The running event industry is a dynamic and ever-evolving landscape. As we sprint towards 2025, race directors must adapt to the changing needs and preferences of their runners.
At Running Awards and Apparel, we spend time exploring the key trends shaping the future of running events, from innovative medal designs to year-round engagement strategies.
The Allure of the Medal: A Runner’s Perspective
According to our research (which as runners ourselves, includes our own experiences) a significant number of participants consider race medals and overall swag when deciding to sign up for a race. Studies have also shown that distance does matter when gauging the level of value placed on race medals and other branded race merch, and that those who participate in longer distances, such as half marathons and marathons, are most likely to consider the race medal when signing up.
- Medal Magic: Unique, eye-catching medals can elevate a race’s appeal. Consider incorporating innovative designs, personalized touches, or sustainable materials.
- Swag Savvy: A well-curated swag bag can enhance the runner experience. Include items that are both practical and memorable, such as performance apparel, nutrition products, create medals that also serve as event and location souvenirs.
- Brand Matters: Your race doesn’t have to be the Boston Marathon to offer a medal that is coveted. You can make your race shirts, custom medals, and branded hats just as worthy of any big race name and boost your own signature brand to hold significant value. Achieve this brand growth by creating a strong identity through social media and email marketing, along with publishing compelling content online. You can read more about race brand boosting here.
Celebrating Achievements: Honoring Age Groups is a Win-Win Element
Recognizing age group winners is crucial for fostering a sense of accomplishment and community. Here are some ideas to elevate the experience:
- Dedicated Ceremonies: Host special ceremonies to honor age group winners, allow these achievers to bask in their glory on a podium or stage.
- Social Media Shoutouts: Share photos and stories of age group winners on social media and on your website to amplify their achievements.
- Personalized Recognition: While up on the podium, you can present customized, individual awards for each age group winner.
Post-Race Engagement: Keeping the Momentum Going
The runner experience doesn’t end at the finish line. Post-race engagement is essential for building loyalty and attracting future participants.
- Prompt Results: Provide timely race results to runners, including individual times and overall rankings. These can be presented on social media and posted on your website.
- Social Media Showcase: Share photos and videos of the event on social media, tagging participants and highlighting memorable moments.
- Winner’s Circle: Recognize and celebrate overall winners and age group champions on social media and in post-event communications.
- Record Breakers: Highlight any course records or personal bests achieved during the race.
Popular Running Event Themes for 2025
To captivate runners and stand out from the competition, consider incorporating these popular themes into your 2025 events:
- Inclusivity: Events that cater to runners of all abilities and backgrounds can foster a more welcoming and diverse community.
- Community and Charity: Partnering with local charities or organizing fundraising initiatives can inspire runners and give back to the community.
- Virtual and Hybrid Events: Continue to offer virtual and hybrid options to reach a wider audience and accommodate diverse preferences.
- Interactive Events: Consider hosting a running event that includes added fun elements, such as an obstacle course, physical challenge points, or even a scavenger hunt.
Year-Round Running Events: Catering to Every Season
To attract and retain runners throughout the year, race directors should consider hosting events in various weather conditions. Here are some tips:
- Winter Wonderlands: Organize winter running events, such as snow runs or holiday-themed races.
- Spring Fling: Host spring races that celebrate the blooming season, such as 5Ks and 10Ks.
- Summer Sizzle: Plan summer running events, like trail runs, night runs, or beach races.
- Autumn Adventures: Organize fall races that take advantage of the beautiful foliage, such as half marathons and marathons.
The Growing Running Community
According to RunSignup’s midyear reporting, the number of runners participating in events has steadily increased, exceeding levels prior to the Covid pandemic, and larger races are showing growth over 2023, and by midyear 2024, 5.1 million individuals had signed up for or participated in running events. To attract a larger share of this growing market, race directors must focus on creating exceptional experiences that resonate with runners. Branded race products such as medals, shirts, hats, and other swag are a key component!
By implementing these strategies and staying attuned to emerging trends, race directors can position their events for success in 2025 and beyond. At Running Awards and Apparel, we make it our business to stay on top of race trends, for our race director customers and for runners everywhere.