The number of clubs and sporting events is rising, while a Populix survey shows that sport is also connected to social activity and spending on gear, classes, and gym memberships.
Sport is no longer just about how often someone runs, goes to the gym, or takes a fitness class. Around it, communities, sporting calendars, and various forms of consumption are growing and shaping new routines. As the number of clubs and events increases, sporting activity is also becoming more closely tied to how people spend their time, meet other people, and spend money.
This development is visible in the growth of running communities and events over the past few years. The number of clubs has grown, the number of recorded runners has increased, and the event calendar has become busier. The Populix survey also shows that sporting activity does not stand alone, but is linked to social activity as well as spending on sports gear, classes, and gym memberships.