The New York City Marathon is the largest in the world, and a bucket-list item for many runners. The 26.2-mile run through all five boroughs of New York City is a unique and exhilarating way to see the city, while millions of people literally cheer you on. It is a singular experience in the running world, but it’s not a race you want to jump into without a significant amount of training. And the growing trend of run clubs offer a good opportunity to do so with support, guidance, and camaraderie.
There are more than 860,000 clubs on the running app Strava (the go-to social media app for runners), with 37 percent of the 125 million registered users belonging to one or more of those clubs. Over the past five years, says nonprofit running advocacy group Running USA, the number of running club members in the United States alone has increased by 25 percent—and that number is growing steadily.
The idea behind them is fairly simple: A group of people meet once or more per week to go for a run. Setting those sessions as a regular, recurring event motivates people to stick with the exercise—and the community that forms among members is an even bigger incentive to keep running.
Rise of the Run Clubs
The New York City Marathon is one of those showcase running events that attracts everyone from serious athletes looking to beat their best time to casual runners who just want the bragging rights or the thrill of the experience. For running clubs, big marathons aren’t exactly the equivalent of Jan. 1 for gyms, but the events do raise awareness and might inspire people to take up the sport.
The benefits of these fitness-meets-social societies, however, extend far beyond conditioning participants for an especially long run. They also present an opportunity to make new business contacts, new friends, and for the operators of some clubs, new income streams. For businesses that host or partner with them—which range from restaurant loyalty app Blackbird to local breweries like Return Brewing in Hudson, New York—it’s a way to build a sense of community with their customers.
Some clubs are hardcore, where the focus is on working together to improve finish times in races. Increasingly, though, they’re used as an affordable (and healthy) way for people of all run abilities to expand their social circle.
They’re just as effective for networking too. Tim Tkachenko, who started the Founder’s Running Club, says almost half of the group’s 10,000 members run just once a week (or less), but the gatherings are always popular get-togethers for entrepreneurs, who can connect with others who face similar challenges in their business.
“Some members [want] to find connections,” says Tkachenko. Others come “to have some support and be around like-minded people—to be in some comfort zone, almost like a therapy session, and around people who understand their burden.”
Running clubs offer an equalizer for people looking for both friends or business contacts, say the founders of these clubs. It’s hard to put on a mask when you’re running. Between fatigue and heavy breathing, running forces people to be their real selves—and that fosters a connection.
“Fake it ‘til you make it? You don’t do that when you’re running,” says Tkachenko.
Capitalizing on Run Clubs
Those tight connections are part of why so many local businesses are starting clubs. Runners see those start and end points as hook locations, and might spend time there afterward (if it’s a brewery or restaurant) or visit it more frequently (if it’s a retailer).
“When you come to a running club, you share an experience. And because of that, you become closer to the people around you,” says Tkachenko. “It’s much easier to start communicating on a deeper level. Businesses feel that. They want [customers] to build some attachment to their products. That’s why so many communities are popping up.”
National brands like Olipop, meanwhile, see runners and run clubs as a way to expand their market share.
“Brands and retailers now commonly seek ways to partner with the groups for grass-roots awareness,” says Doug Bowman, professor of marketing at Emory University’s Goizueta Business School. “The thinking is that these groups appeal to people who are early product adopters, and the goal is building buzz. Besides footwear brands, it is athleisure brands, nutritional food brands, energy drinks, and health care services.”
Often, only a portion of people from an individual running club will take part in a massive marathon like the New York City Marathon (or those in Boston or Chicago), but others will be there on the sidelines, cheering on their fellow club members and other racers. Many aren’t in run clubs to compete or cut their time, but to feel connected to a supportive community who will be with them, stride for stride, both on and off the race course.
Originally published byChris Morris, Inc.
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