Running events are often individualistic, with participants focused on their personal bests. But there are other, less traditional races where collaboration and community are the main attractions. How is running getting a makeover? And is the future of amateur sport more social in general?

Although Lycra-clad runners have been taking to streets and parks for decades, they’ve become ubiquitous in recent years. There are now 10.5 million runners in the UK, and the growth in related apparel and apps shows how mainstream it’s become. Why exactly has running gotten so big?

Whether it’s the high cost of gym memberships or a simple dislike of exercising in public, many people are keen to work out at home. Aaptiv supports them with an app that boasts over 17,000 virtual programs, offering guidance on everything from HIIT to marathon running to yoga.

The 2012 London Olympics may have brought glitz and glamour to sport in the UK, fuelling mass public support for athletes, but their impact on participation among everyday Britons has been limited. Can Virgin Sport inspire people to get active with social events that feel like music festivals?