In this new data set, Running USA examines the performance of races in the first six months of 2024 and compares them to the same period in 2023. The findings reveal that many events have experienced impressive double-digit growth percentages, with some surpassing pre-pandemic participation levels. This surge reflects the industry’s ongoing recovery and continued expansion, providing a strong indicator of renewed vitality within the running community.

“The numbers don’t lie,” said Jay Holder, Running USA’s Executive Director. “In communities from coast to coast, more Americans are signing up for road races than they were last year. That’s because event organizers and their partners are delivering experiences in which everyone from beginners to elite runners want to take part.”

The report, made possible through Running USA’s collaboration with Athlinks, aggregates finisher data from timed and scored events. It aims to instill confidence within the industry by showcasing successful races and offering insights into effective strategies. By identifying key growth drivers and best practices, the report serves as a valuable resource for event organizers seeking to replicate success and foster further growth.

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The report is free for Foundation and Contributing members of Running USA, and offered at a 50 percent discount for Basic level members.

In collaboration with Athlinks, Running USA has conducted a thorough analysis of race finisher data from 2019 and 2023, presenting the most accurate depiction of the running event industry’s recovery post-pandemic. The report delves into the types of events and geographic locations that are thriving, as well as areas that still have growth potential and participation trends by demographic. It includes a detailed breakdown of the top 100 timed races in the United States and comparative data between 2023 and 2019.

The running industry faced significant challenges during the pandemic, with 2020 seeing a near halt in activities. Following more than a year of canceled, virtual-only, or reduced-capacity events, a substantial recovery began in the fall of 2021. Although 2021 and 2022 experienced a gradual return to normalcy amidst various restrictions, supply chain issues, and participant hesitance, 2023 and 2024 have marked record participation levels for many events. Even those events yet to reach 2019 numbers show a promising upward trend.

The report not only examines individual events but also highlights the top 25 event weekends in 2023, considering all timed race distances, including kids’ runs and pet-friendly dashes. Additionally, it lists the top ten events in each state, providing a comprehensive overview of the current state of the running event industry.

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The report includes insights on the decision-making, purchase behaviors,, athletic habits, s and charitable fundraising of the highly influential running community..

All organizations associated with the running industry, including events, brands and vendors, will find immense value in utilizing the survey results to inform their business decisions and customize opportunities that align with runner preferences.

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“Unlike Gen X and Boomers, who were interested in running to remain fit and healthy, Gen Z is different. For them, exercise isn’t about fitness, it’s about fun and purpose,” said Feldmann, Managing Director of INFLUENCE|SG.

Research pricing: Foundation and Contributing Level memberships receive the report free of charge, Standard Level Event/Vendors receive a 50 percent discount. Be sure to log into your membership account to see discounted pricing.

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RunSignup’s RaceTrends report shows that race participation grew an average of 16% compared to 2021, but races struggled to achieve pre-COVID participation, with race participation still down an average of 10% from 2019. Large races appear to be the most impacted by lagging participation, with races of more than 5,000 participants averaging 19% fewer participants than in 2019 while races with fewer than 500 participants actually grew 3.4% compared to 2019.

Additional key takeaways include:

• 20% of 2019 events did not take place in 2022, including 14% that did not take place in either 2021 or 2022
• Just 14% of participants from 2021 repeated the same event in 2022 (down from 19% in 2018)
• In-person experiences dominated over virtual events, making up 88% of all events and 93% of all participants
• Prices have increased across all distances, with the average 10K price set 6% higher than in 2019 and 10% higher than in 2021 (when virtual events still significantly impacted pricing)
• Females make up the majority of participants, with 54% of participants identifying as female
• Youth participation continues to be a concern with 15% of all participants between 18-29(down from 18% in  2018)
• 25% of all registrations came on race week, consistent with race week registrations throughout the last 5 years

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Key Takeaways

1. Hot trends include a big emphasis on registration software, finishing photos and mobile apps for spectators while they don’t care as much about security drones, AR engagement software and analytics tools.
2. Volunteer management software was the second most-valued software to race directors with 49% of respondents using it to help manage their events.
3. The top two reasons race directors say are obstacles to adopting new technology are cost and the time it takes to make the switch.
4. Instant and live results technology looks like the next big thing with 94% of race directors saying it’s critical to hosting successful events and 63% having already leveraged this tool.
5. Partnering with charities is becoming increasingly critical to endurance events, with 30% of respondents already leveraging fundraising software and another 40% considering implementation.

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