Shipley brand SportsShoes has released its third annual Running Report, a deep dive into the habits, spending, and fears of 5,000 people across the UK. While running remains a massive industry, the data reveals some surprising and occasionally worrying trends for 2026.
According to the findings, about 17% of the UK population runs outdoors at least once a month. The race bug is also biting hard, as over half of all runners entered a competition like a 5K or marathon in 2025, and 61% are already planning to lace up for an event this year. However, the demographic split is stark. Men are still running significantly more than women, and those under 44 are nearly six times more likely to run than those over 61.
For the first time, the report tracked exactly what this hobby costs. The average runner spends £1,297 a year on their passion, with trainers being the biggest single expense at £187. Technology is also taking over the pavement. 81% of runners now use smartwatches or apps, and 12% are even using AI to plan their coaching and training sessions.
Despite the boom in the industry, a huge 81% of the UK population does not run at all. The reasons vary from a simple lack of enjoyment or injury to deeper issues like gym-timidation. Many cited feeling too unfit or embarrassed to start. Even those who do run struggle with motivation, with 24% saying it is their biggest hurdle, followed closely by struggles with breathing and fatigue.
Perhaps the most sobering part of the 2026 report is the rise in safety concerns. A significant 65% of runners have felt unsafe while out, which is a 23% jump compared to last year. Even more concerning, 62% have experienced intimidating behaviour such as being stared at, beeped at by cars, or followed.
The data shows that Gen Z and women are the most affected groups. Nearly three-quarters of female runners have felt unsafe, and they are twice as likely as men to be catcalled. To cope, 60% of runners now tell someone before they head out, and 58% avoid wearing certain clothes to try to stay safe.
Dan Cartner, Head of Marketing at SportsShoes, said:
“What stood out most to us this year wasn’t how many people are running, but how many are holding back. Running should be one of the simplest ways to stay active, yet confidence, motivation and safety are stopping too many people from even getting started – or from enjoying it fully once they do. We believe better access to the right kit, clearer education, and safer running environments can make a real difference. By publishing the Running Report, our aim is to push the conversation beyond performance and towards how we make running feel welcoming and supportive for everyone.”
You can find the full sets of data and insights at the SportsShoes website.
