European Running Business Conference 2026 in Porto-Gaia

MAKE IT YOURS. RUN MUNICH.

Last weekend we were at the European Running Business Conference in Porto-Gaia. Around 600 organisers, federations and partners from the international running industry came together to discuss the future of our sport.

Our key takeaways:

• AI and new technology are becoming essential tools, from registration and timing through to communication with participants.
• Younger people and women are the fastest-growing groups in running.
• Experience matters. What happens around the race increasingly determines whether participants come back.
• Managing growth. The running boom brings with it a responsibility to develop mass participation events safely, sustainably and to a high standard.

The conference and the people there showed how professional running events have become: the result of years of experience and the work of many committed teams. That development depends on open exchange, and gatherings like this one make it possible.

Many thanks to European Athletics and Runporto for organising the conference, and to all colleagues for the good conversations.