Analysis of annual expenditure in equipment by 5k and 10k runners according to race time

The aim of this research was to analyse the direct expenditure of the runners who participated at the II Charity Run Real Madrid Foundation, as well as direct expenditure's influence on race times at the 5km run and the 10km run. The sample was composed of 429 runners (M=34.36±11.68 years old; M=5.70±6.64 years of experience) from a total of 3638 runners who participated in the II Charity Run Real Madrid Foundation, which took place on 28th of January, 2018 at Madrid (Spain). The sample was divided into three groups according to their race time (measured in minutes), using k-means clustering. For the 5km run, the three resulting groups were divided into 47'-73', 32'-46' and 16'-31', while for the 10km run, the groups were divided into 61'-77', 52'-60' and 36'-51'. Results reveal a clear tendency towards economic efficiency among runners with the lowest race times (5km and 10km) compared to the other groups. Getting to know precisely how runners' money is spent annually will allow for individualized marketing campaigns targeting each type of runner.