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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.'
Scottish Sun
03-05-2025
- Lifestyle
- Scottish Sun
From breathable vests to hydration tablets – three products to help you hit your running goals
Click to share on X/Twitter (Opens in new window) Click to share on Facebook (Opens in new window) HAVE you been inspired to get your running shoes on after watching the London and Manchester marathons last weekend? I know I have. And already, nearly 1.2MILLION people from around the world have applied for next year's run in the capital – which is a record-breaking figure. Sign up for Scottish Sun newsletter Sign up 4 We've looked at ways to help you achieve your running goal If running 26.2miles is your goal, today I've looked at ways to help you. RUN CLUBS 4 Members and newcomers can train together at PureGym's Run Club PUREGYM has launched its Run Club, where both members and newcomers can train together. As well as expert guidance, it's a great way to meet others who may also have gone mad for marathons. The clubs are available at PureGym locations that have a qualified personal trainer who can lead a group, offering supportive, community-led running sessions suitable for all fitness levels. READ MORE ON RUNNING BREAK & SWEAT Kelly Brook reveals painful London Marathon injury after hospital dash Timetables vary, so check schedules directly with your local PureGym or via the app. Visit BREATHABLE VESET 4 The Strive Fly vest is light, weighing just 113g, breathable and very comfortable I ALWAYS thought a running vest was a bit bulky and pointless. But after trying this one from Silva, I get why so many people use them. The Strive Fly vest is light, weighing just 113g, breathable and so comfortable that you forget you've got it on. It is really useful. It has several pockets (one with a zip) and adjustable straps. Great if you like to take your keys and phone with you. But then, if you start taking it all a bit more seriously, you can carry water bottles and gels, too. There are even straps for keeping drinking straws in place and a whistle in case of emergencies! Team GB legend Paula Radcliffe gives her top tips ahead of running a marathon It comes in black, green and rose – and I can see this becoming a key part of my regular running kit when I want to go the extra mile. £64.99 from HYDRATION 4 Healthspan has an Elite range designed for those focused on performance VITAMIN company Healthspan has an Elite range designed for those focused on performance. There are supplements, protein and nutrition products and vitamins specifically aimed at those who are active. I love Activ Hydrate, which is an electrolyte sports drink. When we sweat during exercise, we lose vital fluid, together with tiny electronically charged particles – collectively called electrolytes. These tablets, that you dilute in water, contain electrolytes – 300mg sodium, 100mg potassium, 40mg calcium and 20mg magnesium – that play a vital role in hydration. I tried the refreshing Citrus Twist flavour. You wouldn't know it was a 'health drink'. From £13.99 for 40 tablets, from
The Irish Sun
03-05-2025
- Health
- The Irish Sun
From breathable vests to hydration tablets – three products to help you hit your running goals
HAVE you been inspired to get your running shoes on after watching the London and Manchester marathons last weekend? I know I have. And already, nearly 1.2MILLION people from around the world have applied for next year's run in the capital – which is a record-breaking figure. 4 We've looked at ways to help you achieve your running goal If running 26.2miles is your goal, today I've looked at ways to help you. RUN CLUBS 4 Members and newcomers can train together at PureGym's Run Club PUREGYM has launched its Run Club, where both members and newcomers can train together. As well as expert guidance, it's a great way to meet others who may also have gone mad for marathons. The clubs are available at PureGym locations that have a qualified personal trainer who can lead a group, offering supportive, community-led running sessions suitable for all fitness levels. READ MORE ON RUNNING Timetables vary, so check schedules directly with your local PureGym or via the app. Visit BREATHABLE VESET 4 The Strive Fly vest is light, weighing just 113g, breathable and very comfortable I ALWAYS thought a running vest was a bit bulky and pointless. But after trying this one from Silva, I get why so many people use them. The Strive Fly vest is light, weighing just 113g, breathable and so comfortable that you forget you've got it on. It is really useful. It has several pockets (one with a zip) and adjustable straps. Most read in Health Great if you like to take your keys and phone with you. But then, if you start taking it all a bit more seriously, you can carry water bottles and gels, too. There are even straps for keeping drinking straws in place and a whistle in case of emergencies! Team GB legend Paula Radcliffe gives her top tips ahead of running a marathon It comes in black, green and rose – and I can see this becoming a key part of my regular running kit when I want to go the extra mile. £64.99 from HYDRATION 4 Healthspan has an Elite range designed for those focused on performance VITAMIN company Healthspan has an Elite range designed for those focused on performance. There are supplements, protein and nutrition products and vitamins specifically aimed at those who are active. I love Activ Hydrate, which is an electrolyte sports drink. When we sweat during exercise, we lose vital fluid, together with tiny electronically charged particles – collectively called electrolytes. These tablets, that you dilute in water, contain electrolytes – 300mg sodium, 100mg potassium, 40mg calcium and 20mg magnesium – that play a vital role in hydration. I tried the refreshing Citrus Twist flavour. You wouldn't know it was a 'health drink'. From £13.99 for 40 tablets, from
The Sun
03-05-2025
- Sport
- The Sun
From breathable vests to hydration tablets – three products to help you hit your running goals
HAVE you been inspired to get your running shoes on after watching the London and Manchester marathons last weekend? I know I have. And already, nearly 1.2MILLION people from around the world have applied for next year's run in the capital – which is a record-breaking figure. If running 26.2miles is your goal, today I've looked at ways to help you. RUN CLUBS 4 PUREGYM has launched its Run Club, where both members and newcomers can train together. As well as expert guidance, it's a great way to meet others who may also have gone mad for marathons. The clubs are available at PureGym locations that have a qualified personal trainer who can lead a group, offering supportive, community-led running sessions suitable for all fitness levels. Timetables vary, so check schedules directly with your local PureGym or via the app. Visit BREATHABLE VESET I ALWAYS thought a running vest was a bit bulky and pointless. But after trying this one from Silva, I get why so many people use them. The Strive Fly vest is light, weighing just 113g, breathable and so comfortable that you forget you've got it on. It is really useful. It has several pockets (one with a zip) and adjustable straps. Great if you like to take your keys and phone with you. But then, if you start taking it all a bit more seriously, you can carry water bottles and gels, too. There are even straps for keeping drinking straws in place and a whistle in case of emergencies! Team GB legend Paula Radcliffe gives her top tips ahead of running a marathon It comes in black, green and rose – and I can see this becoming a key part of my regular running kit when I want to go the extra mile. £64.99 from HYDRATION VITAMIN company Healthspan has an Elite range designed for those focused on performance. There are supplements, protein and nutrition products and vitamins specifically aimed at those who are active. I love Activ Hydrate, which is an electrolyte sports drink. When we sweat during exercise, we lose vital fluid, together with tiny electronically charged particles – collectively called electrolytes. These tablets, that you dilute in water, contain electrolytes – 300mg sodium, 100mg potassium, 40mg calcium and 20mg magnesium – that play a vital role in hydration. I tried the refreshing Citrus Twist flavour. You wouldn't know it was a 'health drink'.
Daily Mail
27-04-2025
- Sport
- Daily Mail
THE MOTHER OF ALL MARATHONS! Eilish McColgan beats mum Liz's personal best on her debut at distance in London
Eilish McColgan couldn't conceal her pride after beating her mother's personal best on her London Marathon debut - and setting a new Scottish record into the bargain. In her first race over 26.2 miles, the 34-year-old finished eighth in a time of 2hr 24min 25 sec - a place ahead of fellow Brit Rose Harvey. That was more than two minutes faster than the best time of her mum Liz - who won here in 1996 - as well as breaking Steph Twell's previous Scottish marker of 2:26:40 set in Frankfurt in 2019. 'I'm really proud of myself today,' admitted McColgan, who was ruled out of the London race two years ago with a knee injury which later required surgery. 'I'm happy to break my mum's record. That was the main goal for me. I've broken every one of my mum's PBs now, so that was a really special thing to do within the family.' Sunday's feat was quite the achievement for McColgan, who had claimed last week she was primarily aiming to complete her debut with 'no mishaps' but admitted to having a couple of 'loose goals'. Now the 10,000m Commonwealth gold winner has Paula Radcliffe's record in her sights as she seeks to send more times tumbling in the marathon. 'After knee surgery, there was a lot of confidence to build back,' said McColgan. 'There was a mental block. You always have people saying: 'Oh, she'll never be able to get round a marathon', so I've done that at least, but there is a lot more to come. 'I'd love to run a sub-2:20 before the end of the year. No British woman has done that since Paula Radcliffe. I do believe I'm capable of doing it.' The women's race was won by Ethiopia's Tigst Assega, the Olympic silver medallist, with a world record for a women's only field of 2:15:50. Kenyan Joyciline Jepkosgei was second and Olympic champion Sifan Hassan came third. In the men's event, Kenya's Sebastian Sawe triumphed on his London debut in a time of 2:02:27. Jacob Kiplimo of Uganda finished second in his maiden marathon, with last year's winner Alexander Mutiso Munyao third and record four-time champion Eliud Kipchoge sixth. Scottish legend Liz McColgan back in 1996 when she won the London Marathon Mahamed Mahamed was the first Brit home in ninth and Olympic triathlon champion Alex Yee was the next home finisher, coming 14th in a very respectable 2:11:08 in his first marathon. 'There were a lot more dark moments than in Paris,' admitted 27-year-old Yee. 'There was a lot of pain there. 'I had to keep fighting through that and I am proud to get to the finish line. To be the second Brit is pretty special.'
