Fun, and purpose, main motivators for younger runners
Sitting at a table in the conference center of the Hyatt Regency during a break between panels at Tuesday’s 2023 Running USA Industry Conference, Bolder Boulder founder Steve Bosley sat back in his chair and offered a succinct appraisal of the state of running as the 2023 racing season begins to unfold:
“It is healthy, and healthier in Boulder!”
Every year, the industry trade group Running USA brings together leaders from various aspects of the sport, from race directors to governing body officials, to look at the challenges and opportunities in running.
This year’s theme was laid out in a new Running USA report released on Monday and supported by USA Track and Field and World Athletics, “Gen Z and Young Millennial Attitudes Toward Running.”
The report highlights a key finding: that Gen X (18-24-year-olds) and young millennials (25-30) are motivated by fun and finding a purpose, and not by fitness. The report summarizes self-reported data from a comprehensive survey conducted on-line Nov. 28-29, 2022.
“One of the most important takeaways for me is that this 18-30 year old demographic, across all ethnicities, is not as much driven by health and fitness as previous generations,” Running USA interim director Jeff Matlow wrote in an email.
“Not to say they don’t participate in fitness-related activities, but that their motivation is less about competitiveness and getting in great shape, and more about fun and purpose.”
The Memorial Day Bolder Boulder is a race that combines fitness and enjoying the experience, with hundreds it’s of runners finishing the 10K in under 40 minutes up front, while thousands more make the race a springtime festival of friends, family and fun.
The race is renowned for its analytical analysis, going back to being the first road race to implement a wave start, and race director Cliff Bosley said a review of data from the 2022 Bolder Boulder found that the starting categories of jog; jog/walk; walk/jog; and walk all showed increases in participation numbers.
Bosley noted that during the Covid-19 pandemic, “some people lost fitness, while many found the sport of jogging and running and got fit.”
Meaning, more people coming out to have fun. Those of you who have been in one of those later waves and perhaps taken a slippery slide or stopped for some “refreshment” or to dance at one of the many bands playing along the course know that completing the Bolder Boulder in a non-competitive way can indeed be enjoyable. (Not that getting into oxygen debt at the 2-mile mark heading up Folsom and focusing on every step, tangent and turn the rest of the way cannot be fun).
“Key Takeaways” summarized by the Running USA report include:
• “WALKING is by far the most popular physical activity for 18- to 30-year-olds. Two-thirds of respondents said they walk, a third run and a third weight train.”
• “FITNESS ISN’T A MOTIVATION FOR RUNNING AMONG YOUNG PEOPLE. Young Americans today are not competitive when it comes to running. Their primary motivations for running are not around fitness but fun, friends and purpose.”
• “BLACK RESPONDENTS are more likely than other racial/ethnic categories to choose running as their preferred activity.”
Running USA’S Matlow summarized the report by saying “there is still enormous opportunity for growth within the running industry.” However, “a greater focus on purpose and inclusion is important,” meaning, “the way things are communicated and the channels in which such communications happen have to change in order to best engage with this au- dience.”
From my years running or watching every Bolder
Boulder but one, it is apparent that the race could be a model for other running events to emulate.
As Cliff Bosley pointed out, the Bolder Boulder started its walking division back in 1984, seeing a steady growth to where the 2019 race saw 11,000 walkers and joggers (23% of the field).
“We’ve learned that many who first experience the Boulder Boulder as a walker have continued walking as a regular part of their fitness routine, and naturally got fitter and began to join the jogging and running waves,” said Bosley.
“Walking has been a terrific way for participants to be involved in the Memorial Day experience.
“We agree that there is opportunity for the sport to grow, particularly considering that many people found running, jogging and walking during the pandemic. From the beginning, the battle cry of the race is “Oh, Yes You Can,” and it is the invitation for anyone and everyone at any fitness level to do the Bolder Boulder.”
Follow Sandrock on Instagram: @ Mikesandrock