Millennials are killing competitive running! A decades-long running boom is over and young consumers’ love of non-competitive sports is being blamed. The number of footrace finishers has steadily decreased since 2013, and and the number of 18-34-year-olds who run consistently has dropped about 2.5 million. While running is still popular, Millennials are increasingly turning to workout studios and classes that let them to get fit in a group, and untimed events like the Color Run and Tough Mudder. Young consumers are also “more interested in overall health and new experiences than in identifying with a particular activity.” (Wall Street Journal)
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