Organisers of the London Marathon have announced plans to split the event over two days in 2027, allowing 100,000 people to participate. This move comes as the race experiences unprecedented growth, with a record 59,000 runners expected for this Sunday's event, raising close to £100 million for charity.
Record-Breaking Participation
This year's marathon will see 59,000 participants consuming 93,024 Lucozade gels along the 26.2-mile route from Greenwich to the Mall. The ballot attracted over 1.1 million entries, a surge of 750,000 compared to four years ago. Notably, a third of entrants are aged 18-29, with women making up the largest proportion of those under 30.
The Rise of Running Clubs
The boom has been fueled by the proliferation of informal running clubs or 'crews', which prioritise inclusivity and social connection over speed. These groups have particularly appealed to Gen Z women, who are seeking real-life experiences post-pandemic. Jenny Mannion, founder of the female-running group Runners and Stunners, notes that many young women are choosing running over traditional socialising. 'Instead of finding human connection by going to the pub, they are choosing to run,' she says.
Lillie Bleasdale, who runs the online coaching company Passa, adds that group running provides a sense of safety and support. 'Women are actively seeking out spaces where they feel comfortable and safe. When that environment is provided, they don't just participate, they stay and bring others with them,' she explains.
Brands and Fashion
Major sports brands have also contributed to the trend by producing shoes that are both comfortable and fashionable. Kevin Fitzpatrick, vice-president of running at New Balance, says the company has seen record revenues as a result. 'What we've seen since the pandemic is a total rewrite of run culture. The surge has been driven by younger runners and creatives from music, art, and fashion, creating a more diverse community,' he remarks.
A Far Cry from 1981
The growth is a stark contrast to the inaugural London Marathon in 1981, which had just 6,255 finishers, 95% of whom were men. Even 15 years ago, the race was still overwhelmingly male. Today, the event reflects a broader cultural shift towards inclusivity and community.
London Marathon race director Hugh Brasher emphasises the unifying power of the event. 'Marathon running genuinely brings people together. We know we are far more similar than we are different. The London Marathon shows that community spirit and togetherness, and I think we need more of that,' he says.
