2025 in Review: Growth, Runner Behaviour, and the Trends Shaping Endurance
A Year of Momentum and Industry Evolution
2025 was a year defined by strong momentum, meaningful partnerships, and clear shifts in how athletes discover, choose, and experience events. From major global collaborations to evolving runner behaviour and broader endurance trends, the year provided valuable insights into where the industry is heading.
Expanding Our Global Event Partnerships
We expanded our global footprint through new collaborations with Abbott World Marathon Majors events, welcoming the TCS Sydney Marathon and the Bank of America Chicago Marathon to our platform. Alongside these additions, we continued working with some of the world’s most iconic races, including the Seoul, Rome, and Stockholm Marathons, reinforcing our position as a trusted partner for major international events.
Strengthening the Endurance Ecosystem
Beyond events themselves, we strengthened our presence within the global endurance ecosystem by attending key industry conferences, including MPW25 in Vietnam and RIA in the UK. These moments allowed us to exchange insights with organisers, partners, and industry leaders, while continuing to build long-term relationships. On the technical side, we introduced new integrations with Njuko, Eventrac, and mika:timing. With most events now integrated through Eventrac, these partnerships significantly improved platform scalability and operational efficiency.
Runner Discovery Trends in 2025
From a runner perspective, 2025 continued to be driven by iconic city races at the discovery stage. Searches were led by the Seoul Marathon, EDP Lisbon Marathon, Rome Marathon, Bangkok Marathon, and Málaga Marathon, highlighting the enduring appeal of globally recognised destinations. These events play a crucial role in inspiring runners and shaping early decision-making.
Purchase Behaviour and Market Concentration
When it comes to purchases, behaviour becomes more focused. Spanish races dominate conversions, with the GENERALI Málaga Marathon leading the way, followed by the Caixabank Palma City Half Marathon & XIV 10K Port de Palma and the TotalEnergies Málaga Half Marathon. This concentration underlines Spain’s strength as a race destination, combining strong branding, accessibility, and a dense supply of internationally appealing events that convert demand more effectively than other markets.
Distance Preferences and Format Evolution
Distance preferences remain stable, with half marathons continuing to lead demand, followed by marathons and 10Ks. Interest in “half marathons in Europe” remains strong, while trail running has grown steadily, increasing by over 7% since 2024. This growth points to a rising appetite for more experiential formats alongside traditional road races.
Cultural and Participation Trends
Broader endurance trends further shaped the year. Women’s running culture gained significant momentum, supported by initiatives such as the Stockholm Half Marathon’s 50/50 project, which helped drive record-breaking female participation. This shift is also reflected in our own registration data, where women represented a growing share of participants. Running continues to become more community-driven and inclusive, with runners starting at younger ages and embracing shorter, more accessible distances.
Seasonality, Demand, and Sell-Out Dynamics
From a commercial perspective, purchasing activity peaks between January and May, dips during June and July, and then gradually rises again toward the end of August. Traffic remains relatively stable throughout the year, with a notable spike in October. At the same time, races are selling out faster than ever. Events such as the Stockholm Marathon, Vienna Marathon, GENERALI Málaga Marathon, ORLEN Prague Marathon, Danang International Marathon, and Chiang Mai Marathon reached capacity months ahead of race day, with Vienna selling out well in advance. As a result, nearby races are becoming increasingly important alternatives for runners who miss out on flagship events.
Looking Ahead: A Growing and Competitive Landscape
Taken together, these insights show an endurance landscape that is growing, diversifying, and becoming more competitive. Demand is strong, runners are planning earlier, and opportunities are expanding not only for world-renowned city marathons, but also for destination, regional, and niche events ready to meet this growing appetite.
