The Power of Running Clubs and Sports Tourism
A survey by Ticket Sports and ATC-SP reveals the power of word-of-mouth and the impact of running clubs on sports travel.
A groundbreaking survey conducted by Ticket Sports in partnership with ATC-SP details the dynamics of running clubs in Brazil. The study highlights the strength of athlete referrals and the growing importance of race travel on group calendars.
In the world of road running and endurance sports, the decision to join a running club or pick a target race is rarely made in isolation. The Sports Groups in Brazil survey, conducted by Ticket Sports in partnership with the Associação dos Treinadores de Corrida de São Paulo (ATC-SP), mapped this ecosystem by surveying 240 group and club leaders across the country.
The data proves that community is the main growth engine of this market: 73.4% of running clubs attract new members through word-of-mouth referrals from current athletes. Beyond organic recruitment, the study highlights the direct influence of these groups on sports tourism, with 90.6% traveling to events outside their home cities. Their role extends far beyond training plans, encompassing race selection as well as logistical support for lodging and transportation.
Sense of community and connection beyond training plans
Despite the rise of training apps and modern running crews, traditional running clubs maintain a strong position precisely because of the social factor. Wearing team gear, traveling together, sharing post-race tents, and maintaining regular in-person training routines build bonds that individualized technology cannot replace.
With strong demand from runners seeking in-person coaching and community integration, the sector also faces operational challenges, such as finding qualified fitness professionals to support continuous group growth across the country's major training hubs.
