A new survey shows high interest in mass events participation in 2026 but some financial concerns are increasingly cited as a reason not to take part.
The Mass Participation Pulse 2026 report, published this week by agency Massive, shows that 89% of participants in previous events plan to maintain or increase their activity this year.
Based on 9,459 responses from runners and other endurance participants across the UK and Ireland, the report says that 37% of participants expect to do more events this year, up from 32% last year and the highest percentage recorded in the past four years.
However, the report says the influx of new participants has slowed over the last two years, from 26% to 18%, while there has been a decrease in those who think that events offer good value for money, from 45% to 36%.
More money raised for charities
This year’s respondents were split nearly equally between males (51%) and females (49%), with most identifying as runners (91%) and being highly educated and high earners, and an average age of 46.
The report says age remains a major factor for both younger and older participants who show preferences for shorter distances.
Participants aged 35-64 take part in the most events, spend the most on kit and have the highest incomes of any age group.
The report says social media tops the ways participants discover events (41%), followed by word of mouth and recommendations from friends and family (34%) and emails from event organisers (31%).
Female respondents were nearly 10% more likely to hear about events on social media than males, and more likely to be influenced by friends and family signing up to an event.
Conversely, male participants reported being more influenced by event listing sites and reviews, opting to conduct further research before registering.
The report says the relationship between charities and event organisers “continues to be a strong and mutually beneficial one, with millions raised by event participants every year”.
Last year, the average amount raised by respondents grew slightly to £1,453 from £1,425 in 2024.
While 14% of respondents raised money as part of their event participation, only 4% were recruited by charities.
Just under seven in 10 fundraisers said they had chosen the event or challenge before selecting a charity, which the report says highlights“the critical role events play for charities in recruiting and inspiring their fundraisers”.
Financial pressures on the rise
The report says financial concerns remain the main reason given by those planning to cut back on the number of events they take part in this year, cited by 32%.
“Financial pressures are less of a concern for those over 50 but time constraints remain the biggest barrier for under-35s, with 50% of 18-24-year-olds citing competition from other time commitments as a reason for reduced entries this year,” it says.
The report finds that sustainability demands have increased again, “but participants continue to resist any personal sacrifices to achieve them”.
Last year, 57% of participants felt organisers were making good progress on sustainability, and 55% still want them to do more this year.
However, 49% remained hesitant about bringing their own water bottles and refilling them onsite, and 58% showed resistance to receiving a virtual medal instead of a physical one, “even if it would make events more sustainable”.
‘Exponential growth is beginning to slow’
John Tasker, partner at Massive, said: “Participation levels and intent remain incredibly strong, which is encouraging for the industry.
“That said, we’re seeing indicators that the exponential growth we’ve seen post-pandemic is beginning to slow, so when the plateau does come, organisers will need to work harder to understand who their audiences are, what they value, and how to keep them coming back.”
Tasker added: “With only around a third of respondents saying events offer good value for money, events will need to demonstrate the value of the experience they offer.
“Again, it comes back to organisers understanding their audience and what they value. Those that do this well will continue to be successful in the coming years.”
