Event and mass participation agency Massive has partnered with event organisers, brands, charities, and entry platforms on the Mass Participation Pulse Report 2023.
Reporting on mass participation in the UK, with 4,000 respondents spanning, running, cycling, triathlon, and swimming, Massive’s ‘Pulse’ report cites a number of findings:
- The cost of living crisis isn’t dampening the enthusiasm, or the spending power, of athletes questioned. Mass participation events and spend on sportswear were ranked as more important than eating out, home décor and other forms of entertainment
- Sustainability is a priority for 36% of those surveyed – and is more important for women
- Over 65s are, however, dropping out of events post-COVID – and efforts should be made to keep this group engaged
- Although the majority are done with virtual events – there’s still some interest and potential to offer a hybrid model
- Respondents had a median age of 46 and were high earners with an average household income of £60K. There was a 59% male, 41% female split, with 83% of respondents being white. They took part in an average of four events in 2022 (five in 2019, pre-COVID).
- The average spend on trainers was between £200 and £299, and on events between £100 and £149, with almost 20% spending more than £300.
- Fundraising was also a driver. More than half of those who took part in events raised money for a charity. Of these, 27% said they chose a cause that was meaningful to them. 36% chose their race before deciding on a charity – offering charities an opportunity to recruit more fundraisers.
- Reputation also counts (24% said it was a factor when choosing a race) reinforcing the need for great marketing, and community building on and offline.
- Most of those questioned (61%) were ‘over’ COVID and happy be back in crowds at races. However, 11% remain cautious and 12% are interested in virtual events.
- For respondents, running was the most popular event, with 80% having raced an event in the previous five years. And the half marathon tops the race league, with 36% ranking it as number one choice, compared to 22% for marathon, 23% for 10K and 15% for 5K. In cycling, single day events, of medium toughness, around 120km long, were the number one choice for 36% of those questioned.
- 40% of runners take part in other types events – and a notable 83% of cyclists take part in running events.
