Nowadays the concept of long-distance running and endurance running have picked up pace. Endurance running is often seen as a welcome escape from everyday life but these extraordinary experiences such as running ultra-marathons are not untouched by the competitive nature of contemporary consumer culture. The at-times the romanticised notion of experiencing complete freedom through running co-exists with underlying motivating factors such as improving your personal brand and social image a new thesis from Lund University Sweden showed. The number of endurance running events such as Ironman or Tough Mudder is increasing around the world. But why has the trend increased?