Running USA Launches 2024 Global Runner Survey, Revealing Key Insights into Runners’ Behaviors and Mindsets

September 4, 2024

Sept. 3, 2024/ENDURANCE SPORTSWIRE/ – Running USA is excited to launch its highly anticipated 2024 Global Runner Survey sponsored by ACTIVE Network, a comprehensive report providing critical insights into the behaviors and attitudes of event participants in North America and worldwide. This year’s survey garnered over 7,400 responses, with 94% of participants hailing from the United States.

Thanks to the sponsorship of ACTIVE Network, the survey is free to all active members of Running USA and $299 for non-members. Download it today (login to runningusa.org is required).

“The Global Runner Survey sponsored by ACTIVE is a detailed look at the desires, needs and habits of runners around the world. It is an invaluable tool for event organizers, vendors and brands,” said Jay Holder, Executive Director of Running USA. “We are grateful for our members and partners who promoted the survey and for the thousands of runners and walkers who took the time to answer our questions.”

A September 12 webinar will discuss the most interesting findings from the survey. Michael Clemons, Running USA operations director and research lead, will share some of the most interesting trends revealed by the survey and answer your questions about the research. Register for the webinar here.

The annual Global Runner Survey is a vital tool designed to empower event producers, brands, charities, vendors, and other stakeholders in the running industry. By offering a detailed look into various aspects of runner participation and engagement, the report aims to facilitate growth and innovation within the running community.

Key areas explored in the 2024 survey include:

• Behavior Around Event Participation: Understanding the patterns and preferences that drive participation.
• Mindset Behind Event Participation: Insights into the motivations and reasons runners choose to engage in events.
• Spending and Fundraising Habits: Analysis of financial behaviors related to running events.
• Diversity, Equity, Inclusion, and Belonging: Recommendations for fostering a more inclusive running community.
• Brand and Technology Usage: Trends in how runners interact with brands and technology.

This year, Running USA, in collaboration with Treat PR, has expanded the survey’s scope to explore the impact of social media presence and communication strategies on runners’ decisions to participate in or return to events. Adjustments have also been made to better capture factors influencing event participation, providing greater clarity for organizers. Notably, the focus on virtual events has been removed, reflecting the industry’s shift back to pre-pandemic in-person engagements. Download the survey for invaluable insight.

Additionally, the survey’s racial and ethnic demographic categories have been aligned with U.S. Census data to ensure consistency and facilitate year-over-year tracking. Running USA encourages all events to adopt a uniform approach to collecting this data to enhance industry-wide understanding and inclusivity.

To learn more about becoming a Running USA member and accessing additional research and resources for the running industry, visit www.RunningUSA.org.

About Running USA

Running USA is a non-profit that serves as the leading trade organization for the running industry in North America and hosts the nation’s preeminent industry conference annually. Through education, research, best practices and data, Running USA is committed to supporting and facilitating growth, diversification and excitement in running communities everywhere. We promote networking and idea-sharing between event organizers, sponsors, vendors and athletes. Running USA is a member of a global alliance of organizations focused on the betterment of the global running community including the Running Industry Alliance and European Athletics. For more information, visit runningusa.org.