A Week in the Life of Aspire - the TCS London Marathon 2026
The TCS London Marathon isn't just race day, it's a full week of excitement, inspiration, and non-stop action. Having recently joined the Aspire team as an Account Executive, this was my first chance to experience marathon week working in the running industry, and what a week it was.
In this piece, I'll take you behind the scenes of everything the Aspire team got up to, from media events to race-day celebrations, and share why the London Marathon is such a huge moment for us as an agency. As the world's most iconic marathon, its energy stretches far beyond the streets of London, captivating runners, brands, charities, and spectators alike. There's truly nothing else quite like it!
Over the past 10 years, ballot entries for the TCS London Marathon have risen from 247,000 people in 2016, to 1.13 million in 2026. This drastic increase reflects a wider boom throughout the running world, with the sport arguably never having been as popular in the UK as it is right now. This popularity can be put down to multiple factors, one being the increase in inclusivity within the sport. An example of this is the accessibility of running for women, which compared to a few decades ago, is remarkable. Until 1975, women were not allowed to compete in the marathon distance, and even as this changed, a marathon start line was not a welcoming environment for those who wanted to race. Compare this to now, women make up nearly half of London’s participants, and are welcomed as much as anyone. This increase in equality is reflected across the community, with many run clubs throughout the UK focused on making this a safe sport that is welcoming to all. Speaking to community leaders from our Active Community Council echoes the importance of making events such as this accessible for everyone, Khosi Hlongwane says: "For London’s diverse running communities, London Marathon is a double celebration. On one side, we’re watching elites tear apart world records. On the other, on that very same course, we’re watching our community members become the first in their generation to cross a marathon finish line. That is also history being made. Something they once thought was impossible for someone like them. We’re breaking barriers and celebrating them at the same time. It’s absolutely magical to witness".
Another reason that London is such a special event, is the impact that it has on charities across the country, something this marathon has always stood out for. The 2025 race raised an incredible £87.3 million for charity, solidifying its reputation as the World’s largest annual one-day fundraising event.
At an industry level, marathon week has become one of the most important in the calendar, offering brands a chance to showcase their very best. As London builds towards this momentous day, the city becomes scattered with ‘pop-ups’ and the streets covered in apprehensive participants completing their final shakeout’s, making sure their legs are race ready; from Cadence and Hoka hubs stationed since the 17th, to Nike and ARC’TERYX group 5k’s as late as the 25th. The pinnacle of this is the TCS London Marathon Running Show, where runners pick up their race packs, along with all the essentials that they might have missed.
This race is particularly important to Aspire, with our agency focus on community, this is a fantastic place to see everyone come together for the sport and for loved ones. Throughout this week, myself and the team have enjoyed getting involved in the buzz throughout London, going to various events and supporting friends and family taking part in the race.
The TCS London Marathon Running Show
This kicked off the start of Aspire’s celebrations for the week. As a team we headed over to ExCel, with the hope of seeing some familiar faces, feeling the excitement, and for some of us picking up race bibs. The event gave us a chance to connect with clients, Suunto, OOFOS and MAAREE, while visiting their exciting stands, and catch up with some friends of the agency. Additionally, it was a fantastic opportunity to gain an understanding of what brands throughout the running industry are doing. Even as early as Wednesday, you could feel the excitement in the room, setting the tone for a brilliant week ahead.
RIA Spring Gathering
As part of a busy and inspiring week, Agency Founder Layla, Agency Director Monica and Account Director Lotty attended The Running Industry Alliance Spring Gathering. They joined brands, agencies, athletes and industry leaders from across the running world. The event offered brilliant insight into the continued growth of the sport, the evolving role of community, and the opportunities emerging as running becomes an increasingly powerful cultural force. It was a fantastic chance for them to connect with so many like-minded people, hear from leading voices shaping the industry, and bring back fresh ideas and inspiration to share with our clients and team.
Let’s Do This LIVE
On Thursday, Agency Founder Layla and I attended the annual Let's Do This LIVE, centred around the future of AI in the events industry. This gave an exciting opportunity to hear from those at the forefront of change, and gain an understanding for the future of running events. As well as this, the event enabled the chance to chat to inspirational people throughout the field, and a space to become excited over what’s to come in the ever changing world of sports and running.
Race Day
As one that will go down in history, 2026 was a special one to witness. Various members of our team headed over to support family and friends, soak up the atmosphere, and for Account Director Becky, to run! With three men breaking the previous World Record, and both Sabastian Sawe and Yomif Kejelcha achieving the long anticipated sub 2 hour mark, as well as Tigst Assefa breaking her own Women’s Only Record, the TCS London Marathon 2026 was full of inspiring achievements, and huge steps forward for the sport of Marathon racing. Beyond the elites, the streets of London saw a record number of participants and supporters, with 59,000 runners lining up to take on the 26.2 mile course, and 800,000 people ready to cheer them on. As always, it was fantastic to see the impact of this race, while providing a true testament to the positive effect movement can have on all of our lives.
This is one of the greatest opportunities for the UK running industry to come to the forefront, and a chance for communities to work together, raise money for important causes, and support everyone across the full 26.2 miles. The impact of this marathon is so vast, it has been proposed as a two day event in 2027, making London the only Abbott World Major Marathon to do so. This, along with the incredible records seen on Sunday, highlights a continued growth for the running world, suggesting that the industry boom will only continue to grow.
The TCS London Marathon creates a much needed space to “have fun and provide some happiness and a sense of achievement in a somewhat troubled world” according to founders Chris Brasher and John Disley. With the running scene ever growing, the TCS London Marathon provides a space for the UK industry to showcase their very best, something that Aspire is excited to be involved in, learn from, and carry forward into an exciting year ahead!
Written by Amy Taylor, our Account Executive at Aspire, offering a behind-the-scenes look at marathon week.
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