Imagine a sport where athletes battle not just each other, but also mud, hills, and their own limits. That's cross country, a discipline that once held a prestigious place in the athletic world but now finds itself at a crossroads. And this is the part most people miss: it's not just about the grueling races; it's about passion, resilience, and a deep connection to nature. Enter Megan Keith, a 23-year-old British runner whose journey encapsulates the challenges and hopes of modern cross country.
For Keith, grassy hills and boggy ditches are more than just obstacles—they're her happy place. Throughout her running career, she’s identified primarily as a cross-country athlete. But after winning the European Under-23 title two years ago, a stark reality set in: to thrive as a professional, she’d need to venture beyond the mud and brutal ascents. But here's where it gets controversial: while her heart remains in cross country, the financial and structural realities of professional athletics have pushed her toward the track. As she puts it, 'Sponsors and British Athletics focus mainly on the track, so I’ve had to adapt.' This shift has paid off, earning her a European 10,000m bronze, Olympic and World Championship appearances, and British Athletics funding for the first time. Yet, Keith still makes time to follow her passion, winning European Cross Country silvers last month and leading the British team at this weekend’s World Cross Country Championships in Tallahassee, Florida (watch on the BBC, 14:35-19:00 GMT).
Cross country, however, is no longer the revered discipline it once was. Participation at the elite level has plummeted, with only about 500 athletes expected to compete this weekend—a far cry from the 800+ who raced at its peak in the early 2000s. Once an annual event, it’s now held biennially, and many nations either skip it entirely or send skeleton teams, prioritizing lucrative road races or summer track opportunities instead. So, how did we get here, and what does the future hold?
Most of us remember school cross-country days—slogging through muddy fields on chilly winter afternoons, wearing mismatched gear from the lost-and-found. These memories likely contribute to the public’s lack of interest in cross country today, even as park runs, trail runs, and marathons soar in popularity. At the elite level, the story is similar. 'The prestige just isn’t there anymore,' notes Tim Hutchings, the last British man to win a World Cross Country medal in 1989. 'It used to be a lucrative, highly respected sport. Now, there’s hardly any money in it.'
The financial disincentive is a major factor. British Athletics funding is tied to track and road performances in Olympic and Paralympic disciplines, leaving cross country on the sidelines. This reality forced Keith to diversify her focus. Historically, athletics remained largely amateur until the 1980s, when athletes had to generate their own income to turn professional. The introduction of National Lottery funding in 1997 prioritized Olympic and Paralympic medal potential, further marginalizing cross country.
Another factor is the dominance of African runners, who have reshaped perceptions of competitiveness. For over two decades, no non-African athlete has made the men’s World Cross Country podium, and the women’s podium has been similarly exclusive for 12 years. Yet, despite its decline in prestige, cross country thrives within its hardcore community. Last year’s English National Cross Country Championships drew over 5,000 participants, and regional leagues regularly attract 1,500+ competitors monthly.
Cross-country courses vary widely, with distances differing by event, though a standardized 10km length was introduced at the World Championships in 2019. Outside of Africa, the sport is often seen as a stepping stone to greater things—a perception that could soon change. World Athletics president Lord Coe has long championed cross country’s inclusion in the Winter Olympics, suggesting a 'good chance' it could feature in the 2030 Games, despite resistance from existing winter sports. Additionally, Britain is reportedly bidding to host multiple international cross-country championships in the coming years, a move that could reignite interest.
'We’re historically a great cross-country nation,' says Eamonn Martin, English Cross Country Association secretary and British men’s team manager in Tallahassee. 'Hosting more competitions would be a game-changer. And if Olympic medals are on the line, everything changes. British Athletics would suddenly fund cross country and the athletes who excel in it.' Keith agrees, believing greater exposure would encourage more athletes to take it seriously. 'If we had top-level cross country in the UK more regularly, I wouldn’t be surprised if more of our best track runners joined in,' she says. 'It’s the purest form of distance running, and it deserves the respect it once had.'
So, here’s the question: Can cross country reclaim its former glory, or is it destined to remain a niche sport? And if it does make a comeback, what role should funding, Olympic inclusion, and grassroots efforts play? Let us know your thoughts in the comments—this is a conversation worth having.
