Although the Boston Marathon dates back to 1897, the launch of the New York City Marathon in 1970 helped establish the foundations of the modern mass participation running movement, subsequently embraced by cities including Berlin, Chicago and London.

The decision by World Athletics represents a significant strategic development, recognising recreational running as an increasingly important component of athletics’ future and reflecting a wider shift towards understanding the economic and societal value of sport beyond elite competition.

One billion runners worldwide

According to World Athletics, at least one billion people worldwide participate in running, making athletics the world’s most widely practised sport.

“Mass participation running possesses the unique power to engage entire communities,” said World Athletics CEO Jon Ridgeon.

“It is a tool for mental wellbeing, wider public health, social cohesion and, for our host cities, economic development.”

The recognition comes decades after major city marathons demonstrated how recreational participation could transform sporting events into powerful economic and social institutions.

A new strategic direction

The department will be led by Jakob Larsen, who brings 25 years of international sports federation experience, working alongside Alessio Punzi.

Its responsibilities will encompass road running, marathons, cross country, mountain and trail running, alongside the development of partnerships involving technology, data and the wider running industry.

World Athletics currently oversees more than 320 Label road races globally, with its integrity programme generating US$3 million annually to support anti-doping activities.

Ridgeon outlined three priorities: governing running safely, staging world-class championships and accelerating participation.

“As the international governing body for athletics, we have a responsibility to use our unique position at the global level to be a positive steward of running within our sport,” he explained.

The economic and societal value of mass participation

The announcement coincides with new research from Brand Finance, published in its Marathons 50: The World’s Strongest Marathon Brands 2026 report, which reveals the extraordinary economic and societal contribution of mass participation running.

The world’s 50 leading marathons generated an estimated US$6 billion in economic impact in 2025, inspired 160 million additional hours of physical activity and attracted more than 500,000 first-time marathon runners.

Speaking to Global Sustainable Sport, Scott Moore, Head of Sports Services at Brand Finance, highlighted the wider impact of participation beyond the events themselves.

“When you’re starting to piece it all together, you’re slowly starting to see this compounding effect that happens when people are starting on that running journey, that marathon journey.”

The research demonstrates how mass participation creates value through improved physical and mental wellbeing, stronger communities and increased economic activity.

For World Athletics, the challenge is now to build on these benefits and establish mass participation as a central element of its global strategy.

World Athletics among global sustainability leaders

World Athletics currently ranks 39th globally on the GSS SPI Index, achieving a C+ Purpose Advanced rating with an overall score of 5.20, placing it within the Global Top 50 organisations on the SPI Purpose Podiums.

Its strongest performance is in Partnerships (6.63), followed by Power (5.95) and People (5.75). Its Participation score of 4.27 suggests further opportunities to strengthen its performance in this important area.

The establishment of a dedicated mass participation department could provide an important foundation for future progress.

Beyond the finish line

More than half a century after the New York City Marathon helped transform mass participation running, its value can no longer be measured simply by finishing times, entry numbers or television audiences.

For World Athletics, the challenge is now to translate its global reach into measurable improvements in participation, health, community wellbeing and economic prosperity.

Runners have understood the physical and mental benefits of participation for decades. World Athletics now has an opportunity to quantify this value and make it central to the commercial future of athletics.