“Running is a democratic sport”: perceptions about the consumption of products and services among amateur runners in the city of Porto Alegre/RS

The COVID-19 pandemic boosted the practice of outdoor physical activities, such as street running, due to gym closures and the need for social distancing. This increased adherence to street running evidenced a significant consumption phenomenon, encompassing products, services, and media geared towards the modality. The research presented in this text sought to understand the consumption related to street running in Porto Alegre/RS, using a mixed methodology. The first phase, quantitative, applied an online form with open and closed questions, collecting data from 153 participants about their consumption habits in three categories: services (consulting, physiotherapy, nutrition), products (shoes, clothing, supplements), and media (social networks, podcasts, books). The second phase, qualitative, consisted of participant observation and interaction with eight runners during workouts and races, complementing the quantitative data with more in-depth information about their experiences and perceptions. Data analysis revealed that the consumption of services in street running goes beyond the simple acquisition of equipment, encompassing specialized professional monitoring and experiences such as participation in events and running tourism. Product consumption is also diverse, highlighting shoes, clothing, and accessories aimed at comfort, performance, and safety, in addition to sports nutrition products and monitoring technologies. Media consumption, in turn, ranges from social networks and podcasts to books and movies, demonstrating the search for information, inspiration, and connection with the running community. The research evidenced that consumption in street running is a complex and multifaceted phenomenon, influenced by various factors, such as the pursuit of performance, well-being, social interaction, and identification with the community. The growing professionalization of the practice and technological evolution drive market diversification, offering runners an increasingly wide range of options to optimize their experience and achieve their goals.