Until recently the Chinese marathon calendar had 13 gold-standard events that tended to hog the limelight. However, the huge number of entrants for other events, as well as the number of spectators, good event organization and new technology have engendered a whole new industry and marketing chain that includes gyms, running apparel, fitness monitors such as watches and apps, vitamin supplements and travel.

In fact, the biggest hurdle in the way of this growing industry at the moment comes in the shape of a virus called COVID-19. As with other sporting events, many marathons were put on hold recently, but many runners held great hopes that with the epidemic all but vanquished, they could resume training for their next marathon soon. However, those hopes were dashed on April 6 when the China Athletics Association drew attention to a decree the State Sports General Administration had issued six days earlier headed "Notice relating to non-resumption of marathon and other sports events".

"We're still optimistic, hoping we can get back to normal after summer," says Wu, the Yuandadu Marathon Clubs spokeswoman.

"Even if we get back to normal by the end of the year, we'll keep our spirits up and keep personal fitness for the coming year."

The shutdown will have fueled rather than dampened runners' enthusiasm for competition, a sentiment that can only grow stronger over coming weeks and months, she says.