The New Athletic Class: How Lifestyle Sports Are Reshaping Travel

Today’s traveler might be just as likely to pack sneakers or a paddle as they are a swimsuit. From sunrise runs in Central Park to beachside pickleball matches in Tulum, lifestyle sports are changing not just how we move, but where we travel.

It’s the rise of the cultural athlete: For this group, sport is more than exercise — it’s a way to connect, express identity, and often, spark the idea behind their next trip.

Destinations are taking notice, building races, trails, and courts into their tourism strategies. Hotels, too, are rethinking amenities and programming to meet the moment — not just offering gyms, but curating experiences that keep guests moving and engaged.

Running was once viewed as a solo workout or a race-day challenge. Today, run clubs have turned fitness into something social, and their popularity is taking off.

Strava’s 2024 Year in Sport found that run club participation jumped 59% globally, while marathon and ultramarathon participation rose by 9%.

Big brands are fueling the momentum. Major players like Nike, Lululemon, and Peloton are building communities as much as they’re selling gear. Their run clubs have transformed parks and city streets into lively hangouts where locals and visitors can get moving and connect.

As running becomes more social, it’s also starting to influence where people want to travel. Running USA’s 2024 Global Runner Survey found that location tops the list when choosing races, beating out distance, terrain, or price. This shift has fueled the rise of running tourism, with travelers seeking out memorable courses, inspiring backdrops, and the energy of like-minded communities.

The “Big Six” marathons — Boston, London, Berlin, Chicago, New York City, and Tokyo — draw hundreds of thousands of runners annually, lifting visitation and spending in these cities. While these marquee races anchor the global running calendar, interest is also surging for smaller, more scenic events, such as marathons in Big Sur, Queenstown, and Reykjavik.

Running-focused travel itineraries are gaining traction as well. Contiki’s Run Club offers a 14-day, seven-city European sightseeing-and-run tour, while Runcation Travel organizes trail-running trips in scenic destinations like the Italian Dolomites, Patagonia, and California’s Sierra Nevada.“We tend to attract travele