Gen Z could be driving London's recent running boom
TCS London Marathon recorded a staggering 105% increase in entries from 20-29-year-olds to this year’s event
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Gen Z could be driving the capital’s recent running boom, as experts say “running is the new clubbing” for young people.
Whether it’s to stay active, to improve their mental wellbeing, to create friendships, or to cut costs on expensive gym memberships, Gen Z is certainly making their mark in the running world.
Particularly in London, major events like the TCS London Marathon are experiencing a surge in Gen Z participation, while brands such as Nike, Adidas, and Lululemon are heavily investing in the city’s running scene, organising community events and fostering a growing running culture.
The ballot for the 18th annual Royal Parks Half Marathon set a new record this year, attracting their highest number of entrants — a 35% increase compared to 2024.
Meanwhile, the TCS London Marathon recorded a staggering 105% increase in entries from 20-29-year-olds to this year’s event, with a record 840,318 people entering the ballot in total.
Officials confirmed this age group now make up the second biggest age demographic for the event.
So why is running so popular with Gen Z?
Avid runner Tom Horn, writer of the Saving Gen Z Substack, said: “Running is the new clubbing. Gen Z are drinking much less so going out is a less important part of life post-pandemic.
“People are looking for more meaningful ways of creating connections by sharing interests not sharing drinks.
“Running is the perfect activity for Gen Z: It’s cheap and you don’t need any specialist skills or gear. You can just pick up your trainers and go whenever and wherever you like.
“There’s a simplicity to that at a time when so much of life is getting complicated.
“Taking part in races is a material way of measuring and showing off your success, which is important in the social media world.
“They also act as milestones to work towards. Races force me to stay disciplined, whatever distractions I may have from elsewhere.”
Runners in the Royal Parks Half which takes place in October this year
Royal Parks Half
Apps like Strava are driving the running boom by turning running into a social, competitive, and trackable experience.
According to the app’s most recent data, 66% of Gen Z have made new friends through a fitness group in the last year, with 55% saying their top reason for this was to form social connections.
1 in 5 even went on a date with someone they met at a group activity.
Meanwhile, 96% of Strava’s Gen Z users said they would consider reducing their alcohol intake in order to achieve their fitness goals.
The data demonstrates a huge shift in Gen Z’s priorities. Community running seems to be replacing the traditional nightlife scene for many.
Runners pass Buckingham Palace
Royal Parks Half
Head of Royal Parks Half Marathon, Liz Tack, said: “It’s incredible to see the demand for this year’s ballot and to break the record we set last year.
“We’re delighted to see the Royal Parks Half ballot go from strength to strength and to see the running boom continuing.
“We’ve seen a steady increase in the appetite for running events since the industry’s recovery from the Covid-19 pandemic.
“Our ballot entries are up 35% compared to 2024 which set our previous record number but to give this growth wider context, since 2022 our ballot entry numbers have grown 73%.
“As well as post-pandemic confidence, we have seen a huge increase in the number of community running groups who use social media to promote participation.
“The benefits of running communities stretch beyond fitness, offering members social interaction which helps with mental health and safety as some people do not feel confident running on their own.”
Hugh Brasher, London Marathon CEO said: “A world record 840,318 people entered the ballot for this year’s TCS London Marathon (a 43% increase on 2024) which highlights both the huge appeal the event has to people around the world but also the fact that more people are wanting to take part in mass participation events than ever before.
“This is also reflected in the other events in our portfolio such as The Bath Half, Brighton Marathon and The Big Half, all selling out in record time.
“Our ambition is to inspire activity and to see so many people running and wanting to be part of our events is fantastic.”
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