Running in Circles: Building a New Vision for U.S. Track & Field

"A must read for any track & field fan!" - Sage Canaday, founder of Vo2max Productions

Every four years, track & field takes center stage at the Olympic Games, then quickly disappears from the spotlight. But if running is on the rise with over 50 million Americans now participating in the sport, why isn’t track & field a more popular sport in the U.S.? The easy answer is that track & field is just boring to watch on TV, but the real answer lies in marketing.

In RUNNING IN CIRCLES, Jack Cogan explores why the NFL, NBA, MLB, and NHL dominate the U.S. media landscape, not just because they’re wildly entertaining, but because they’ve mastered the art of engaging fans and creating cultural relevance. As an avid fan of the sport himself, Cogan also outlines why track & field has failed to become a top U.S. sport and provides a new marketing strategy and ideas for how USATF can get back on track to becoming one. With the Los Angeles Olympics quickly approaching in 2028, there’s no better time to reimagine the future of professional track.