59,000 runners, 93,024 energy gels and £100m for charity: the London Marathon is booming

Tigst Assefa basks in the glory of winning the women’s London Marathon in 2025. Photograph: Tom Jenkins/The Guardian

“All this has also exploded massively because of social media. A lot of 18- to 30-year-olds use Tiktok and Instagram. When they give running a go, they find it’s so good for your mental health. It’s also so empowering to run in a group of 200 women on a Saturday morning.”

That is echoed by Lillie Bleasdale, who runs the online female coaching company, Passa. She also cites another factor: running in a group makes women feel safe, and makes newcomers more likely to stick with it even if they struggle at first.

“Women are actively seeking out spaces where they feel comfortable and safe – when that environment is provided, they don’t just participate, they stay and bring others with them,” she says. “Word of mouth has been a huge driver of our growth. For many women, feeling safe and supported is fundamental to staying consistent with exercise - and that’s something these groups are increasingly prioritising.”

Meanwhile the world’s biggest sports brands are increasingly making shoes that are plusher and more comfortable than traditional running attire – while also being fashionable.

Kevin Fitzpatrick, the vice-president of running at New Balance, says this approach has helped the company to record-breaking revenues.

“What we’ve seen happen since the pandemic is just a total rewrite of run culture and what it means to be a runner,” he says. “We’re seeing a lot more inclusivity. What’s really exciting is that the surge has been driven by younger runners. A lot of creatives have also come into running from music, art, fashion, that’s creating a much more creative and diverse community, and it’s a place now that people want to belong to.”

He points to New Balance’s recently-released Ellipse shoe, that he says has brought fresh customers to the company. “We’ve been a running brand since the early 1950s, but it’s really critical that we’re constantly keeping our pulse on how the culture is evolving, and make sure we maintain a two-way conversation with that culture,” he adds.

It is all a far cry from when the London Marathon started in 1981. Back then there were just 6,255 finishers, 95% of them men. Even 15 years ago the race was still overwhelmingly male.

The London Marathon race director, Hugh Brasher, says he is delighted by these developments and the huge growth in running generally. And in a world riven by conflict in the Middle East, fears over AI and so much economic uncertainty, he makes a final point about why Sunday’s race is so important.

“I think the one of the popularities of marathon running is it genuinely brings people together,” he says. “We know we are far more similar than we are different. I’ve travelled from London to Cape Town on a motorbike. You meet people, and you realise how kind they are, and that the vast majority of people are unbelievably welcoming. That’s what the London Marathon shows. And I think we need more of that community spirit and togetherness.”