Wellness: From TikTok to the track: gen Z are driving running’s third great boom

Why it is the topic trending:

• Unexpected Third Great Running Boom: Running is experiencing an unprecedented surge in popularity, marking its third major boom, which was largely unforeseen by experts in the sports industry.

• Gen Z as the Primary Driving Force: This current boom is almost entirely powered by Generation Z, with a significant contribution from women within this demographic.

• Increased Participation and Interest: The sheer numbers of individuals participating in running and expressing interest, as evidenced by record-breaking marathon ballot entries, are remarkable.

• Shift Towards Fashionable and Communal Sport: Gen Z is making running fashionable, communal, and more diverse than ever before, transforming the sport's image and appeal.

• Brands Recognizing Women's Spending Power: Sports brands have realized that women are willing to invest in high-quality and stylish running gear, contributing to the boom.

Overview: Running is undergoing a remarkable resurgence in popularity, marking its third major boom, unexpectedly driven primarily by Gen Z, especially women. This digitally native generation is transforming the sport into something fashionable, communal, and significantly more diverse than in previous eras. The staggering increase in participation, exemplified by record-breaking marathon entries with near gender parity and a younger demographic, highlights a significant shift in running culture. This boom is fueled by a confluence of factors, including accessibility, the influence of social media and relatable creators, the formation of running clubs and communities, and Gen Z's focus on mental health and well-being.

Detailed Findings:

• Unforeseen Explosion in Popularity: The current running boom was largely unexpected by those within the sports industry.

• Diversity in Participation: Unlike previous booms, the current one showcases a wide range of ethnicities and demographics participating in running.

• Record-Breaking London Marathon Entries: Over 1.1 million people entered the ballot for the 2026 London Marathon, nearly double the figure from two years prior and a world record.

• Near Gender Parity in Marathon Entries: For the first time, the male/female split in the London Marathon ballot entries is almost 50/50.

• Younger Demographic of Runners: More than a third of UK entries for the London Marathon are aged between 18 and 29 years old.

• Significant Increase in Female Runners: Recent data shows that the rise in the number of runners in England was almost entirely driven by women.

• Influence of Athleisure Brands: Brands like Lululemon have played a key role in making running apparel fashionable, attracting more women to the sport.

• Shift in Marketing Focus: Brands like Hoka have strategically focused on making running shoes fashionable and comfortable for women, contributing to their popularity.

• Impact of Social Media Influencers: A significant ecosystem of female creators on social media, often non-professional athletes, inspires younger women to take up running.

• Community as a Key Motivator: The decline in workplace socialization has led people, particularly Gen Z, to seek community through activities like running clubs.

• Mental Health Benefits: Research suggests that running is increasingly recognized by Gen Z as a valuable tool for improving mental health.

• Growth of Running Clubs and Crews: A new wave of running clubs and crews has emerged, fostering a sense of community and inclusivity among runners.

• Accessibility and Affordability of Running: Running remains a cheap and accessible sport, appealing to a wide range of individuals.

Key success factors of product (trend):

• Accessibility and Low Barrier to Entry: Running is an inherently accessible and affordable sport, requiring minimal equipment and offering flexibility in terms of location and time.

• Community Building and Social Connection: The rise of running clubs and online communities caters to Gen Z's desire for social interaction and shared experiences.

• Fashionable and Stylish Gear: The availability of attractive and functional running apparel makes the sport more appealing and allows for self-expression.

• Mental and Physical Health Benefits: Running is widely recognized for its positive impact on both physical and mental well-being, aligning with Gen Z's health awareness.

• Inspirational Content from Relatable Individuals: Social media influencers who are not elite athletes provide relatable motivation and showcase the enjoyment of running.

Key Takeaway: The current running boom, driven by Gen Z, particularly women, is characterized by its inclusivity, communal nature, and fashionable appeal, highlighting the sport's accessibility and its growing recognition as a tool for both physical and mental well-being.

Main Trend: The Gen Z-Fueled Running Revolution.

Description: From Scroll to Stride: Gen Z Redefines Running describes the unprecedented surge in running participation driven by Generation Z. This trend marks a departure from previous running booms, characterized by its inclusivity across demographics, the influence of social media and fashion, the growth of communal running clubs, and a strong emphasis on the mental and physical health benefits of running. Gen Z is making running a fashionable, social, and diverse activity, reshaping the traditional image of the sport and propelling its popularity to new heights.

What is consumer motivation:

• Seeking Community and Social Connection: Gen Z, in particular, is motivated by the opportunity to connect with others and build communities through running clubs and online groups.

• Focus on Mental Health and Well-being: Running is increasingly viewed as a valuable tool for managing stress, improving mood, and enhancing overall mental health.

• Desire for Affordable and Accessible Fitness: Running is a low-cost and easily accessible way to engage in physical activity without the need for specialized equipment or facilities.

• Influence of Fashion and Style: The availability of stylish running gear and the trend of athleisure make running a fashionable and aesthetically appealing activity.

• Inspiration from Relatable Role Models: Social media influencers who are not professional athletes provide relatable motivation and showcase the enjoyment of running.

What is driving trend:

• Pervasiveness of Social Media: Platforms like Instagram and TikTok showcase running as a fashionable and social activity, inspiring participation among Gen Z.

• Rise of Running Clubs and Crews: The emergence of diverse and inclusive running clubs caters to Gen Z's desire for community and shared experiences.

• Increased Awareness of Mental Health: Gen Z is more aware of and actively seeking ways to improve their mental health, with running being recognized as a beneficial activity.

• Accessibility and Affordability of Running: The low barrier to entry makes running appealing to a wide range of individuals.

• Brands' Strategic Focus on Women: The recognition by sports brands that women are a significant consumer base for running gear has led to stylish and effective products that appeal to them.

What is motivation beyond the trend:

• Sense of Accomplishment and Personal Achievement: Completing runs, setting personal goals, and improving performance provide a sense of achievement and boost self-esteem.

• Enjoyment of the Outdoors: Running provides an opportunity to spend time outdoors and connect with nature.

• Physical Fitness and Health Benefits: Running is an effective way to improve cardiovascular health, build endurance, and maintain a healthy weight.

• Stress Relief and Emotional Release: Running can be a powerful tool for managing stress and releasing pent-up emotions.

• Mindfulness and Solace: For some, running offers a time for introspection and a sense of peace and solitude.

Description of consumers article is referring to:

• Who are the consumers article refers to from article: The article primarily refers to Generation Z, particularly women within this demographic.

• Who are them: They are individuals born roughly between the mid-1990s and the early 2010s, known for being digitally native and highly influenced by online culture, especially social media. They are also often characterized by a focus on mental health, community, and seeking authentic experiences.

• What kind of products they like: They appreciate running gear that is not only functional but also stylish and fashionable. They are drawn to brands that are inclusive and resonate with their values.

• What is their age?: Approximately 10 to 25 years old in 2025.

• What is their gender?: While the trend is driven by Gen Z overall, the article specifically highlights the significant role of women within this generation in the running boom.

• What is their income?: The article mentions that running is cheap and accessible, suggesting that individuals across various income levels within Gen Z are participating. However, their willingness to spend on stylish gear indicates some disposable income.

• What is their lifestyle: They tend to lead digitally connected lives, valuing community and authentic experiences. They are often health-conscious and actively seeking ways to improve their mental and physical well-being.

• What are their category article is referring shopping preferences: They are likely to shop for running gear both online and in physical stores. They may be influenced by social media recommendations and prioritize brands that align with their values and offer stylish and functional products.

• are they low, occasional or frequent category shoppers: As running becomes more ingrained in their lifestyle, many Gen Z individuals are likely to become frequent shoppers of running shoes, apparel, and accessories.

• What are their general shopping preferences-how they shop products, shopping motivations): They often research products online, value authenticity and relatability in marketing, and are influenced by social media trends and influencer recommendations. Their shopping motivations include finding products that support their active lifestyle, enhance their sense of community, and allow for self-expression through style.

Conclusions: The unprecedented running boom driven by Gen Z marks a significant shift in the sport, characterized by inclusivity, a strong sense of community, and the influence of fashion and social media. Running's accessibility and its recognized benefits for mental and physical health resonate strongly with this generation, suggesting a sustained upward trend in participation.

Implications for brands:

• Focus on Inclusive and Diverse Marketing: Represent a wide range of body types, ethnicities, and backgrounds in running-related marketing campaigns to resonate with Gen Z's values.

• Emphasize Community and Connection: Highlight the social aspects of running and support the growth of running clubs and communities both online and offline.

• Invest in Stylish and Functional Gear: Continue to innovate and create running apparel and footwear that are both high-performing and aesthetically appealing to younger consumers.

• Collaborate with Relatable Social Media Influencers: Partner with non-elite athletes who can authentically showcase the enjoyment and benefits of running to their followers.

• Promote the Mental Health Benefits of Running: Acknowledge and highlight the positive impact of running on mental well-being in marketing and messaging.

Implication for society:

• Increased Physical Activity and Improved Public Health: The rise in running participation can contribute to a more active population and better overall public health outcomes.

• Stronger Community Bonds: The growth of running clubs and crews fosters social connections and a sense of belonging within communities.

• More Inclusive and Diverse Representation in Sports: The changing demographics of runners highlight a positive shift towards greater inclusivity in athletic activities.

• Increased Focus on Mental Health and Well-being: The recognition of running as a tool for mental health can encourage more people to prioritize their mental well-being.

Implications for consumers:

• Greater Access to Running Communities and Resources: The proliferation of running clubs and online communities provides ample opportunities for support and connection.

• Wider Selection of Stylish and Functional Gear: Consumers have a growing array of fashionable and high-performing running products to choose from.

• Increased Awareness of the Mental Health Benefits of Exercise: More individuals may turn to running as a way to manage stress and improve their mental well-being.

• More Opportunities for Social and Active Lifestyles: Running can become a key component of a healthy and socially engaging lifestyle for many.

Implication for Future:

• Continued Growth of Running Participation: The trend is likely to continue as Gen Z's influence on the sport solidifies and potentially inspires other generations.

• Further Diversification of Running Communities: We can expect to see even more niche and culturally specific running clubs and crews emerging.

• Integration of Technology in Running Experiences: Digital platforms and apps will likely play an increasingly important role in connecting runners and tracking progress.

• Sustainability and Ethical Considerations in Running Gear: Consumers may increasingly demand running products that are produced ethically and with a focus on sustainability.

Consumer Trend: The Inclusive and Communal Running Wave: Gen Z is driving a surge in running participation by making it a fashionable, social, and diverse activity centered around community and well-being.

Consumer Sub Trend: Social Stride: The Influence of Online Communities on Running: The rise of running clubs and the power of social media are key factors motivating Gen Z to take up running, fostering a sense of belonging and shared experience.

Big Social Trend: The Democratization of Fitness: Gen Z is embracing accessible forms of exercise like running, moving away from potentially exclusive or expensive fitness trends.

Worldwide Social Trend: Global Embrace of Running for Health and Social Connection: The benefits of running for both physical and mental health, coupled with its ability to foster community, are driving its popularity worldwide.

Social Drive: Seeking Community, Well-being, and Authentic Expression: Gen Z is motivated by the desire to connect with others, prioritize their mental and physical health, and express their individuality through activities like running.

Learnings for brands to use in 2025:

• Authenticity and Inclusivity are Key: Ensure marketing efforts genuinely reflect the diversity of the running community and avoid tokenism.

• Focus on the "Why" Beyond Performance: Highlight the social, mental health, and personal growth aspects of running, not just speed and competition.

• Empower and Support Community Leaders: Recognize and support the organizers and leaders of local running clubs and crews.

• Create Content that Resonates with Gen Z's Values: Utilize social media to share inspiring stories, practical tips, and relatable content that speaks to the experiences of young runners.

• Offer Gear That Blends Performance and Style: Cater to Gen Z's desire for running apparel and footwear that is both functional and fashionable.

Strategy Recommendations for brands to follow in 2025:

• Sponsor Local Running Clubs and Events: Support grassroots running initiatives to build genuine connections with the running community.

• Develop Digital Platforms for Connecting Runners: Create or enhance apps and online communities that facilitate social interaction and support among runners.

• Partner with a Diverse Range of Influencers: Collaborate with creators who represent the diversity of the running community and share authentic experiences.

• Launch Campaigns Focused on Mental Health and Well-being Through Running: Raise awareness of the mental health benefits of running and encourage participation as a form of self-care.

• Offer Entry-Level Programs and Resources for New Runners: Make running more accessible to beginners by providing guidance, training plans, and supportive resources.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it.

The core trend is the Gen Z-Led Transformation of Running, and to effectively engage with this booming segment in 2025, brands and companies should prioritize authenticity, inclusivity, community building, and the celebration of running's benefits for both physical and mental well-being, leveraging digital platforms and relatable influencers to connect with a diverse and socially conscious generation.

Final Note:

• Core Trend: Gen Z's Running Revival: The significant increase in running participation driven by Generation Z.

• Core Strategy: Emphasize Community, Inclusivity, and Well-being: Brands should focus on these values in their engagement with the running community.

• Core Industry Trend: The Democratization of Fitness Through Accessible Sports: The shift towards affordable and easily accessible forms of exercise like running.

• Core Consumer Motivation: Seeking Community, Mental Health Benefits, and Self-Expression Through Activity: Gen Z is driven by these factors when choosing to run. Final Conclusion

Core Trend Detailed: The core trend details the unprecedented surge in running's popularity, primarily fueled by Generation Z. This isn't just about fitness; it's a cultural phenomenon where running has become fashionable, communal, and remarkably diverse. Unlike previous running booms that were often associated with specific demographics, this current wave embraces individuals from all ethnicities and backgrounds, with a notable surge in female participation. Gen Z is motivated by a desire for community, a focus on mental health and well-being, and the accessibility and affordability of the sport. They are leveraging social media to connect, share their experiences, and find inspiration from relatable individuals, transforming the image of running from a purely competitive endeavor to a more inclusive and lifestyle-oriented activity.

Key Characteristics of the Core trend:

• Inclusivity and Diversity: Participation spans across various ethnicities and demographics.

• Strong Female Engagement: Women, particularly within Gen Z, are a driving force behind the boom.

• Community-Centric Approach: The growth of running clubs and crews fosters social connections.

• Social Media Influence: Platforms like Instagram and TikTok play a significant role in popularizing running.

• Focus on Mental and Physical Well-being: Running is recognized for its positive impact on both aspects of health.

Market and Cultural Signals Supporting the Trend:

• Record-Breaking Participation in Marathons: The massive increase in ballot entries for events like the London Marathon indicates widespread interest.

• Growth of Running-Focused Brands and Communities: The success of brands like Tracksmith and the proliferation of running clubs demonstrate the strength of the community.

• Increased Visibility of Everyday Runners on Social Media: Non-professional athletes sharing their running journeys inspire others to join in.

• Emphasis on Mental Health in Gen Z Culture: The generation's awareness of and focus on mental well-being aligns with running's recognized benefits.

• Accessibility and Low Cost of Entry: Running remains one of the most accessible and affordable forms of exercise.

How the Trend Is Changing Consumer Behavior:

• More People Prioritizing Running as a Regular Activity: Running is becoming integrated into daily and weekly routines for a significant number of individuals.

• Seeking Out Running Clubs and Group Runs: There's a greater demand for social running opportunities and connections.

• Investing in Running Gear That Combines Performance and Style: Consumers are looking for apparel and footwear that meets both their functional and aesthetic needs.

• Sharing Running Experiences and Progress Online: Social media is used to document and celebrate running achievements and connect with other runners.

• Viewing Running as a Holistic Wellness Practice: It's seen not just as exercise but as a way to improve overall well-being.

Implications Across the Ecosystem:

• For Brands and CPGs: Opportunity to cater to a growing and diverse market with products and messaging that resonate with Gen Z's values.

• For Retailers: Increased demand for running shoes, apparel, and accessories, both online and in physical stores.

• For Consumers: Greater access to a supportive and inclusive running community, more options for stylish and functional gear, and a wider recognition of the benefits of running for health and well-being.

Strategic Forecast:

• The Gen Z-led running boom is likely to continue and potentially expand to other demographics.

• We will see further innovation in running gear and technology to enhance the experience.

• The integration of digital platforms and communities for runners will continue to grow.

• Sustainability and ethical considerations will become increasingly important for brands in the running space.

• Running will likely remain a key component of the health and wellness landscape for years to come.

Final Thought (summary):

The unexpected and vibrant resurgence of running, now spearheaded by the diverse and community-oriented Generation Z, signifies a powerful shift in the sport's culture, emphasizing inclusivity, well-being, and the fusion of fitness with social connection and style, creating a promising trajectory for its continued growth and impact.

Source: https://www.theguardian.com/sport/2025/may/27/running-gen-z-boom-athletics-london-marathon