eventrac: Mass Participation Sports Events Industry Grows 7.8% as Younger Demographics Drive Change
New industry report reveals shifting participant base with accelerating gender parity and evolving revenue models.
The mass participation sports events industry delivered strong growth in 2025, with participation increasing 7.8% for like-for-like events, according to a new report from eventrac, a sports event management and ticketing platform.
The report, based on actual booking data from consecutive years of events across the UK, reveals three significant trends reshaping the industry.
The most striking finding is the demographic shift towards younger participants. The 25-39 age group is now driving industry growth, with the 35-39 age group alone contributing 14.7% of all new participants in 2025. Every age group under 40 gained market share, whilst the traditional peak around 40-44 years old is flattening.
“The participant base is fundamentally changing,” said Aaron Bird, CEO and founder of eventrac. “We’re seeing younger people turn up to events in greater numbers, and they have different expectations around digital experience, social connection, and what they’re willing to pay for. Event organisers who recognise this shift and adapt their approach will be well positioned for growth.”
Gender parity is accelerating faster than many in the industry realise. Whilst overall participation remains weighted towards male participants, the generational differences are striking. Among 20-24 year olds, the gender split has effectively reached parity: 49.7% female, 49.9% male, and 0.4% non-binary. Female participation is growing at a faster rate than male participation across all age groups.
The report also reveals that revenue beyond entry fees represents a significant opportunity. 14.5% of participants purchased merchandise beyond their entry fee, averaging £16 per purchase. When total basket values exceeded £200, 25% of participants opted to use payment plans to spread the cost.
Other key findings include:
- Digital wallets (Apple Pay, Google Pay, and Link) now account for 75% of all transactions
- Only 26% of participants who entered an event in 2024 returned to the same organiser in 2025, highlighting significant retention opportunities
- The average participant travels just 24-26 miles to events, with most seeking local races rather than destination experiences
- January captures over 10% of annual bookings, with the first week of the year consistently producing the highest booking volumes
Walking events saw the strongest growth at 13.4%, followed by cycling at 10.6% and running at 10.2%. Within running, which accounts for 80% of all bookings, half marathons led growth at 25%, followed by marathons at 20.2%.
“What organisers do in 2026 will determine whether they capture this growth or get left behind,” Bird added. “The data is clear: align your event to the changing demographics, invest in retention, and reduce friction at every stage of the booking process. These aren’t optional anymore.”
The full report is available for free download HERE
About eventrac
eventrac is a comprehensive event management and marketing platform built specifically for mass participation sports events. The platform handles registration, payment processing, email marketing, promotional tools, and participant communication for organisers across the UK and beyond. The 2025 Industry Report analysed booking data from events using the platform throughout 2024 and 2025.
Check out the eventrac RIA Member profile here .
