SILVER GENERATION RUNNERS: SELECTED MOTIVATIONS AND RUNNING EVENT ENGAGEMENT

Purpose: The Silver generation is becoming increasingly active and aware of the benefits of physical activity, particularly running, as a way to improve their health and well-being. This study aims to explore the key factors motivating older people to engage in physical activity and how these factors influence their participation in running events. Design/methodology/approach: The research method involved surveying a sample of 400 respondents, all representatives of the silver generation. These individuals declared regular engagement in physical activity, including running. Findings: Motivations for running among the Silver generation differ based on running experience. Individuals with 5+ years of experience are more driven by health and social factors than those with less experience. Additionally, longer running experience increases participation in events. To encourage less experienced runners to participate, age-specific rewards are recommended. Research limitations/implications: The study's limitations include a sample that may not represent the silver generation due to reliance on online questionnaires, potentially excluding those less comfortable with technology. Future research should use alternative data collection methods and ensure a more representative sample to better understand the motivations and barriers to running in this population. Practical implications: The article presents the most important motivational factors for the silver generation regarding running and participating in mass running events. This allows organizations within this market to utilize statistically tested solutions to create value for silver generation runners. Originality/value: This study fills a gap in the literature by identifying the motivations for running among older people, a topic not previously explored. It highlights how running experience shapes these motivations and influences participation in running events.