors, vendors, and other industry professionals shared strategies and mutual support. This collaborative mindset is essential for growth within the industry and contributes to a positive, helpful environment for everyone involved in the sport.

2. The SuperHalfs Series

The SuperHalfs, a series of six iconic half marathons in Europe, has gained popularity as an alternative to the World Marathon Majors. Initially seen as more accessible, the series has now sold out, reflecting the changing interests of runners. Participants have five years to complete the series, but organizers must balance offering enough opportunities without the races selling out too quickly.

3. World Records and Their Impact

The recent breaking of world records has been a boost for the running world, inspiring both elite and recreational runners alike. These record-breaking performances are raising the profile of running globally, attracting new participants and showcasing the incredible potential of the sport.

4. Diverse Perspectives Across the Industry

The conference featured a wide range of perspectives—from race directors to tech providers to athletic associations. This diversity of thought provided unique insights on how different sectors of the running world are addressing challenges and seizing opportunities. For attendees, it offered valuable learning experiences and a fresh look at how various roles can work together to improve the running experience for all.

5. Women’s Participation in Running – A Recurring Discussion

While not a central topic, the discussion of women’s participation in running kept surfacing in panels, particularly when exploring aspects of marketing and participation numbers. With ongoing efforts to make the sport more inclusive, race organizers are focusing on strategies like targeted marketing and adding amenities (such as lactation stations) to attract more female runners. The increasing momentum towards gender balance is reflected in the broader conversations about the future of the sport.

6. Surge in Runners and Event Logistics

As the number of people taking up running continues to rise globally, event organizers are facing new logistical challenges. With races selling out faster than ever, organizers are focusing on getting the details right—managing race-day resources, minimizing waste, and ensuring a smooth experience for participants. These logistical improvements are critical to meeting the growing demand for races while maintaining sustainability.

7. Networking in Person is Still King

Despite the rise of virtual meetings and digital platforms, in-person networking remains invaluable. The conference underscored the importance of face-to-face interactions, fostering deeper connections and building lasting relationships that can't be replicated through screens. Attendees agreed that the ability to engage directly with others in the running industry helped generate new ideas, partnerships, and opportunities.

8. Trail Running’s Growing Popularity

Trail running continues to grow in appeal, with many in the industry encouraging runners to explore off-road events. Trail races provide a unique connection to nature, offering a rewarding experience for participants. As the popularity of trail events increases, it’s becoming an essential part of the running experience for both seasoned runners and newcomers.

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