<p>The understanding of phenomena falling outside the Ginzburg-Landau paradigm of phase transitions represents a key challenge in condensed matter physics. A famous class of examples is constituted by the putative deconfined quantum critical points between two symmetry-broken phases in layered quantum magnets, such as pressurised SrCu₂(BO₃)₂. Experiments find a weak first-order transition, which simulations of relevant microscopic models can reproduce. The origin of this behaviour has been a matter of considerable debate for several years. In this work, we demonstrate that the nature of the deconfined quantum critical point can be best understood in terms of a novel dynamical mechanism, termed <i>Nordic walking</i>. Nordic walking denotes a renormalisation group flow arising from a beta function that is flat over a range of couplings. This gives rise to a logarithmic flow that is faster than the well-known <i>walking</i> behaviour, associated with the annihilation and complexification of fixed points, but still significantly slower than the generic <i>running</i> of couplings. The Nordic-walking mechanism can thus explain weak first-order transitions, but may also play a role in high-energy physics, where it could solve hierarchy problems. We analyse the Wess-Zumino-Witten field theory pertinent to deconfined quantum critical points with a topological term in 2+1 dimensions. To this end, we construct an advanced functional renormalisation group approach based on higher-order regulators. We thereby calculate the beta function directly in 2+1 dimensions and provide evidence for Nordic walking.</p>