What Participants think about events?
Drawing on nearly 40,000 participant responses collected over four years, the Mass Participation Pulse maps the changing landscape of the mass participation sector across the UK and Ireland.
It highlights key trends, challenges, and opportunities shaping the future of events — informed directly by the people taking part.
We’ve partnered with other event organisers, brands, charities, and entry platforms to help shape the future of mass participation events in the UK.
Our belief is that the best route to this growth is through better understanding current and potential mass participation event participants; why they take part, their behaviours, needs, thoughts and their attitudes towards active events. We hope that this report provides those insights, highlights trends and identifies opportunities to support the growth we all want to see.
Key findings from this year’s report:
- Participation remains strong: 89% plan to maintain or increase events in 2026, though new entrants are declining (from 26% to 18%).
- Running dominates & longer challenges rise: Running accounts for 95% of entries, with marathons and ultras gaining popularity.
- Financial pressures growing: Average spend stable (£189), but only 36% feel events offer good value, and 82% expect no rise in discretionary income.
- Younger, social, and diverse participants: New entrants are younger, more female, and often join with friends or clubs.
- Charity & sustainability trends: 14% fundraise (~£1,453 avg.), while interest in greener events is growing but cautious.