Nearly 400 race organisers and industry experts concluded the European Running Business Conference 2024 on 8-10 November in Athens, Greece with a commitment to widening the appeal of events; particularly to the youth and to female markets, and to leave every finisher with a strong and personal story to tell.
At the invaluable event, panel discussions and presentations covered the latest technological innovations to support race organisers to reach new demographics and deliver a more personalised experience for runners.
Challenging environment
With European event organisers face the twin challenges of an aging population and slowing economies, there is a recognition for the running industry to capitalize on the growing focus on health and the benefits of outdoor exercise.
There was a particular emphasis on reaching new runners, by including children’s races, listening to the needs of female runners to provide a welcoming and inclusive environment, and catering to a growing group of runners who will travel the world for a special destination race.
Worldwide attendance
Co-hosted by European Athletics and SEGAS, the Hellenic Athletics Federation, the conference attracted delegates from across Europe, as well as strong representation from leading races in the US, plus race organisers from Asia, Latin America, Middle East and Africa, to share knowledge, examine case studies and brainstorm how the running world can develop in the coming years.
Delegates were challenged to think beyond road races to include trail races, different distances, walking categories and attracting younger runners in their local strategies.
The European Running Business Conference was partnered with “The Athens Marathon. The Authentic” and scores of delegates competed in the classic event on Sunday (10).
Dobromir Karamarinov, President of European Athletics said, “European Athletics is partnering with event organisers to ensure that every runner, whatever their pace, is considered an athlete. The recently launched European Running Championships will see amateur athletes run alongside the elites, on the same course, at the same time.
“There is so much potential, and the benefits of collaboration and synergies have never been more important as running takes centre stage with all its health benefits. We want to make a positive impact across society – we want to inspire people to move, across all demographics, all distances and all terrains.
“We were so pleased to attract a record number of delegates to Athens, where the marathon was born.”
Attention turns to Porto 2026
The next European Running Business Conference will take place in Porto, Portugal on 6-8 November 2026. The event will be in partnership with Run Porto with Porto Marathon taking place alongside the conference. It is also being supported by Portuguese Athletics Federation.