最近几年，身边跑步的人越来越多。周末早晨去奥林匹克森林公园，你会看到好多跑团在活动，而且每个人的装备都相当专业。一般来说，这样的活动参与者逐渐增多，自然会催生对运动服装、鞋类以及配套装备的需求。这样一来，跑步这一门生意也就算成型了。

There are two areas in which runners are prime consumers: footwear and events. In addition, runners often spend on other areas, such as apparel, accessories, books, magazines, coaching, specialty food and drink, and so on. The number of runners is increasing, and the economics of runningis growing with it.

跑步人群在两个方面的主要的消费群体：跑步鞋和赛事。此外，他们还会在服装、配饰、书籍、杂志、教练、专用饮食等方面有支出。随着跑步人群逐渐壮大，跑步经济也随之发展起来。

Runners are always going to need shoes and they are always going to be looking for races. It has always been thus, and will continue to be so. Both of these markets have matured during the past 30 or more years, but if history is any guide, are nowhere near saturation, because shoes will continue to wear out (quickly!) and events are even more disposable.

跑步的人总是需要买鞋，他们也一直都会找一些赛事去参与。这种情况过去如此，未来也是一样。跑步装备和赛事的市场在过去30多年间日趋成熟，但还远远没有达到饱和的状态，因为跑鞋总会穿破（真的很快会破），而赛事总是办完一个还有另一个。

In addition, as fast as consumers leave the sport, new ones appear. The growth in running, particularly in running in organized events, has increased in recent years beyond the expectations of even the most wildly optimistic manufacturers, retailers and event managers.

而且，虽然不断有人离开跑步运动，但新的人群在不断加入。跑步运动的普及，尤其是跑步赛事在最近几年增长的规模远远超出了所有运动产品生产商、零售商和赛事组织者的预期。

Runners have shown a strong desire to participate in certain events, regardless of the entry fees. In economic terms, demand has outweighed supply, at least as it applies to some big-ticket events, the key word being "event." A distinction must be drawn between a "race" and an "event." The former offers participants primarily the competition itself, while the latter is certified entertainment, with corporate sponsorship, high quality food and drinks, music, cheering spectators, big crowds and inevitability—high entry fees.

跑步爱好者有强烈的意愿参加一些赛事活动，而不会计较报名费用多少。在经济学上来说，这叫供不应求，至少在一些大牌的赛事上来说，是这样的情况。这里的关键词就是“event”。我们要搞清楚race（比赛）和event（活动）的区别。比赛就是让你参加一个跑步的比赛，而（赛事）活动是经过登记认证的娱乐活动，有集团赞助，优质的饮食，音乐，啦啦队，大批观众，当然，还有高昂的报名费。