For years, the running industry’s calendar revolved around its largest race weekends, from London and Berlin to Amsterdam and Athens. Brands showed up, elite athletes competed and runners collected their medals, while most of the commercial activity remained closely tied to race weekend itself.
That model has not disappeared. But it is no longer the whole story.
Worldwide, and across Europe too, a new layer of events is emerging around participation running. Some are attached to major marathons. Others stand entirely on their own. What…