Marathons, a once-solitary pursuit, are newly social. Here's why that could be great news for Toronto

Read the original at Toronto Star ↗
Cite

Errett, B. (2026, October 16). Marathons, a once-solitary pursuit, are newly social. Here's why that could be great news for Toronto. Toronto Star. https://www.thestar.com/opinion/contributors/marathons-a-once-solitary-pursuit-are-newly-social-here-s-why-that-could-be-great-news-for-toronto/article_e53b4828-35db-49e0-9844-a8f1dfc401a7.html

Dated from the outlet's own feed. Check the original for its byline.

Toronto Star · collected 2026-10-16 · by Benjamin Errett

Quick Summary

The TCS Toronto Waterfront Marathon this weekend highlights a shift in marathon culture, with younger runners focusing more on social interaction both online and offline rather than solely on achieving personal records. Michelle Taylor from Tata Consultancy Services observes that while older participants may be supported by family, younger runners are cheered on by groups of friends who view the event as a personality-defining experience rather than just a competitive one. This change in attitude is expected to bring more enthusiasm and community engagement to Toronto’s marathon scene, potentially enhancing its appeal and support similar to what cities like New York and Chicago enjoy.
Written locally by qwen2.5:14b on 2026-10-16, using this article's own text rather than the other coverage of the same event (that is the story summary below).

AI analysis runs on qwen2.5:14b, locally

Story summary

This weekend, the TCS Toronto Waterfront Marathon will see a new trend where participants are more focused on having fun and socializing rather than achieving personal best times. Michelle Taylor, head of global sports sponsorship at Tata Consultancy Services, observed that younger runners use marathons as a social activity, engaging with friends both online and in person through signs like "Congratulations on making this marathon your whole personality." In contrast, older participants are supported by family members holding signs with humorous messages such as “You’re running better than the government.” Taylor noted similar trends at the Berlin Marathon earlier in 2026.

Written for “Marathon Trend Growth In Toronto” on 2026-10-16, grounded in this article and the 0 other(s) covering the same event.

Story

📰 Marathon Trend Growth In Toronto
Sports · 1 article(s) covering the same event.

Compared with similar articles

Nothing to compare against. No article is close enough to this one for the pipeline to have linked or judged the pair.
How this article was measured signals, leaning charts, publisher record, byline, topics and claims

Signals How these are calculated →

Claims extracted
33
sentences that state something as happening or true
Uncertain
0%
0 of 33 hedged ("reportedly", "may", "according to")
Leaning
not political
takes no side on a contested political question
Publisher signals
63/100
Toronto Star's corrections and hedging, across everything collected from it. Not a measure of accuracy.
Outlets on this story
1
Sports
Same framing elsewhere
1
articles that frame the event the way this one does
Analyzed 2026-10-16 · how these are computed

How this is being covered How these are calculated →

Article leaning vs. publisher reliability
Source leaning vs. consistency

Publisher

Toronto Star · 7551 article(s) · 21 correction(s) detected
Running correction rate · 21 correction(s)
2026-10-07
Correction
2026-09-24
Correction

Who wrote this

Benjamin Errett
1 article(s) here · 1 carrying a prediction
🔮 This weekend, a new species of accelerated pedestrian will take to this city’s streets.
The only article under this byline in the corpus.

Topics

New York Tata Consultancy Services Toronto the Berlin Marathon the TCS Toronto Waterfront Marathon

Subjects

Taylor PERSON · 2× Chicago GPE · 1× Madonna PERSON · 1× Michelle Taylor PERSON · 1× New York GPE · 1× Tata Consultancy Services ORG · 1× Toronto GPE · 1× Whitney Houston PERSON · 1×

Narrative

She reports that the older runners were supported by family holding signs with jokes like “You’re running better than the government” — a classic that works in pretty much every country — while younger runners were cheered on by groups of friends whose signs read “Congratulations on making this marathon your whole personality.”
framing: assertive · carried by 1 article(s) · first seen 2026-10-16
🔮 This weekend, a new species of accelerated pedestrian will take to this city’s streets.

Claims (33 extracted, 0 hedged)

This weekend, a new species of accelerated pedestrian will take to this city’s streets. asserted
species → take → streets
Though they’ll be participating in the races of the TCS Toronto Waterfront Marathon, they aren’t like runners of yore. asserted
they → participate → yore
These athletes are, oddly, smiling. asserted
athletes → smile → ?
“For these runners, it’s much more about having a good time than finishing with a good time,” says Michelle Taylor, head of global sports sponsorship at Tata Consultancy Services. asserted
Taylor → ’ → Services
“For the younger generation, it’s a social-first activity.” asserted
it → ’ → generation
The word social here means what it usually does these days: social media, with its posting, sharing, liking and livestreaming. asserted
it → mean → posting
But it also retains its original meaning of interacting with other humans, on screens but also, happily, on the streets. asserted
it → retain → streets
Taylor’s job at the global company takes her to marquee races around the world, and she saw the generation gap on display earlier this fall at the Berlin Marathon. asserted
she → take → Marathon
She reports that the older runners were supported by family holding signs with jokes like “You’re running better than the government” — a classic that works in pretty much every country — while younger runners were cheered on by groups of friends whose signs read “Congratulations on making this marathon your whole personality.” asserted
marathon → report → Congratulations
I’ve seen it at even closer range, as I’ll be pacing my 16-year-old daughter to her first half-marathon on Sunday. asserted
I → see → Sunday
It feels like only a few weeks ago that I was pushing her in a jogging stroller along the waterfront; now she leads the cross-country team in loops at the park while blasting Madonna’s “Vogue” on her Bluetooth speaker. asserted
she → feel → speaker
Time sprints forward, barely stopping for a sip of water at the aid stations. asserted
Time → sprint → stations
At the core of it is why we run. asserted
we → run → it
For me, every hour spent out on the Martin Goodman Trail is an hour that I’m not looking at a screen, with the added bonus of cardiovascular activity. asserted
I → spend → activity
The book is called “The Loneliness of the Long-Distance Runner” for a reason, right? asserted
book → call → reason
For the younger runners, however, it’s all about community. asserted
it → ’ → community
My opportunity to disconnect is their way to connect. asserted
opportunity → disconnect → ?
“The old joke still applies, the one that goes: ‘How do you know if someone runs marathons? asserted
someone → apply → marathons
Just wait, they’ll tell you,’” Taylor tells me. asserted
Taylor → wait → me
“Only before, we were talking about their training, their aches and pains. asserted
we → talk → training
Now, they’re talking about the cool outfit they’re going to wear and the cool people they’re going to be around. asserted
they → talk → outfit
It’s much more celebratory. asserted
It → ’ → ?
I’m still surprised when the runner next to me holds their phone at arm’s length and starts filming. asserted
runner → ’m → length
I doubt I’ll ever think smartglasses aren’t creepy. asserted
smartglasses → doubt → ?
I agree with the dictionary: Runfluencer isn’t a real word. asserted
Runfluencer → agree → dictionary
That said, I can’t deny all this makes the whole experience more engaging for everyone involved. asserted
experience → say → everyone
It’s especially promising for Toronto, which has never managed the crowd support for running events that cities like New York and Chicago have traditionally garnered. asserted
cities → ’ → York
They treat their marathons like a party; we treat ours like an inconvenience. asserted
we → treat → inconvenience
But maybe closing the streets for a bunch of happy young people having a great time will seem like a better idea than closing them for the lonely long-distance runners. asserted
closing → close → runners
As one of the latter, I’m here for it. asserted
I → ’m → it
And for running, it’s a bright one. asserted
it → ’ → running
Extremely online, that’s a given. asserted
that → ’ → ?
Inclusive, social, celebratory: I’ll take that as a victory lap. asserted
I → take → lap
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