A recent presentation from Svenska Motionslopp (Swedish Exercise Races), a trade organisation for the country’s main sporting events, lays bare the staggering return on investment provided by its unique, non-profit model.

A Unique Sporting Model

Unlike many large-scale international events run by private corporations, the Swedish model is fundamentally different. The events are “owned by the sports movement itself”, managed by local sports clubs and national federations.

This structure ensures that the focus remains on participation and community, not just profit. As the organisation states, “All economic surplus, new experiences and insights are returned to Swedish sport”. It’s a system built on grassroots engagement, with 318,000 volunteer hours logged in 2023 alone. This non-profit, club-managed approach  is the foundation for the massive societal benefits the events create.

The 9.56 Billion Kronor Health Dividend

The headline figures come from a 2024 report on the public health economic effects of 13 major event organisers, including the Göteborgsvarvet, Marathongruppen, and Vätternrundan.

In 2024, the 621,795 people who started these races generated 5.53 billion SEK (approx. £430 million) in direct public health economic gains. These are not abstract figures; they represent tangible savings from:

• Reduced healthcare costs
• Reduced costs for Sweden’s social insurance system (Försäkringskassan)
• Increased BNP from reduced absence from work
• Increased productivity

The report highlights that the average health economic benefit for every single participant is 12,500 SEK.

The positive effects don’t stop at the finish line. The 124,359 individuals who registered but did not start, but who presumably trained and prepared, still contributed 1.06 billion SEK in health benefits.

Furthermore, the report identifies a powerful “ripple effect” among the “audience, friends, relatives, leaders, and media”. This group is inspired by the events to improve their own exercise habits, generating an additional 2.97 billion SEK in health value.

The total public health economic benefit from these events in 2024 stands at a remarkable 9.56 billion SEK (approx. £750 million).

An Engine for Economy and Happiness

Beyond preventative health savings, the races are a major driver of tourism and local economies. In 2024, the total tourism economic value was estimated at 2.4 billion SEK (approx. £190 million), supporting the equivalent of approximately 1,900 full-time jobs. This figure doesn’t even include equipment sales, such as the 250 million SEK spent on bicycles linked to the Vätternrundan event.

This combination of physical activity, community, and achievement also appears to have a direct impact on happiness. A study by Gothenburg University found that race participants experience “higher well-being than others”. While the average Swede scores 7.38 on a 1-10 Subjective Well Being scale, participants in the Vätternrundan cycling event scored an average of 7.78.

In short, Svenska Motionslopp provides a clear framework for “How sport can be a catalyst that mobilises public health, strengthens the socio-economy, generates community, and makes people happier”.