RUNNING FOR ALL AND ALL FOR RUNNING a focus on trends and demographics

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1 RUNNING FOR ALL AND ALL FOR RUNNING a focus on trends and demographics Prof. Jeroen Scheerder Policy in Sports & Physical Activity Research Group KU Leuven 1st European Running Business Conference Frankfurt / October 2017

2 1st European Running Business Conference

3 Popularity of running Phases in popularisation of running Pre-1st wave: Running only practiced in a private T&F club Running in public was unworldly Processes of informalisation and deinstitutionalisation s (wave 1) Cultural and fitness revolution 1990s (wave 2) Social revolution: females and elderly

4 Remarkable In Europe/worldwide leisure-time running = very popular PA Lack of time trend data

5 Waves of running present 1st wave et al. (2015)

6 Waves of running present 2nd wave 1st wave et al. (2015)

7 et al. (2015) present

8 Popularity of running: waves of running Evolution of N of marathon events/finishers worldwide (1960-present) Source: Scheerder et al. (2015)

9 et al. (2015) present

10 From pyramid model to church model ELITE SPORT COMPETITIVE SPORT ELITE SPORT RECREATIONAL SPORT COMPETITIVE SPORT AT HIGH LEVEL COMPETITIVE SPORT = PERFORMANCE SPORT RECREATIONAL SPORT = PARTICIPATION SPORT Source: Scheerder (2007)

11 Church model of sport applied to running Source: Scheerder et al. (2015)

12 Remarkable In Europe/worldwide leisure-time running = very popular PA Lack of time trend data Lack of cross-national data

13 Popularity of running EU28: 12% (age 15-80yrs) = 49.9 million runners (Spain = population of 47.4 million) Expenses on running: 9.6 billion euro 192 euro on average/yr Source: Scheerder & Breedveld (2015)

14 Popularity of running in European countries (11 countries) Country / Region Denmark Walking Running Fitness Aerobics Swimming England (UK) Gym Swimming Football Cycling Athletics / running Finland Walking Cycling Gym / weight exercise Flanders (Belgium) Running Recreational cycling France Swimming Cycling Pétanque / bowling Cross country skiing Jogging Swimming Fitness Walking Walking & trekking Running / jogging Germany Cycling Running Fitness Swimming Gymnastics Italy Fitness / aerobics / gymnastics Football Swimming Cycling Running / jogging The Netherlands Swimming Cycling Fitness / aerobics Running Walking Northern Ireland (UK) Swimming / diving Walking Exercise bike / running machine / spinning class Poland Cycling Jogging / walking Jogging Dance Swimming Football Volleyball Spain Swimming Football Cycling Fitness Mountaineering Switzerland Cycling Hiking / walking Swimming Downhill skiing Running / jogging Source: Scheerder et al. (2011)

15 Popularity of running vs football in European countries (11 countries) Country / Region Denmark Walking Running Fitness Aerobics Swimming England (UK) Gym Swimming Football Cycling Athletics / running Finland Walking Cycling Gym / weight exercise Flanders (Belgium) Running Recreational cycling France Swimming Cycling Pétanque / bowling Cross country skiing Jogging Swimming Fitness Walking Walking & trekking Running / jogging Germany Cycling Running Fitness Swimming Gymnastics Italy Fitness / aerobics / gymnastics Football Swimming Cycling Running / jogging The Netherlands Swimming Cycling Fitness / aerobics Running Walking Northern Ireland (UK) Swimming / diving Walking Exercise bike / running machine / spinning class Poland Cycling Jogging / walking Jogging Dance Swimming Football Volleyball Spain Swimming Football Cycling Fitness Mountaineering Switzerland Cycling Hiking / walking Swimming Downhill skiing Running / jogging Source: Scheerder et al. (2011)

16 Popularity of running across EU28 countries EU28 member state Runners (% of population) Denmark 31 Germany 25 Belgium, France, Luxembourg 19 Netherlands 18 Austria, Finland, Sweden 15 Slovenia 12 Estonia, Hungary, Ireland, Malta, Poland 10 Other EU28 member states <10 Source: Scheerder & Breedveld (2015)

17 Non-membership of formal running-clubs, in eight European countries, in percentages of runners Belgium (Flanders) Denmark France * Germany 40 Greece ** Hungary ** 20 Netherlands UK 0 Source: Scheerder & Breedveld (2015) Non club

18 In all EU countries club participation = only minority of sport participants Club participation in EU25 member states, % of total population sport part. club part. 100% % 83 80% 74 70% 60% 50% 40% % 20% 10% %

19 Women entering the running scene 1966: Roberta Gibb first woman to complete Boston Marathon (clandestine) 1967: officials unsuccessfully tried to remove Kathrine Switzer from Boston Marathon race

20 1984: inaugural women s Olympic marathon

21

22 Source: Scheerder et al. (2015)

23 Table 12.1 Age groups with highest levels of running participants Denmark Greece * Hungary * Netherlands Slovenia * Spain UK Belgium (Flanders) * Statistics for a specific running event; all other data come from population surveys. Source: Scheerder & Breedveld (2015)

24 Participation in running by level of education (indices, lowest level of education = 100), in six European countries, Denmark Germany Netherlands * Spain Belgium (Flanders) UK ** Lowest Highest Source: Scheerder & Breedveld (2015)

25 Social status pyramid of sport Source: Scheerder et al. (2013)

26 3rd wave of running?

27 New segments

28 New running settings

29 New running settings: colors, beats & lights

30 Phases in the development of mass running Wave Period (R)evolution Trend Setting Locus Icon Discipline Prototype 0 <70s Sportification process Standardization/ Stadium Track court Record Track run Mile run Sportization 1 70s-80s Cultural revolution De-traditionalization Urban Street Endurance Road run Marathon 2 90s-00s Fitness revolution Democratization Event City Energy City run 10 miles 3 10s-present Experience revolution Decorization/ Authentization Stage Digital/ Physical Trance Fun run/ Adventure run Color run Desert run Wave Generation Concept Actor Adage Focus Aim Group Emblem Memento 0 Builders Meeting/ Athlete Fast Competition Performance Club Chronometer/ Medal Contest Spikes 1 Yuppies Jogging/ Pilgrimage Jogger/ Pilgrim Expressive/ Spiritual Recreation Completion Individual Sweatband/ Running shoes Personal best/ Runners high 2 Millennials Running Runner Fit/ Slim Participation Health/ Sociability Community Heart rate monitor/chip Tourist gaze/ Tourist view 3 Yolos Festival/ Carnival Party-goer/ Hero Fun/ Fancy Sensation Beat/ Escape Tribe Running app/ Sports drink Kick/ Ecstasy Jeroen Scheerder (2016)

31 Only running (events)? Recreational walking Swimming Triathlon Fitness Informal, event-related physical activities Focus on health, experience, authenticity rather than mere competition and records

32 Further reading Scheerder, J. & Breedveld, K. with Borgers, J. (Eds.) (2015). Running across Europe. The rise and size of one of the largest sport markets. Basingstoke: Palgrave Macmillan. ok/

33 THANKS FOR YOUR ATTENTION!

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