That was the central message from Racing Forward: Investment, Technology and the Next Phase of the Running Industry, a World Athletics and Mass Participation World webinar that brought together leaders from sport, technology, investment and the sporting goods sector to explore the opportunities and challenges facing the global running industry.

While discussions ranged from artificial intelligence and investment trends to digital engagement and accessibility, one theme emerged consistently: participation matters.

A $2.3 Trillion Opportunity

A major focus of the webinar was the presentation of the World Economic Forum report Sports for People and Planet, developed by Oliver Wyman and supported by more than 125 organisations.

According to the report, the global sports economy is now worth an estimated $2.3 trillion, placing it alongside some of the world’s largest national economies. Yet professional and elite sport accounts for less than 10% of that total. The vast majority comes from participation sport, physical activity, sporting goods and sports tourism.

For Tony Simpson, Partner at Oliver Wyman, the findings challenge long-held assumptions about where sport’s true value lies.

“Without having access to that number and understanding what that can do for educational health outcomes, you’re actually disarming what you’re doing and undervaluing the value of mass participation,” he explained.

The report also highlighted a growing threat. By 2030, more than $500 billion in potential growth could be at risk due to climate impacts and rising levels of physical inactivity, with that figure rising to $1.6 trillion by 2050 if action is not taken.

The Inactivity Crisis

For Emma Mason, Chief Executive of the World Federation of Sporting Goods Industry (WFSGI), inactivity represents one of the greatest challenges facing the sports sector.

Globally, 31% of adults are physically inactive, representing around 1.8 billion people. Among young people aged 11-17, the figure rises to an alarming 81%.

From a business perspective, Mason argued that the issue extends far beyond public health.

“From a business perspective, it’s highly unlikely that inactive youth will go on to be active adults and therefore active consumers of sporting goods products,” she said. “Will they really transition from an inactive childhood to a highly active lifelong participation? There is $169 billion of growth being left on the table if we don’t collectively come together to tackle this.”

The message was clear: if sport wants to grow, it must first get more people moving.

Technology as an Enabler

Alongside discussions about participation, speakers explored how artificial intelligence is beginning to reshape the running industry.

Chris Robb, Founder and CEO of Mass Participation World, moderated a panel featuring Cade Netscher of Neurun, Bob Bickel of RunSignup and Sam Browne of Let’s Do This. The discussion focused on how event organisers can make practical use of AI rather than becoming distracted by hype.

A recurring theme was the importance of data.

Netscher argued that before organisations invest heavily in AI, they should first understand and organise the information they already possess.

“What we’re recommending and what we’re seeing with event organisers is that before you get really excited about all the possibilities with AI, you need to do a data audit first.”

Browne, whose company powers registration platforms for some of the world’s largest races, described AI as the biggest technological shift the sector will experience over the next decade.

“We are constantly struggling between the urgent and the important,” he said. “If there’s one thing we’ve seen with the people who have been most successful, it is to get started and get going, because this is the biggest shift that is going to happen in any of our businesses in the next ten years.”

Yet speakers were equally keen to stress that technology should support participation rather than replace human connection.

As RunSignup founder Bob Bickel reminded attendees: “Fundamentally the endurance business is not a technology business, it’s a human business.”

Building Cities for Movement

The webinar also highlighted the growing importance of active infrastructure and urban design.

As populations become increasingly urbanised, speakers argued that sport must play a greater role in shaping how cities are planned and developed. Access to safe running routes, cycling networks, parks and community facilities will become increasingly important if societies are to reverse declining activity levels.

Simpson noted that investment in participation infrastructure delivers benefits far beyond sport itself.

“For every dollar you invest in infrastructure for mass participation, it will take off money later on in what you’re paying in terms of health, hospitals and mental health.”

The challenge now is ensuring governments, city planners and sports organisations work together to make physical activity a central part of everyday life.

Racing Towards a More Active Future

While much of the discussion focused on technology, investment and innovation, the strongest message from Racing Forward was remarkably simple: sport’s future depends on people.

Artificial intelligence may streamline operations, personalise experiences and create new commercial opportunities. Investment may unlock growth and innovation. But neither will matter if participation continues to decline.

The global sports economy has never been larger, yet its long-term success depends on reversing inactivity, creating accessible opportunities to participate and ensuring communities have the infrastructure they need to be active.

As the industry looks ahead, the race is no longer simply about faster times or bigger events. It is about building a healthier, more active and more connected society through sport.