Latest news with #HughBrasher
Yahoo
27-05-2025
- Entertainment
- Yahoo
From TikTok to the track: Gen Z are driving running's third great boom
There are 349,000 more runners in England in 2024 compared to 2023 and the rise has almost entirely been fuelled by women. There are 349,000 more runners in England in 2024 compared to 2023 and the rise has almost entirely been fuelled by women. Photograph: Moof/Getty Images/Image Source Hear that sound? It is the fingertaps of Gen Z scrolling through Instagram reels and TikToks. The pings of card readers as more stylish gear leaves the shelves. The drumbeat of cushioned soles on pavements up and down the country. But, most of all, it is the noise of the jaws of the smartest people in sport crashing to the floor. Because, suddenly and entirely unexpectedly, we are in the third great running boom, one that almost nobody saw coming and powered almost entirely by Gen Z, particularly women. 'You go back to the first boom in the 1970s and 80s and there was no real diversity: it was all thin, skinny, white guys in very tight shorts,' says Hugh Brasher, the event director of the London Marathon. The second boom? That, he says, came after Paula Radcliffe broke the world marathon record in 2003, leading to a big jump in women taking up running, before parkrun grew the numbers again. Advertisement 'You look now and it really is all ethnicities and demographics,' Brasher says. 'This explosion – and it really is an explosion – has been brilliant to see. I wish that any of us could say we created it, like Netflix and Drive to Survive, or even saw it coming. But we didn't. It's been an organic explosion.' The numbers are staggering. More than 1.1 million have entered the ballot for the 2026 London Marathon – not only a world record but nearly double the figure from two years ago. Strikingly, for the first time, the male/female split is almost 50/50. The race is also getting younger: more than a third of UK entries are aged from 18 to 29 years old. So what is going on? Part of it is a happy confluence of circumstances. Running has always been cheap and accessible. Now it is also fashionable. But dig a little deeper, and there are some interesting things going on. Last month, for instance, Sport England found that while there were 349,000 more runners in England in 2024 compared to 2023 that rise was almost entirely fuelled by women. Advertisement 'Part of the rise is because brands have cottoned on to the fact that women are willing to spend a lot of money on products that work better and look nicer,' says Lee Glandorf, a marketer who works with sports brands on their editorial strategy and writes a Substack on sport and fashion. 'Lululemon, in particular, led the way and did a lot of the work to make running fashionable. 'But I also know that for a long time, Hoka's internal motto was 'win with women'. They put a lot of energy into making running shoes fashionable and comfortable for women. They seeded a lot of influencers and they did a lot of messaging around soft wins, the idea it is OK to run slowly and that winning can be achieved in different ways.' While the traditional running world may sneer, Glandorf says influencers have played a significant part. 'This huge ecosystem of female creators definitely brings in younger women,' she says. 'Mostly they are not pro athletes. Instead the younger generation is being inspired by people who look like them or have a similar background.' There is one myth worth shattering, however. It was not the pandemic that led to the spike in running. That, says Brasher, only came in 2023. But Covid‑19 did play a part. 'We used to have to go into the office five days a week,' he says. And we socialised through work. A lot of that cohesion has gone and therefore it needs to be replaced. People want to be together in a community they enjoy and running has myriad diverse communities.' Advertisement That is particularly true of Gen Z, which has been hit harder than most. Research also shows Gen Z drinks much less than previous generations and is more aware of mental health. 'The research is now showing that running is better than taking a pill to help with depression,' Brasher says. Another factor behind the boom is the explosion in a new breed of running clubs or 'crews', bringing people together in a more communal way. In the buildup to the London Marathon, the sports brand Tracksmith had up to 400 runners gather outside its shop for its Sunday morning long runs with pacers running between 6.45 minute- and 12-minute miles. 'The growth over the past two years has been crazy,' says Tracksmith's community leader, Amrit Ghatora. 'But there are so many crews now, from black trail runners to Asian running groups, so there really is something for everyone. If you come to a run club for the first time, it can be an intimidating experience. But we do everything to ensure that no one feels left out and it is a really enjoyable experience.' This latest running boom has not yet had an impact on elite track and field. Nick Pearson, who was formerly in charge of parkrun and now is chief executive of the talent agency Forte management, says that does not matter. 'There are some people who say this boom won't last, but I disagree. The direction of travel is upwards and you've still got some really significant pockets, particularly in some cultural female groups, that can be unlocked into running. 'And why would it go away? It's free. It's unbelievably accessible. It's cheap. Anyone can do it. And the super boost behind this latest boom is Gen Z. They socialise differently. They look for experiences differently and right now, we've just got this perfect storm going on.'
The Guardian
27-05-2025
- Entertainment
- The Guardian
From TikTok to the track: Gen Z are driving running's third great boom
Hear that sound? It is the fingertaps of Gen Z scrolling through Instagram reels and TikToks. The pings of card readers as more stylish gear leaves the shelves. The drumbeat of cushioned soles on pavements up and down the country. But, most of all, it is the noise of the jaws of the smartest people in sport crashing to the floor. Because, suddenly and entirely unexpectedly, we are in the third great running boom, one that almost nobody saw coming and powered almost entirely by Gen Z, particularly women. 'You go back to the first boom in the 1970s and 80s and there was no real diversity: it was all thin, skinny, white guys in very tight shorts,' says Hugh Brasher, the event director of the London Marathon. The second boom? That, he says, came after Paula Radcliffe broke the world marathon record in 2003, leading to a big jump in women taking up running, before parkrun grew the numbers again. 'You look now and it really is all ethnicities and demographics,' Brasher says. 'This explosion – and it really is an explosion – has been brilliant to see. I wish that any of us could say we created it, like Netflix and Drive to Survive, or even saw it coming. But we didn't. It's been an organic explosion.' The numbers are staggering. More than 1.1 million have entered the ballot for the 2026 London Marathon – not only a world record but nearly double the figure from two years ago. Strikingly, for the first time, the male/female split is almost 50/50. The race is also getting younger: more than a third of UK entries are aged from 18 to 29 years old. So what is going on? Part of it is a happy confluence of circumstances. Running has always been cheap and accessible. Now it is also fashionable. But dig a little deeper, and there are some interesting things going on. Last month, for instance, Sport England found that while there were 349,000 more runners in England in 2024 compared to 2023 that rise was almost entirely fuelled by women. 'Part of the rise is because brands have cottoned on to the fact that women are willing to spend a lot of money on products that work better and look nicer,' says Lee Glandorf, a marketer who works with sports brands on their editorial strategy and writes a Substack on sport and fashion. 'Lululemon, in particular, led the way and did a lot of the work to make running fashionable. 'But I also know that for a long time, Hoka's internal motto was 'win with women'. They put a lot of energy into making running shoes fashionable and comfortable for women. They seeded a lot of influencers and they did a lot of messaging around soft wins, the idea it is OK to run slowly and that winning can be achieved in different ways.' While the traditional running world may sneer, Glandorf says influencers have played a significant part. 'This huge ecosystem of female creators definitely brings in younger women,' she says. 'Mostly they are not pro athletes. Instead the younger generation is being inspired by people who look like them or have a similar background.' There is one myth worth shattering, however. It was not the pandemic that led to the spike in running. That, says Brasher, only came in 2023. But Covid‑19 did play a part. 'We used to have to go into the office five days a week,' he says. And we socialised through work. A lot of that cohesion has gone and therefore it needs to be replaced. People want to be together in a community they enjoy and running has myriad diverse communities.' That is particularly true of Gen Z, which has been hit harder than most. Research also shows Gen Z drinks much less than previous generations and is more aware of mental health. 'The research is now showing that running is better than taking a pill to help with depression,' Brasher says. Sign up to The Recap The best of our sports journalism from the past seven days and a heads-up on the weekend's action after newsletter promotion Another factor behind the boom is the explosion in a new breed of running clubs or 'crews', bringing people together in a more communal way. In the buildup to the London Marathon, the sports brand Tracksmith had up to 400 runners gather outside its shop for its Sunday morning long runs with pacers running between 6.45 minute- and 12-minute miles. 'The growth over the past two years has been crazy,' says Tracksmith's community leader, Amrit Ghatora. 'But there are so many crews now, from black trail runners to Asian running groups, so there really is something for everyone. If you come to a run club for the first time, it can be an intimidating experience. But we do everything to ensure that no one feels left out and it is a really enjoyable experience.' This latest running boom has not yet had an impact on elite track and field. Nick Pearson, who was formerly in charge of parkrun and now is chief executive of the talent agency Forte management, says that does not matter. 'There are some people who say this boom won't last, but I disagree. The direction of travel is upwards and you've still got some really significant pockets, particularly in some cultural female groups, that can be unlocked into running. 'And why would it go away? It's free. It's unbelievably accessible. It's cheap. Anyone can do it. And the super boost behind this latest boom is Gen Z. They socialise differently. They look for experiences differently and right now, we've just got this perfect storm going on.'
South China Morning Post
03-05-2025
- Sport
- South China Morning Post
More than 1 million people sign up for 2026 London Marathon, shatter world record
More than 1.1 million people have signed up for next year's London Marathon, after a record breaking edition of the race took place last weekend, organisers said on Saturday. Advertisement The number of applications for the 2026 race's ballot shattered last year's world record of 840,300 entries for the 2025 London Marathon. Hugh Brasher, CEO of organisers London Marathon Events, called it an 'absolutely staggering total which reaffirms London as by far the most popular marathon on the planet'. Applications for the 2026 race are nearly double the total for the 2024 London Marathon, organisers said after the ballot closed on Friday. Last Sunday's 45th race also snatched the Guinness World Records title for largest number of finishers from the 2024 New York Marathon. Advertisement More than 56,500 athletes crossed the finish line in blazing sunshine in the British capital, from the elite field through to those in fancy dress.
New Straits Times
03-05-2025
- Sport
- New Straits Times
London Marathon gets record 1.1 million applications for 2026 race
LONDON: The London Marathon has received more than 1.1 million applications for the 2026 race, breaking the world record of 840,318 set in last year's public ballot, organisers said today. A total of 1,133,813 people across the globe applied for a place in next year's race on April 26. Nearly 870,000 people in the UK applied, split almost equally between men and women. Around 264,000 people from overseas entered the international ballot. "This is an absolutely staggering total which reaffirms London as by far the most popular marathon on the planet," London Marathon Events CEO Hugh Brasher said in a statement. "Marathon Day is always an extraordinary and inspirational day when we celebrate the very best of humanity." More than 56,000 runners completed the 45th edition of the marathon last week, a world record. - REUTERS
The Star
03-05-2025
- Sport
- The Star
Athletics-London Marathon gets record 1.1 million applications for 2026 race
FILE PHOTO: Athletics - London Marathon - London, Britain - April 27, 2025 General view of runners on Tower Bridge during the London Marathon REUTERS/Jaimi Joy/File Photo (Reuters) -The London Marathon has received more than 1.1 million applications for the 2026 race, breaking the world record of 840,318 set in last year's public ballot, organisers said on Saturday. A total of 1,133,813 people across the globe applied for a place in next year's race on April 26. Nearly 870,000 people in the UK applied, split almost equally between men and women. Around 264,000 people from overseas entered the international ballot. "This is an absolutely staggering total which reaffirms London as by far the most popular marathon on the planet," London Marathon Events CEO Hugh Brasher said in a statement. "Marathon Day is always an extraordinary and inspirational day when we celebrate the very best of humanity." More than 56,000 runners completed the 45th edition of the marathon last week, a world record. (Reporting by Shifa Jahan in Bengaluru, editing by Ed Osmond)
