More Runners, More Problems?
Charlotte’s Running Scene Adjusts to Population Boom
Charlotte’s growing – fast; and all these new folks making the area home aren’t just transforming the city’s skyline and economy. They’re also creating a significant impact on the local running scene. The latest numbers show 117 new residents arriving here every day. Sure, not all of them are runners. But the Queen City’s running events and retailers are on the receiving end of the opportunities and challenges that come with this kind of change.
Making Charlotte Home
Charlotte’s got a lot, as the marketing campaign goes. If you’re a runner, It’s hard to argue otherwise. Between the growing greenway system, the seeming ubiquity of area running clubs, a calendar full of events, and a vibrant social scene; it’s a pretty ideal setup for runners.
Lindsey McGee is a relative newcomer herself, moving to Charlotte in 2022. To meet folks and find her way in her new hometown, she made the rounds at local run clubs. Since then, she’s started or leads several run clubs, and is Lead Ambassador for the Novant Health Charlotte Marathon. It’s fair to say she’s found her tribe.
“Two aspects that are big in Charlotte are the running community and the dog community,” McGee told us. “We are a dog-friendly city and very runner-friendly. Also very much a beer city.”
No, we didn’t forget about the humidity. But the run clubs, the beers, the dogs, and the Southern hospitality can make it a pretty easy for newcomers to integrate into the local running scene quickly and comfortably. Especially if they identify as a runner.
Keeping Pace with New Runners
Like the city itself, signature events such as the Novant Health Charlotte Marathon have experienced significant growth over the last several years. Arguably, the post-pandemic running boom gets some of credit. So too can the thousands of new folks who’ve moved here, like McGee, looking for friends and those shared experiences.
Tim Rhodes is Managing Partner and Race Director for the Novant Health Charlotte Marathon. He sees the influx of new residents as a chance to not just grow event participation, but to expand the running community as a whole. “With 117 people moving here every day,” he said, “that’s 117 new opportunities for us to welcome someone new to the running community. The challenge, of course, is that we’re always in the business of making a first impression.”
Rob Horton, chief marketing and communications officer at The Charlotte Regional Business Alliance, highlighted the role running events play in integrating newcomers: “The Charlotte Region attracts people from every corner of this country who are drawn to our low cost of living and high quality of life. Events like the Novant Health Charlotte Marathon provide these transplants with opportunities to build meaningful connections and create lasting impact.”
For local running retailers, the population boom is a golden opportunity to establish all-new, long-term customer relationships. Donny Forsyth, co-owner of Charlotte Running Company, said his stores see potential new customers on the regular. “We get new people coming in all the time who just moved here,” he told us. “It’s almost like an interview, you know? They’re seeing if they like us, or seeing if it feels as good as their old loyal hometown running store.”
Forsyth said he emphasizes to his employees the importance of creating a welcoming environment for these potential long-term customers. “You never know, that person may end up being somebody that shops in our store for the next 20 years, so it’s a huge opportunity.”
Rolling with the Changes
The influx of new residents is not just increasing numbers; it’s also shifting the demographic makeup of Charlotte’s running scene. Brian Mister, race director of the Around the Crown 10k, observed, “It feels like the majority of these 117 per day are younger than the typical runner or racer. I think the challenge is updating each respective company’s marketing around that generation.”
This demographic shift presents both challenges and opportunities for event organizers and retailers, Mister added. “We have the opportunity to tap into a whole new market if we can evolve quick enough!”
Miller Yoho is Director of Communications and Marketing at Charlotte Sports Foundation; a local nonprofit that promotes the city through, “unforgettable, high-profile sporting events,” like the Duke’s Mayo Bowl, Jumpman Invitational, and the Meck Mile. As the city grows, he told us, so does the expectation that folks can find things to do.
“The growth in Charlotte’s population has fueled the city’s rise as an incredible sports event location,” Miller said. “Residents and visitors alike have an appetite for experiences that are unique, engaging and leave an impact. As organizers we must think outside the box and look to create events that are distinctive to the Queen City and this incredible region.”
Land of Opportunity
As Charlotte continues to grow, the running scene is poised to be more energized and more diverse than ever before. From expanding race participation to evolving retail experiences; all this new blood is pumping fresh perspectives and expectations into every aspect of local running. For long-time Charlotte runners, the area’s 117 daily newcomers, and the events and industries that cater to them, it really is a land of opportunity.
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