The “Runner 360°” project starts in Kraków
Today, running events are more than just athletic competitions – they are an experience, a lifestyle, and an important part of promoting a city. As these events grow, so do participants’ expectations, and organizers increasingly need specific data to make informed decisions. The TAURON 23rd Cracovia Marathon served as the starting point for launching the “Runner 360°” project, under which participants will, for the first time in Poland, be involved in shaping the future of running events. The project is being implemented jointly by the Academy of Physical Culture in Kraków and the Sports Infrastructure Management Board of Kraków.
The concept was authored by Dr. Tomasz Wałek, head of the Department of Economics and Management at the Institute of Entrepreneurship and Management of the Academy of Physical Culture in Kraków. This is one of the first such large-scale studies of participants in running events in Poland.
A new direction for running in Poland
The “Runner 360°” project introduces a comprehensive, three-stage system for the assessment and development of running events. Kraków is the first city in Poland where this model will be piloted on such a large scale. The project’s creators emphasize that the goal is to create a system that will allow running events to be developed in a more informed manner, tailored to the participants.
- Today, it’s not enough to know whether a participant is satisfied. You have to understand why that is and what specifically needs to be changed so that the event can grow. ‘Runner 360°’ was created precisely to move from opinions to real decisions based on data and the voice of the running community – emphasizes Dr. Tomasz Wałek.
How does the “Runner 360°” model work?
The project is based on three stages, which together provide a complete picture of the participant’s experience.
The first stage is a broad quantitative survey conducted among runners. The survey (available in Polish and English) is open to all participants of the TAURON 23rd Cracovia Marathon and will remain active until the end of May 2026.
The goal is to gather feedback from the widest possible group of marathon runners, which will enable one of the most comprehensive analyses of running events in Poland.
The second stage involves qualitative research – interviews and focus meetings – which will help better understand the reasons behind participants’ evaluations, identify key needs, and pinpoint areas requiring change.
The third stage is practical and strategic in nature. It consists of workshops involving runners, organizers, and experts, during which the research findings will be translated into specific recommendations and implementation actions – both in the short and long term.
“Runner 360°” is more than just a standard satisfaction survey. It is a system that combines survey data with in-depth interviews and an analysis of participants’ experiences. One of the most important elements of the project is the involvement of the running community in the decision-making process.
A key feature of the “360°” project is its comprehensive view of a running event – achieved by combining three stages: an online survey of participants, in-depth interviews, and workshops involving runners, organizers, and experts. As a result, the project does not rely solely on individual opinions but combines data, experiences, and the collaborative development of concrete solutions.
Shaping the future of running together
Runners, coaches, experts, representatives of clubs and associations, as well as organizers and safety personnel will be invited to participate in the meetings. The future of running events in Poland is to be developed jointly – not only by organizers, but also by participants. It is within this group that specific solutions and directions for the development of events will be determined. In practice, this means a shift in approach – from unilateral organization to co-creating events together with the running community.
- The numbers show what works and what doesn’t. But only by talking to runners can we understand why and make informed decisions about the development of events. Races evolve alongside their participants. Today, runners want to influence the nature of the events they compete in. The “Runner 360°” project gives them this opportunity and allows them to make decisions based on their actual needs – explains Dr. Tomasz Wałek.
A new standard for running events
The “Runner 360°” project sets a new direction for the development of running events – based on data analysis, participant experience, and dialogue with the community. This year’s TAURON 23rd Cracovia Marathon serves as the starting point for implementing the first phase of the project. If the model proves successful, it could inspire future running events in Poland.
Implementing the project can benefit both the organizers and the host city. It will allow for a better understanding of participants’ needs, more informed organizational decisions, and the development of events in a more conscious and long-term manner. At the same time, it strengthens the city’s potential as a modern hub for sports and physical activity.