The State Of Running In Today's Economy!

The regression of the economy has raised many questions in the running industry, from race directors to running specialty owners whether or not participation numbers can sustain their current pace and whether double digit growth can continue in the "Specialty Running Channel".

Most Running Industry experts, from vendors, to top retailers, don't believe the current economy will have an effect on running participation or running product sales. In the past, running participation and running products have actually experienced growth during economic downturns and we still seem to be doing that. Running & walking gets people away from the problems of the world, and it's a way to relieve stress. People invest more in their health and well being and running & walking is an inexpensive way to do that.

According to Running USA's Road Running Information Center, the number of finishers in U.S. road races continues to increase, with 2007 showing a record 8.9 million finishers, a 4 percent spike from 2006. Since 2003, the ½ marathon has been the fastest growing road race in the U.S., but the 5K remains the most popular, comprising more than half of all road races. The report also notes that the number of female runners continues to skyrocket, increasing five-fold since 1987.

Since 1987, participants in the 100 largest road races in the nation have increased 60% from 687,955 to 1,100,000. Likewise, the National Federation of State High School Associations reported an increase in both track and field, and cross country runners, fueled by an influx of female participation. Track & Field and XC represent the largest participation in scholastic sports in the country.

Additionally, the Demographics of runners remain strong. Demographic data from the first National Runner Survey project, conducted by Running USA and the Road Runners Club of America show runners as active adults who participate in running 50+ times a year. Notably, research shows that the average female frequent runner is 39 and married. Nearly 80% have college degrees and 64% have household incomes of $75,000 or more. The average male long distance runner is 45 and married. Of this group, 80% have college degrees and 57% have household incomes of $100,000 or more.

Specialty retail will experience some effect on the product side, particularly commoditized product, such as apparel, but the necessity of good technical running footwear, combined with good customer service, will tend to sustain and grow sales. Specialty stores will have to figure out ways to further show their loyalty to these customers. Customer retention and "up-servicing" will all be key components.

I recently attended The Running Event in Dallas, TX, which in 4 years has become the leading vertical running specialty show in the USA. As Executive Director of The Independent Running Retailers Association, we help organize the event by constructing the content and educational programming breakouts, to help Running Stores learn best practices, etc… Conversations among the 600 attendees, including the top 250 retailers, vendors, race directors & running clubs were upbeat and optimistic, but the halcyon days of just opening a store, putting your name on the back of a tee shirt and experiencing rapid growth are over. Just as any business, good business discipline and market sense and providing excellence in customer satisfaction and value has become a reality.

That being said, what better way to get away from it all by just putting on a pair of your favorite Asics, Brooks or Nike's and just getting away from it all.

Remember……. Run Happy!