The proliferation of running clubs is visible everywhere, from Instagram, to outside social spaces, and even ‘entering the chat’ in workplace conversations. Strava’s Year in Sport: Trend Report for 2024 in which they examined data from more that 135 million people across over 190 countries, documents that there has been a remarkable increase (59%) in running club membership in 2024. While Google Trends also shows a significant and consistent increase in searches for “run club” over the last five years.
What is driving the increase in run clubs?
The data illustrates that the surge in running popularity with millennials and Gen Z is driven by desire for social connection, they want to meet ‘IRL’ rather than online. A recent report from the LADbible Group revealed that 72% of Gen Z go to run clubs to meet new people, with 22% of Gen Z being significantly more likely than millennials to agree that ‘run clubs are the new dating app’. However, online likes and kudos are also motivators, with 65% of Gen Z posting about their runs on social media.
Running clubs around the globe
Building a running community around a retail business is not a new phenomenon. The largest running club in the world is purportedly The Mikkeller Running Club (MRC). The club was founded by the owner Mikkel Borg Bjergsø and his friend Søren Runge, as an offshoot to the Mikkeller brewery in Copenhagen in 2014, aiming to strike a balance between physical fitness and the enjoyment of socialising with a beer. The running club now boasts more than 30,000 participants and has grown to over 200 clubs internationally.
Another sizeable running club community is the Midnight Runners. A global community of runners with over 10,000 members worldwide that organises regular, inclusive events. Currently in 18 cities, they are a ‘volunteer-based community that creates accessible, social workouts in urban centres around the world’.
In the U.S.A. some quirky run clubs include the Venice Run Club in Los Angeles, offering a cultural experience as well as physical exercise, their runs can often include stops at local cafés and art installations. Austin Texas is home to the Raw Dawg Running Club, which calls itself a ‘movement’, not just a run club. Known for themed runs, Raw Dawg only has one rule, and that is no headphones.
There are obvious advantages for businesses in cultivating a running community. It fosters an opportunity to bring your customers to you, plus a fair-sized following will make you an attractive prospect for brands to partner with. For example, there is a running themed café in Upper Street, Hong Kong called ‘The Station’ that broadcasts international marathons. They have regular social runs throughout the week and recent events delivered include a Hyrox taster with Puma, a Näak 11km challenge and a Hoka Clifton 10 run event.
Posting in the last few months about the impact of this growing trend on LinkedIn, Marketing professor and keynote speaker Giuseppe Stigliano said: “Across cities worldwide we’re seeing run club x coffee shop collaborations thrive. These partnerships create inclusive spaces where runners can gather, refuel, and connect – turning a post-run coffee into a ritual that strengthens both communities”.
Connect with international brands and athletes in Amsterdam
There is an opportunity to join a social run with the ‘Morning Miles Mixer’ at the International Running Expo #IRX25, being held in Amsterdam on the 4th and 5th of November this year. The social run on the Wednesday morning, organised by local running crew Running Junkies, will allow you to start your day with an 8-10k run through Amsterdam’s most iconic landmarks, perfectly capped off with a coffee and pastry at the end. Limited spots available.
Running Clubs: Pumping new blood into retail and romance
