2024 has been the year of running. There have been run clubs, marathons, and the Paris Olympics. Parkrun just celebrated its 20th anniversary.
But the year isn’t over. Autumn marathon season is just getting started with, Chicago and NYC marathons still to come over the next month. Athletes around the globe will be consulting their training plans, lacing up their shoes, and pounding the pavement as we speak, in preparation for those all-important race days.
Races are great ways to prove to yourself (and the world) that you have determination and grit and can achieve big goals. So it’s no wonder you’ll find the likes of Fortune 500 CEOs at the start line.
Britt Olsen, COO at On, has previously spoken about her passion for trail running, while Priscilla Almodovar, CEO of Fannie Mae, told Fortune she had run “three marathons and too many halves to count.”
But while races can be beneficial to the individual, they also serve as serious moneymakers—from the millions raised for charities by runners, to huge contracts dished out in sponsorships. Tata Consultancy Services (TCS), an Indian tech company that sponsors NYC, London, Boston, and Amsterdam marathons (among others), is paying $30 million to $40 million annually for the privilege.
Local businesses benefit greatly from races too; the Valencia Marathon in Spain generated €31.3 million (around $34.7 million) in tourism for the city in 2023, for example.
But how much does running cost for the individual?
The cost to becoming a runner
“Running is free,” say the people who have only ever run for a bus.
Sure, there is no cost per session, but running is far from cheap.
“It costs too much,” running and mindset coach Ronnie Staton told Fortune. Staton supports and trains ultramarathon runners (who run anything farther than a 26.2-mile marathon distance—usually a lot farther) and is no stranger to long distances himself, previously completing a 200-mile run across England.
He says the initial cost for the absolute basics start at around £200 ($260), depending on the individual. This buys you a good pair of running shoes and run-appropriate clothing.
‘But that would be without a watch, running vest, without any tech-specific kit, earphones, caps, you name it,” Staton said.
“If you said, ‘Let’s go to shop now and get all the kit I would need,’ you’d be looking at about £1,000 [$1,313].”
Ronnie Staton on the costs around running
As soon as you get into running, “the costs start to spiral,” Staton said. “If you said, ‘Let’s go to shop now and get all the kit I would need,’ you’d be looking at about £1,000 [$1,313].”
That wouldn’t include the costs of fueling your runs, from running gels (carbohydrate gels that provide energy for longer-distance runners) to protein powders (which aid recovery).
The regular supplements, gels, sports drinks, and protein powders too can set runners back another £50 to £100 ($65 to $260) per month, depending on the person, Staton said.
While gels aren’t necessary for a jog around the park (unless you want to), as soon as you start running half-marathon distances, you may want gels to top up your glucose levels to help your performance.
The important costs
Don’t have a spare $1,500 lying around? Staton said many new runners will just start off with a couple of key products—namely, adequate running shoes—and gradually build from there.
He also recommends buying good running socks early on, which can cost around £15 ($20) but stop the dreaded blisters, plus a cheap smartwatch that tracks your mileage and starts at around £100 ($130).
To keep the costs from getting out of hand, Staton warns to keep focused when setting foot in a running shop and to not be tempted into all the random extras you may be offered.
“Just get what you need and start rocking.”
Keeping the costs down
There are a few further ways to help ease the costs in the long term.
First, steer away from sports fashion brands that focus on making “cool-looking clothes,” says Staton, who prefers brands like Brooks and Saucony that make gear for runners specifically.
Items from these brands are more likely to work for you and last longer.
When it does come time to replace your gear, double-check it’s absolutely necessary. Some brands suggest replacing your running shoes once they’ve hit a certain mileage, for example, but Staton disagrees.
“People who run a lot do not, on the whole, follow that rule. We run till they fall off our feet.”
You’ll know it’s time to throw your old shoes out if you’re starting to get new knee issues, shin splints, or hips ache, but haven’t changed your training plan, Staton said.
Of course, you might also want to grab a new pair if your toe comes through the front, he adds.
When it comes to fueling yourself, keep costs down by avoiding things like protein bars and sticking to natural foods that are cheaper and better for you.
Race place costs
You may just be happy jogging around your local park, but many want to mark their running achievements with a race. But the cost to these can be pricey too—particularly when it comes to marathons. The London Marathon, for example, sets U.K. residents back £69.99 ($91) while international participants are charged an eye-watering £225 ($295).
You can run most races for charity at a reduced entry cost. However, this requires you to do some fundraising, which varies in amount. You must raise at least £2,000 ($2,625), or often higher, for a charity place in the London Marathon, for example.
Life “costs”
Long-distance running can be costly in terms of time too.
In the thick of marathon training, plans include around six to eight hours of running each week. This increases to 10 hours per week for Staton’s ultra-runner clients.
He explained that some ultra runners will do even more, for example, two back-to-back six-hour runs over a weekend. But he prefers his clients to focus on ‘good quality’ runs over quantity.
That’s without factoring in the hours spent stretching, foam rollering, looking at running stats, assessing routes, massages, physio, finding and booking events, and more.
Running can “become your life.” And when it becomes an obsession, as it does for many ultra runners, this leads to sacrifice in other areas of your life, whether it’s relationships, social needs, or other.
“I sacrifice a lot,” said Staton. “I'd like to write more, and I don't. I’d like to learn to play the harmonica, and I don't. I’d like to learn a language, and I don't.”
He shared that some ultra runners even become estranged from partners or children due to the excess time spent training.
While many runners who will cover 10 miles across the week won’t push it to this degree, there might be sacrifices you make in other areas: reducing alcohol intake, skipping social plans, or making big dietary changes, for example.
Can anyone become a long-distance runner?
Staton says that he believes “without a doubt” that any able-bodied, reasonably healthy individual could run a marathon “and beyond” if they have the desire to do so.
“Can everybody do it well? I'd say no,” Staton said.
Staton said, “You've got to look at your resources, your time, your financial commitments, your kids, your work, and everything before you commit to something like a marathon.”
