Running isn't a cheap hobby. It will cost me £2452 to run the London Marathon this Sunday

Daily Mail​

23-04-2025

Running may seem a cost effective way of keeping fit. But by the time I complete the London Marathon on Sunday I will have spent £2452 on kit, training plans and recovery.
That's because marathons are no longer just about raising money for good causes and enjoying the atmosphere. Thanks to the pandemic, advancements in running shoes and the rise of social running groups, running culture has boomed in the last five years - and in turn its made these races big business.
You could say they've become fashion shows: the start line is akin to the front row where what you wear sets your status as a runner before you've even set off. And it's fuelled by Gen Z: TCS London Marathon recorded a 105% increase in entries from 20-29-year-olds to this month's event.
Me and my twenty-something-year-old Instagram obsessed peers are prepared to splash cash on anything that will garner us personal bests, clout and 'kudos' on Strava. And there's a pool of specialist fitness brands that have tapped into this young, image-concerned (sweaty) cult.
The only need to know rival watch brands at my run club are Coros and Garmin. I have sworn by Coros since I started running regularly two years ago: my Pace 3 gps watch lives on my wrist - even when I sleep - and tracks my routes, heart rate, stress levels and how well my body is recovering. Without it I would have all the gear and no idea - and I get all the stats I need to regulate my training for a one off cost.
Coros Pace 3 Watch £219 Shop
Every fitness enthusiast I know forks out for both the Runna and Strava apps: these go hand in hand, which explains why the latter has recently acquired the former. Founded by Dom Maskell and Ben Parker in 2021, Runna is the equivalent of having a coach in your pocket. For £15.99 a month, this personalized training plan platform plots when, how often and how far you need to run for just a couple of pounds more than your standard Netflix subscription. Strava then tracks the run itself and allows you to follow your friends' activities too. It's a little digital social community where I can see my own progress, give 'kudos' to other runners and find new routes or run clubs (£8.99 a month, Strava).
When you're racking up miles, Shokz OpenFit earphones outperform standard AirPods. They loop around your ears - rather than being wedged in - so they don't pop out and also allow you to stay in tune with traffic and the noises around you (£129, Shokz). I highly recommend them for female runners who want to enjoy music and podcasts whilst keeping their wits about them.
On long runs, you'll be pushed to catch me without my Salomon running vest (£125, Salomon). It holds far more than you think. I stuff mine with my phone, Compeed, chafe balm, sweets and Maurten's carbohydrate gels (£33.95 for 12, Maurten). I must have gone through three of these boxes during my eleven week training block to fuel my sessions, so they're not cheap. But they digest easily and don't leave a horrible sweet taste in your mouth.
The It-girls on London's running scene are decked out in brightly coloured outfits rather than standard black leggings and a t-shirt. Free People's girlish, saccharine toned 'Runsies' (a lightweight all-in-one) are very popular (£88) along with the brand's frilly 'Get your Flirt On' shorts (£38, Free People). I have been training in both, but on race day itself I will show up in one of Oner's matching co-ords, because they're comfortable and don't budge as you move - I ran the Amsterdam Marathon in one. Plus, they come in an array of lovely shades (shorts £48 and sports bra £35, Oner).
Get Your Flirt On Shorts £38 Shop
Forget Nike, on my feet you'll exclusively find New Balance trainers. The Boston born brand has become a lead in the running trainer market over the past couple of years - and aside from performance, I'm sure part of their success comes from the punchy, aesthetic colours they use. On average you need two pairs: one for longer runs and one for faster, shorter speed sessions. When I'm not sprinting I wear the Fresh Foam X 1080v14 shoes (£160), but on race day itself I will wear the brands FuelCell SuperComp Elite v4, which are worth the splurge for comfort and pace (£260, New Balance).
But it isn't just about the outfit you run in, it's about the kit you use for recovery too. Google searches for 'marathon recovery' have spiked 34% in the last month. Biohacking has become synonymous with elite sports and marathon training - those in the know are utilising hot and cold contrast therapy treatments between training to accelerate muscle rehabilitation.
ARC Community's sauna and ice bath centre in Canary Wharf offers guided classes or self-governed sessions where you flit between sweating it out in 75 degrees celsius and 2-4 degree cold plunge pools (from £35, ARC Community). They also have 'Evening Socials' with a DJ - think of it as a wellness rave. I would recommend a visit just for the towel waving displays, which crank up the heat in the sauna to a steamy 90 degrees celsius.
On the opposite side of London, Kensington's Repose Space is another well-loved destination among runners. Here they use an infrared sauna (rather than a Finnish iteration) with a cold plunge tub. The infrared soothes muscles, improves circulation, and detoxifies, whilst the cold invigorates the body by reducing inflammation and boosting energy. At this chichi centre 45 minutes of heat therapy will cost you £130.
But Repose is also famed for its hyperbaric chamber: a pressurised enclosure where you breathe pure oxygen at levels higher than atmospheric pressure. This therapy, known as hyperbaric oxygen therapy (HBOT), enhances oxygen delivery to tissues, promoting healing and reducing inflammation. And you'd hope it does: one hour in the chamber is just as pricey as the sauna. (£130, Repose). Despite the hefty price tag it's hugely popular for being a non-invasive approach to improving oxygenation and supporting healing and they've already seen an uptick in bookings ahead of the marathon.
At home, I also rate the Lola Theragun for a DIY massage which prevents soreness by releasing the lactic acid from tired muscles (£59.90, meetlola.com). It also improves circulation and is about as big as an iPhone - perfect when packing for international races.
But the best couch-recovery money can buy - and yes, it really is an investment - is a pair of Hyperice Normatec Premier compression boots (£999, hyperice.com). They may sound like something that's intended for space exploration, but these bluetooth air compression stockings massage your legs to support lymphatic drainage and relieve pain and soreness so you never have to give in to DOMS (delayed onset muscle soreness). You simply connect your phone - I slip mine on whilst watching tv, reading or working - set your session via the app and by the end of a 30 minute stint legs feel renewed and ready to go again. It's genius - if you can afford it. And I'm convinced these boots will help me get over the finish line.