🎙️ Episode 22 – adidas | Performance, Purpose & Progress
with Chris Walsh, VP Brand - North Europe adidas

Hosted by Matt Ward (Supersonic) & Phil Benton (Running Industry Alliance)

In this episode, we sit down with Chris Walsh to explore how adidas continue to shape the running landscape - blending performance innovation, purpose-driven action, and a future-focused mindset.

We dive into 👇
🏃‍♂️ The evolution of adidas in running with a discussion about product development, partnerships, events and athletes
🌍 Sustainability, culture & community impact
🤝 Collaboration and connection across the industry
🚀 Leadership, innovation & what’s next for the brand

A brilliant, forward-thinking conversation with one of the biggest names in sport - and a must-listen for anyone working in or inspired by the running industry.

🎧 Tune in now on all major podcast platforms including: Apple | Spotify | Amazon

🗓️ Mention of The Running Conference presented by haku (7th to 9th December) and the role of Running Industry Alliance (RIA)

🎙️ In this episode of the Running Industry Alliance Podcast, we’re diving into Global Running Culture 2025 – a first-of-its-kind collaboration between research and creative agency Redtorch and Running Industry Alliance (RIA).

Host Matt Ward is joined by Rebecca (Becs) Richardson (RIA CEO & Co-Founder) alongside Jonny Murch (CEO, Redtorch) and Karishma Riar (Head of Research & Insights, Redtorch) for a fascinating conversation on how running culture is evolving worldwide.

Together, we explore:
🌍 How cultural forces like social media, influencers, and innovation are reshaping running.
📊 Why some markets are brand-led while others are product-led.
👟 Key global themes including women-led running growth, creator-as-coach influence, and the rise of run clubs.
🇬🇧 Exclusive insights into the UK running scene – from parkrun to charity-driven content.
💡 How these findings can help brands, retailers, and event organisers make smarter, future-facing decisions.

This episode also lifts the lid on the collaboration between RIA and Redtorch, the unique methodology behind the report, and why data and cultural insight are central to the future of the industry.

🎧 Listen now and discover how the global state of running is changing – and what it means for your business.

📥 And you can download the full Global Running Culture 2025 report for FREE here: https://redtorch.sport/sport_on_social/global-running-culture-2025/

🗓️ Mention of The Running Conference presented by haku (7th to 9th December) and the role of Running Industry Alliance (RIA) in connecting brands, events, retailers, communities, charities, services, supplier and more.

There is a link on the homepage of the RIA website and the podcast is also available to listen to on all the major the platforms including:

Apple | Spotify | Amazon

Thank you for listening, subscribe to be first to hear the latest episode drops!

Episode 20 – Running Industry Alliance Podcast with James Shipley (ATW Events)

Episode Overview

In Episode 20, Matt and Tom delve into the huge and consistent rise in demand for endurance events with James Shipley from ATW Events - responsible for over 100 multisport events annually. James shares ATW’s origin in 2011 as a passion project from long-distance racing & nutrition, evolving into one of the UK’s largest event portfolios.

The Event Boom

• James highlights record-breaking performance: May entries up 54.7% YoY, the best sales month since 2011 and without launching new events.
• Strong growth seen across Running and Triathlon events, including for example St Albans Half Marathon where registrations are +14%.
• Contributing factors are discussed including community, wellbeing, belonging, experiential features (course music, entertainment and event villages), post-pandemic mindset shift and focus on inclusivity.

Further discussion points include on-the-ground work, insights and looking ahead at what is next for ATW Events and the industry. RIA Alliance Advisory Board & industry collaboration and closing thoughts round off this great and insightful episode. LISTEN NOW!

Key Takeaways

• Community, storytelling & experience over competition.
• Seamless participant journey, personal content and engaging atmospheres proves to drive growth.
• Collaboration via Running Industry Alliance fosters industry resilience, shared learning, connections & innovation.
• Data-driven formats power future growth.

🗓️ Mention of The Running Conference (7th to 9th December) and the role of Running Industry Alliance (RIA) in connecting brands, events, retailers, communities and more.

There is a link on the homepage of the website and the podcast is also available to listen to on all the major the platforms including:

Apple | Spotify | Amazon

Thank you for listening, subscribe to be first to hear the latest episode drops!