London’s running boom is reaching new heights.
A record 1.33M people applied to run the 2027 TCS London Marathon, up 18% YoY and more than double the 578K who entered in 2024.
To put it in perspective, roughly one in every 60 UK adults now wants a race bib.
Stacking records, this year’s race saw 59K+ finishers, the largest marathon field ever. 40%+ of applicants are first-timers, meaning new runners are fueling growth.
Blending sport, culture, and commerce, London’s Marathon week hosted high-profile brand activations and generated £226M across the UK, including £68M in London alone.
More than a race, London’s running boom is proving that participation is more than a hobby, becoming an economic engine and cultural focal point.
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Because they keep registration open longer to generate these headlines. There’s absolutely no need for it.
The 3 days used to work just fine.
1 million + going for around 15,000 spots.
Run for a charity, they’re spending £600+ per spot. Or better still, pick another great race as your backup and train/expect to run that one.
