The Price Tag of a ‘Free’ Sport: Breaking Down the Real Cost of Running

One of the best parts of running for many people is it’s accessible. You can do it anywhere, anytime, by yourself or with others. All you need is to lace up your sneakers, walk out the door, and start running. But if you’ve scrolled through Instagram or TikTok recently, it can feel like you’ve signed up for a fashion show, not a training plan. Suddenly, “just running” has expanded into a wish list of the latest gear, travel, fuel, and gadgets. And don’t get me wrong - I love trying out a running gadget, and a new workout set can be really motivating when I’m dreading my next long run. But it shouldn’t overshadow the running itself, or make people feel like they don’t belong if they can’t “keep up” the ever-growing costs associated with the new era of the sport.

This article will break down the hidden costs of running, how social media has changed the perception and expectations of what someone actually needs to be a successful runner, and simple ways to keep the sport more affordable and joyful without maxing out your credit cards or feeding into consumerism.

The Gear Game

It’s 2025, and half of running seems to be about what you’re wearing before you even step out the door. Scrolling through Instagram, I see the latest run-fluencer wearing: a GPS watch ($500), matching Lululemon workout set ($130), running sunglasses ($220), running vest ($100), and the newest model of Hokas ($150). This comes out to roughly $1,100. Yes - over $1,000 just to go for a run. Add in a closet full of color-coordinated outfits, a rotation of three to six shoe models, and whatever weather-dependent accessories are needed that day, and now you're looking at a running lifestyle that’s well over a few thousand dollars.

But the gear game doesn’t stop at what you wear on your run anymore, it’s seeped into pre- and post-run recovery as well. This might include Normatec compression boots ($800), massage guns ($320), and deep tissue foam rollers ($140), not to mention trips to the sauna, cold plunges, and sports massages. Recovery matters, especially if you’re training hard, and it’s completely valid to invest in tools that help you prevent injury and recover faster. But just like on-the-run gear, expensive doesn’t always mean better or even necessary. 

It’s also important to remember that you do not need to spend like a pro to train appropriately. While preparing for my first marathon, I had one pair of shoes and a 12 oz

handheld bottle. I foam rolled with a $20 roller and used a tennis ball to massage my feet. Did I dream of a Normatec, sure. But I also recovered well with the basics, focusing on proper rest, nutrition, and strength-training to stay healthy.  The average runner doesn’t have brand partnerships or unlimited disposable income, and the perception that you need thousands of dollars’ worth of gear to be a “real” runner just isn’t true.

Tips for saving money on gear:

• Shop Discount Sites and Outlets - check sites like Running Warehouse’s Clearance section, REI Outlet, Nike Clearance, and Zappos 

• 1-2 good pairs of running shoes - consider buying last season’s model for 30–40% off. 

• Prioritize essentials - prioritize a couple of high-quality, durable basics that fit the climate you’re running in, and build from there.

Budgeting for Race Day 

One of the most exciting and satisfying parts of running is racing. Whether it’s your first 5k or a world major marathon, racing can give you goal, community, and reason to push yourself outside of your comfort zone. However, just like running gear, the cost of participating in races can vary wildly depending on the races you choose. 

To break it down, the cost of a race is largely dependent on the distance. Your local 5-10k can cost anywhere from $25-75, while marathons range from $100-250 depending on the size and notoriety. The real fees come in when you factor in traveling for a race. Transportation, hotels, and food for a single race weekend can easily cost over $1,000, and that number can grow by multitudes if you’re traveling internationally. 

Many runners also made additional purchases like race-day photos, race merch, or expo swag, adding another $50-200 to the experience. After all, you’ve come all the way there, it’s a huge moment, and you want to remember it! But when you’re doing multiple races per year, this can add up very quickly. 

That being said, racing doesn’t have to break the bank. Here’s how:

• Tie your race into a larger trip - maybe you’re already traveling internationally, and decide to participate in a race when you’re already over there. However, you should consider other logistics that may be involved in this, especially if it involves carb-loading or a longer recovery time.  

• Run local - local events, club races, and virtual challenges can offer the same sense of community and sense of accomplishment at a fraction of the price.

• Racing with friends - share travel costs, split Airbnbs, or use race weekend as a mini friend-cation.

• Sign up early - many races offer early-bird deals or sliding scale fees.

• Volunteer at races - you’ll often get a free or discounted place for a future race, saving race entry.

The Snack Tax

Running longer and harder means eating more - it’s one of the few non-negotiables of being an athlete. For many runners, especially those in training, nutrition becomes one of the steepest ongoing costs of the sport. During training, runners might consume:

• 2–4 energy gels per long run (~$1.50–$3 each)

• Protein shakes or bars post-run (~$2–$5)

• Electrolyte mixes, hydration tablets, and other sports drinks ($20–$40 per tub)

• Extra meals, snacks, or “second dinners” to support training volume

  
  

In recent years, the cost of sports nutrition has surged, mirroring the explosive growth of the broader running and fitness industry. What was once a niche market has become a multi-billion-dollar powerhouse, driven by sleek branding, influencer endorsements, and an endless stream of “performance-enhancing” promises. In fact, the global sports nutrition market was valued at $49.6 billion in 2024, and it's projected to grow over 7% annually—reaching an estimated $94.3 billion by 2033.

While certain products, like quick-digesting carbs for long runs or protein for recovery, can be genuinely beneficial, much of what’s marketed to runners is unnecessary and overhyped. The pressure to buy every supplement or trendy new formula can quickly outweigh the actual performance gains they provide. Additionally, putting so many artificial substances in our bodies may have adverse side effects such as GI issues. 

For everyday runners, this additional cost can turn what should be a supportive training tool into a financial burden. What may begin as a few gels and a tub of electrolytes becomes spending hundreds of dollars a month just to fuel your workouts.While proper fueling is essential, it’s worth questioning how much of your budget is going toward actual performance needs versus marketing hype. 

The good news is, there are a lot of simple, healthy hacks to spend less on nutrition while still getting the nutritional support that you need in on and off seasons. 

• Fuel with real food. Instead of fancy gels and bars, try:

  • Bananas

  • Pretzels

  • Peanut butter sandwiches

  • Fruit snacks

  • Dried fruit and nuts

• DIY Your Electrolytes. Here’s a simple recipe: 

  • Water

  • Pinch of salt

  • Splash of orange juice or lemon

  • Honey or maple syrup 

• Buy in bulk - If you do use gels or chews, buy them in bulk boxes (like 24-packs from GU, Maurten, or Clif) instead of individually at the register

Runfluencers & the Comparison Trap

As I’ve pointed out throughout the article, social media has transformed our current running landscape. On one hand, it’s brought community, visibility, and accessibility to the sport. On the other hand, it’s created a curated image of what a “real runner” looks like: dressed to the nines in top-tier brands, decked out in expensive gear, and signing up for race after race. 

This has created a real problem, not just in the running space but in today’s culture at large: aspiration has become expectation. We see runners posting about their international race weekend, new gear haul, or supplement line-up, and it’s hard not to feel like that’s what we should be doing too. We feel inadequate, like we’re falling behind, not training hard enough, or not looking the part.

In reality, many of these posts are sponsored, filtered, or selectively shared. The matching sets, shoe drops, and race invites are often influencer perks, not out-of-pocket costs. And if they are? Influencing is their job, so it may be an upfront investment that makes them money long-term. It’s okay to appreciate the aesthetic, but it’s also okay to unfollow when it starts affecting your relationship with the sport or causing you to feel inadequate. Your running still counts, even if it’s messy, unfashionable, or undocumented. 

What’s Actually Worth It? – Budget-Smart Running Tips

With all the noise online about how you need every supplement or new running gadget, it can get confusing as to what’s actually worth investing in. But there are a few areas where spending money can be genuinely worthwhile, especially when it comes to keeping your body healthy and your running sustainable over time. 

First, while changing your running shoes every few months might feel like an expensive habit, it’s a lot cheaper than dealing with an injury caused by worn-out shoes. You don’t need a full shoe rotation unless you’re logging high weekly mileage or training for back-to-back races - 2 to 3 pairs is usually the sweet spot. Most running shoes last 300–500 miles, so it’s a good idea to track your mileage using apps like Strava, Garmin, or Shoekicker. This helps you avoid both overuse injuries and replacing shoes prematurely.

Similarly, nutrition is something that runners should never skimp on. The impacts of under-eating, especially during training, can be detrimental not just to performance but to your overall health. That said, nutrition is often overcomplicated. Before worrying about supplements like creatine or pre-workout powders, focus on the basics: eating enough and including a variety of nutrient-dense foods.

Weather-appropriate gear, like a lightweight waterproof jacket or thermal layers for winter, can also make or break your training consistency and enjoyment. Staying dry, warm, or cool enough can mean the difference between showing up for a run and skipping it.

Finally, it’s okay to splurge sometimes! Whether it’s a cute new outfit that makes you more excited for your next workout or a dream destination race, you shouldn’t feel bad about rewarding yourself after a hard effort. That said, we should also remember that running should be accessible to everyone. We want to protect the inclusivity that running has always offered. So yes, spend intentionally and celebrate your milestones. But let’s continue working to keep running a place where everyone can show up as they are.

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About the Author: Sophie van Leeuwen is the Podcast and Social Media Assistant at Running Explained, where she helps manage behind-the-scenes content, research, and production. A lifelong runner, she got her start going on neighborhood runs with her dad when she was seven and has since completed multiple marathons and her first 50k. She’s currently aiming to explore more trail and ultrarunning.