What we learned about the running industry in 2024
The noise. There is currently a lot of noise in running. They say running is booming. Looking at the Instagram feeds of fitness influencers with a newfound passion in running, the non-running brands now desperate to join the party and the running clubs, crews and collectives popping out everywhere – that statement seems accurate. Running is booming and everyone seems to be running.
As distance runners there’s one thing we’ve learned to do and that is to silence the noise. That’s the reason we run. Sometimes we deliberately run away from the noise. Those lonely miles on the road and trails have always been there to give runners headspace and silence. And when you are training for a long-distance race, you must stay focused and cut out any nonsense that you don’t need. You likely have work and family commitments and that’s enough to manage whilst logging in those miles ahead of your race. Ignore everything else. Stay in your lane.
“Sometimes we deliberately run away from the noise.“
And that’s the ethos we’ve adopted here at Stolt this year. We stay in our lane. We focus on serving those who run. Like we’ve done before the pandemic introduced the lock down runners and like we will do once many of them have moved on to hybrid training and other forms of trending exercise.
Because we are runners. And we are building tools for those who run.
This year we’ve welcomed a lot of new runners to team Stolt. We have served runners in our home turf here in the UK and shipped our products to 60+ countries globally. Our Scandinavian design and heritage have been celebrated from the UK to Japan and we have been humbled by the awards we’ve won.
But like endurance runners do, we keep our heads down and we get back to work.
“For those who run for the decades to come“
We are building towards a great new year, and we can promise you, we will stay true to what we know best – and that’s running.
Here’s to the new year and for those who run for the decades to come.
A note from Katja & Keijo, Founders of Stolt Running. An independent running brand. For those who run for the decades to come.
