As we near the end of 2024 I wanted to share some thoughts about the opportunities for 2025 as I see them.
As I write this, enthused after an incredible launch party for the International Running Expo (IRX) in Amsterdam, buzzing from the energy of The Running Event (TRE) in Texas, and looking forward to the eighth National Running Show in the UK, I can’t help but marvel at the state of the running industry. We’re not just in a golden age of running; we’re witnessing an explosion of growth that is reshaping the market for brands, retailers, and consumers alike. It’s not hyperbole to say that running has become a global cultural movement — one that shows no signs of slowing down.
At TRE, the energy in the room was palpable. You could feel the collective momentum as industry leaders, event organisers, product innovators, and grassroots communities came together. This isn’t simply a trade show anymore, it’s a snapshot of a surging industry — an industry that is breaking records and redefining its boundaries year after year.
And it’s not just TRE. The global running ecosystem is on fire. From mass participation races to ultra-exclusive trail events, from virtual runs to large-scale expos, the opportunities for engagement, innovation, and growth are endless. As CEO of Raccoon Media Group and as an avid runner (not that I mention it much!), I’ve had a front-row seat to this unprecedented surge. Our portfolio of events — including the National Running Show, the Boston Run Show, and our newly launched International Running Expo in Amsterdam — has never been more exciting. 2024 was our biggest year yet, and 2025? That’s the year the running industry could truly reach new heights.
The perfect storm: why running is exploding globally
So, what’s driving this meteoric rise? Several factors are converging to create the perfect storm for growth:
- Health and wellness priorities: People are prioritising physical and mental health more than ever. Running has become a cornerstone of that lifestyle shift — it’s accessible, cost-effective, and infinitely scalable
- Community connection: The sense of belonging that running communities foster is unparalleled. Whether it’s Parkrun, a local trail running club, or a mega-event like the London Marathon, the shared joy of running connects people across borders and backgrounds
- Technological advancements: From smart shoes to data-driven training apps, the intersection of tech and running is a hotbed for innovation. This is driving both consumer engagement and significant investment in the space
- Sustainability and outdoor focus: Trail running and eco-conscious events are seeing exponential growth. With events like the National Running Show and TrailCon leading the charge, the running industry is becoming a powerful voice for sustainability
Events as catalysts: The power of engagement
At Raccoon Media Group, we’re seeing first hand how events are serving as catalysts for this growth. The National Running Show, for example, is about to have its biggest year to-date. The consumer appetite is insatiable, and brands are seizing the opportunity to engage directly with their target audiences. This is not just about showcasing products; it’s about creating experiences, telling stories and building loyalty.
TrailCon is another shining example of how niche markets are flourishing. Trail running has moved from a subculture to a thriving sector, with its own dedicated community of passionate enthusiasts. Meanwhile, our newly launched International Running Expo in Amsterdam is set to become the European hub for running innovation and commerce. Add to that the Boston Run Show—right in the heart of America’s running culture — and it’s clear that the market is ripe for both trade and consumer-focused initiatives.
Why 2025 is the year to seize the opportunity
For brands, the message is clear: the time to act is now. The running industry’s growth isn’t a passing trend, it’s a seismic shift. With 2025 on the horizon, it’s the perfect time to assess how you’re going to leverage this unprecedented moment.
Here are just a few reasons why:
- Unmatched returns: Running has one of the highest ROIs of any sport in terms of participation and engagement. Runners are loyal, informed consumers who are willing to invest in quality products and experiences
- Global reach: Whether you’re targeting the European market through the International Running Expo or engaging with U.S. consumers at the Boston Run Show, the opportunities are genuinely global
- Diverse demographics: Running crosses age, gender, and socioeconomic lines, making it a uniquely inclusive industry with vast potential
Looking ahead
As I reflect on the success of 2024 and look ahead to the events in our calendar, I’m filled with optimism. The running industry has reached a tipping point where innovation, engagement, and growth are feeding into each other, creating a cycle of success that benefits everyone involved.
To the brands, retailers, and entrepreneurs reading this: 2025 is your year. This is the moment to double down, innovate, and connect with the running community like never before. Whether it’s through product launches, event sponsorships, or grassroots initiatives, the opportunities are as vast as the trails we run.
The global running community is moving forward with unstoppable momentum and I would love the opportunity to chat about how we might make the most of this together. Please get in touch if this is of interest.
For more information or to discuss opportunities in 2025 contact Mike at Mike@raccoonmediagroup.com.