In 2027, The National Running Show will mark its 10th anniversary and as part of the celebrations we are featuring an in-depth series with key brands - Miles & Milestones: 10 questions for running brand success.
“The National Running Show is hugely important to us because it perfectly represents what makes running so special – community. We've exhibited at previous shows and it's one of our favourite weekends of the year because we get to have real conversations with runners away from race day itself.”
Aaron Murrell, Managing Director of Good Running Events.
In this Q&A, we interview Aaron Murrell, Managing Director of Good Running Events.
Good Running Events are a premier UK-based event organiser specialising in mass-participation athletics and endurance challenges. Founded by passionate runners, the company hosts a diverse portfolio of inclusive community road races and multi-terrain trails across the country, dedicated to providing memorable, professionally managed race-day experiences for everyone.
1. How and why did Good Running Events start?
I started Good Running Events from a simple idea – creating the types of events we'd want to take part in ourselves. We're passionate runners ourselves and have always believed that an event should be about much more than simply getting from a start line to a finish line. It should be an experience; something memorable that people talk about long after they've collected their medal.
The inspiration behind Run Sandringham, our first event, came from being out for a run around the Royal estate itself and thinking, "What an incredible place for a running event." The scenery, the atmosphere and the uniqueness of the location felt like the perfect place for an event. From there, the ambition grew to create events that are welcoming, professionally delivered and accessible to all.
2. What is the process behind deciding which locations you want to run events in and what the distance options should be?
The venue always comes first. We look for locations that instantly make people say, "I'd love to run there." Of course, it needs to work practically in operation too, but the runner experience is always at the heart of the decision.
We think carefully about the participant experience, the spectator experience and how we can safely deliver an event behind the scenes. Distance options are then built around inclusivity. We want complete beginners to feel comfortable entering alongside experienced runners, which is why we offer everything from Mile Fun Runs and 5Ks and through to our longer endurance events such as 50 Miles at the Goring Gap, and 24-Hour events at Sandringham.
The aim is simple – there should always be something for everyone.
3. The running landscape is in a 'boom' phase – have you experienced a significant change in participation numbers in recent years?
Definitely - Running has become more accessible than ever, and we've seen growth in people entering events who may never have previously described themselves as "runners" – with Good Running due to welcome a record number of participants in 2026.
That's one of the most exciting things for us. We're seeing more families, workplace teams, younger participants and people taking on their very first event.
The challenge now isn't simply growing numbers; it's ensuring we continue to deliver the same high-quality experience as participation increases.
What's particularly encouraging is that people are looking for experiences as much as races. They want an event to become a day out and create memories with friends and family.
4. What is the most challenging aspect of being a race organiser?
People often only see the few hours on race day itself, but every event involves months of planning in advance, along with 4am starts on race day! There are so many moving parts, from working with venues and local authorities to coordinating volunteers, medical teams and event partners.
Safety is always our absolute priority, and a huge amount of work goes into contingency planning. Weather is probably the one thing we can never control, so you always need multiple plans ready to go. That said, seeing thousands of happy faces at the finish line makes all that preparation worthwhile.
5. What is the most scenic or unexpected view a runner will see on one of your course routes?
It's very difficult to look beyond Sandringham.
The opportunity to run through parts of the Royal Estate that are not always open to the public is incredibly special. Runners regularly tell us they almost forget they're racing because they're so busy taking in the surroundings. The fact you're running somewhere so iconic makes it feel very different from a traditional road race.
6. Which of your 5K or 10K events would you recommend as the ultimate, most supportive introductory race for a complete beginner?
I’d say we have several – but Run Snetterton would be a brilliant place to start. The atmosphere is incredibly supportive and there's a wonderful mix of abilities on the start line which takes place on the track itself. Nobody feels out of place, and that's something we're proud of. Our events aren't just about chasing personal bests; they're about helping people enjoy the experience and discover a love for running. Having said that, our events at Green Park in Reading are also ideal for beginners, being mainly flat, and featuring a 10K, along with the Great Eastern Run in Peterborough being our closed road 5K offering.
7. If someone is bringing family and young kids along, which of your events has the best race-day village and spectator setup?
The Great Eastern Run is one I think of immediately. It’s ideally located in Peterborough, just off the A1 – so great for accessibility. We have a 5K Fun Run as well as a Half Marathon on race day, both taking place separately of each other and on the closed roads around the city centre – so it's much more than a race; it becomes a full day out for everyone. The event village creates a real festival atmosphere and it has become a real highlight in the calendar, with the young children taking part in the 5K before the parents take part in the Half Marathon afterwards. The layout also means supporters get plenty of opportunities to see runners around the course, which keeps everyone engaged. That's something we're always trying to achieve – making events enjoyable for runners and spectators alike.
8. What inspired you to expand from traditional road races into multi-terrain trail festivals?
People are increasingly looking for experiences and adventures rather than simply races. Multi-terrain events allow us to showcase incredible locations while creating a more relaxed, social atmosphere. Not everybody wants to run through city streets chasing a personal best every time. Sometimes people simply want to spend time outdoors with friends, enjoy beautiful surroundings and challenge themselves in a different way. Those events have become hugely popular because they offer something unique while keeping the same welcoming Good Running Events atmosphere.
9. Can you share a memorable story about a specific runner or moment at the finish line that really stuck with your team?
There are countless examples every year, and that's genuinely one of the best parts of what we do. It's often not the fastest runners that create the most memorable moments. It's the people completing their first ever event, raising money for charity, running in memory of somebody or achieving something they never thought was possible. One thing we always remind ourselves is that every single person has their own story. Crossing that finish line means something significant to them whether they have run 100 marathons or are taking on their first 5K and being a small part of that journey is incredibly rewarding.
10. How important is it to be involved with The National Running Show and what do you find are the main benefits?
The National Running Show is hugely important to us because it perfectly represents what makes running so special – community. We've exhibited at previous shows and it's one of our favourite weekends of the year because we get to have real conversations with runners away from race day itself.
We meet participants who have already taken part in our events, but also lots of people who are discovering us for the very first time. One thing that really stood out last year was the number of runners who came over specifically to ask about Sandringham and that they’d seen King Charles marshalling at Sandringham parkrun the day. It's those sorts of conversations that make you smile because they show how unique the venue is and how much excitement there is around it.
The show also gives us a chance to listen. We hear what runners are looking for, what motivates them to enter events and what they'd like to see more of in the future.
Most importantly, it's an opportunity to celebrate a shared love of running together.