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Races in the busiest season of the year have been canceled or postponed while retail sales plummet.
With more than a third of this year’s competitive road racing schedule canceled or postponed by the coronavirus, and running stores enduring massive drops in sales because of restrictions on retail businesses, America’s running industry is bracing for months or years of fallout.
The effects of COVID-19 on the sport may not be all bad, many in the running community believe, citing a running boom that followed the Great Recession in 2008. The only thing a runner really needs to run is a pair of running shoes.
“People turn to this sport in particular in times of economic downturns and crises,” said Rich Harshbarger, chief executive of Running USA, an industry trade group. “We saw this in the late 2000s. People gave up their country club memberships and returned to simpler sports like running. You saw a downturn in golf, you saw a downturn in skiing — things that are more expensive. Runners turned to the sport, or returned to the sport, to relieve stress. And, to get and remain healthy.”
But the number of road race registrations — more than 17.6 million in 2019, according to Running USA — is bound to decline significantly this year and maybe beyond. Meanwhile, many running stores are prohibited from having customers in their stores, as is the case with other “non-essential” retail stores, and that has hit them hard.
Sales have declined 80% at Runner’s Roost in Lakewood and 70% at In Motion Running in Boulder, according to owners of those stores. The Lakewood store cannot have customers inside but is finding other ways to fill shoe orders, and owner Sonya Estes senses an influx of newcomers to the sport because of COVID-19 — just as Running USA predicted.
“We can look at all the bad, or we can look at the good, and the good in this is that running has been touted as one of those things that is great for your mental and physical health,” Estes said. “To have the governor stand up there and say, ‘Get out and go for a hike,’ or, ‘Go for a run, just don’t do it in a large group,’ I think long-term it’s going to be amazing for the business. When you see gyms and rec centers close down, I’ve never seen so many people up on Green Mountain or at Bear Creek. People that wanted to work out are now embracing running. If they find that they really like this, I think long-term, for running, it’s actually a good thing.”
In Motion Running has remained open, in part because owner Mark Plaatjes practices physical therapy at In Motion Rehabilitation, a clinic attached to the rear of the store, and that stayed open. Only two retail customers are allowed in the store at a time, though, and store personnel disinfects after customers leave.
Like Estes, Plaatjes has seen newcomers. “It’s definitely nice to see new people coming in that we haven’t seen before,” Plaatjes said. “Once our regular customers come back, I’m sure that will translate into an increase in sales and participation in running.”
Both stores are offering non-contact curbside service and home deliveries. They and other running stores are offering virtual gait analysis to assist customers in choosing the right shoes, a process that normally is conducted on treadmills inside the stores. Customers submit videos of them running so trained staff can analyze them and recommend shoes constructed for their anatomical particulars.
The carnage in road racing could be significant, though. Running as a solitary fitness or mental healthy pursuit is one thing, but for many runners, the social aspect of the sport comes out in racing. Races are community celebrations of the running lifestyle. That part of the sport has been dealt a devastating blow, and officials fear it could take years to recover.
Spring is the busiest season of the year for racing, with 35% of America’s races scheduled in March, April and May. Most of those have been canceled or postponed until fall. Some of those events, and the companies that support them by providing timing and other event services, may never recover. The vast majority of the road race industry is comprised of small businesses with eight employees or less, according to Running USA’s Harshbarger.
“It absolutely can be a fatal blow, and unfortunately it will be for a lot of the industry,” Harshbarger said. “We were already seeing some event management companies have to close their doors. Their sole business is to go around their region or their city and help produce events. When those events cease to have revenue, their livelihood evaporates.”
The Bolder Boulder was able to reach quick agreement with the City of Boulder and the University of Colorado (where the race finishes) to postpone from Memorial Day to Labor Day. But the Cherry Creek Sneak, which was scheduled for April 26, is still waiting for the City of Denver to approve a new date it sought to reserve in September. So is the Colfax Marathon, which includes a half marathon, a 10-miler and marathon relay that were scheduled for May 17.
Colfax race director Andrea Dowdy said 14-15,000 medals for her races were scheduled to arrive last week, and there’s no guarantee those races will be held this year.
“We feel very comfortable that operationally we’re in a sound place, so that when the city says to us, ‘You can have an event this fall,’ or ‘We need all events to wait until the spring,’ we can work either way,” Dowdy said.
Harshbarger fears that races will “cannibalize” each other if they are rescheduled in the fall, which is already the second-busiest season with 31% of the nation’s races scheduled in September through November. The Bolder Boulder has already folded its Fortitude 10K, normally scheduled for Labor Day in Fort Collins, into the Boulder race. In effect, both races will be run concurrently in Boulder.
If the Cherry Creek Sneak and the Colfax event are added, September would become an extremely crowded race calendar in Denver. And that would come on top of non-running events already scheduled in the city or looking to reschedule then. Dowdy and Cherry Creek Sneak race director Pat Downing can only wait on word from the city’s Office of Special Events.
“They need to form a new process on how they’re going to allocate a very limited number of spaces into a space now that is overcrowded,” Downing said.
Another question that arises: What will races look like when they do resume?
“Who knows, resurgence or not, what social distancing guidelines are going to be?” Harshbarger said. “Let alone the emotional fog of, ‘Do I really want to get in a corral with 50 people? Do I want to get in a race with 10,000 people?’ We don’t know. When we come through this — and I don’t know when that is, a year? Maybe two years? — I do think the sport will be strong. I do think there will be demand to do this. I think there will be new guidelines and corral set-ups. But history shows us that runners are resilient.”
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Most Olympic marathoners spend their youth focused on running. They join track clubs, compete in national championships, and pursue the sport from an early age.
Julia Mayer’s journey was very different.
Today, Mayer is Austria’s marathon record holder, a multiple national record holder on the roads, and an Olympian. Yet for much of her athletic life, running was not her primary sport.
For 16 years, she played soccer.
Then she discovered something that would change her life.
“I noticed that I was really fast in the fun runs and that it was really, really fun,” Mayer said when reflecting on her transition from soccer to distance running.
What began as curiosity quickly became a passion. She eventually made the bold decision to leave soccer behind and focus entirely on running. It was a move that surprised many people around her, but Mayer believed she had found her true athletic calling.
The decision proved to be the right one.
Within a few years, Mayer developed into one of Europe’s top marathon runners. Her steady improvement carried her from local races to the international stage, where she began rewriting Austria’s record books.
She now holds Austrian records in the marathon, half marathon, and road 10K. Her marathon best of 2:26:08 established her as the fastest female marathoner in Austrian history. Her performances in the half marathon and 10K have further cemented her place among the country’s all-time great distance runners.
Her rise culminated with qualification for the 2024 Olympic Games in Paris.
Competing in the Olympic marathon represented the realization of a dream. On one of the most challenging marathon courses ever used for the Olympics, Mayer ran courageously against the strongest field in the world and finished 55th in her Olympic debut.
Behind the scenes, success has come through extraordinary dedication. During marathon preparation, Mayer trains twice a day and covers approximately 200 kilometers, or 124 miles, each week. The workload demands discipline, patience, and a deep commitment to continuous improvement.
What makes her story especially inspiring is not simply the records or the Olympic appearance.
It is the fact that she found her greatest talent later than many elite runners.
In a sport where athletes are often identified at a young age, Mayer’s journey serves as a reminder that potential does not always reveal itself early. Sometimes it takes years of experience, a willingness to try something new, and the courage to follow a different path.
The former soccer player who once chased a ball across a field is now chasing history on the roads of Europe.
And according to those closest to her, her best performances may still be ahead.
For runners of every age and ability, Julia Mayer’s story delivers a powerful lesson: it is never too late to discover what you are capable of.
From soccer player to Olympian, her journey proves that remarkable achievements can begin when least expected.
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Megan Keith produced the performance of her career in Oslo on Thursday night, shattering one of Scotland’s longest-standing distance running records and cementing her place among Britain’s greatest female 3000m runners.
The 24-year-old clocked a sensational 8:28.35 over 3000m, breaking the Scottish outdoor record that had stood for nearly four decades. In doing so, Keith eclipsed the previous mark of 8:29.02, set by Scottish legend Yvonne Murray back in 1988, ending a record reign that had lasted 38 years.
Keith’s breakthrough run was more than just a national record. The performance also propelled her to third on the UK outdoor all-time list, placing her behind only two of Britain’s most celebrated distance runners — Paula Radcliffe, who leads the rankings with 8:22.20, and Laura Weightman, whose 8:26.07 remains the second-fastest outdoor mark by a British woman.
The significance of Keith’s achievement is amplified by the calibre of athletes she now joins in the record books. For decades, Murray’s mark stood as one of Scottish athletics’ most untouchable records, surviving generations of elite competitors. Keith has now succeeded where many outstanding runners have fallen short, announcing herself as one of the leading distance talents in British athletics.
Her time also compares favourably with the best performances produced indoors. Olympic medallist Laura Muir ran 8:26.41 indoors in Karlsruhe in 2017, underlining just how exceptional Keith’s outdoor effort in Oslo truly was.
The run continues a remarkable rise for the Scottish star, whose progression over recent seasons has transformed her from a promising prospect into a genuine force on the international stage. Running with confidence and composure against elite competition, Keith demonstrated both the speed and endurance required to challenge the very best in Europe and beyond.
With the World Championship season gathering momentum, Keith’s record-breaking display sends a powerful message. Not only has she etched her name into Scottish athletics history, but she has also established herself as a serious contender in one of the sport’s most competitive events.
In Oslo, Megan Keith did far more than break a record. She ended a 38-year wait, climbed into the upper echelon of British distance running, and delivered a performance that may prove to be a defining moment in her career.
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British middle-distance talent Phoebe Gill took another significant step forward in her return to top form, producing a determined victory over 800 metres at the Meeting de Marseille in France on Wednesday.
Competing in challenging, wind-affected conditions, the 19-year-old demonstrated both resilience and composure as she held off a late charge from Switzerland's Veronica Vancardo to secure the win in 2:00.81. Vancardo finished just three hundredths of a second behind in 2:00.84, underlining the fiercely contested nature of the race.
While the margin of victory was narrow, the result represented another encouraging milestone for Gill as she continues to rebuild momentum following her injury setback. The young Briton showed impressive race awareness and strength in the closing stages, maintaining her advantage despite the difficult conditions that made fast running a challenge throughout the evening.
The Marseille triumph adds to a growing body of evidence that Gill is steadily progressing toward her best form. Earlier in her comeback campaign, she clocked 2:01.50 for 800m in Bydgoszcz before demonstrating her versatility with a strong 4:05.53 performance over 1500 metres at the BMC Grand Prix meeting in Trafford.
Those performances have highlighted not only her improving fitness but also her ability to compete across multiple distances as she carefully builds her season. The Marseille victory now provides further confirmation that the European junior star is moving in the right direction.
Gill emerged as one of Britain's most exciting middle-distance prospects through a series of breakthrough performances as a teenager, earning widespread recognition for her fearless racing style and remarkable maturity. Injury temporarily interrupted that upward trajectory, but her recent results suggest she is steadily rediscovering the form that made her one of the sport's brightest young talents.
With each race, the signs of progress become increasingly evident. Winning in difficult conditions and under pressure from a quality field is often a stronger indicator than a fast time alone, and Gill's latest success demonstrated exactly those qualities.
As the summer season gathers pace, the Marseille victory offers another confidence boost for the British teenager, whose return continues to gain momentum. If her recent progression is any indication, Gill could soon find herself back among the leading names on the European middle-distance circuit.
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The NCAA Track and Field Championships delivered a moment few could have predicted as Ja’Kobe Tharp produced one of the most astonishing performances in the history of sprint hurdling, rewriting the record books in spectacular fashion.
Competing in the opening round of the men’s 110-meter hurdles, the Auburn star stunned the athletics world by clocking an incredible 12.75 seconds, becoming the first athlete ever to break the 12.80-second barrier. In doing so, he eclipsed the long-standing world record of 12.80 set by Aries Merritt in 2012, a mark that had stood as one of the sport’s most revered achievements for more than a decade.
What makes Tharp’s breakthrough even more remarkable is the scale of his improvement. Entering the championships, the defending NCAA and U.S. champion had recorded a season-best of 13.05 seconds. Yet under the brightest spotlight, he unleashed a performance that exceeded every expectation, slicing an extraordinary 0.26 seconds from his personal best in a race that instantly became one of the greatest ever run.
The achievement sent shockwaves throughout the track and field community. While Tharp arrived in Eugene as one of the leading contenders for the NCAA title, few envisioned a performance capable of redefining the limits of the event. Instead, the American hurdler delivered a race for the ages, combining flawless technique, explosive speed, and impeccable rhythm from the first hurdle to the finish line.
The historic run not only secured his place in athletics history but also transformed the outlook of the championship. With the world record now in his possession, Tharp advances to the final as the overwhelming favorite, carrying momentum that could make an already unforgettable weekend even more extraordinary.
For years, the 12.80 barrier appeared untouchable. On a stunning day at the NCAA Championships, Ja’Kobe Tharp proved otherwise, producing the kind of performance that reminds fans why sport remains so unpredictable. In a matter of seconds, he turned a routine qualifying round into a landmark moment that will be remembered for generations.
The world record no one saw coming is now a reality—and Ja’Kobe Tharp is the man who changed history.
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A new chapter in middle-distance running may have begun in Oslo after American teenager Cooper Lutkenhaus produced one of the most remarkable performances of the season, narrowly defeating reigning Olympic champion Emmanuel Wanyonyi in a thrilling men's 800m contest at the Diamond League meeting.
The 17-year-old sensation shocked a world-class field by crossing the finish line first in a race that came down to the smallest of margins. After an intense battle over the final metres, Lutkenhaus held off Wanyonyi by just one hundredth of a second, producing a dramatic finish that left the packed stadium in disbelief.
From the opening lap, the pace was relentless as the leading contenders positioned themselves for a fierce showdown. As the athletes entered the home straight, Wanyonyi appeared poised to unleash his trademark finishing kick. However, Lutkenhaus refused to be intimidated, matching the Olympic champion stride for stride before producing a perfectly timed lean at the line to secure a historic victory.
The result marks a breakthrough moment for the young American, who continues to establish himself as one of the brightest talents in global athletics. Defeating an Olympic champion at a Diamond League event is a feat many athletes spend entire careers pursuing, yet Lutkenhaus achieved it before reaching adulthood.
For Wanyonyi, the narrow defeat does little to diminish his status as one of the world's premier 800m runners. The Kenyan once again demonstrated his exceptional class and competitiveness, pushing the race to a world-class standard and forcing his young rival to deliver the performance of a lifetime.
Beyond the result itself, the race offered a glimpse into what could become one of the sport's most exciting rivalries in the years ahead. With established stars and emerging talents now pushing each other to new heights, the men's 800m continues to evolve into one of athletics' most captivating events.
On a memorable night in Oslo, the spotlight belonged to Cooper Lutkenhaus. At just 17 years old, he stood toe-to-toe with an Olympic champion and emerged victorious, announcing himself to the athletics world in spectacular fashion.
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