London Rerun

The defining moment of London race week was 09:00 Saturday morning. Twenty-seven shakeouts and runs took place before noon. Ten started at 09:00 sharp. Saturday absorbed 42% of the week's Google search clicks and posted the largest outbound day of the window. Much of London's race-week decision-making compressed into a single morning.

marathon weekend covered London Marathon race week with 166 events from 140+ hosts: brand pop-ups, shakeouts, medal engravings, panels, recovery lounges and after-parties, all in one sortable directory. The site logged 41,823 page views from 5,356 unique users and sent 2,750 outbound clicks to partners. Instagram added 290,060 views and 104,734 accounts reached. The London Marathon Weekend Guide carousel accounted for 149,911 views, with 93% of its reach coming from non-followers.

London 2026 was the second-biggest race-week we've covered. Only NYC 2025 ran bigger with 179 events.

Two patterns thread the report. Search and discovery split cleanly: 99% of Google clicks bypassed the hub and landed directly on a specific event page, while hub visitors browsed the calendar and event grid laterally. Pop-ups out-pulled every other category at 16.4% CTR and 52% of category outbound clicks, more than the next four categories combined. Outbound flowed mainly to brand-owned domains and event platforms: Eventbrite, Heylo and Luma.

This is the London Rerun: what runners looked at, returned to and clicked.

The dual funnel: two ways London showed up

Discovery mode (53% of platform views)

• Land on the hub (/london/2026)
• Browse the calendar and event grid
• Compare events
• Click out when ready

Direct intent (99% of Google clicks)

• Search for a specific event or brand
• Land directly on the event page
• Quick evaluation
• Click through to the partner

The duality: Two arrival patterns running side-by-side. The hub catches the open browse. Event pages catch the named search.

Events, engagement, conversion

Top 10 events by views

1. PUMA NITRO Lab
2. Peloton Medal Engraving
3. Runna London Race Weekend
4. lululemon × RDC × Mafia Shakeout
5. New Balance Run House Somerset
6. lululemon × RDC × Mafia Afterparty
7. Runna Shakeout
8. Apple London
9. R.A.D Reverse Marathon
10. Runlimited Lounge

Top of the board: PUMA NITRO Lab held #1. The remaining nine spots split across pop-up venues (5), shakeouts (2), Peloton's medal engraving, the lululemon afterparty and R.A.D's reverse marathon.

Engagement champions (views per user, ≥300-view floor)

1. Runna London Race Weekend: 3.01
2. lululemon × RDC × Mafia Shakeout: 2.72
3. New Balance Run House Somerset: 2.59
4. Runna Shakeout Empowered by lululemon: 2.43
5. Apple London Marathon 2026: 2.13

Why it matters: High views per user means runners came back to check sessions, times or RSVP details.

Highest click-through rates (CTR, ≥300-view floor)

1. Runna Shakeout: 25.8%
2. PUMA NITRO Lab: 24.4%
3. lululemon × RDC × Mafia Shakeout: 21.3%
4. Runlimited Lounge: 19.5%
5. Runna London Race Weekend: 13.1%

Category performance

• Pop-ups: 16.4% CTR
• Shakeouts: 15.1% CTR
• Talks & Panels: 14.1% CTR
• Parties: 12.3% CTR
• Group Runs: 12.0% CTR
• Recovery: 11.0% CTR
• Cheer Zones: 2.2% CTR

What this tells us: Pop-ups led category CTR at 16.4%, with shakeouts (15.1%) and talks (14.1%) close behind. Pop-ups also took 52% of all category outbound clicks, more than the next four categories combined. They pulled the biggest audience and converted it at the highest rate. Cheer zone pages sit at 2.2% because they're route-side gathering points without a booking flow on the page.

The 09:00 collision

Saturday morning concentrated 21 shakeouts in three hours and thirteen in the 09:00 BST hour alone. The 09:00 sharp roster: Runna Shakeout, Nike Shakeout 5km, HOKA 5K, Puresport Shake, Tracksmith Pre-Race, London Clubhouse SiS, Team Abbott, LightSpray Early Bird, KU Race Weekend and RunWithAlli.

The crunch: Saturday morning was the calendar's busiest time. 27 events competed for runners' attention before noon, 13 of them in the 09:00 BST hour alone.

IG: reach beyond followers

The "London Marathon Weekend Guide" carousel reached 149,911 views, 51.7% of all account views in the window. 93% of that reach came from non-followers. The post earned 1,977 saves and reach 104,734 accounts.

For brands featured in editorial: a single carousel slot puts a brand in front of runners the algorithm has already qualified.

Where clicks went (2,750 total outbound)

Top destinations

1. pumaldn.com: 37.8%
2. eventbrite.co.uk: 18.1%
3. instagram.com: 7.7%
4. runlimited.co: 7.5%
5. newbalance.co.uk: 4.1%

Zoom in: Brand-owned domains took most of the outbound. Event platforms (Eventbrite, Heylo and Luma) combined for 23% of all clicks.

When decisions happen: time dynamics

Key numbers: Saturday took 42% of the week's search clicks and was the largest outbound day.

Pre-race ramp (T-N = days before race day)

• T-7 (Sun Apr 19): 3,198 views
• T-6 (Mon Apr 20): 6,984
• T-5 (Tue Apr 21): 4,194
• T-4 (Wed Apr 22): 3,488
• T-3 (Thu Apr 23): 4,437
• T-2 (Fri Apr 24): 7,393
• T-1 (Sat Apr 25): 7,677

Site views more than doubled from T-7 to T-1.

Saturday peak

• 1,536 Google clicks (42.3% of week's total)
• 7,677 site views (18.4% of total window)
• The largest outbound day of the window
• Saturday morning BST 07:00 to noon absorbed 7.8% of all 11-day views

Race-day cliff

• Saturday to Sunday: site views dropped 72% (7,677 to 2,140)
• Saturday to Sunday Google: clicks dropped 63% (1,536 to 573)

Search insights (Google Search Console)

• 3,634 clicks from Google
• 23,071 impressions
• 15.75% CTR
• 99% of clicks went directly to event pages

Brand search demand

PUMA led with 1,226 clicks across 93 queries, almost 5x the next brand. lululemon, Peloton, Nike and ASICS rounded out the top five.

Why it matters: These are navigational searches. People arrived with a specific event or brand in mind and used the platform as the fast path to it.

Multi-day umbrellas*

22 multi-day parent events hosted 107 child events combined. For parents with three or more children, the bulk of runner attention landed on the specific session pages, not on the umbrella overview. Take Runlimited Marathon Lounge: of all page views across the Lounge and its sessions, 78% sat on individual session pages (Marathon Mobility, Lace Up, podcasts, the 5km Block Finale and so on) and 22% sat on the Lounge overview. The five most-viewed umbrellas, by share of views on session pages:

• Peloton Marathon Weekend: 82%
• Runlimited Marathon Lounge: 78%
• Runna London Race Weekend: 74%
• Tracksmith Marathon Weekend: 66%
• New Balance Run House Somerset: 64%

The compound: Multi-day formats accumulated views. Each child page gave runners a fresh reason to return.

* Parent and child events explained: The platform models multi-day venues as one parent event (the umbrella) plus a child event for each scheduled session inside it. Runlimited Marathon Lounge is the parent; the daily Lace Up Personalisation sessions, mobility classes, podcasts and recovery sessions are children, each with its own event page. The split above tells us whether attention lands on the umbrella overview or on the specific scheduled session pages.

Most-present brands on the calendar

Three brands led on event count for the week.

• Nike (21 events): around half were sessions inside the Runlimited Lounge (Marathon Mobility classes, Lace Up Personalisation sessions, podcast recordings, the 5km Block Finale), where Nike appeared as programming partner. The rest split between a few Nike-led showcases (Nike MARANOIA, Nike Shakeout 5km, She's Got Game Live) and co-branded activations with Cadence, Maurten, EDGE and Homerun NYC.
• Runlimited (19 events): almost all of these were the Runlimited Marathon Lounge umbrella and the daily schedule of classes, talks, recovery sessions and partner activations running inside it.
• New Balance (13 events): anchored by the New Balance Run House Somerset multi-day venue and its daily schedule.

Event counts include any brand role on the calendar (host, co-host, sponsor, venue and programming partner), and count each scheduled session separately even when titles repeat across days. Runlimited's 19 and Nike's 21 share around 10 events between them, where Nike programming ran inside the Runlimited Lounge.

The data

Website totals

• 41,823 page views
• 5,356 unique users
• 2,750 outbound clicks to partners
• 8,086 sessions

Traffic split

• Hub (/london/2026): 22,178 views (53%)
• Event pages: 19,592 views (47%)

Instagram totals

• 290,060 views
• 104,734 accounts reached (+172% over prior window)

Devices

• Mobile: 4,423 users (82.6%), 29,436 views (70.4%)
• Desktop: 907 users (16.9%), 12,146 views (29.0%)
• Views per session: desktop 8.73, mobile 4.41

Methodology

Data sources

• GA4 (41,823 page views on /london/2026/* pages)
• Google Search Console (3,634 clicks, 23,071 impressions)
• Internal click tracking (2,750 outbound clicks)
• Instagram insights (290,060 views, screenshot transcribed)

Date range

• Site and search: Apr 19 to 29, 2026 (11 days, race day Sun Apr 26)
• Instagram: Apr 19 to May 4, 2026 (slightly wider window)

Floors and thresholds

• Engagement champions and Highest CTR rankings use a ≥300-view floor (the workbook contains few events with ≥500 views in this window)
• The GSC queries source is the top-400-by-clicks slice; sums won't reconcile exactly to the full 3,634 site total

Notes

• Views per user is per-page-summed (not deduped); use as a depth signal, not a per-visitor average
• The Instagram window is wider than the site/search window; figures are not blended across the two
• "(not set)" rows in Geo data correspond to bot or VPN traffic and were subtracted before reporting country breakdowns
• The "filter intent" custom dimension was registered after data collection began; analysis of filter use is unavailable for this window