Uploaded December 2025 | Updated September 2026, 2 weeks ago

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Over a third of London Marathon applicants are aged 18–29—and men and women are signing up in almost equal numbers.

While many sports struggle to attract younger and female audiences, the running event is thriving.

So, what’s the secret? London Marathon Events CEO Hugh Brasher says it’s all about making the event “fun” and “welcoming.”

Tune in to Hugh’s full conversation with CNBC’s Steve Sedgwick on the "Executive Decisions" podcast. Visit our link below.

#CNBC #CNBCPodcast #ExecutiveDecisions

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