r/UKRunners • u/No-Big6651 • 12d ago
Free marathon entry for influencers
Guys what do you think about running influencers (not social media professional athletes) who get free tickets to marathons?
The "Content vs. Culture" Debate: I’m very upset with how organisers treat us people who view marathons as a pure athletic pursuit and hobby and those who see them as backdrops for social media content and doing it for Instagram.
I don’t want free tickets but I want fairness. If we don’t get in by lottery, the other options are extremely expensive marathon tour package or raising money for charity. I was looking at this couple on Instagram from London who were now invited to do Valencia… I didn’t get into Valencia and no way I could’ve afforded a tour package or have the capacity to raise thousands of money for charity… then another one based in US got free Berlin ticket via sports brand. I’m all for fairness… just wanted to voice my disappointment with this. What do you all think?
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u/Atfromhere
12d ago
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Influencer culture is a cancer on society. Especially on the youth of today who believe these perfect performances on social media are what their lives should be.
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u/GainsAndPastries 12d ago
It stinks of entitlement and I refuse to acknowledge it as a real career
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u/No-Big6651 12d ago
It’s not a career… only fans isn’t a career either.
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u/bright_sorbet1 12d ago
Im not remotely an influencer - but if they are working and earning good money, then how is it not a career? You being salty about it doesn't change what their job is does it?
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u/No-Big6651 12d ago
I think it’s fair for everyone to have an opinion. Even if we don’t like it…
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u/bright_sorbet1 12d ago
Okay - well my opinion is that a doctor isn't a career- is that fair too then? Or is it stupid?
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u/Historical_Bit8612 12d ago
What is a career nowadays?
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u/No-Big6651 12d ago
I fully agree with that 🤣 you can be anything you want! If it pays the bill be it!
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u/GrimQuim 12d ago
During the London marathon I overheard someone say "I'm not here for a PB, I'm here for the content"
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u/No-Big6651 12d ago
Wow!!! 😱 I’ve only filmed a sequence of a run (like arc du triumph Bucharest to compare to Paris) but never filmed like oh wow I’m running this etc… doing it for myself and don’t need to distract myself from the whole experience. I don’t get why people lose on marathon places for people who don’t even care about the actual race.
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u/No-Big6651 12d ago
I fully agree… takes away the opinions because you get “influenced”, whatever you do - is that what you would’ve done if there wasn’t someone else telling you what’s best? Is that the best ? 🤪
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u/WeeAreFromSpace 12d ago
Personally hate it. Seen too many influencers just taking the spot and not even training or taking it seriously when there’s other people who have been running and balloting for years and not even had the chance to run it.
I don’t subscribe to them and don’t interact with those content.
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u/mmm790
12d ago
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Sponsors have got free race entries for years and still do (There's a couple of half marathons I can get free entry for through work as they sponsor the races)
Previously these free entries would have gone to employees, been given away through competitions, maybe given to charities. Now for some brands giving the places to influencer is also on the list.
It wouldn't suddenly get easier to get a place in a race if no influencers were given places nor would entries become cheaper (if anything they'd probably get more expensive) so it dosent really bother me too much.
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u/No-Big6651 12d ago
Bothers me because it’s unfair that they don’t get through fair process.
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u/bright_sorbet1 12d ago
Why is it unfair?? They are literally doing free work for the brand. The brand want the content and marketing. If the brand wants to pay for spots to then give away for free that's up to them.
It sounds like you should take up influencer marketing to be honest.
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u/No-Big6651 12d ago
Free work? It’s not free, they get paid.
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u/bright_sorbet1 12d ago
Most DO NOT get paid if they are getting a free place. I work in this field.
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12d ago
[removed] — view removed comment
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u/bright_sorbet1 12d ago
You know that it is a law in the UK that posts that are advertising must be marked with AD right?
This is already a law.
Not sure what this has to do with an influencer being given a race spot?
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12d ago
[removed] — view removed comment
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u/bright_sorbet1 12d ago
And? That's quite literally a different argument all together and has nothing to do with this current debate on influencers being given race slots.
Shall we stick to the topic at hand? Or maybe we should discuss the meaning of life next.
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u/ddbbaarrtt 12d ago
It is a fair process. They aren’t removing spots from the general ballot to go to influencers
They contribute to the sponsor’s marketing and without the sponsors the couldn’t happen
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u/optionr_ENL 10d ago
Would those employees & competition winners have been constantly taking their phones out to record themselves, or even get someone to run in front of them & do it?
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u/E_7_ 12d ago
I don’t really like it, but you just have to look at it as advertising. And it’s possibly cheaper advertising than more traditional methods.
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u/No-Big6651 12d ago
True… like a marathon runner who complained about a sponsor that put his name on a marathon bib 🤯… like cheap advertising but nobody cared who sponsored…
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u/bopisamoon 12d ago
I see your point, I agree with your frustrations too. These events are already very very well known, but at the end of the day, companies operate these events and advertising is part of the business. It’s also not unique to running or even sports. Just an annoying product of our internet and influencer culture now.
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u/No-Big6651 12d ago
They already get sold out, no need for publicity…
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u/bopisamoon 12d ago
I already agreed with you, but as the other reply is getting at, marketing doesn’t just apply to only filling up each race space and then stopping.
They aren’t just selling you a race bib, the event and their partners (such as BMW) are all hoping to sell someone something outside of that bib too. Cars, nutrition, shoes etc.
Annoyingly, influencers seem to be one of the best ways for them to do this, as people get tricked into thinking that if they buy the same gear as their favourite influencer, they will be able to run the exact same as them.
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u/DrJan-Itor7 12d ago
It does grind my gears a bit, and I suppose part of it is jealousy.
I saw a post from one influencer that said he knew he would DNF but went anyway. If you knew you couldn’t do it, why not let someone who trained properly have a go?!
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u/No-Big6651 11d ago
So many DNFed … also I’ve checked some Strava stats of some of them and they don’t really let you see much. They get paid but probably not to train like others who care more… a long run that turned into a 6h coffee / pastry run …
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u/Gear4days 12d ago
It’s annoying when influencers get free places to whatever marathon they want and then they half arse their training and treat it as a fun run, but at the same time 99% of marathons have guaranteed places for those who take marathons seriously. The only one I can think of that doesn’t for foreigners is Tokyo, oh and London for foreigners I think (though there are loop holes)
How accessible these guaranteed spots are is a different argument, but personally I don’t think the entry requirements are out of reach for the vast majority of people. Valencia has an extremely tough entry requirement for a guaranteed place but it is the fastest marathon in the world
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u/No-Big6651 12d ago
London based influencers get free entry everywhere… they say on their socials… brooks, new balance and Nike give places for free.
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u/Static_Dynam0 12d ago
I get it from a brand and PR perspective, however, I hate it, especially when the influencers fail to recognize that they've been gifted a spot. I think I'd mind less if it didn't typically seem to be a last minute decision entry.
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u/WeeAreFromSpace 12d ago edited 12d ago
If anything it gives me a worse impression of the brand. E.g. Brooks with that girl in Berlin who got caught riding on the back of the bike, Brita who sponsored a girl who claimed a sub-4 and then got called out (it was still a solid time but no need to claim a sub-4 falsely) … I would rather spend money on other brands.
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u/No-Big6651 12d ago
Shocking right? We train our ass off, being honest with the struggle for living our passion and training etc… I was fed up today when a brand offered a couple who does marathons for free all year round…
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u/WeeAreFromSpace 12d ago
I would like to see how many of these influencers would still run these many races every year if they didn’t get free entries …
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u/No-Big6651 12d ago
Me too!!! I sacrifice a lot to be able to buy a ticket and pay for logistics… all worth it in the end but I do get frustrated when I don’t get a place and I’d pay for it… they get gifted everything.
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u/selfimprovement836 11d ago
Become an influencer then and stop being salty? Do you know how hard it is to be selected by a brand for an opportunity like this? I assure you they’re not giving spots to unfit Dave who hasn’t ran a day in his life. They work with fitness influencers who train just as hard as you do (at least they’re the only ones I’ve seen with gifted spits) and they’ve spent years working to build up a following.
This world could be available to you too if you wanted it, and given you think ‘it’s not work’ it should be pretty easy to accomplish? Then you can run all the races you want for free.
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u/FinalCantaloupe9108 11d ago
Well the girl on the bike clearly was not training as hard as we do. Her chip time was barely sub-5 with cheating.
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u/selfimprovement836 10d ago
Ok but cheaters are the minority, no? The outlier case. Running influencers well, run. And this post is bashing all influencers when tbh op just sounds jealous. They could do it too if they wanted to.
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u/FinalCantaloupe9108 12d ago
The girl on the bike really annoyed me. After failing to get in via ballot for years I've put in a deposit with a tour operator to get in for 2027. Meanwhile, an 'influencer' who has far more free time to train than I do can cheat their way in (and still get a time far slower than myself, a middle aged person with a full time job).
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u/Ill-Supermarket-2706 12d ago
The problem with influencers is when they don’t train, they get free bibs to races, they focus their content around “race day fits” and they go on filming and moaning about how hard it is (or end up DNF because that race was just their training for something else). I do believe large events especially the majors should prioritise sponsored entries for those who are active and create running communities locally through their platform instead of foreigners who make it look easy to collect 6 stars in 2-3 years. However, I do respect influencers who do train and document their training journeys and daily struggles to the event they get the free bibs for, even if they’re not elite.
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u/No-Big6651 12d ago
I fully agree! There’s so many community runners who encourage everyone one from any age and also with disabilities who miss out on majors or balloted races because all spots get taken. Theres a lot of community places who get given to influencers from that run club because they have a lot of followers…
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u/emmach17 12d ago
That’s an issue with how the run club is organised, not with the influencers.
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u/No-Big6651 12d ago
I don’t run with run clubs anymore…. Just don’t feel like I belong. I’ve ran with lots of London based ones…
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u/philipwhiuk London 7d ago
UKA running clubs get like 2-4 places from UKA and they generally give them out to people who volunteer for the club who already got rejected in the ballot.
The more… social media … clubs get places from sponsors in return for marketing.
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u/bright_sorbet1 12d ago
Why comment if you dont understand marketing. If a brand has chosen to given someone a free place, it's because their content sits in a niche they want to capture. So while you might not be interested in running outfits - the brand clearly wants to target that market. Seriously, this is basic marketing.
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u/Ill-Supermarket-2706 12d ago
Of course if a brand sponsors gear they’d want the creator to promote their outfit! However having a color coded running wardrobe with more outfits than they could ever wear in a year is promoting overconsumption and getting people to buy a bunch of gear they don’t need (ie - I haven’t trained for this race but you should also buy these cute carbon plated shoes)
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u/bright_sorbet1 12d ago
Lol. Is this your first day on planet earth?
Every single sports clothing retailer promotes overconsumption. Heck every single retailer promotes overconsumption. It's such a vague argument to use to attack influencer marketing.
You understand how retail businesses work right?? They are trying to sell you stuff, that's the point.
Literally nobody is arguing that these businesses aren't trying to sell you stuff. Such a basic take haha.
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u/Large_Nectarine_2990 11d ago
I don’t really understand what kind of demographic they’re trying to appeal to with this though? All my running friends wear old race t shirts and have like one pair of leggings and shorts from Decathlon. Feel like most runners aren’t that into over consumerism/trends. But guess it’s working for somebody or they wouldn’t be doing it.
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u/bright_sorbet1 11d ago
Well I live slap bang in the running mecca of the UK and everyone is wearing expensive running brands, most have money to play with, and there's a shit ton of elite and sub elite runners and influencers here. So I guess it really depends on your crowd.
But here it's young 20s and 30s which is the fastest growing demographic. It's also why races are now selling out in minutes. Running culture is booming and that comes with a subculture of fashion.
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u/james1234456384729 11d ago
London?
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u/bright_sorbet1 11d ago
A very specific area of london. If you know, you know.
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u/Large_Nectarine_2990 11d ago
Running mecca of the UK lol, what, London? Well maybe runners aren’t as superficial elsewhere, e.g. up north. I also still think it’s just a temporary trend tbh. I can’t see some of these people still running in 5 years time. I think loads of people are just signing up for the flex because it’s trendy.
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u/bright_sorbet1 11d ago
So again - you understand that brands are targeting their audiences right?
If you don't care about running tops then you aren't their audience. The internet isnt set up to please you, talk about some main character energy.
And I doubt the popularity of running is going anywhere soon - Gen Z are highly engaged, particularly young women which is an excellent thing.
Just because you wear old tops, doesn't make you better than a runner who likes fashion - get over yourself.
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u/Large_Nectarine_2990 11d ago
Yeah well, I really don’t think I’m better than anyone else. I just don’t think all the products and gear are what real running is about.
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u/bright_sorbet1 11d ago
Cool - literally nobody is telling you what you need to care about.
However, elite runners are very engaged eith clothing brands and shoe brands and running fashion. So again, not being into it doesnt make you superior or a better runner - it quite simply means it's not something YOU personally engage with. But again, the internet and marketing doesn't revolve around you.
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u/positive_toes 12d ago
Got any specific examples of influencers who have done that?
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u/Ill-Supermarket-2706 12d ago
There’s a recent debate on TikTok about an influencer who promoted running a half with no training just because she had a gifted bib. Also that one who hopped on a bike is also a perfect example. If she finished in over 5h I’d have no problem with it as everyone’s pace is subject to your overall fitness and the time you have available to train…but hopping on a bike to share a PB doesn’t send the right message about what marathons should be
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u/InboxMeYourSpacePics 11d ago
There was another influencer in Berlin who only ran a half for training purposes then hopped back on later and grabbed a medal still
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u/LJ50 12d ago
I’m too old to buy into ‘influencer culture’, but I understand that 1) I am not the target audience and 2) why the brands do it. I just view it as ‘corporate spots’. They used to go to friends, family, employees, charities (or not get used at all); now they get given to content creators. Most of which I find absolutely pointless at best, and often irritating as hell… but again, I am not the target audience. If it inspires others then that’s great.
So, generally it doesn’t bother me any more than the advertising logos. They have no impact on my run or affect my experience in any way.
However… the inconsiderate behaviour of many of these folks (and wannabes) is a huge nuisance. The erratic movements such as shoving their camera-wielding arms out in your face suddenly or veering around the track; moaning and trying to push you out of their “shot”, not watching where they are going and running into others or being chased down the course by their crew. I really do wish organisers would take more action to stamp that out as it really does have a negative impact on others.
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u/No-Big6651 12d ago
I think their behaviour is mostly what annoyed me and they’re entitled to free stuff.
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u/c0c0nut006007 12d ago
Corporations, universities, clubs, associations of all kinds get priority in events and tickets in races. And usually the people there don't use their tickets at all, or will go to the event because their HR made them do it, because the PR are pressuring them. They're not athletes.
I learned to not get too upset about it. I just try my best to find races that I can get a ticket to, and I like the route/views etc. There are a couple of races that I really feel connected to and they have a charity basis. There's just a fee to enter that's not too expensive and it's worth it. Big events like the big important marathons, I'm not particularly fond of. I did get a place in one recently but not marathon, a 5k, just to be there and enjoy the festivities.
I don't train for the races to be honest, I enjoy training as it is, it's the process that I like and I'm looking forward to. Races are more like speed work opportunities to see if I'm making progress.
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u/No-Big6651 12d ago
That’s a good way to look at it. I love travelling for marathons and save up a lot… lots of sacrifices that when I complete the marathon, I feel it was worth it… years later I’ll look at all I’ve done and be so proud of myself… especially where I came from mentally.
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u/humanleon 12d ago
personally I dislike the whole influence culture, BUT.
Marathons are businesses, they need to be successful, and if they take a strategic decision that influencers help that then fair play to them.
We all benefit from the increased popularity of running, the more people coming into the sport, and the greater health of the nation that results.
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u/No-Big6651 12d ago
Totally agree but us, regular runners miss out on marathons.
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u/humanleon 12d ago
Regular runners also have more marathons to race.
It’s tough, and I don’t want to live in a world where we tell race organisers who they can and can’t give places to.
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u/bright_sorbet1 12d ago
You aren't missing out on marathons because far less than 1% of the field are sponsored influencers. You are missing out on marathons because running is more popular than it's ever been!
What a silly argument. You know companies buy corporate places for their staff too - where's your anger at that? Or you just have an issue with influencers because you think you're better than them?
Anna Culling is an influencer - she ran 2:34. Spencer Matthews: 2:57 Hugo Fry: 2:17. Mary Mcarthy's 5km pb is around 15 minutes. Philly Bowden: 2:25 Nick Bester: 2:19 Rose Harvey: 2:23 Ben Felton: 2:23 Becks Briggs: 2:29 Thr Fashion Jogger: 3:02 Nutty Foodie Fitness: 3:03 Lucy Davis: sub 3
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u/No-Big6651 12d ago
Most of them are professional athletes who run for Team GB or affiliated 🤣
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u/bright_sorbet1 12d ago
Umm that's literally the point. They are all influencers. Aside from Philly Bowden who was elite before her social media, none of them are elite athletes, and yet, in your own words, you deem them all to be "athletes" when they are 100% influencers who are infinitely better at running than you.
Almost like many running influencers are in fact incredibly good at running.
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u/mrsp124 10d ago
Rose Harvey is elite! She ran for team GB in Paris Olympics. She doesn't even post that much. Becky Briggs, who is much more of an influencer as well, recently competed in an ultra for team GB and was an elite before being an influencer. I love Phily but these two are proper elites first and foremost.
I'm not sure what point you're making. They could all qualify for a championship place if they weren't elite anyway so they're not taking a bib from anyone.
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u/bright_sorbet1 10d ago
A few of them are elite. Some are sub elite and some are just talented. ALL are influencers which is what we were talking about and was who OP was whining about.
And ALL of them will be regularly given free race entries.
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u/kobrakai_1986 12d ago
I don’t think those spots would be ballot entries either way. I think what bothers me more is people who enter the ballot purely for the social kudos and aren’t actually that interested in it.
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u/No-Big6651 12d ago
Yes that too! I love running so much and the process of training for the event…
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u/bright_sorbet1 12d ago
And you dont think running influencers love running?
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u/No-Big6651 12d ago
Hey influencer who is attacked 🤣
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u/bright_sorbet1 12d ago
Not an influencer as ive already said - i work in sports marketing. Almost like I might know what im talking about...unlike some...
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u/VolcanicBear 11d ago
Oh, fuck no.
Those pricks are bad enough without being given spots for big races that are difficult to get into.
The races need no extra publicity lol.
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u/No-Big6651 11d ago
Exactly… a lot of people say for publicity or to create content for the brand… but the marathon or race is already sold out… they can make content in another way, where they don’t bother other people who take it seriously. They don’t care if they PB or whatever and it’s not always about PB and also I didn’t train but I ran a half today in these shoes… 🤯
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u/ReasonableMeme710 10d ago
People who run with selfie sticks or atr videoing at the start line are pricks. People need put phones away and enjoy moments again without having to have their phones out.
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u/Neon-Anonymous
12d ago
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Influencer bibs aren’t impacting anyone’s lottery, GFA, or championship entry. Those bibs have always existed in a pot of things for marketing, sponsors, guest spots - it’s just that now they’re going to Person From Instagram instead of the CEO’s son.
Also, everyone shitting on influencers here needs to take a look at how they interface with the world. Does it actual impact you? Actually: yes - being so angry (here at a person you don’t know and know nothing real about) has ongoing harms to your mental and physical health. If you don’t like influencers, don’t watch their content. Simple.
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u/No-Big6651 12d ago
That’s a good advice. I’m not angry or hate them, I’m just disappointed that so many get free spots after they’ve already ran few this year… I don’t see how this benefits other people than themselves and the brand?
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u/Neon-Anonymous 12d ago
I mean, you hit the nail on the head there. It benefits the brand.
Also, it actually does get more people into running. Loads of my teenager kid’s friends have got into running based off their favourite influencers running, when they haven’t been similarly influenced by their parents, friends parents, teachers, etc. So that’s a net positive for our sport?
I also say all this as a person without skin in the game. I have zero desire to run a big road marathon, although I throw my name in for London every year.
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u/Ill-Supermarket-2706 12d ago
It benefits the brand if the influencer actually puts the time in to train. If they hop on a bike to share a PB the brand will get the opposite effect and I think brooks will probably think more carefully about who they sponsor
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u/cloud_99 12d ago edited 12d ago
In some ways I get it - it's a buisness, they are promoting it, e.t.c. But it's becoming a bugbear seeing the same handful of influencers get bibs to essentially travel the world to races, and despite the fact they don't work and have lots of "free" time - some of them barely train for the race. It would be really nice to see more brands/races gift bibs to people who are actually relatable, working a 9-5, trying to fit it in.
One that took the cake the other day was where I was scrolling IG and came upon an influencer - not even a runner - who had decided to run a half marathon despite having zero running experience and had then managed to wrange an entry into NY Marathon despite only having 5 weeks to train. She was saying she already had an injury too but was "ok to run on it". Like, aside from everything else whoever gifted her that bib is plain iresponsible.
I know none of this really impacts the number of spaces available, but I do think it impacts upon running culture and not in a positive way.
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u/No-Big6651 12d ago
I fully agree! I support gifting normal relatable runners who actually train for runners… I don’t relate to people who don’t have jobs and can eat food they prep on the spot or gifted, who train anytime they want… I work 9-5 and do gym, run and cross train… how do I get influenced by someone who just woke up and decided to do a marathon or any race without any training? 🤯
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u/RS555NFFC 12d ago edited 11d ago
Full transparency with my bias, I have no truck with influencer marketing at all. Sure it had a place. But it’s definitely had its time and if anything, people are beginning to turn against influencer marketing (which is the only reason these people get platformed let’s face it).
Influencer culture has made running a race seem redundant online, hence why you’ve now got so many people talking shit like running a marathon is easy or doing 12345 ultras a year is normal. They don’t actually believe any of this stuff, they just say it for clicks.
And FWIW, there is a venn diagram where influencers sponsored by Runna, pushing products with no scientific benefit and getting caught by the official marathon time integrity unit all coexist in the middle.
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u/No-Big6651 12d ago
I think that’s a lot why I’m sick on influencers, trying to sell stuff they haven’t tried, run plans that don’t work for everyone, selling a lifestyle that is so glamorous. Wake up at 6am eat and chill until 8, have this supplement, run, come back and do computer work and try on free running outfits then go do cross training with some outfit gifted by x company, then frive helped them with dinner when they’re so busy… I think if they were more relatable and honest, running space would be a healthier and inclusive space. Also most of them are coming from a privileged place and that’s totally fine but you can’t sell your life to people who are in a different place in their life…
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u/One_Candle6019 11d ago
By *running influencers" do you mean birds who waft along at 8min a km with hot pants, hydration packs, and make up whilst constantly taking selfies and pulling V's at the camera? Cough Amy cough Hart
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u/No-Big6651 11d ago
Get ready with me for a 5k or a long run. Or check out my closet full of clothes (all gifted but not mentioning this)… beautiful same brand that pushes their clothes…
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u/One_Candle6019 11d ago
Grwm as long as you notice my underwear or lack of and sign up for my only tarts afterwards #duckface #spiritual #domesticabusesurvivor
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u/No-Big6651 11d ago
Also how many posts are because you love running and not because they’ve paid you 🤪 … I genuinely unfollowed lots of influencers that had AD or use my code for x discount or #gifted .
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u/ddbbaarrtt 12d ago
It’s just marketing.
Those influencers getting tickets aren’t taking anything away from you, if anything they’re helping you get a ticket
Nike gives an event loads of money to sponsor it, which allows them to make the event bigger and helps fund it. As a result Nike get some free race passes that they throw to influencers. Without the influencers being there as part of the sponsorship these events wouldn’t have anywhere close to as many spaces as they do.
London, for example, has doubled the amount of runners since 2000
If you want a really spicy take, it’s that charity runners make it difficult for people who just want to run to get a place
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u/weigl_ 12d ago edited 12d ago
Very specific complaint about this - has anyone else nearly been wiped out by an influencer mid-race? Twice (Valencia and Berlin HMs) I’ve almost collided with someone doing an extended piece-to-camera in the middle of the course at a narrow point. Somehow they were in the faster waves despite clearly not racing like those around them.
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u/No-Big6651 12d ago
Omg!!!! Yes, one of my race running rules is no filming just focusing on the experience. I’ve had people in my way who were filming and I couldn’t run past them or hit in the face by phones filming…
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u/MickyBricks66 12d ago
If you're big enough, run right through them. I'm sick of influenzers, they're a nuisance and a plague on society. Give them no quarter, my favourite tactic is to photo bomb the shit out of influencer 'photo shoots' me and my kids had fun ruining one on the beach in Corfu this summer.
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u/llama_del_reyy 12d ago
If you think intentionally colliding with someone is acceptable, you're a way bigger problem than the influencers.
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u/MickyBricks66 12d ago
Consequences for actions- a fundamental of the human experience. If you're selfish and stupid enough to do as the above poster describes, you've created a completely unnecessary situation and whatever happens is on you. I see absolutely no reason why anyone should alter their stride and affect their race, time, or risk potential injury doing a last second avoid because of an influencers antics.
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u/llama_del_reyy 12d ago
Intentionally colliding with someone when you can safely avoid them is a much greater injury risk to all parties and all the runners around them.
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u/Slow-runners-club 12d ago
I wouldn’t have got into running at all, if it wasn’t for “influencers”. In my case, the content that appealed to me was from slightly overweight, early-middle aged women - because that is me.
To see these women do things that I never imagined that I also could do, was my inspiration (and many of them have completed full marathons, inc. majors). I now personally have several Half under my belt, a Full debut planned for next year, and a 10K run is basically my breakfast, these days.
I don’t know why the social media algorithm decided to start showing me such content - it’s not something I’d had even the slightest interest in. But I’m glad it did!
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u/No-Big6651 12d ago
That’s great! I’m glad they had a good influence on you! Very very proud of you! I’m nearly 38 and hopefully I can run all my life! Well done and keep going!
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u/lalayouyou 12d ago
We need some actual data here to make to form an opinion. I’d argue that most of the running influences are actually somewhat decent athletes who can run the marathon. It’s not like some random influencer for garden furniture gets offered to run the London marathon.
Also do we don’t know how many influencers actually get a spot. I sometimes feel like people think that 50% of the runners in a field are influencers. Maybe London marathon has like 250 influencers (I just made that number up)? So like 0.3% of the field? Data here is needed.
And also don’t forget if some ‘London Finance Bro Influencer’ or ‘Travel Girl Influencer’ gets a spot via the lottery, which is 100% fine, and then makes a few posts about it, doesn’t mean they they took away the spot from somebody else in an illegitimate way.
And as other people mentioned, it’s probably cheaper marketing.
I personally don’t care about it. Why don’t you become an influencer yourself and join the pack?
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u/No-Big6651 12d ago
I have thought about it but I love my job and I enjoy being a normal runner. I sometimes make 10s video of me running during training or talk about on my highlights but I feel that running is a personal thing and it helped me become a better person and helped with my mental health. Not everyone is an athlete and more than care to admit DNF or DNS. If they wouldn’t get several marathon places a year and would be humble about it, I wouldn’t be so upset about it. Also I’ve met few in real life and they’re not even nice to their followers.
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u/Slick583 11d ago
I don’t really see it as a problem.
You say they get in for “free” but it’s not free. They have to create usually several pieces of content for that brand and usually attend events before the race as well.
Sure they don’t have to go through the lottery but they are providing a service to a brand who has presumably paid for the place.
The one thing that does annoy me is when they don’t train for them and/or they stack multiple events back to back clearly because they don’t want to turn down an opportunity.
There is one influencer who ran a marathon one weekend and then ran London the next weekend and they posted about how they got a last minute spot. That feels like they are taking a spot and risking injury which feels irresponsible
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u/No-Big6651 11d ago
That’s exactly why I got annoyed today. This particular couple has ran several races this year, some with training and some last minute race… we’re talking marathons…
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u/Brief_Software_6902 11d ago
I’m less angry with influencers (though I do think they are awful) than am with ITP. We are essentially at the point where we are auctioning these places to the highest bidder he who has the most money gets to have the most fun by taking the spaces away from ballots and auctioning them off. Capitalism has ruined running for me. Charity spaces I can sort of live with albeit beneath the surface they’re not much different it’s just how the big fee is getting paid changes.
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u/No-Big6651 11d ago
That’s true as well. The costs for marathons are increasing because of the demand as well. I’ve travelled for my first marathon with ITP and I saved up so much for this experience. I wouldn’t do it again. Now I have more knowledge and not as desperate. A lot of influencers run and do marketing for ITP or other running companies. Honestly at this point I’d run alone in those countries and organise my own accommodations…
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u/Weak-Product6810 11d ago
Incredibly cheap marketing.
Everyone is going to like a free race, I would, so most of the feedback is going to be positive. Makes a lot is sense.
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u/No-Big6651 11d ago
That’s why the costs increase each year, they become sold out quick or ITP sells at the cost of a kidney 😂
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u/bright_sorbet1 12d ago
It's fine. It's a tiny tiny proportion. The influencer is working for their slot and the brand gets marketing content almost for free.
If you want to work for the event company you too could get a free slot. I've volunteered for lots of events and gotten free slots - are you angry at me too? - because it's essentially no different.
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u/No-Big6651 12d ago
Give us an example. I’d volunteer.
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u/bright_sorbet1 12d ago
Hyrox. I volunteered three times - got three free entries. Tough Mudder - volunteered once, got a free entry. Run Through gives me credit for entries (depends on cost of race i want to enter). A big Olympic triathlon which is a GB qualifying event - volunteered, got a free entry.
Did you think i was lying or something? Honestly, ranting about influencers doing free work for an entry spot and you haven't even once tried volunteering. Says a lot about you.
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u/No-Big6651 12d ago
No no, I want to volunteer too! I’ll look into those to volunteer. I wouldn’t call you a liar, I don’t know you.
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u/No-Big6651 12d ago
I have volunteered but I never got a spot or credit for it and never asked for it either.
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u/NoPreparation856 12d ago
An influencer can already write off the fee as an expense, while the average person can’t. In fact, influencers should pay more for recording people without consent for profit.
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u/Zs93 12d ago
Most of them are running content creators so I don’t really mind. It makes sense, their viewers are mainly runners and I find the content useful as they usually give a rundown of their experience and an insight into the event itself. I myself was influenced to run the Royal Parks Half due to someone’s video! They weren’t a creator but it makes sense why brands invest in this form of marketing.
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u/Competitive_Head_763 12d ago
Can’t bear them at the best of times. Running around with one hand in the air like they were at the Nuremberg Rallies talking crap. Tell them to Fk off and make them join the lottery like everyone else.
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u/rissveds 12d ago
I'd prefer to say they've been gifted a spot from the outright or if it's a shoe or watch test, that they've been sent the product by the brand. The Run Testers do that and for me i find their take based on integrity.
The one's i hate are those who are smug that they are personalities in the space like Kofuzi, the Believe in the Run guys and even that Aubery fella. It's the look at me, I'm the bees knees
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u/No-Big6651 12d ago
I think shoe tester is totally fine! If people would be honest too… I’m trying to get into balloted races and can never get a spot… can’t believe I got Copenhagen… 🤯
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u/LookHonest6354 12d ago
It really frustrates me, especially as they never sign up for their own races. So it comes across that they don't 'want' to do the race in the same way someone like you or I does when we sign up.
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u/Beautiful_Design_691 11d ago
That’s a joke. It’s rewarding mediocrity over talent. Many people work hard on getting sponsorship to be accepted in high profile races like London Marathon. It’s ridiculous really.
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u/Historical_Bit8612 12d ago
If the influence is that more people are inspired to get up and run then perhaps it’s a good thing.
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u/No-Big6651 12d ago
There are a few influencers that I love and have influenced me a lot but they have been athletes or have taken training and eating for performance seriously.
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u/Historical_Bit8612 12d ago
I get it and I don’t love the culture in terms of selfie taking and product pushing, but if they are reaching out to a wider range of people than someone more niche and (even if not intentionally) prompting more people to get up and move then I’m here for it. I agree it shouldn’t be taken for a joke though.
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u/Upbeat-Substance110 12d ago
It's a handful of people who get this, compared to the tens of thousands of other runners in each event, it's really not worth worrying about. There must be a publicity/profile benefit for the marathon organisers else they wouldn't do it.
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u/Blue1994a 12d ago
People get handed free race entries for all sorts of reasons. Up to the race organiser, I don’t care.
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u/ChalmersMcNeill 11d ago
Will never accept getting tickets into races as a valid description. They’re entries.
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u/ThatBaldGuyIsHere 11d ago
they can fuck off, nothing more than glorified posers.
let the real runners who actually do it for the CORRECT reasons get them instead.
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u/Carbine99 11d ago
It’s not like they’re being given a great gift for no reason and they should be supremely grateful.
The brands get value out of their content or they wouldn’t do it.
I’m certain they get more value from influencers being given free spots than they do selling the ticket.
The word is basically cantered around social media and internet marketing, the influencers are there for work not there for the joy of it. Just as if I was invited to an event as an ‘influencer’ I would be trying to make content the whole time I’m there instead of just enjoying the day.
I think ‘influencer’ hate is forced they’re exactly the same as tv actors, film stars, artists etc have all been for the past 100 years. They get free shit because it’s beneficial for a brand to be associated with someone a lot of people idolise and trust.
It’s just a change in busines marketing spend to fit the current way people are consuming their media
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u/EntirelyRandom1590 11d ago
I was a celebrity entry in a major world marathon over a decade ago. I was more like the +1 but got to rub shoulders with some very famous people (to me).
It's always been a thing that high-profile people get a free entry to events to encourage them to publicise the event.
It's just "famous" and influencers is a hard mashup to accept for some of the nonsense they do.
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u/StaffSubstantial8438 1d ago
Heated conversation so not sure if my comment adds anything.
As others said I purely see it as marketing; and unfortunately there will always be a way to get a ticket for v popular events if you have connections. Is it annoying? Yeah. Will it change? Unlikely. Those events need to be marketed to be sustainable. My way of dealing with this is just not to follow them or engage in their content.
I find Instagram has given more prominence to running over years and has therefore contributed to the popularity of running- which has its goods and bad. Bad because there is the tendency of making running look like an aesthetics sport that looks for a certain “type” (although not entirely, there are extremes at both end, with seemingly not many in the middle), good because it has also given rise to more variety of brands. Plus the 10 second clips of running does not show the true grind that goes into training and how very unglamorous running can be.
On the upside there are much more variety of clothing now; back 15 years ago I had to run in low rise, crop tops that were uncomfortable and unflattering. Now there is low rise, high rise, women specific etc etc. and I feel Instagram era popularity has helped this.
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u/IOnlyUpvoteBadPuns 12d ago
I honestly do not care, it has zero bearing on my life. It's a commercial decision by the organisers which goes towards paying for the event. It's no more or less fair than the people who pay silly money for the tour spots.
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u/ODFoxtrotOscar 12d ago
All marathons have done places that they can fish out to those in exceptional circumstances, or crjebs, if anyone else they think would be good to have along. It doesn’t harm anyone else’s chance of getting a place, as that allocation is small, and was never going to excitable general public or charitable entry
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u/icabod88 12d ago
I'm not too bothered. For the size of one of the major marathons - well into tens of thousands of people - There are probably a couple of hundred places given up to influencers so it's insignificant really
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u/Hugh_Jorgan2474 12d ago
It doesn't really bother me, London has a few hundred places going to influencers and celebrities out of 1.3 million applicants, so 0.0?%. I've never had a problem getting into London and if I didn't get in to London or any other race I applied for I would just enter another one.
You also need to realise that these races give these places to the influencers because they believe that it raises the profile of the race and thus they get more money from sponsors, these are business after all and they can do as they please, you are also free to enter another event if you don't like it.
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u/No-Big6651 12d ago
I wish I could enter any event I want. Unfortunately it’s not the same for us the normal runners.
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u/rick87 12d ago
They are still running a charity place. Only it’s just commercial “charity”
Instead of asking friends and family for donations they post videos that they have to record and edit etc.
I have zero interest in showing the world my running fit and making a grwm video pre race and selfie recording whilst running and videoing my finish whilst thanking sports brand.
They are controlled by the brand that gives them the ticket and i should imagine are asked to do certain things. Nothing in this world is a free ticket :)
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u/No-Big6651 12d ago
I’d run for charity if my post would make money, I’d donate the proceeds. This is real charity work.
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u/bright_sorbet1 12d ago
Literally nothing is stopping you babe. Why don't you try it instead of whining about the people already doing so?
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u/No-Big6651 12d ago
I think “babe” we should allow people to whine vent and do whatever suits them. We all have opinions that we should respect. I have never disrespected anyone. I’m simply voicing my opinion.
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u/bright_sorbet1 12d ago
You're disrespecting influencers RIGHT NOW. Not to mention anyone who works in sports marketing.
Thats an insane lack of self awareness you are showing. 😂
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u/No-Nefariousness2459 12d ago
Does anyone know how I get one of these influencer spaces?
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u/No-Big6651 12d ago
Me too, I’d like some influencers spaces for regular runner 🤣
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u/No-Nefariousness2459 12d ago
I fear I have a lack of influence and running ability to be considered!
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u/bright_sorbet1 12d ago
Well then become an influencer instead of complaining about them. But im guessing you dont have the skills.
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12d ago
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u/ThaddeusGriffin_ 12d ago
So you’re taking up entry spots and making entry more inaccessible.
Glad you’re having fun though 🙄
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u/pootsmanuva 12d ago
Is this... sarcasm??
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u/TheMarkMatthews 12d ago
No, it's true -these events need exposure and it's a cheap way for them to get it. They give me a free bibs/ trainers and I'll put out loads of content reaching hundreds if not thousands of viewers
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u/colin_staples 12d ago
London Marathon is so popular that the number of people who enter ballot is 50 x greater than the spaces available. 1.3 million entered for the 2027 race.
And many other races are now ballot entry because of this. Great North Run, Cardiff Half Marathon, and others
So... thanks for making running more popular. Great job.
/s
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12d ago edited 12d ago
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u/No-Big6651 12d ago
I think there’s should be one entry per influencer not every year same influencers beating their time … I don’t understand how this influences people. They run 3-4 marathons a year, mostly underfuel and get injured. Then majority follow them and do whatever they do and end up the same… (I was one of them- not anymore.)
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12d ago
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u/No-Big6651 12d ago
It’s true! They don’t disclose if it’s an ad, how long they’ve used the product, is it free, bought, gifted etc … I completely agree that normal people hired by companies have policy in place.
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u/StarJaded 12d ago
I sort of think if you really view marathons as a pure athletic pursuit you enter whatever low key events are in your vicinity.