How marketing made run clubs cool

In partnership with YAP's favourite run club, NARC (https://www.instagram.com/runwithnarc)

Run clubs have become the new social scene, offering a way to get fit and connect with people IRL. With the number of run clubs increasing by 30% over the last 5 years, brands have a chance to join the movement, but they need to do so authentically.

I love to run.

If you count running late.

Running from my problems.

Running too many tabs at once on my laptop.

But when it comes to actual running, not so much. I’d be lucky to hit 1 km on the treadmill before accepting defeat.

Or so I thought. That was until I recently decided (after some major convincing from a colleague) to attend a morning run with said colleague's run club, NARC.

And let me tell you, that sh*t changed my life.

A year ago, you could have never made me believe I would join a hoard of Hoka-wearing, technical outerwear-adorned runners at the crack of dawn without a gun to my head.

But it seems I’ve been converted. Reformed. Born-again, if you will.

Who would have thought that something as simple as a group of people starting the morning with a cheeky 6 km and some light banter would be such a vibe?

Running was once seen as a lowkey nerdy, definitely solo sport. But the exponential rise of run clubs in the last few years has changed that.

Now, running’s a social event, an Instagrammable moment, and even a networking opportunity.

You don’t have to be a seasoned runner, either. Run clubs appeal to a wide range of fitness levels, making them both non-intimidating and accessible.

Most of all, they’re about community.

Almost a quarter of the world have reported feeling very or fairly lonely, according to a Meta-Gallup survey of more than 140 countries.

Run clubs create a sort of third space, filled with real, non-virtual connection. A place where people feel like they belong to something.

The appeal of belonging to a group like this became even stronger after the isolation we all experienced during the COVID-19 pandemic. This was also a time of increased awareness around mental health, with many turning to exercise as a way to cope with anxiety and depression.

Run clubs offer both the physical benefits of exercise and sense of community – a double whammy of uplifting mental health perks.

Plus in an increasingly digital world, it’s a fun way to meet new friends, maybe even a significant other 😉

According to a survey by the Running USA, the number of running club members in the United States alone has increased by 25% over the past five years.

Globally, the picture is similar. The International Association of Athletics Federations (IAAF) reports that the number of organized running events and clubs has grown by 30% in the same period.

These numbers highlight a significant shift towards group running as a preferred way to engage with the sport. It’s a whole movement.

And it's a movement that's particularly big with Gen-Z., which is kind of surprising to me. Because how on earth did we convince anyone, let alone digital natives, to get up at 5am to go for a run with a bunch of people they barely know?

Of course, the answer is bloody good marketing. It’s the only logical explanation for making something like running seem so damn cool.

From New York to London to Tokyo - urban landscapes in high key cities all over the world are being integrated into these running experiences. It’s a scene.

You run, you chat, you grab coffee afterwards—and that’s your weekend morning, right there.

And there are a few brands who have contributed to this new enthusiasm for running. Platforms like Instagram and Strava are ground zero for sharing routes, hyping up new members, and celebrating post-run drinks.

Fitness app Strava is often referred to as a 'social network for athletes' because it brings people together over shared interests. It gives runners a platform to log their runs, share their progress, and cheer each other on, which helps with the community aspect of run clubs.

For many runners, joining a run club isn’t just about the physical activity. It's about feeling like they’re part of something bigger than themselves.

The Strava app's ability to create 'Clubs' made it easier for local running groups to organize meet-ups, set up challenges, and connect members. This transformed what might have been small, casual running groups into fully-fledged, branded communities.

Strava has also partnered with brands like Nike, Lululemon, and On Running to sponsor challenges, offer rewards, or integrate with run club activities.

These collabs have helped brands build deeper connections with running communities, while the app provides the tech and social framework to make it seamless.

And of course, Instagram has had a huge part to play. Because you didn’t really go for a sunrise run if you didn’t post it on your story, right? It’s not just the exercise; it’s the vibe. But it’s not all just for the ‘gram.

Social media has helped these clubs foster a real sense of community.

It’s not just a bunch of randos who meet up to jog—it’s a tribe. They sometimes have matching tees, their own hashtags, and probably a secret group chat where the real magic happens.

And from my experience, it’s wholesome asf.

It’s part fitness, part social network, or 'sweatworking' – and it’s created a powerful phenomenon.

Brands, here’s your cue.

But how do you sneak into this runner’s paradise without being that guy who shows up to the run decked out in head-to-toe gear, not only looking like a douche, but clearly only there to promote something?

The trick is to make your brand's involvement feel as effortless as that runner’s high everyone talks about (that I’m yet to experience, mind you.)

So if partnering with a run club fits your brand's vibe, here are some practical ideas...

Sponsorships and partnerships.

Find an existing run club and throw them some goodies—water bottles, t-shirts, that kind of thing. It’s like buying a round of drinks, but, you know, healthier.

Brands like Nike and Adidas have been doing this for a hot minute. And, trust me, no one’s mad about a free hat.

Branded events.

Don’t just crash the party—host the party.

Put together a themed run (Pumpkin Spice 5K, anyone?), organise seasonal challenges, or better yet, make it a charity thing. That way, you’re not just selling stuff; you’re doing some good. Plus, it’ll give you an excuse to post about it. Everything is content!!!

The influencer approach.

Get the right people talking about your brand. And no, not the influencer with 2 million followers who’s more into fashion than fitness.

Pick runners who are already in the scene, who have that 'I’m just here because I love to run' energy, and let them do their thing.

Authenticity wins. Always.

Eco-friendly vibes.

Apparently 'plogging' is a thing now—this is where people pick up trash while they run.

It’s running, but with a side of doing good. If your brand is all about sustainability, this is your moment. Partner with run clubs to organise plogging events and tie your brand to some eco-friendly street cred.

Watch out, though…

It’s not all seamless miles and sweaty selfies. If brands come off as too pushy or inauthentic, runners will spot it from a mile away. No one wants to feel like a billboard while they’re just trying to get some exercise.

So, keep it cool. Support, don’t sell.

These groups have worked hard to build the community with them today. Run clubs are more than just a fad for you to profit off.

For them, it’s not just about hitting the pavement. It’s about finding a community, sharing experiences, and yes, maybe bragging a little on social media.

Run clubs are here to stay, and if brands want in, they’d better be ready to lace up and actually join the movement—no shortcuts.

So, if you’re thinking about how to get involved, the rules are simple: be real, be helpful, and for the love of Hokas, don’t try too hard.

-Sophie, Writer

p.s. If you’re in Auckland and want to give the whole run club thing a go, check out NARC!

Reply

or to participate.