Three motives for enduring endurance running: freedom, achievement and competition

Endurance running is often seen as a welcome escape from everyday life. But extraordinary experiences, such as running ultra-marathons, are not untouched by the competitive nature of contemporary consumer culture, a new thesis from LUSEM argues. The romanticised notion of experiencing freedom through running, co-exists with underlying motivating factors such as improving your personal brand and social image, the research shows.