First Look at UK Running Culture: Insights Revealed at TRC25

Following the success of the SportOnSocial Global Running Culture report in June, attention turned to the uniquely vibrant UK running market, continued in partnership with RedTorch x Running Industry Alliance (RIA).

The first insights from this UK-focused study were shared at The Running Conference presented by haku (TRC25), giving industry members a front-row view of evolving trends and consumer behaviours, a robust approach created by (RIA Member) RedTorch in partnership with Running Industry Alliance (RIA).

The UK report uses the same robust methodology as the global study, leveraging share-of-search data to uncover both functional consumer behaviours and cultural signals expressed through language around motivation, identity, and community. To provide a richer perspective, social listening data has also been incorporated, capturing conversation themes and community dynamics beyond intent alone.

The findings offer the running industry a data-driven, culturally informed lens on the UK market, helping brands, retailers, events, and service providers understand the forces shaping participation, engagement, and community.

Jonny Murch, CEO of RedTorch, said: "Building on the insights from our Global Running Culture report, working with RIA has allowed us to take a deeper dive into the UK market. Together, we’ve been able to combine rigorous data analysis with a real understanding of the UK running community, creating insights that are both meaningful and actionable for the industry."

Rebecca Richardson, CEO of Running Industry Alliance “This first look at UK Running Culture gives our members actionable insight into trends, attitudes, and behaviours that will shape the industry in 2026 and beyond. It’s an exciting step forward in helping the industry connect more deeply with runners and communities across the country”.

The UK Running Culture Report 2025 has now been released and can be downloaded here.