Participation in mass fundraising events has recovered from the Covid-19 pandemic, with participation levels “not only returning to but exceeding pre-pandemic figures”, according to a new report.
The Mass Participation Pulse 2025 report, published by the consultancy Massive, said participation in mass fundraising events is showing a “robust recovery”, with participation levels now exceeding pre-pandemic figures.
The report, which is based on a survey of more than 11,000 UK adults carried out between October and November 2024, says the resurgence is being “driven by a diverse and growing demographic of particularly younger and female participants, who are engaging more frequently and spending more on events and related activities”.
The report found that the average number of events that people reported participating in during 2024 was five, the same as in 2019 and 2023. This was higher than 2022, when the average number was four.
But the research found that more people were new to their chosen sport, with more than a quarter saying they had only taken it up within the past two years. This was up from just 9 per cent last year.
These new participants tended to be younger, according to the report, with the average age falling from 49 in 2023 to 44 in 2024.
Under-35s made up nearly one-third of participants in 2024, the report says.
A large proportion of the new participants were women, it adds, with women making up nearly two-thirds of participants aged under 35.
The research found that 32 per cent of all of the female respondents had been taking part in events for less than two years, compared with just 20 per cent of men.
Running remained the most common activity, which it has been for the past two years.
In 2024, 79 per cent of respondents were runners, with nearly half of them reporting that half marathons were their favoured distance.
Just 9 per cent of respondents chose cycling as their favoured activity, 7 per cent chose triathlon and only 2 per cent chose swimming.
The research found that 90 per cent of respondents believed that the events they participate in are well organised and just 2 per cent of men and 3 per cent of women expressed concerns about safety at their events.
Nearly half of the respondents agreed that the events they take part in are good value for money, up from just 23 per cent the year before.
But affordability was the biggest factor in people cutting back on the number of events they participated in, the report says.
Of those who took part in fewer events in 2024, 46 per cent said this was due to having less spare money.
While a lack of fitness was the main barrier to increased participation post-Covid-19, its relevance has nearly halved since last year – in 2023, this was reported as an issue by 43 per cent of respondents, compared with just 24 per cent in 2024.