Running USA’s annual Global Runner Survey has always been an important gauge of runner attitudes and trends for the endurance events industry. And in 2024, following some key content additions, the report is more valuable than ever.

So, how can you leverage runners’ fitness and social habits to increase the reach of your event? What is it that runners really value in a race? And how can you remove obstacles holding back your race’s growth from its full potential?

That’s what we’re discussing today, alongside a plethora of interesting data points from the 2024 Global Runner Survey with the help of my guest, Running USA Director of Operations, Michael Clemons. Michael - soon to be Dr.Clemons PhD - is an endurance events man through and through, having held various roles in the industry in a career spanning over a decade, and in his latest role at Running USA has been responsible not only for Running USA’s marquee industry conference, but also all pieces or Running USA research, including the Global Runner Survey. 

And with Michael's help we’ll navigate the most important findings of the report, tracking annual trends in runner habits and preferences as they evolve over time, as well as trying to make sense of what the numbers mean for your race, in terms of concrete, actionable takeaways. 

In this episode:

• The Global Runner Survey: what it is and how it is compiled
• Demographics of survey respondents: age, gender, income, ethnicity
• What increased inclusion means for running events
• Making group runs part of the event lifecycle
• Promoting your race where runners are: gyms, fitness centers, race expos
• The growth of recreational running vs competitive running
• Runners' top criteria for choosing what race to enter
• What runners value in a race: swag, water stations, hygiene facilities
• Runner's entry fee expectations
• How far runners will travel for 5Ks, marathons, ultras
• The importance of solid pre- and post-race communications
• Income-based entry fees and other ways to broaden race participation
• Understanding runner sub-segments with the help of runner personas

Many thanks to our podcast sponsors, RunSignup and Brooksee, for supporting our efforts to provide great, free content to the race director community:

RunSignup are the leading all-in-one technology solution for endurance and fundraising events. More than 28,000 events use RunSignup's free and integrated solution to save time, grow their events, and raise more. Find out more at https://runsignup.com/.

Brooksee are the timing technology industry-leader, bringing affordable real-time tracking and timing checkpoints to races with their patented iPhone-sized micro checkpoints. Find out more and get 50% off your timing for your next event at https://www.brooksee.com/headstart.

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