How #LindsaysXC content delivered stunning 3.1 million ‘reach’ – in just one cross country season

Wednesday 3rd September 2025

Jamie Crowe leads Central AC to victory at Lindsays National XC Relays last year – with the Cumbernauld event part of a huge reach for #LindsaysXC (photo by Bobby Gavin)

Giffnock North win Lindsays Trophy for 2025

The Lindsays Cross Country Season for 2024-25 was another big hit with our clubs across mud and grass over the length and breadth of Scotland.

But it was also year when the success stretched far and wide online and our events really started to go viral.

We are delighted with figures now compiled for social media reach and impact from the various #LindsaysXC season events at 10 different venues.

Over 90 clubs were represented in our finishers tables in the Lindsays Trophy and entry numbers were really strong again – particularly for the Lindsays Short Course XC event.

That was a special day in Kirkcaldy with Laura Muir belatedly receiving a European Indoors medal in front of thrilled young admirers at a muddy public park in Fife.

Video content and posts from that day and others like the big one – the Lindsays National XC at Falkirk in February – have contributed to stunning social media impact.

Here are the highlights from 2024-25:

*Over 3.1 million views of Lindsays XC content across all channels

*42.8k views Lindsays XC news stories on scottishathletics website

*28.7k minutes of video content watched across Facebook and YouTube alone

*239k views of live event content via Instagram Stories

Digital Report – Lindsays XC 2025

Ian Beattie, Chief Operating Officer at Lindsays, said: ‘We are very proud of our association with scottishathletics and the Lindsay Cross Country Season.

‘It’s fantastic to see the series continue going from strength-to-strength each year.

‘The increase in people viewing and engaging with #LindsaysXC content on social media – and in the ways in which we see the events covered across all sorts of other media – demonstrates the status with which they are held.

‘People clearly enjoy being part of the season and sharing the great news, pictures and other content that comes from it.

‘With traction like that, the success of the competition stands every chance of growing even further.’

Laura Muir receives a European Indoors medal at the Lindsays Short Course XC in Kirkcaldy in November 2024 from Ian Beattie (photo by Bobby Gavin)

‘We are absolutely delighted with this kind of reach and the figures are impressive,’ said Peter Jardine, Head of Communications with scottishathletics.

‘The first point to note is: these are only across the Scottish Athletics platform and we know #LindsaysXC content appears in a number of other places (like national and regional media) and we have seen growth there, too.

‘There was also huge reach and engagement across Twitter (X) but we don’t have access to all the analytics there.

‘Best of all, I think the online impact underlines what we know from being at the events throughout the Lindsays Cross Country Season – that there is great appetite for cross country in Scotland and that #LindsaysXC has become a recognisable brand both within our sport and beyond.

‘That has not happened overnight and a number of years of hard work and great support from Lindsays has created this impetus and momentum.

‘At scottishathletics we have been pushing into more social media channels in recent months so it is really exciting to look ahead to 2025-26.’