Running Revolution in Smaller Cities
- Feb 25
- 5 min read
Updated: 2 days ago
From ‘Bhaag Milkha Bhaag’ on screen to millions sweating it out on the streets, India has caught the marathon fever! The craze has officially sprinted past the metros, with small cities now hosting full and ultra marathons. But as the 'running economy' booms, one vital question remains: are we merely clearing roads for a single Sunday, or actually designing safer streets for the everyday runner?
The Rise of Marathons Across India
With the emergence of run clubs and sports influencers, running has gone beyond a hobby and transformed into a goal-oriented lifestyle. As a result, the early morning atmosphere, the parks and streets in Indian cities are visibly changing into a running path. Running as an activity was preferred over other sports, for its low-effort involvement, easy access and self-monitored growth.
What started as a simple, niche fitness routine has completely transformed from a hobby into a significant business enterprise. From running shoes, posting Strava maps and running analysis on social media to expensive gear and specialised apps for training and tracking progress, this trend is much more than physical fitness; it represents a billion-dollar economy that signals a massive shift in Indian health awareness, local business opportunities, and small-town pride.
Looking at the timeline of distance running across India, the foundations were laid by pioneers like the Pune International Marathon, which began in 1983, and the now highly popular Mumbai Marathon, established in 2004. However, the expansion into smaller, regional territories started to take shape firmly between 2008 and 2012. Early adopters in this phase hosted events like the Auroville Marathon in 2008 and the Ladakh Marathon in 2012. The real explosion, however, has been the post-COVID surge in the 2020s. We are now seeing new, large-scale races spring up in places such as Dehradun (2021), Patna (2023), and Tawang (2023). Strikingly, full marathons covering 42 kilometres are becoming common even on highly challenging and remote routes such as Spiti, Ladakh, and Tawang.
From the mountainous roads of Lahaul in Himachal to the busy riverbanks of Prayagraj in Uttar Pradesh, streets have become hubs of neon-clad runners. According to Ahotu (a global endurance race calendar and marketplace that connects athletes with over 60,000 events across 194 countries), out of 40 major marathons currently being organised (in 2025-26) in India, an impressive 26 are now held in smaller cities, which are currently defined as having populations under 30 lakhs.
Why are People Running?
The motivation behind this surging running boom is a mix of health awareness and rapidly changing social habits. This ties closely to the rise of gym culture, the popularity of mobile fitness apps, and a genuine desire for a healthier lifestyle after the pandemic. There has been a clear and deliberate shift from casual walking for health to actively training for a specific goal. Furthermore, local groups like Soles of Cochin, in addition to annual marathons, also organise year-round training programmes to encourage grassroots participation. Finishing a long-distance race has become a modern social milestone, effectively replacing many traditional pastimes for young and middle-aged adults alike. The sheer scale of this cultural shift is staggering: from just 7,000 to 8,000 registered runners in the early 2000s, India now sees over 28 lakhs people registering for running events all year round.
The Business of Local Marathons
This ongoing massive participation has created a highly lucrative business ecosystem. Today, the 'running economy' in India is estimated at $450 million per year (roughly ₹3,700 crore). This direct revenue flows heavily into various local sectors across small cities. For instance, marathons and distance-running events generate annual revenue of ₹250-300 crore solely through the sale of clothes, shoes, travel, and hotels, according to a KPMG report.
Furthermore, marathon tourism is becoming a top reason to travel, with runners specifically visiting destinations like Goa, Ladakh, and Coorg just to run and roam. This tremendous local growth naturally attracts major corporate sponsorships. While mega-events in metros boost the brand value of companies like Tata Consultancy Services, this successful running economy is now capturing audiences in Tier-2 and Tier-3 cities. For instance, major brands like the State Bank of India (Patna Marathon), MG Motor (Vadodara Marathon), and multinational tech firms like UST (Thiruvananthapuram Marathon) are acting as title sponsors for small-city races. Even global sportswear giants are identifying these regional hubs as the next frontier for retail and sponsorship.
How Run-friendly are Our Cities?
However, the rise of these events brings a pressing, everyday urban challenge: the sharp contrast between a one-day event and a 365-day reality. Hosting a marathon often involves intense logistical coordination. Events frequently require local governments, police forces, or even the Indian Army to clear roads and ensure safety for a few hours. It is easy to assume these massive events are merely 'marathon tourism' driven by outsiders, but the statistics tell a different story. In Tier-2 cities like Coimbatore, massive events drawing over 21,000 runners are entirely community-led, driven by local grassroots groups (such as Coimbatore Runners). Even in extreme destination races like the Ladakh Marathon, around 40% of the 6,600 participants are now local residents (encouraged by community initiatives like waiving student fees in exchange for discarded 10 PET bottles). The marathon participants are not only visiting athletes; they are also local students, professionals, and everyday citizens.
But a bigger question persists long after the finish line is dismantled: Where do these millions of people run or train on a daily basis? In many of these rapidly expanding cities, basic pedestrian infrastructure is entirely missing. How can someone focus on their running pace when their primary concern is simply dodging erratic traffic to stay safe? Without continuous footpaths (let alone dedicated running tracks), citizens are forced to battle for space alongside two-wheelers, auto-rickshaws, and heavy vehicles. The consequences of this missing infrastructure are often deadly, as seen in tragic hit-and-run incidents involving morning walkers in cities like Chandigarh and Dehradun.
Beyond the threat of traffic, the lack of secure, well-lit pedestrian zones exposes runners to other daily hazards. During the early morning hours, when most training occurs, runners frequently have to navigate routes populated by unmanaged free-ranging animals or face genuine safety concerns about antisocial elements in dark, isolated stretches of the road. As a result of these very real dangers, runners are forced to rely on enclosed university grounds, highway shoulders during non-traffic hours, or overcrowded public parks. This raises a critical point: Are our cities just building capacity for a single annual event, or actually equipping citizens to be better, safer runners? There is a desperate need for change in local planning, specifically for dedicated running tracks, better pavements, and open-air gyms in small cities to sustain this movement safely.
Looking Ahead: Building Safer Streets
The marathon boom is a sign of greater health consciousness and economic activity. The enthusiasm is highly visible on the streets of cities that previously never hosted sporting events of this scale or public participation. However, the long-term success of this culture relies on far more than just race day excitement. If small cities can match the enthusiasm of their runners with better, permanent public infrastructure like safer roads and accessible parks, the running economy will only continue to grow.
Have you noticed this sudden surge in running in your city? And, more importantly, where do you find a safe space to train every day? Share your experiences with us in the comments below!
Research Team: Praisy David, Rohit Bhatt and Yutika Vora
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