“Whoever said money can’t buy happiness wasn’t a long-distance runner.”

That line, from a Bloomberg article that went viral last week, struck me. The piece — titled “Wall Street’s Elite Are Turning Marathon Times Into a Status Symbol” — painted a picture of running as the new playground of the rich. What began in the 1970s as a low-cost fitness fad has turned, in some circles, into a luxury pursuit. “There’s running,” the article said, “and then there’s rich people running.”

Back here in Manila, I’ve seen shades of that transformation, too. Whoever said that all you need to run is a pair of shoes was only telling a small part of the truth.

Let’s start with those shoes.

Once upon a time, runners wore simple rubber soles and cotton shirts. 

Today, “supershoes” — those carbon-plated marvels promising faster times — are no longer just for elites. Many recreational runners now wear them not just for races, but even for speed workouts. The catch? They cost more than the monthly take-home pay of an entry-level call center agent.

The Hoka Cielo X1 2.0 sells for around P17,295. Puma’s Fast-R Nitro Elite 3 is about P16,000. The Cloudboom Strike costs nearly P20,000. My personal favorite, the Adidas Adios Pro 4, is considered “cheap” at P14,000. And those are just the race-day shoes.

Coaches often recommend having at least three pairs in rotation to reduce the risk of injury. The idea is that different shoes distribute impact differently across the muscles and tendons, giving your body variety and a better chance to recover. If your two other pairs cost less than P10,000 each, that’s already P30,000 to P35,000 — on footwear alone. 

Then there’s the running gear. A decent pair of shorts and a Dri-FIT top can set you back around P4,000. Add technical socks for another P1,000. If you run several times a week, you’ll need multiple sets, which easily adds another P15,000 to the running budget.

Once you begin taking the sport seriously — maybe you’re eyeing your first half or full marathon — you might decide to hire a coach. That’s another P6,000 or so a month, depending on the program. And a coach will almost certainly require you to track your training with a running watch. A basic Garmin Forerunner 55 starts at around P8,000, while higher-end models can cost as much as P80,000.

Then come the races. Signing up for a local half marathon now costs roughly P2,000, while a marathon designed for first-timers is about P4,500. And for those dreaming of the Abbott World Marathon Majors — Tokyo, for instance — the registration fee alone is nearly P14,000 (US$230), not including airfare, accommodation and meals.

But the spending doesn’t end there. 

To stay injury-free, many runners cross-train and lift weights, which usually means a gym membership. Supplements, electrolytes and energy gels can cost about P5,000 a month. Some take things even further, investing in recovery treatments — saunas, cold plunges, physiotherapy, even hyperbaric oxygen sessions. That’s another P20,000 to P30,000 a month for those who can afford it.

It’s easy to romanticize the idea of “just running.” Lace up, step outside, and go. And in many ways, that spirit still exists — the joy of movement, the clarity of an early morning run, the discipline it brings to one’s life. But for many urban runners today, running has evolved into something larger — a lifestyle that extends beyond exercise.

Runners now chase not only faster times but also better gear, better data, and better recovery. The search for an edge, however small, has become part of the ritual. And while it may sound excessive, perhaps it also reflects the modern runner’s deeper desire — not merely to run, but to live fully, to invest in the body and the experience. 

Running, once seen as the simplest of sports, has become a mirror of modern life: aspirational, data-driven, and yes, expensive. It still brings happiness — but perhaps it also reminds us that in today’s world, even the pursuit of simplicity can come with a price tag.