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.
