How running has become such a lucrative business in the USA

Running has long been one of the most popular ways for people to stay fit. About 50 million people run in the United States, the highest number in the world. It has also become a big business.

Over the last 10 years, the popularity of running has increased by approximately 57%, creating a real opportunity.

The race aims to capitalize on the popularity of running. Thousands of organized running events take place in the United States each year, with millions of runners participating. The New York Road Runners host 40 different races of varying distances, including the New York City Marathon.

“Running has never been hotter,” says Rob Simmelkjaer, CEO of New York Road Runners. “And so many people discovered running during the pandemic and just kept going, so running is definitely having a moment.”

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The sport’s growth hasn’t just been beneficial to race organizers. Simmelkjaer points out that it has also helped the travel and hospitality industries.

“Tens of thousands of people are coming from all over the world, staying in hotels, eating in restaurants, visiting museums, shopping in stores,” he said. “You don’t come alone.”

The growth in the running shoe and clothing market is measured in billions of dollars. But that’s not all.

“If you stand on the start line of one of our races, when the starting gun goes off you will notice that the first thing a lot of runners do is tap their watch, right,” said Simmelkjaer. “They tap this watch because they want the data this device can give them during the run.”

The global market for the various apps that runners download to their phones was valued at $562 million in 2021. It is expected to reach more than $2.1 billion over the next decade through 2031.

“The digital marketplace for running has grown enormously,”
said Simmelkjaer.

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Sponsorships are also increasing. Information technology company TCS renewed its title sponsorship of the New York City Marathon through 2029. It joins other companies seeking to grow the sport by reaching more than 60,000 children in New York City.

“New Balance is our partner for footwear and clothing,” said Simmelkjaer. “They are a huge part of how we can get children running from a young age. We distribute tens of thousands of pairs of brand new New Balance running shoes to children in the five boroughs of New York City and beyond every year.”

Running wasn’t always so inclusive. As late as the early 1970s, women had to protest for the right to take part in marathons. Today, most races consist essentially of 50-50 men and women.

“Because of the role that running has played in so many women’s lives, we see partners like Maybelline really coming out and working with us,” Simmelkjaer added. “We just announced a partnership with them for this year’s marathon and they know they can reach this dedicated group of female runners with their beauty products.”

The market has grown so much over the last five to ten years that companies are no longer just focusing on the fastest of them all, but on those who are likely to be at the back of the field.

It turns out to be a solid strategy that works.