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From TikTok to the track: Gen Z are driving running’s third great boom | Athletics

Hear that sound? It is the fingertaps of Gen Z scrolling through Instagram reels and TikToks. The pings of card readers as more stylish gear leaves the shelves. The drumbeat of cushioned soles on pavements up and down the country. But, most of all, it is the noise of the jaws of the smartest people […]

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Hear that sound? It is the fingertaps of Gen Z scrolling through Instagram reels and TikToks. The pings of card readers as more stylish gear leaves the shelves. The drumbeat of cushioned soles on pavements up and down the country. But, most of all, it is the noise of the jaws of the smartest people in sport crashing to the floor. Because, suddenly and entirely unexpectedly, we are in the third great running boom, one that almost nobody saw coming and powered almost entirely by Gen Z, particularly women.

“You go back to the first boom in the 1970s and 80s and there was no real diversity: it was all thin, skinny, white guys in very tight shorts,” says Hugh Brasher, the event director of the London Marathon. The second boom? That, he says, came after Paula Radcliffe broke the world marathon record in 2003, leading to a big jump in women taking up running, before parkrun grew the numbers again.

“You look now and it really is all ethnicities and demographics,” Brasher says.

“This explosion – and it really is an explosion – has been brilliant to see. I wish that any of us could say we created it, like Netflix and Drive to Survive, or even saw it coming. But we didn’t. It’s been an organic explosion.”

The numbers are staggering. More than 1.1 million have entered the ballot for the 2026 London Marathon – not only a world record but nearly double the figure from two years ago. Strikingly, for the first time, the male/female split is almost 50/50. The race is also getting younger: more than a third of UK entries are aged from 18 to 29 years old.

So what is going on? Part of it is a happy confluence of circumstances. Running has always been cheap and accessible. Now it is also fashionable. But dig a little deeper, and there are some interesting things going on. Last month, for instance, Sport England found that while there were 349,000 more runners in England in 2024 compared to 2023 that rise was almost entirely fuelled by women.

“Part of the rise is because brands have cottoned on to the fact that women are willing to spend a lot of money on products that work better and look nicer,” says Lee Glandorf, a marketer who works with sports brands on their editorial strategy and writes a Substack on sport and fashion. “Lululemon, in particular, led the way and did a lot of the work to make running fashionable.

Lululemon is an athleisure brand that has helped women to express their style while running. Photograph: Bloomberg/Getty Images

“But I also know that for a long time, Hoka’s internal motto was ‘win with women’. They put a lot of energy into making running shoes fashionable and comfortable for women. They seeded a lot of influencers and they did a lot of messaging around soft wins, the idea it is OK to run slowly and that winning can be achieved in different ways.”

While the traditional running world may sneer, Glandorf says influencers have played a significant part. “This huge ecosystem of female creators definitely brings in younger women,” she says. “Mostly they are not pro athletes. Instead the younger generation is being inspired by people who look like them or have a similar background.”

There is one myth worth shattering, however. It was not the pandemic that led to the spike in running. That, says Brasher, only came in 2023. But Covid‑19 did play a part. “We used to have to go into the office five days a week,” he says. And we socialised through work. A lot of that cohesion has gone and therefore it needs to be replaced. People want to be together in a community they enjoy and running has myriad diverse communities.”

That is particularly true of Gen Z, which has been hit harder than most. Research also shows Gen Z drinks much less than previous generations and is more aware of mental health. “The research is now showing that running is better than taking a pill to help with depression,” Brasher says.

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Another factor behind the boom is the explosion in a new breed of running clubs or ‘crews’, bringing people together in a more communal way. In the buildup to the London Marathon, the sports brand Tracksmith had up to 400 runners gather outside its shop for its Sunday morning long runs with pacers running between 6.45 minute- and 12-minute miles.

For the first time, the male/female split for the London Marathon ballot entries is 50/50. Photograph: Yui Mok/PA

“The growth over the past two years has been crazy,” says Tracksmith’s community leader, Amrit Ghatora. “But there are so many crews now, from black trail runners to Asian running groups, so there really is something for everyone. If you come to a run club for the first time, it can be an intimidating experience. But we do everything to ensure that no one feels left out and it is a really enjoyable experience.”

This latest running boom has not yet had an impact on elite track and field. Nick Pearson, who was formerly in charge of parkrun and now is chief executive of the talent agency Forte management, says that does not matter. “There are some people who say this boom won’t last, but I disagree. The direction of travel is upwards and you’ve still got some really significant pockets, particularly in some cultural female groups, that can be unlocked into running.

“And why would it go away? It’s free. It’s unbelievably accessible. It’s cheap. Anyone can do it. And the super boost behind this latest boom is Gen Z. They socialise differently. They look for experiences differently and right now, we’ve just got this perfect storm going on.”



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Five A-10 Volleyball Teams Earn AVCA Team Academic Award

Story Links WASHINGTON – Five Atlantic 10 Conference volleyball programs recieved the 2025 AVCA Team Academic Award. The award, which is sponsored by INTENT, was announced on Monday.  Davidson, Dayton, Duquesne, Fordham and Loyola Chicago were recipients of the honor. Eligible programs maintained at least a team GPA of 3.3 on a 4.0 […]

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WASHINGTON – Five Atlantic 10 Conference volleyball programs recieved the 2025 AVCA Team Academic Award. The award, which is sponsored by INTENT, was announced on Monday. 

Davidson, Dayton, Duquesne, Fordham and Loyola Chicago were recipients of the honor. Eligible programs maintained at least a team GPA of 3.3 on a 4.0 scale over the course of the 2024-25 year.

Dayton, the 2024 regular season champions, won the award for the eighth conseuctive season and 14th overall. Duquesne won its seventh consecutive award and 15th overall. Fordham collected its eighth overall honor. 

Davidson received the Team Academic Honor Roll distinction. The Team Academic Honor Roll is awarded to programs that are in the top 20 percent of GPAs in their division. 





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Beach Volleyball Earns AVCA Team Academic & Honor Roll Awards

Story Links LEXINGTON, Ky. – The American Volleyball Coaches Association (AVCA) announced today that Missouri State’s beach volleyball program has earned the prestigious 2025 AVCA Team Academic Award, sponsored by INTENT. This award recognizes teams that sustain a cumulative GPA of 3.3 or higher across the academic year. In addition to the […]

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LEXINGTON, Ky. – The American Volleyball Coaches Association (AVCA) announced today that Missouri State’s beach volleyball program has earned the prestigious 2025 AVCA Team Academic Award, sponsored by INTENT. This award recognizes teams that sustain a cumulative GPA of 3.3 or higher across the academic year.

In addition to the Team Academic Award, the Bears were recognized on the AVCA Team Academic Honor Roll, an honor reserved for teams that hold the top 20% of team GPAs across all programs in their division.

Missouri State posted an impressive 3.76 cumulative GPA for the 2024–25 academic year, with a 3.78 in the fall and 3.74 in the spring. Every student-athlete on the roster recorded at least a 3.00 GPA each semester, totaling 39 semesters at 3.00 or higher, including 33 at 3.50 or above and nine perfect 4.00 semesters.

 

#GoBears

 



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Temple University

PHILADELPHIA – The American Volleyball Coaches Association has announced the 2025 Team Academic Award sponsored by INTENT for the 2024-25 academic year.   “It’s very exciting to see that the record-setting, on-court success during the 2024-25 season have extended to the classroom,” says AVCA CEO Jaime Gordon.   Temple is a part of a cohort […]

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PHILADELPHIA – The American Volleyball Coaches Association has announced the 2025 Team Academic Award sponsored by INTENT for the 2024-25 academic year.

 

“It’s very exciting to see that the record-setting, on-court success during the 2024-25 season have extended to the classroom,” says AVCA CEO Jaime Gordon.

 

Temple is a part of a cohort of 1,450 other collegiate and high school volleyball teams that maintained a year-long GPA of at least a 3.3 on a 4.0 scale.

 

Gordon continued,” The fact that more programs earned the Team Academic Award than ever before is evidence of how committed our coaches are when it comes to helping their players reach their goals as both students and athletes.”

 

The Owls finished the 2024-25 academic year with a team cumulative GPA of 3.54. 15 student-athletes finished the school year with at least a 3.0 GPA, which accounts for 94% of the team.

 



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Best quotes from day eleven of the World Aquatics Championships

Day eleven of the World Aquatics Championships – Singapore 2025 delivered drama and thrill as artistic swimming crowned new champions, while Greece stunned by defeating defending champions USA in the women’s water polo semi-final, setting up a gold medal showdown with Hungary on Wednesday. In the artistic swimming competition, athletes delivered flawless performances across the […]

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Day eleven of the World Aquatics Championships – Singapore 2025 delivered drama and thrill as artistic swimming crowned new champions, while Greece stunned by defeating defending champions USA in the women’s water polo semi-final, setting up a gold medal showdown with Hungary on Wednesday.

In the artistic swimming competition, athletes delivered flawless performances across the Men’s Solo Free Finals and Women’s Duet Technical Finals, while twenty six teams competed in the Team Technical Prelims with eyes on championship glory.

Hear more about it all below.

Artistic Swimming


Image Source: Hiroyuki Nakamura/WORLD AQUATICS

Filippo PELATI (ITA) – Bronze in the Men’s Solo Free Finals

On the result:

“I’m very happy with my performance because I didn’t expect the result. I was only enjoying the moment and I only felt the music and the choreography and thought about nothing. I’m very proud of myself and happy to win a bronze. It’s very important for me; it’s like a gold medal and I’m very emotional.”

On his first World Championships medal:

“Now it’s confirmed, because last year I took part in the junior worlds in Lima and I won the bronze in the mixed duet technical and placed fourth (in both solo free and technical). So for me, now (this) seems like a gold. And also because it’s with all the best male artistic swimmers – every (swimmer) is the best one. I’m very proud.”

Eirini-Marina ALEXANDRI (AUT) – Gold in Women’s Duet Technical Finals

On whether being twins gives them an advantage:

“We have a special connection because we know how we feel. I know how she feels even if I just look at her, so I know what I have to tell her to calm her down. And the same applies for her; she knows everything about me and we can communicate very easily. If it’s another girl, then sometimes maybe you have to be careful how you tell them things.”

Water Polo


Image Source: Istvan Derencsenyi/World Aquatics

Kathy ROGERS (GBR), captain and Player of the Match – re. FRA V GBR (9-14)

On their Singapore 2025 campaign and the future:

“There’s going to be a really good future. It’s going to be really big. We’re getting more support from Swim England and Aquatics GB, so it’s a really exciting time.”

Tilly KEARNS (AUS), Player of the Match – re. AUS-JPN (21-17)

On how close the match was:

“From a disappointing quarter-final, it’s always hard to get up and play another game when it’s not for a medal and it’s not for the result that you want. But we’re a team that always gets around each other and we love each other a lot, so we wanted to play for each other.”

Eleftheria PLEVRITOU (GRE), captain – re. GRE v USA (14-10)

On the match:

“It was amazing today. We played really good. My team is ready for the final, ready for the gold. At the beginning, it was just the attack that we were stuck a little bit. We couldn’t score. That’s why, I think the score was close. Until the third quarter, it was close…We played amazing in the last minutes. We controlled the game with the time.”

Boglarka NESZMELY (HUN), Player of the Match – re. HUN v ESP (15-9)

“It was a perfect win from us. Our team, we played really, really good water polo. We did what the coach said so thanks to my teammates, thanks to my coach and to everybody who helped us. I’m so blessed to be a part of this team because it’s a huge thing for us, reaching the final. Our team is basically a new team and we have a lot of young players, including me, so it’s a huge thing for us. It means everything because Hungary is a water polo nation and I’m so thankful.”

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Bentley volleyball earns 12th consecutive AVCA Team Academic honor

Story Links WALTHAM, Mass. – Make it a dozen. The Bentley volleyball program earned is 12th consecutive Team Academic Award, the American Volleyball Coaches Association (AVCA) recently announced. Teams must have a minimum 3.30 GPA to qualify. AVCA Release The 2024 Falcons maintained their academic prowess while reaching new heights on […]

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WALTHAM, Mass. – Make it a dozen. The Bentley volleyball program earned is 12th consecutive Team Academic Award, the American Volleyball Coaches Association (AVCA) recently announced. Teams must have a minimum 3.30 GPA to qualify.

AVCA Release

The 2024 Falcons maintained their academic prowess while reaching new heights on the court. Last year, Bentley won its second consecutive NCAA East Regional title and reached the NCAA Semifinals for the first time in program history.

Bentley’s historic NCAA run included a five-set win over Ferris State in the national quarterfinals. It was Ferris State’s first and only loss of the season.

The Falcons finished the season with an overall record of 26-7. The AVCA’s final national poll of 2024 put Bentley at No. 18, marking the program’s first-ever national ranking.

For their off-court success, Elizabeth Blinn, Erica Borzone, Jazzy Burke, and Caitlin Wunder each earned Academic All-District honors from College Sports Communicators (CSC).  

 



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Floréal adds Keilah Tyson to Track and Field coaching staff

Story Links AUSTIN, Texas – Head Track and Field/Cross Country Coach Edrick Floréal announced the addition of Keilah Tyson as an assistant coach of sprints, hurdles and jumps on Monday. Tyson is an accomplished track and field coach and former professional athlete with over eight years of coaching experience at the high […]

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AUSTIN, Texas – Head Track and Field/Cross Country Coach Edrick Floréal announced the addition of Keilah Tyson as an assistant coach of sprints, hurdles and jumps on Monday.

Tyson is an accomplished track and field coach and former professional athlete with over eight years of coaching experience at the high school and collegiate levels. A standout sprinter and jumper herself, Keilah competed as a Tier 3 athlete with Team USA, training under legendary coach Brooks Johnson and competed alongside Olympic gold medalists.

“We are thrilled to be adding Coach Tyson to our staff. Her experience at the high school and professional level will prove to hold huge value to our program,” Floréal said. “Her ability to develop young athletes is clear through their accomplishments at the next level of their careers. Coach Tyson will make an immediate impact on our program and we’re excited to have her get started here.”

Tyson most recently served as the boys and girls indoor and outdoor sprints and relays coach at Varina High School. While at Varina, she coached eight regional champions and 25 all-regional honors. The indoor campaign produced six all-state finishes and eight all-region awards. Tyson helped 16 athletes qualify for the Virginia State Championships and ended with seven all-state performances. Prior to Varina, Tyson coached at Mills E. Godwin High school from 2021-23 where the team won Regionals, 11 state titles, 15 all-region honors and recorded four school records. She was also an assistant at Richard Bland College where she worked with both the men and the women’s short sprinters and jumpers.

“I’m extremely honored to serve as an assistant coach at the University of Texas and to be a part of a program with such a rich legacy,” Tyson said. “This opportunity truly fells like the culmination of everything I’ve been working toward by entire life. Track and Field has always been my passion and having been mentored by Coach Floréal, it’s a dream come true to now work alongside him and contribute to this incredible program. My goal is to pour into our student-athletes not just physically, but mentally to realize their full potential.”

Tyson began her coaching career as the head coach at Powhatan High School where she led athletes to unprecedented success—breaking all sprint, jump, and relay records in her first year in 2019. Her leadership produced two national champions, 16 all-state athletes, 10 school records, two Virginia state champions and one state runner-up from 2019-2021. Notably, she coached Anthony Greenhow, the boys’ 100m and 200m state champion and record holder, who went on to earn a full scholarship at South Carolina.

Tyson, a standout track and field athlete at the University of Kentucky, ran under Floréal and was part of the Runner-Up team in 2015. She holds 16 All-SEC honors, multiple NCAA All-American recognitions, and is the Virginia state record holder in the 100m dash and long jump.

Tyson is deeply committed to developing athletes both physically and mentally, fostering teamwork, discipline, and a winning mindset in every program she leads.

“As I step into my first role as an NCAA Division I coach, my goal is to build on my eight years of experience by making a meaningful impact both on and off the track,” Tyson said. “I hope to contribute to the tradition of excellence at Texas by helping develop athletes who are not only physically prepared, but also mentally strong and confident in their abilities. I want to create an environment where athletes believe in themselves and understand what’s possible through hard work and discipline. Ultimately, my goal is to help the team compete at the highest level while also preparing these young men and women for success in life beyond track and field.”



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