27% of NYC marathon registrants are in their 20s, up from 15% in 2019

Younger American adults are spending less money on alcohol and more time in organized athletic settings. This shift has changed the demographics of major races and recreational leagues. The New York City Marathon will take place this weekend. New York Road Runners reported that 27% of registered runners are in their 20s. That figure is up from roughly 15% in 2019.

The change in spending habits reflects a wider social trend. A Bank of America report released earlier this year found that fitness spending by Gen Z and millennials rose faster than bar spending in early 2026. Older generations showed the opposite pattern, with bar spending climbing at a faster rate. Joe Wadford, an economist at Bank of America, described the trend as a move from barstools to barbells.

Diplo, the disc jockey, recently hosted a five-kilometer race in Queens, New York. The event, branded as Diplo's Run Club, attracted about 12,000 participants. Entry fees ranged from $70 to $250 for a VIP experience. Participants crossed the finish line to enter a festival featuring cold plunges and a dance party led by Diplo.

Diplo told CNBC that young people are prioritizing time spent working on themselves. He noted that this generational shift allows him to host parties during the day rather than working late nights. The 47-year-old artist said he wants to build a brand centered on daytime events.

Other organizations see similar growth. Volo Sports, which operates recreational leagues for sports like volleyball and kickball, expects 950,000 player registrations this year. That number represents a 34% increase from last year's 710,000 registrations. It is nearly a 500% jump from the 160,000 registrations recorded in 2019. Giovanni Marcantoni, Volo's founder and CEO, stated that three-fourths of this growth came from organic expansion.

Hyrox, a fitness competition mixing running with strength work, is also seeing an influx of younger participants. The company partnered with the dating app Surf Dating to connect users for blind dates in doubles competitions. Rob Long, Surf's co-founder and CEO, said matching based on shared passion is preferable to traditional swiping apps. Surf hands out wristbands to singles at events to indicate relationship status.

Ironman reported that a quarter of participants in its triathlons are under 30. That share has grown from 13% a decade ago. Ironman identifies this age group as its fastest-growing market in North America. Strava, a fitness tracking platform, found in a 2025 survey that Gen Z is 39% more likely than Gen X to use fitness to meet people.

Brody Short, a 26-year-old from Liberty Lake, Washington, founded a run club called Energy. She started the group after struggling to convince friends to trade late nights for early morning runs. The club organizes fundraisers for local nonprofits and cheering squads for members racing. Short is a bridesmaid in upcoming weddings for friends she met through the club.

Short said the club is about building real relationships rather than just running. She noted that older generations often ask how she is filling her time if she is not raising children. Short replied that she and her friends are running marathons and doing Hyrox. The 27% of New York City Marathon registrants in their 20s reflects this broader preference for communal fitness over traditional nightlife.

Bank of America data indicates that younger cohorts are shifting their spending habits permanently. The share of Americans consuming alcohol has reached record lows. Organizers of athletic events are adapting to this change. Volo partners with bars to offer deals for players, while Diplo's Run Club included several bars in its post-race festival. Autumn Rossi, a 30-year-old sales analyst from New Jersey who attended Diplo's race, said people are not stopping drinking but doing it in a different way.