Behind the race - An insight into the Stockholm Marathon & Half Marathon with David Fridell
David carrying out Media duties at the 2023 Stockholm Marathon
In this interview series, Ahotu will be speaking with the people behind some of the most unique races across the globe. We’ll be discussing the history of the event, challenges and how to overcome them, attracting sponsors, reaching new runners and more!
Thanks for joining us David. For those that aren’t familiar with you and your race(s), could you please introduce yourself?
Thanks for having me! My name is David Fridell, since 2021, I've been the CEO of Marathongruppen, Sweden's largest organizor of recreational events. Each year, nearly 200,000 people participate in our races across more than 50 event days. Although I'm not a runner myself, I was involved in athletics when I was younger and competed for one of the sports clubs that owns Marathongruppen.
Our two largest events are the Stockholm Marathon, which takes place in June each year and the Stockholm Half Marathon which takes place in September. They attract 23,000 and 18,000 participants per year respectively!
How did you get into the industry and eventually your role as CEO of Marathongruppen?
I had connections at the organizing clubs and after working in the communications industry at various agencies, I got the opportunity in 2016 to develop Marathongruppen’s communications and marketing functions, I took over as CEO in 2021 and have been overseeing our series of events since then. Working to inspire people to move and, in short, to help realise their dreams, is a privilege I’ve never regretted.
Could you tell us a little bit about the history of the Stockholm Marathon & Half Marathon?
The Stockholm Marathon was first organized in 1979 and was the first European marathon held in a major city's downtown area. Inspired by the New York marathon, it was a real gamble. The largest marathon in Sweden before that had attracted about 300 people, but in its first year, over 2,000 registered, and the audience was immediately supportive. There are old pictures where runners can barely move on the central streets because so many spectators wanted to follow the race.
The Stockholm Marathon has never been the fastest or most prestigious marathon, but we have always strived to maintain world-class organization and service for the participants. This, combined with an incredibly beautiful course through the centre of one of Europe's most picturesque cities, has been a key to our success!
Since 2001, we have also been organizing the Stockholm Half Marathon, which features an incredibly central course with the start and finish near the Royal Palace.
Both the Marathon & Half Marathon boast city-centre courses taking in Stockholm
What changes have you seen in the running scene in Stockholm / Sweden over recent years?
Of course, the pandemic was tough on us, not just because it made it impossible to organize races as we wanted, but it has taken longer than we hoped to recover. But as for many international races, things have really taken off this year and we expect 2024 to see huge numbers return to our flagship events.
The big trends we see are that runners are getting younger, with the 18-30 age group being our largest this year, and a higher percentage of women participating in longer distances. At the Ramboll Stockholm Half Marathon, we expect to reach almost a 50/50 gender balance this year!
Where do your runners typically come from?
We have runners from over 100 nations, making the adidas Stockholm Marathon as much an international event as, for example, the Taylor Swift concerts that are happening in Stockholm in a few weeks. The United Kingdom has recently grown to be our largest market outside Sweden, with Finland a close second. We see a lot of interest from the USA, and other strong markets include the other Nordic countries and Germany. We believe that interest from Germany could grow even more in the future, given the new train connections between Stockholm and cities like Berlin and Hamburg.
How do you promote the event internationally?
We have a collaboration with Visit Stockholm and are doing some joint marketing together with them. WSG are our most important partner for the international marketing efforts, but of course we are doing some strategic some marketing, targeting specific important markets across the globe.
For the first time the UK is our biggest country apart from Sweden with nearly 1,000 entries for this years Stockholm Marathon.
Runners from 100+ countries are expected to participate in the Marathon in 2024
What can participants expect from the course (for both the Marathon and Half Marathon)?
First and foremost, a historic and incredible atmosphere. The courses for both the Marathon and Half Marathon are central and beautiful, truly allowing participants to experience the best of Stockholm.
However, since Stockholm consists of various islands, it can be quite hilly on the bridges! Marathon participants are rewarded with an iconic finish as the final few hundred metres sees you turn into Stockholm Stadium, the Olympic main arena from 1912! The half marathon offers a city-centre finish allowing participants to celebrate their accomplishment in Stockholms many bars and restaurants with their friends and family.
What do you most enjoy about organizing the Stockholm Marathon & Half Marathon?
The joy I encounter not only from participants but also from spectators and residents in Stockholm. It is not only a race for those that take part, but also the local communities and residents that make up this beautiful city. The people of Stockholm are proud of their race, and they show it with hospitality and cheers!
Race day brings thousands of spectators to the streets of Stockholm
Aside from the Marathon & Half Marathon, how many events do MarathonGruppen organize?
We have about 50 event days per year spread across approximately 20 different races/brands. Nearly 200,000 participants take part, with major events besides the marathon and half marathon including Tjejmilen, a 10-kilometer race for women, and Vårruset, a series of 5-kilometer races organized in 20 cities around Sweden. Our corporate relay, Conivinstafetten, also gathers nearly 20,000 participants each year. We are certainly busy!
What would you recommend people see during their visit to Stockholm / Sweden?
Both the Marathon and Half Marathon take place when Stockholm is at it’s best - in June and September. The days are long (in June in particular) and nature is always close, yet the city retains the vibe of a bustling metropolis. Don’t miss all the museums on Djurgården and enjoy the world-class dining experiences!
Are there any partners / sponsors you would like to shout out?
Of course our key sponsors for each event, Adidas & Ramboll as well as our operational partners like MarathonFoto and EST/Mika Timing also guarantee an international top-class participant experience for the thousands taking part! Our amazing team of staff, volunteers/marshals and the residents of Stockholm all contribute to make race day something special.
Runners enjoying the 2023 adidas Stockholm Marathon
What are your hopes for the race(s) over the coming years?
We hope to continue to grow and encourage even more people to enjoy the benefits of an active lifestyle. When the marathon turns 50 in five years, we plan to celebrate and gather over 30,000 participants for our biggest ever event. We're looking forward to it!
When are the next editions of the Marathon & Half Marathon?
The next edition of the Stockholm Marathon is in a few weeks time on the 1st of June. The half marathon takes place on the 7th of September!
Interested in taking part? You can register for the 2024 editions of the Stockhol Marathon and Half Marathon on Ahotu - https://www.ahotu.com/event/adidas-stockholm-marathon / https://www.ahotu.com/event/ramboll-stockholm-half-marathon
To feature in our interview series you can drop us an email on content@worldssportsgroup.com
Interested in promoting your race with World’s Marathons or Ahotu Marathons? Contact us on partners@worldsmarathons.com
