Runners are turning miles into money.
Cashing in. Race-related spending generated $934M for New York City in FY25, a 58% jump from five years ago.
Marathon effect. The TCS New York City Marathon alone produced $692M, up 139% since 2019. Part of the broader sports tourism boom, over 55K runners and 2M spectators spent $425M on hotels, restaurants, and retail.
Culture shift. Running has become a lifestyle and identity. In NYC and beyond, run clubs double as social networks where young people meet friends, dates, and training partners.
More accessible than ever, virtual groups, IRL meet-ups, and personalized coaching apps are lowering the barrier to participation. Meanwhile, Harry Styles’ sub-three-hour marathon, Issa Rae’s Portland finish, and Diplo’s race series are exposing the sport to new archetypes.
Punchline: More than a sport, running is reshaping urban economies — driving wellness, community, and growth from the ground up.
