Good Running? The Rise of Fitness Philanthropy and Sports-Based Charity Events

This article offers a sociological account of the growth in popularity of mass participation sports-based charity challenges. It argues these events have emerged as unique social, health, and philanthropic phenomena in the context of healthism and neo-liberalism. Drawing on the concept of “embodied philanthropy,” the key argument is that “fitness philanthropy” represents a new form of giving in which displays of fitness are increasingly also displays of civic engagement and being a “good person.” The growth of fitness philanthropy highlights changing responsibilities for health and wellness and addresses key sociological concerns with identity, community, and civic engagement that are now manifest in sports charity challenges.