So what happens if they run? Are their souls condemned to hell for all eternity?
That notion sounds way more Christian than Jewish to me, not that you care about details.
The answer is no, no such punishment. Believe it or don't, some people actually want to, choose to, take pleasure and pride from following rituals and exercising discipline in their observance of religion or tradition.
An analogy: is *your* soul condemned to hell for all eternity, if you jog the last mile of your turkey trot and finish 19th when your best effort would've netted you 14th? Of course not, don't be a drama queen. The race director doesn't give a rat's azz about your time or place, nor likely does anyone else but you. As long as you can live with yourself, feel free to Gallowalk the whole way.