2025 in Review : Strava and Garmin's annual report deep dive, 7 World Marathon Majors by numbers, top 5 nutrition trends and more...

Welcome to the December 2025 edition of Strides ‘n’ Miles, the monthly newsletter from Traxamo. In this month’s edition, we deep dive into some of the highlights from 2025 - key highlights from 7 World Marathon Majors, deep dive into Strava and Garmin’s annual report, top 5 trends in Nutrition. Ever wondered about the journey of that medal 🎖️ hanging in your room? 🎖️ Join us as we chat with Morgan Ashworth, COO of Ashworth Awards, about how these symbols of perseverance are crafted! 🛠️

Big changes are coming to Strides n Miles newsletter in 2026. Strides n Miles will be published biweekly starting January 2026 - covering a wide range of topics for runners, industry leaders, organizers, communities. Stay tuned! And if you found value with this newsletter in 2025, spread the word sharing this newsletter.

Wishing you a wonderful holiday season! Keep running and chasing your goals 🏃‍♂️ Enjoy this month’s newsletter.

MEME CORNER 😆

WORLD (🗼🏀☔🦘🐻🏙️🗽) MARATHON MAJORS CORNER

Year 2025 in Review

The 2025 Abbott World Marathon Majors (WMM) series marked a historic expansion with the addition of the TCS Sydney Marathon as the seventh event, bringing the total to Tokyo, Boston, London, Sydney, Berlin, Chicago, and New York City. This inaugural seven-race season showcased elite performances, record-breaking times, and unprecedented participation, underscoring the global appeal of marathon running. Kenyan and Ethiopian athletes dominated the elite fields, with Sabastian Sawe (KEN) claiming the men's series title after victories in London and Berlin. On the women's side, Tigst Assefa (ETH), Hellen Obiri (KEN), and Sharon Lokedi (KEN) shared the championship honors based on cumulative points.Key highlights included multiple course records, the fastest marathon times of the year (all under 2:03:00 for men), and a surge in Six Star Finishers, surpassing 23,000 total members in the Hall of Fame. Across all events, over 317,000 runners crossed the finish line, reflecting a 10% increase from 2024 despite the added race. The series generated an estimated $3.8 billion in combined economic impact for host cities, driven by tourism, hospitality, and local spending—up 15% from 2024's six-race total.Race-by-Race HighlightsThe series spanned from March to November, testing athletes across diverse terrains—from Tokyo's urban loops to New York's five-borough spectacle. Below is a summary of elite winners, notable performances, participation stats, and economic impacts.

*CR = Course Record; WR = World Record. Times are official elite results. Economic impacts reflect direct and induced spending from participants, spectators, and operations, based on independent studies.Key Statistics and Trends

• Total Finishers: 317,624 across all seven races, up from ~250,000 in the six-race 2024 series. New York led with 59,226, followed closely by London (56,640) and Chicago (54,351). Sydney's 32,963 debutants highlight its rapid growth as Oceania's largest marathon.

• Elite Dominance: East Africans won 12 of 14 elite titles (6 men, 6 women). Kenya secured 7 victories, Ethiopia 4, Uganda 1, and Netherlands 1. The men's fastest time: Sawe's 2:02:16 in Berlin. Women's: Feysa's 2:14:56 in Chicago.

• Wheelchair Racing: Marcel Hug (SUI) won four men's events (Boston, London, Chicago, implied NYC), cementing his status as the series' wheelchair king.

• Six Star Finishers: The Hall of Fame grew to over 23,000 members by year-end, with 5,500+ new achievers in 2025. Tokyo contributed the most (2,300+), and Sydney's inclusion created a new "Seven Star" subset (4,500+ runners). Average completion time: 8 years; average finisher age: 50 years, 7 months; average marathon time: 4:03.

• Participation Demographics: 55% male, 45% female across events. Top nationalities: USA (leading in AGWC with 846 entrants), Great Britain (304), Japan (186). The 2025 AbbottWMM Age Group World Championships (NYC) featured 2,429 runners from 85 nations, with 11 defending champs.

• Economic and Global Impact: The series contributed ~$3.8 billion to host economies, with Chicago leading at $683 million. Impacts stem from visitor spending (hotels, dining, transport) and operations, supporting thousands of jobs and boosting tourism. Entry fees ranged $100–$400; events generated millions in additional charity (e.g., $87.3 million in London). No major disruptions, though Berlin's warmth tempered records.

Series Champions and Legacy:

Sabastian Sawe's dual wins propelled him to the men's title, while the women's podium reflected depth—Tigst Assefa (London), Hellen Obiri (NYC), and Sharon Lokedi (Boston) tied on points. Wheelchair: Marcel Hug (men), Susannah Scaroni (USA, women).v2025 solidified the WMM as marathon running's pinnacle, blending elite speed with mass participation and substantial economic vitality. With Cape Town eyeing 2027 inclusion, the series continues to evolve. Runners worldwide are already qualifying for 2026—congratulations to all who raced, finished, and inspired.

🚀🏃‍♂️📊 TECH CORNER

2025 Running Revolution: Key Insights from Garmin and Strava's Annual Reports

Strava and Garmin recently published annual reports (Strava report & Garmin report) with over 300 million user base on their platforms. These reports aren't just numbers—they're a mirror to our evolving relationship with movement, revealing how runners like you are adapting, thriving, and pushing boundaries. In 2025, the story is clear: running isn't just surviving; it's surging, fueled by community, cross-training, and a Gen Z-led renaissance. Drawing from Garmin's comprehensive Connect data report and Strava's 12th Year in Sport Trend Report, let's unpack the trends shaping the running world and arm you to lace up smarter in 2026.

The Running Boom: Participation Hits New Strides

Running remains the undisputed king of activities, but 2025 marked a pivotal acceleration. Garmin users logged 8% more activities overall compared to 2024, with outdoor running up 6% (led by Japan) and indoor running surging 16% (Norway taking the crown). This aligns seamlessly with Strava's findings, where running topped the activity charts, but with a twist: racing participation exploded across distances, driven by Gen Z runners who were 75% more likely than Gen X to cite races as their primary motivator. Year-over-year, Gen Z saw 28% growth in 5Ks, 39% in 10Ks, 31% in half marathons, and 33% in full marathons.

What's fueling this? Accessibility and inclusivity. Garmin notes men outpaced women in outdoor runs by 21%, but women dominated indoor sessions by 16%, suggesting treadmill tech is democratizing training. On Strava, beginners (26%) and intermediates (34%) flooded the platform, with 86% of Runna-integrated runners hitting personal bests—proof that structured plans are turning novices into record-breakers. Meanwhile, walking—often a runner's gateway drug—claimed second place on Strava, overtaking cycling and logging nearly 4,000 steps per session, underscoring a broader "movement mindset" where every step counts toward health.

Demographic Shifts: Gen Z Leads, But Every Generation Runs Their Race

Age isn't just a number—it's a predictor of how, when, and why we run. Garmin's generational breakdown paints a vivid picture: 18–29-year-olds crushed outdoor and track running, while 40–49 dominated trails. Older runners (60+) favored morning sessions between 8–10 a.m., logging more walking and hiking, whereas younger folks peaked in the late afternoon (4–7 p.m.). This timing trend ties into recovery: Garmin found older users had steadier Body Battery drains, while younger ones experienced wilder highs and lows, reflecting higher energy expenditure.

Strava echoes this with a youthquake. Gen Z isn't just running—they're racing for connection, ditching doomscrolling for run clubs that tripled in markets like the UK and skyrocketed 800% in Brazil mid-year. Overall, Strava clubs hit 1 million, with running clubs growing 3.5x. Women, too, flexed their gains: 21% more likely to log weight training than men, blending strength with speed.

Stress data adds depth—Garmin users averaged lower stress among women (3% less than men), with the Netherlands topping the chill charts. This holistic view? Runners aren't silos; we're ecosystems influenced by age, gender, and even locale (Hong Kong led Garmin steps at 10,663 daily, while over 50% of users hit 8,000+).

Cross-Training and Recovery: The New Running Essentials

Pure running? So 2024. In 2025, diversification ruled. Garmin saw strength training explode 29% (women up 6% over men, Brazil's gym rats leading per capita), while racket sports skyrocketed 67%—women and young adults swinging hardest. Pilates (+46%) and HIIT (+45%) followed, with hiking up 12%. Average activity time? 55 minutes, with runs clustering at 30–45 minutes.

Strava's 54% of users cross-training (34% in three+ sports) confirms this hybrid era, where running pairs with walking for recovery and weights for power. Trail running snagged the most kudos (3x more with photos), hinting at storytelling's role in motivation. Mid-year, 51% of runners were on pace for goals, trailing cyclists slightly but closing strong. And badges? Garmin's Global Wellness Day topped earnings, with elites nabbing Appalachian Trail (2,200 miles) or Everest (29,029 feet climbed) honors.

Gear and Tech: Apple Leads, But Innovation Accelerates

Tech amplified the trends. Strava crowned Apple Watch the top device, with Garmin second and COROS the fastest-growing (shoutout to Pace Pro and NOMAD models). Running's accessibility shines here—smartwatches make logging effortless, fueling the beginner boom. Garmin's ecosystem emphasized badges and Body Battery for recovery insights, while Strava's 14 billion kudos (up 20%) turned data into community currency.

Lace Up for 2026: Your Running Roadmap

2025's reports scream evolution: Running's more social, strength-infused, and goal-driven than ever, with Gen Z rewriting the rules while veterans steady the course. As your guide, I see this as prime time to evolve—whether chasing that PB or simply stacking steps (aim for 8,000+ like half of Garmin's crew).

Commit to one club join, one cross-train session weekly, and one race. Your body—and community—will thank you. What's your 2026 intention? Drop it in the comments; let's run this year together.

Sources: Garmin Connect 2025 Data Report; Strava Year in Sport Trend Report 2025

TRAINING & NUTRITION CORNER

2025 Nutrition Trends for Runners

As 2025 wraps up, the nutrition landscape for runners has shifted toward data-driven precision, gut-centric resilience, and smarter fueling—backed by studies showing up to 15-20% gains in endurance and recovery when applied. Drawing from key reports, research, and expert insights, these trends address common pitfalls like under-fueling and GI distress while prepping you for 2026's longer miles and tougher races. Here's a recap of the top five, with actionable steps to integrate now for peak performance next year.

1. Hyper-Personalized Nutrition: Genomics and AI Take Center Stage

2025 solidified personalized plans using DNA tests, microbiome analysis, and wearables to tailor macros, recovery protocols, and even race-day tweaks based on your genetic carb metabolism or sweat profile. This "genomic revolution" cut trial-and-error, with AI apps syncing real-time data from devices like Whoop or CGMs to prevent bonks and optimize adaptation.

2. Carbohydrate Optimization: Closing the Under-Fueling Gap

A major 2025 revelation? Runners chronically under-consume carbs—averaging just 22-49g/hour in races vs. the 60-90g/hour guideline—leading to glycogen depletion and overestimated intake. Updated protocols emphasized glucose-fructose blends for better absorption, with periodized strategies to fuel without excess weight gain.

3. Gut-Brain Axis Tuning: Probiotics for Mental Edge

Gut health exploded in 2025, with the microbiome's role in serotonin production, stress buffering, and motivation highlighted—vital for runners battling "mental walls." Pre/pro/synbiotics in yogurts and bars improved absorption and cut inflammation, linking better digestion to sharper focus and fewer mid-run slumps.

4. Plant-Based Functional Proteins: Sustainable Recovery Powerhouses

Sustainability met performance as pea, hemp, and algae proteins surged for their complete aminos, omega-3s, and anti-inflammatory perks—ideal for eco-conscious runners. 2025 innovations like adaptogen-fortified bars reduced muscle soreness without animal reliance, aligning with broader "protein everywhere" demands.

5. Precision Hydration: Electrolyte Biosensors for Cramp-Free Miles

Wearables like sweat patches and CGMs dominated 2025, revealing individualized sodium losses (up to 1,500mg/hour in "salty sweaters") and enabling real-time tweaks. This trend curbed cramps and heat stress, with functional drinks emphasizing balanced electrolytes over plain water.

These 2025 breakthroughs aren't just hype—they're game-changers for 2026 PRs, with research underscoring behavioral tweaks like better sleep for adherence. Audit your current routine against one trend this month, team up with a sports RD, and track impacts via a journal. Fuel smarter, run stronger—2026 awaits.

WHAT’S IN THE RACE BLING 🏅

🚀 Ready to discover the story behind the medals that celebrate your running achievements? Did you know that each medal represents not just a finish line, but a legacy of craftsmanship? In the latest episode of "What Runs a Run" pod on Traxamo, I explore the fascinating journey behind these coveted awards with Morgan Ashworth, the Chief Operating Officer (COO) of Ashworth Awards, a family-run business that has been crafting medals for nearly six decades.

Here are the key highlights from the discussion:
👉 The Birth of a Legacy  : Founded in 1965 by Douglas Ashworth, Ashworth Awards began as an emblematic jeweler, creating pins and jewelry for various organizations. Over the years, the company’s focus shifted towards the running industry, particularly when the Boston Athletic Association sought to incorporate pewter into their medals, a nod to the historical significance of Paul Revere. This pivotal moment marked the beginning of Ashworth Awards' journey into producing medals that now symbolize the accomplishments of runners worldwide.

👉 Morgan Leadership Journey : As a third-generation leader, Morgan shares insights into her upbringing around the brand. She recalls the excitement of attending trade shows and meeting professional athletes, which shaped her passion for both running and the business. Her experiences in the running community have influenced her leadership style, blending academic knowledge in industrial organizational psychology with practical applications learned from industry leaders.

👉 The Craft of Medal Production : The process of creating a medal is intricate and time-consuming. Ashworth Awards emphasizes the importance of planning, often requiring four to six months of lead time to ensure quality production. Morgan explains that every medal starts with a design, which must go through an approval process before moving into production. The company’s commitment to craftsmanship is evident in their diverse offerings, including diecast and dimensional steel medals, which cater to different budgets and preferences.

👉 The Boston Marathon Experience : One of Ashworth Awards' most notable collaborations is with the Boston Marathon. Morgan details the meticulous planning involved, from initial design concepts to production timelines. The Boston Marathon often begins preparations six months in advance, ensuring that every detail meets the high standards expected by participants. This level of dedication showcases the pride and craftsmanship that go into each medal, making them not just awards but treasured keepsakes for runners.

👉 The Emotional Connection : For runners, a medal is more than a piece of metal; it’s a reminder of their journey, struggles, and triumphs. Morgan reflects on the emotional significance behind each medal created by Ashworth Awards, emphasizing the company’s role as a partner in the running community. The team at Ashworth strives to not only provide medals but also to support race directors in their planning processes, ensuring that each race experience is memorable.

Check out the full episode here:

🆕 WHAT’S NEW AT TRAXAMO

We have 2 new mini series coming up on What Runs a Run podcast - Nutrition n Coaching and Sustainability. So if you know folks in the running industry as a good fit on the pod on those topics? , appreciate any introduction you are able to do with [email protected]. Cheers!

We had a couple of incredible conversations published on What Runs a Run pod. If you have not yet, catch up some of the conversations on Fundraising in 26.2 and Boston 26.2 series:

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