Events agency Massive, in partnership with the Running Industry Alliance and leading event organisers, brands, charities, and entry platforms, today announces the launch of the Mass Participation Pulse 2025.
Now in its fourth year, the Mass Participation Pulse is a research tool for understanding current and potential audiences across running, walking, cycling, swimming, and triathlon events. The 2025 survey builds on previous success, having captured insights from over 11,000 participants in 2024 and nearly 20,000 respondents since its inception in 2022.
Industry Collaboration Drives Comprehensive Insights
The Mass Participation Pulse represents a unique collaboration across the mass participation sector, bringing together stakeholders and ensuring the research captures perspectives from across the entire events market – from grassroots community events to major national events.
“By working together with partners across the sector, we’re creating one of the most comprehensive pictures of participant behaviour, preferences, and future intentions available anywhere in the UK mass participation events market, “said John Tasker, partner at Massive.
2024 Findings Reveal Market Recovery and Growth
The 2024 report painted an encouraging picture of the mass participation events sector, with several key trends emerging:
- Consumer confidence strengthened significantly, with participants spending more on events and related apparel, travelling greater distances to participate, and booking their places earlier than at any point since the pandemic
- Event satisfaction improved dramatically, with twice as many participants reporting good value for money compared to previous years
- Basic amenities remained crucial to participant satisfaction, with toilet facilities, clear signage, and accessibility ranking as top priorities for event- goers
- Social media and word-of-mouth emerged as primary channels for event discovery, highlighting the critical importance of community engagement in event promotion
Optimistic Outlook Drives 2025 Research Focus
Last year’s survey revealed that many participants indicated plans to increase their event involvement, creating high expectations for continued market growth.
“The intention to do more events last year has happened so it will be interesting to see in this year’s research whether the growth in the sector can continue”, said Tasker.
How to Participate
The Mass Participation Pulse 2025 survey is free to participate in and open to anyone who takes part in or has an interest in mass participation events.
The survey will run throughout October and participants will be entered into a draw to win either the 1st prize of £250 of vouchers to spend at the online sports retailer Decathlon or 2 x runners up prizes of £50 to spend at Sports Shoes.
Survey Link: www.smartsurvey.co.uk/s/ZGCSQT/
The full 2024 report is available for download at: https://wearemassive.co.uk/the-mass-participation-pulse-2025/
