Flanders runs: Social-scientific research into the running market

Flanders is currently being flooded with a second wave of runners. Running not only has a large, but also very diverse audience. Flanders runs! maps the Flemish running market from a social-scientific perspective. The work is structured from multiple research disciplines. The socio-kinesiological and sports management-related contributions focus on the evolution and position of running, the supply and demand on the running market, socio-cultural and socio-economic characteristics of runners, the rise of light running communities, the popularity of running shoe brands, and marketing and sponsorship aspects of running events. The socio-psychological chapters investigate why runners run, to what extent they feel connected to other runners and influence each other in their product choice, and how they feel about other athletes. A typology of runners is also presented, which can inspire policy makers, sports marketers and other stakeholders to address relevant target groups in the right way. This work is not only aimed at anyone who is professionally or voluntarily involved in the policy, organisation and marketing of running, but also at anyone who is interested in questions such as who practices running in Flanders, why, where and in what way. This book also contains a CD-ROM with a lot of extra figures from the Leuven Running Survey 2007.