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As Vancouver prepares for The Vancouver Sun Run, two-in-five city residents say running or jogging is part of their exercise routine Insights West poll finds.

Vancouver, BC – As more than 40,000 runners in the Lower Mainland get ready to take part in The Vancouver Sun Run, a new Insights West poll shows that British Columbians place particular significance on exercise, and a significant minority of the adult population has participated in The Vancouver Sun Run over the years.

In the online survey of a representative provincial sample, 76% of British Columbians say that fitness activities are “very important” or “somewhat important” to their lifestyle. This includes sizeable majorities for both genders (76% for both women and men) and all age groups (84% among those aged 18-to-34, 75% among those aged 35-to-54 and 69% among those aged 55 and over).

“British Columbia has consistently been among the top four provinces when it comes to sports participation in Canada,” says Steve Mossop, President of Insights West. “This survey provided a unique opportunity to corroborate the prominence adults in our province place on exercise, and also review how we are spending our fitness time.”

British Columbians participate in a wide range of sporting activities, including 31% of residents who swim, 28% who cycle, 24% who play golf, 23% who run or jog and 23% who do yoga.

However, the numbers shift dramatically in the City of Vancouver, where running/jogging is the biggest sporting activity (43%), followed by cycling (37%), swimming and yoga (both 28%).


“Running and jogging are especially important to Vancouverites,” continues Mossop. “The Vancouver Sun Run continues to enjoy a high level of familiarity among the province’s residents, and gives runners a chance to test themselves.”

Across the province, 65% of residents are “very familiar” or “somewhat familiar” with The Vancouver Sun Run, a proportion that reaches 89% among Vancouverites.

As The Vancouver Sun Run celebrates its one millionth registrant, we found that 23% of adult Metro Vancouver residents have participated in The Sun Run at some point in the past, and that number increases to 34% of adult residents in the City of Vancouver.

About The Vancouver Sun Run:

The Vancouver Sun Run has been Canada’s largest 10K road race since its inception in 1985. The run’s purpose was to promote the benefits of running to improve health and fitness as well as support elite amateur athletics.

Through the years the run captured the imagination and hearts of individuals wanting to improve their health and wellbeing. The event morphed into the phenomenon it is today with thousands upon thousands descending upon the streets of Vancouver each year in celebration of Sun Run Sunday!

The Vancouver Sun Run has truly become one of Vancouver’s traditional rites of spring and is preparing for its 30th year running.


About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has ten full-time and five part-time employees.

About this Release:

Results are based on an online study conducted from April 11 to April 14, 2014, among 815 British Columbians who are aged 18+ and are Your Insights panel members. is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for age, gender and religious affiliation. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 3.5 percentage points, nineteen times out of twenty. Click here to see the detailed data tabulations for this release.

For further information, please contact:

Steve Mossop
President, Insights West


Photograph: Kris Krug