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2025年英国跑步文化报告

休闲服务 2025-12-08 Redtorch&RIA ShenLM

Running is becoming the UK’s simplest entry point to fitness, with a strong emphasis on personal wellbeing over competition. The UK market is dominated by ASICS and Nike, but runners increasingly focus on specific product models and year tags (e.g., running shoes 2025) when researching, mirroring tech product purchasing behaviour. YouTube is the go-to platform for product research and purchase decisions, with runners relying on creator tests, reviews, and comparisons for authentic user experiences.

Key trends include:

Year-tagged searches: Growing faster than generic queries, indicating runners start product research by looking for the newest versions rather than browsing broader categories.
Technique focus: Technique-focused searches have sharply accelerated, with runners learning how to run better through short, creator-led walkthroughs on YouTube. Creators like Ben Parkes and The Running Channel are central voices in how runners encounter training ideas and form cues.
Local Race Pride: Significant rise in interest in specific regional events, with runners using named events as achievable goals rather than chasing high-pressure, prestige races. Local races are actively consumed on YouTube through course previews, training diaries, and race-day vlogs.
Emerging signal: Entertainment-led Kids’ Memory Building: Rising demand for family-friendly movement content shaped by children’s entertainment formats, with songs, characters, and simple routines drawing children into movement through play.

Regional differences:

England: Fragmented market dominated by ASICS and Nike, with runners treating running like consumer tech and focusing on comparisons and detailed product communication.
Wales: Balanced brand/product split, with runners seeking structure, technique, and reassurance while also showing curiosity for longer distances and off-road experiences.
Scotland: Most product-led market, with runners prioritizing performance credibility. Focus on place-specific running behaviour, terrain-conscious gear, and local events.
Northern Ireland: Most brand-led market with a hybrid fitness culture, where running is part of a broader fitness and physique regime. Interest in strength training, injury recovery, and specific shoe models for mid-to-long-distance training.

Social listening highlights:

Running influencers gain traction by empowering women’s running, celebrating older athletes, and leveraging cross-cultural influence.
Crews, clubs, and cheering culture are culturally visible formats, with big races and marathon culture being a high-impact theme.
Athlete-led conversations and cause & charity running are powerful, with personal connections to family or community causes making these mentions especially authentic and emotive.

Dear Friends and Colleagues Followingthe success of our SportOnSocial Global Running Culture report published in June, we’re excited to turnour attention to the uniquely vibrant UK market–once again in partnership with the Running Industry Alliance. This UK-focused report applies the same robust methodology as the global study, leveraging share-of-search datato uncover both functional consumer behaviours and cultural signals expressed through language aroundmotivation, identity and community. To enrich the report, we’ve incorporated social listening data to provide abroader perspective by capturing conversation themes and community dynamics beyond intent alone. starting out to pursuing personal improvement, efficiency and self-defined goals with increasing intensity.This evolution is powered by a rich ecosystem where influential creators play a role as critical as traditional CEO, Co-Founder community clubs.As an independent Research & Creative Agency committed to making sport more relevant, we hope this latest SportOnSocial report equips brands in the running industry with actionable insights to unlock sustainable growthand forge deeper connections with this dynamic audience.If you have thoughts, questions or feedback I'd love to hear from you. Feel free to reach out at jonny.murch@redtorch.sport Methodology Search trends&cultural signals Measuring brand visibility in search How does it work? Google holds over82% of the global search engine marketshare and serves nearly 172 million users in the UK–offering astrong view of how people explore running online. UsingGoogle Trends and YouTube data, this analysis tracks searchbehaviour across the full spectrum of running interest.Search terms were grouped intothemes–from training and specific brands or products to reveal which names appear most often inrunning conversations.Brand referenced searches for products like shoes are examined to Indexing interest over timeThe most relevant queries aroundrunningwere identified from the pasttwelve months and compared with five-year trends to show how interest ischanging across platforms and markets.understand each brand’s share of visibility within each market. Brand led queries are also separated from product led ones to show The analysis covers the full range of people who search, from committedrunners to the simply curious, across England, Scotland, Wales andNorthern Ireland.Cultural lens performance to lifestyle, wellness, events and gear–to reflectthe full spectrum of running interest. These clusters revealhow people talk about motivation, identity and community inthe context of running.Brand presence within running searches was measured, along whether audiences are searching because of overall brand affinity or aspecific product.Together, these insights reveal top of mind awareness, search relevance and the brands shaping running conversations across markets. Running behaviour is influenced by context as much as performance.Cultural signals highlight motivations, barriers and patterns of with social conversations around UK influencers and runningculture. Global running interest over the past twelve monthswas also compared with longer term patterns.The result is a cultural perspective on search behaviour that participation, making it possible to distinguish between passive viewersand active participants. Product/Brand-led Markets Across the UK, brand visibility is 58% brand-led and 42% product-led. While mostmarkets still gain much of their attention through brand names, an increasing share isdriven by flagship products.Brand-led= searches for generic brand names, e.g.Nike,Nike Store, etc. Product-led= searches for specific products, e.g.Nike Pegasus 41 Northern Ireland (64%) and England (62%) are the most brand-led markets, with mostBrand-ledmarkets of their visibility coming from generic brand searches.Nike contributes 18% of brand-led visibility in both regions. The remainder is shared across 7+ other brands, including the product-led brand ASICS. Scotland is the only region in the UK where product-led searches exceed brand-led; 58% of visibility is driven by flagship products.Scotland is also the only region where Nike has higher brand visibility than ASICS, andwhere Nike itself is more product-led than brand-led (63% vs an average 36% throughout England, Wales and Northern Ireland). UK Share of Visibility Running visibility in the United Kingdom is 58% brand-led and 42% product-led, meaning almost half of all searchesnow focus on specific models.We can think of this as two audiences: 1.product-ledvisibility is driven by informed, performance-focused runners who look for specific products built oncredibility to suit their training or racing needs2.brand-ledsearches are driven more by lifestyle-focused or newer runnerswho gravitate towards a brand’soverall reputation or search for a product category they associate with the brand (e.g. Nike running shoes) Brooks strikes a strong b

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