A fresh wave of runners is changing the culture of running in cities and online. Gen Z, especially young women, is leading what experts call the third major running boom. This new surge is marked by diversity, digital connection, and strong community ties. Unlike previous waves dominated by lean white men in the 1970s or a surge after Paula Radcliffe’s rise in the early 2000s, today’s movement is more inclusive and organic.
More than 1.1 million people have applied for the 2026 London Marathon, nearly twice the number from two years ago. For the first time, entries are almost evenly split between men and women. Over a third of UK runners are under 30. These figures highlight a clear generational shift in the sport.
Running remains one of the most affordable and accessible sports, but it has also become stylish. Brands like Lululemon and Hoka understand Gen Z’s focus on design, comfort, and representation. Hoka’s motto, “win with women,” guides its approach, promoting shoes designed for soft landings and relaxed paces, emphasizing personal progress over competition.
Women-focused marketing and social media influencers have made running feel welcoming and relatable. Instead of highlighting elite athletes, brands showcase everyday runners. This shift attracts more young women by celebrating small wins rather than perfection.
Though the pandemic didn’t start this boom, it accelerated the need for new social connections. With remote and hybrid work limiting in-person contact, running clubs have become essential spaces for belonging. Gen Z, which is more open about mental health and less interested in alcohol-centered socializing, embraces group runs as a healthier alternative.
Running communities have grown to include diverse groups, from Black trail runners to Asian and LGBTQ+ crews. These clubs focus on inclusion, making sure new runners feel welcome and supported.
Scientific studies support the mental health benefits of running. Regular running improves emotional well-being and sometimes offers better results than traditional therapy.
Although this boom has had limited impact on elite track and field, the trend shows no signs of slowing. Running’s appeal lies in its simplicity: it’s free, flexible, and accessible to nearly everyone.
With Gen Z leading, running is more than just a sport. It’s a social movement combining health, fashion, and community. For this generation, the finish line is far away, and the journey is just beginning.