As I get ready for my run, I look around my room for my necessities. The Brooks Glycerin 20 shoe (for the long runs, of course), Nathan hydration backpack, Goodr running sunglasses, Shokz running headphones, Garmin running watch and the countless number of gels and Xact bars (to fuel the long runs). Although it seemed like an inexpensive sport and hobby to pick up during COVID, the reality of the sport quickly dawned upon me: the variety of shoes, fuel packs, hydration methods, and sunglasses brands have created a conglomerate in the running industry. Not only are there countless items, but monopolies have emerged with certain brands running large portions of the industry. The common names include Hoka, Brooks, Nike, Saucony, Asics, and recently, OnCloud. For the average person, some of these brands sound straight out of the discount section in Walmart, but for a runner, these brands reign. In recent years, these brands have only grown in popularity, becoming household names.
Running, especially long distance, has ebbed and flowed in popularity for decades. In the 1960s, running was only for athletes and boxers for extra training, not for the average person. In fact, seeing an average person jogging was a cause for concern. The true trend in running for pleasure became popularized in New Zealand, where future co-founder of Nike, Bill Bowerman, brought the trend back to the USA. In the ‘70s, celebrities including Steve Prefontaine, and the rise of Nike, pushed the movement mainstream. The New York Times interviewed a few runners in 1968, one of which described the activity with this quote: “At first you think everyone is staring at you --- and they are. After a while you enjoy jogging so much that you don’t give a damn”.
Now, the rise in marathons and ultramarathons (ultras) has quickly risen, with a gradual shift to triathlons, like the notably expensive endeavor of the Ironman. The participation in runs in general has risen over the last 25 years, with new statistical analysis speaking to an increase of 1696%. As more people take up running, the longer they are willing to go. Ultramarathons are qualified as a distance more than a marathon (a marathon being a distance of 26.2 miles or 42.2 km). With longer distances, the need for more gear, and the need to spend more money, increases significantly. For your usual 5k run, you don’t need a bunch of fancy shoes, nutrition or water. But, as you rise up in distance, the need to have proper fuel, training, and clothing must increase. Running and athletic based companies have taken up on this trend, pumping out more items, with bigger price tags. The global running apparel industry is expected to reach $59.8 billion USD by 2027. People don’t just want to run, they want to look fashionable while they do it.
The rise of the running influencer has also increased. Hellah Sidibe has been running everyday since May 15 2017, amassing 300,000 followers on Instagram alone. Sidibe ran all the way from Los Angeles to New York City, being the first Black man to run across America. Sidibe often promotes different running brands, specifically testing multiple different running watches (from Apple to Garmin). Sidibe is sponsored by Hoka, a popular shoe brand, and promotes it to his Instagram, TikTok and YouTube followers. Influencers have huge pull over trends in countless markets. In the running industry, leading brands must partner with the right people and races to get the word out.
Other big names, including David Goggins, have had pull on the amount of people getting into the sport. Hearing stories like Goggins, who demonstrates the hardship of running ultras (including the MOAB 240 and Badwater 135), has inspired many to take up the sport. The race industry itself has grown significantly, especially with big names backing it. In 2000, there were over 200 ultra events with around 8,400 participants. In 2023, there were over 2800 races, amassing 87,000 runners. Those numbers are huge, especially when you take into account the cost of races. Each race costs between $100-200 just to sign up. Many participants don’t live in the city where the run takes place, which adds the price of flights, hotels, food and tourism.
Ultras have transformed cities. Leadville 100 (an insanely difficult 100-mile trail run) was created to bring tourism back to the city of Leadville in Colorado. Leadville was home to a massive mining industry, once being one of the richest cities in the USA. When Climax Mine closed in the 1980s, Leadville became a ghost town. Now, Leadville is synonymous with racing and endurance sports, bringing tourism back to the city.
So, why do we do it? To put it simply, running is human nature. Even with added costs being brought into the sport, running is natural. Running requires immense discipline, commitment and consistency. Going out to a race, no matter the distance or amount of time you’ve been running for, takes immense courage and preparation. So, why not enjoy the items you run in? Why not spend extra money going to a new city to run a race? Sure, you may not need to spend the extra cash. But, if you have it, splurging on some new shoes or clothes may encourage you to take that extra step. If spending money can get you running, who knows how far you’ll be able to go.