Just a week later, the London Marathon broke the world record with the largest number of finishers at a marathon event ever. A bit of all of the above, according to Heather McCormick, group communications and public affairs director at London Marathon Events. Strava saw a 250% increase in running clubs on its platform in 2025 compared to 2024, alongside an 89% year-on-year increase in women joining running clubs. You see women running before work, after work and at weekends, with conversations about training becoming a part of everyday life.” “This is critical to ensure safety, and run clubs and brand-led clubs should have strict protocols in place so women feel safe and comfortable reporting anything untoward.