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An Endurance Boom: From Parkruns to Ultramarathons

  • Writer: Influence
    Influence
  • 1 day ago
  • 4 min read

Running participation is rising across almost every distance. From weekly 5ks in local parks to 100km races in the mountains, more people are running and racing more regularly.


Runners in colorful gear climb a sandy dune during a desert marathon race. Bright sunlight casts shadows; race numbers are visible. Energy and focus.

 

Marathons, once the ultimate challenge for amateur endurance athletes, have grown dramatically in scale. The first official race was held at the Athens Olympics in 1896, with a winning time of 2:58:50. Boston followed in 1897 and has since seen 129 editions. Today, major city marathons – London, New York, Paris, Berlin, Chicago – regularly host over 50,000 runners.

 

Technology, fuelling, training plans and gear may have evolved, but the fundamental challenge of 42.2km, or 26.2 miles, remains very real. Anyone who has hit “the Wall” somewhere between 30 and 42km knows it – regardless of finish time.

 

The appeal is also shifting younger, a trend highlighted in recent Wall Street Journal reporting. In 2019, runners aged 20-39 made up about 43% of finishers in the New York Marathon. In 2024, they were over 52%. Marathon running is thriving, driven in part by younger generations embracing endurance challenges.

 

The Rise of Ultras


But marathons are just part of the story. More runners are going further. Ultrarunning – any distance beyond 42.2km – has shifted from fringe curiosity to a fast-growing subculture.A 2023 analysis by RunRepeat shows ultramarathoners are the most committed runners by distance. This behaviour – often referred to as ‘stickiness’ – reflects sustained engagement over time and higher rates of repeat participation.

 

  • 10k runners racing more than once per year: 6% (2001) > 11% (2018)

  • Marathoners: 8% (2001) > 12% (2018)

  • Ultrarunners: 17% (2001) > 25% (2018)

While many road runners train for a single event each year, ultrarunners often race multiple times annually. For them, it’s a lifestyle as well as a goal.

The reasons are both physical and psychological. Long-term adaptations help with recovery and endurance. The mental side – the calming nature-based approach of trail running and the escape from time and data pressures – adds to the appeal. There’s also a strong sense of community and identity in the trail and ultra world that’s less pronounced in mainstream road running. That depth of engagement creates a very different participation dynamic.


A side-profile shot of a solo endurance athlete running along a flat, dusty dirt road in a vast, arid desert landscape under a clear blue sky. The runner is equipped for extreme conditions with a white bucket hat, sunglasses, arm sleeves, a large hydration backpack, and modern white running shoes.

 

Why Stickiness Matters

 

For brands, this kind of behaviour is commercially valuable. Ultrarunners are loyal and engaged. High mileage creates constant demand for shoes, watches, apparel and nutrition, with training and racing happening year-round.

 

They also represent the kind of tight-knit, story-rich communities that brands crave. Authenticity matters in this space, and athletes are often more influential than influencers.

 

It’s worth noting that repeat participation alone doesn’t mean growth. But in the US, ultramarathon data shows clear increases in both total participants and first-time entrants – suggesting the base is widening, not just getting more committed.

 

When paired with the repeat-racing data, it points to both an expanding base and a committed core – a sign of a healthy, growing sport.

 

There are also shifting demographics. Some studies suggest ultrarunners are trending older, and that the gender gap narrows as race distances increase – particularly at the longest events.

 

That said, ultramarathons, like marathons, attract committed participants. The time, training and mental effort involved naturally limit mass-market appeal. But within this passionate niche, participation continues to rise – fuelled by both experienced athletes and newcomers seeking a challenge.


A wide shot of the "The Marathon Project" start line at dawn, showing a dense pack of elite male marathon runners in singlets and shorts surging forward under a black "START" banner. Spectators line the sides of the asphalt course behind black barriers, with desert trees and a soft purple sky in the background.

 

The Growing Base

 

For any sport to thrive, new people need to enter at the grassroots. This is where initiatives like the NHS Couch to 5k app and Parkrun play a vital role.

 

The Couch to 5k app launched in 2016, but it was the Covid-19 lockdowns that supercharged its popularity. By mid-2020, downloads had doubled, reaching over 2.3 million. By 2022, downloads had surpassed 6.5 million. In 2024 alone, the app added 790,000 new users and recorded over 9 million runs started.

 

Parkrun, the free weekly 5k that takes place in parks and open spaces worldwide, has shown similar resilience. Participation has steadily grown over its 20-year history, fuelled by its inclusive and non-commercial ethos. As they remind you before every run: “It’s a run, not a race.”

 

The historical data chart below from the Parkrun website tells its own story.

 

A wide-angle view of a morning parkrun event featuring a large group of runners on a paved path cutting through a frost-covered grassy field. The bright morning sun glows on the horizon, casting long shadows of the runners who are dressed in colorful winter athletic wear, including jackets, leggings, and beanies.

What Does This Tell Us?

 

The data is clear: running participation is growing across all distances, from grassroots 5ks to ultramarathons. And it’s not just a UK or US trend, it’s global.

 

Why? A combination of factors: the rise of wearable tech making progress trackable, growing awareness of health benefits, a cultural shift towards wellness (especially among Gen Z), and even the decline in alcohol consumption, freeing up time and energy for more active lifestyles.

 

At the sharp end, athletes and coaches are refining their training with scientific precision. But the real growth lies in mass participation – where more people are finding their place, one step at a time. Together, these trends point to a sport that is not only growing, but deepening – with broader entry points and longer-lasting engagement.

 

 

Additional reading:

 

Marathon age/demographics:

Trends in Ultramarathon participation:

Ultra Participation Trends: https://www.mdpi.com/1648-9144/58/3/366

State of Ultrarunning (2020) – stickiness, demographics, nationality: https://runrepeat.com/uk/state-of-ultra-running

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