Marathons are becoming so popular that race bibs are starting to get resold like they’re Oasis reunion tour tickets.
Driving the news: A record-breaking 30,000 runners from 70 countries took part in the Toronto Waterfront Marathon yesterday, the latest race to see a spike in sign ups since the pandemic-induced running boom.
- The milestone Toronto race followed record-high turnouts at both the Servus Calgary Marathon and the BMO Vancouver Marathon this year.
- Nationally, registrations for races are up an average of 25% this year compared to 2019.
Catch-up: The post-pandemic running boom hasn’t just set off a spending spree on Hoka shoes and fitness trackers, it’s driven more people — particularly younger folks — toward races. Marathons have half-jokingly become the unofficial quarter-life crisis of Gen Z.
- Canadian race sponsors Athletics Ontario and the Running Room say the aged 20-30 group is now their fastest-growing demographic, while the popular fitness app Strava says its growth has been largely driven by young runners.
Why it matters: Just like concerts or sporting events, marathons can be major economic drivers for cities. Last year’s Chicago Marathon created a record US$547 million in economic activity. Since 2017, that race alone has generated $2.3 billion in economic impact.—LA