Business Daily: "The Ultrarunning Business"
BBC World Service | March 11, 2025
Host: John Laurenson
Overview
In this episode, John Laurenson explores the booming ultramarathon industry—a world where athletes push beyond marathon distances over extreme terrain, and where the business side is expanding as fast as the sport itself. Broadcasting from Nice, France, during the Ultra Trail Nice Côte d’Azur, Laurenson interviews elite runners, event organizers, sponsors, and amateur entrants to peel back the layers of this endurance-fueled business.
Key Discussion Points & Insights
What is Ultramarathon Running? (01:12–02:00)
- Definition: Any running race longer than the traditional marathon (42 km/26 miles) counts as an ultramarathon. Typical ultras often stretch well beyond 100 km, frequently over mountainous or difficult terrain.
- Notable Challenge: The Ultra Trail Nice Côte d’Azur is a 159 km race with 8,200 meters elevation gain — “Think running up the steps of a building that’s five miles high.” (01:58)
- Additional Hardship: Slower runners endure two nights of running, with hallucinations becoming common.
The Athlete’s Perspective: Prize Money, Sponsorships, and Cost (02:58–06:25)
Interview: Tom Jolly, British Elite Trail Runner
- Earnings Are Elusive: Only the absolute top-tier “superstar” athletes get six-figure sponsorship contracts.
- “If you’re just below that mark, you are fighting really for enough money just to, just to cover your costs.” – Tom Jolly (03:23)
- Brands might offer contracts worth around £10,000 per year, usually with expense top-ups.
- Sponsor Expectations: Performance metrics vs. social media
- “It’s a marketing job and that is what you’re ultimately signing up for.” – Tom Jolly (04:20)
- Requirements can include race wins, social media postings, and public brand representation.
- Out-of-Pocket Costs: Training, nutrition, equipment, and travel burden most runners.
- “I’d actually describe the job of a professional athlete as professional eater first and an athlete second.” – Tom Jolly (05:24)
- Food cost: Over $200/week, eating up to six large meals per day.
- Equipment: Goes through a pair of trainers every month (~6,000 km/year).
- Prize money is rare: “Two years ago was the last time I won any money.” – Tom Jolly (04:45)
The Evolution and Expansion of the Sport (07:33–10:13)
History and Growth
- Ancient Roots: The legend of Phidippides running 140 km pre-dates the marathon (07:33).
- Pioneering Races: London to Brighton (1899), Comrades Marathon (1921, South Africa), Western States 100 (1972, USA) are historical milestones.
- Modern Explosion: “By the mid-noughties there were some 150 ultramarathons and then it really took off.” – John Laurenson (08:39)
Interview: Kate Allen, Editor & Co-Owner, Run Ultra
- Global Reach: “There are thousands of races and hundreds of thousands of runners and it’s growing every day.” – Kate Allen (08:39)
- Regional Traditions: US as growth spearhead; UK’s “fell running” tradition (hill racing for prizes as old as country fairs).
- Luxury Experiences? The "Highland Kings" event in Scotland adds luxury with upgraded accommodations like castle stays (09:46).
The Organizers: Scaling Up and Financial Realities (10:13–13:30)
UTMB (Ultra Trail Mont Blanc) and the Business Model
- About UTMB: Founded in 2003, the Mont Blanc race became legendary and now offers seven additional events over one weekend, totaling 10,000 runners.
- Global Expansion: Partnership with Ironman Group led to the UTMB World Series – required qualifiers held worldwide (10:38).
- “We have globally 43 events this year.” – Frederic Lennart, CEO UTMB Group (11:23)
- Biggest Costs:
- Event organizing can run close to €1 million for 6,000 runners (12:08).
- Major expenses: safety, security, signage, aid (food) stations, volunteer management, and year-round planning.
- “The registration of the runners covers the cost of the organization. We have a strong support from the city of Nice…” – Frederic Lennart (12:34)
- Promotional budget and live event coverage are heavily sponsor-supported.
- “Everything is very expensive—we are not the stadium, so we have to manage everything on I don’t know how many kilometers.” – Frederic Lennart (13:07)
Local Economic Impact & Sponsorship (13:30–14:30)
- Boost for Host Cities:
- “We estimate for this year the economic impact for the city and for the territory at €3.8 million.” – Frederic Lennart (13:38)
- Calculation includes hotels, restaurants, sightseeing, and pre-race arrivals.
- Event Village: Temporary “tent village” set up for sales and activations; products include everything from cars to non-alcoholic sports beer. (14:16)
The Amateur Runners: What Does It Really Cost? (14:32–16:33)
Brian (Hong Kong/Liverpool) and Camille (France): Competitor Experiences
- Race Schedule: Many runners do multiple international events annually.
- Personal Budgets: Brian estimates about £800 per trip, keeping expenses down by avoiding upmarket hotels. Camille spends about €1,000 a year just on new gear.
- “I run almost every day… you need the bag, you need the hiking poles and so on. I must spend about a thousand euros a year on gear. And as for the transport, I’d rather not think about it.” – Camille (15:58)
- Gear Breakdown and Upfront Costs:
- Entry-level trail shoes: €150
- Carbon fiber poles: €100
- GPS watch: €500+
- Technical clothing: shirt (€65), shorts (up to €110), compression gear (€45–€95), jackets (€100–€465), hydration pack (€170–€195)
- Estimated all-in cost for kit: ~€2,000
The Celebrity Angle and Brand Partnerships (18:16–18:56)
- Star Power: Courtney Dauwalter, recent race winner, has leveraged her visibility for branded kit (her signature “Shortneys”).
- “It’s been a really cool couple years for women in ultrarunning, so I feel lucky to be just part of it right now. Part of the sport, part of the growth that’s happening. That will of course be good for business.” – Courtney Dauwalter (18:56)
- Sponsorship Drives: Prize money is rare; much of the visibility and funding flows through specialized gear contracts and, increasingly, social media stardom.
Notable Quotes & Memorable Moments
-
On athlete finances:
“If you’re just below that [superstar] mark, you are fighting really for enough money just to, just to cover your costs.”
— Tom Jolly, 03:23 -
On the reality of the job:
“I’d actually describe the job of a professional athlete as professional eater first and an athlete second.”
— Tom Jolly, 05:24 -
On race history and participation:
“There are thousands of races and hundreds of thousands of runners and it’s growing every day.”
— Kate Allen, 08:39 -
On UTMB's scale and impact:
“It’s quite a big event because we have 6,000 runners this year. It was 5,000 last year… Most of the events are at 2,000, 3,000 runners.”
— Frederic Lennart, 11:05 -
On the business of cities hosting races:
“We estimate for this year the economical impact for the city and for the territory at €3,800,000.”
— Frederic Lennart, 13:38 -
On amateur cost considerations:
“I must spend about a thousand euros a year on gear. And as for the transport, I’d rather not think about it.”
— Camille, 15:58 -
On the rise of women in the sport:
“It’s been a really cool couple years for women in ultrarunning, so I feel lucky to be just part of it right now.”
— Courtney Dauwalter, 18:56
Timestamps for Major Segments
- 01:12 — Introduction to ultrarunning and this episode in Nice
- 02:58 — Tom Jolly on athlete economics, life, and costs
- 07:33 — History and development of ultramarathons globally, with Kate Allen
- 10:13 — UTMB/organizer perspective with Frederic Lennart
- 13:30 — Economic regional impact of major events
- 14:32 — Amateurs on gear, travel, and event spending
- 18:16 — Gear cost breakdown and the professionalization of kit
- 18:56 — Interview with champion Courtney Dauwalter; sponsorship and the women’s scene
Tone & Takeaway
The episode expertly blends the grit and obsession of ultramarathoners with the commercial realities facing athletes, organizers, cities, and brands. The tone is enthusiastic but realistic, highlighting both the not-so-glamorous economics for all but the sport’s ultimate stars and the booming growth that suggests ultrarunning is far more than a passing fad. The episode ends on an uplifting and business-savvy note: ultrarunning is only getting bigger—and smarter—in the years ahead.