At Large | The London Marathon hits 40 with a long road ahead

September 30, 2021

Mass participation events have been sustained by decades of growth in everything from personalised exercise trends to sponsorship but the possibilities of connected fitness promise even greater opportunities.

The London Marathon returns to the streets of the British capital on Sunday 3rd October for perhaps its most notable edition to date. It will be the 40th mass running of the annual event, whose 40th anniversary passed in April. That little statistical quirk, for an event held once a year, is of course because the 2020 edition was skipped due to Covid-19. Sports Pro