Run clubs are becoming an increasingly important part of the sport’s cultural landscape, and brands should take note.
We’ve all seen them: groups of runners navigating city streets after work, stretching outside cafés, gathering under railway bridges in kits that resemble streetwear more than sportswear. No stopwatch, no medals – just the joy of movement, together.
Around the world – from London and Berlin to New York, Cape Town, Tokyo and Melbourne – run clubs are redefining how the sport looks and feels. They’re no longer solely about personal bests; they emphasise identity, connection and belonging.
For many, these clubs serve as an introduction to running itself. More than that, they are emerging as cultural epicentres where brand, community and lifestyle intersect.
What began as casual meetups is rapidly evolving into an extremely powerful (and frequently overlooked) brand-building platform in the sport and wellness industries.
Run clubs are growing & becoming recognisable brands
In an era where people trust communities over campaigns, run clubs offer a level of authenticity that traditional marketing strategies often lack. Successful clubs today have established identities that extend far beyond sport to resemble lifestyle brands.
Take Puresport in London, Bridge Runners in New York, or Berlin Braves in Germany – cultural collectives as well as running crews. Puresport, for example, blends wellness, mindset and movement with product drops and purpose-led storytelling. Bridge Runners has influenced city-wide health initiatives and collaborated on footwear projects. Berlin Braves turns club runs into cultural events that incorporate music, fashion and film.
Global interest reflects this shift. Google Trends data shows a +200% increase in searches for run clubs near me in the US last year, while searches for Sunday Running Club in Germany rose by +450%. In Spain, the community fitness group Oysho Running Club had one of the highest number of searches in 2024 (+2,450%).
Image source: puresport.co
Image source: bemoreyoucommunity.co.uk
Image source: berlinbraves.com
From first run to first brand experience
These clubs are no longer exclusive to elite athletes; they’re now welcoming spaces for everyone that act as category entry points into running and wellness. People join a club and discover the gear, content and culture through shared experiences. The brand journey begins not in a store or ad, but in a WhatsApp thread or outside a café on a Tuesday night.
For brands, these category entry points matter. Influence now occurs during casual interactions: “What shoes are those?”, “What app do you use?”, “Where’s did you get that top?”. Such conversations signify a shift from product loyalty to community loyalty. People trust what their crew wears, what they see on Strava, what’s recommended in the weekly club email.
Why this matters for marketers
Run culture provides a powerful pathway for brands in the sport, wellness or lifestyle sectors. But it’s about more than ‘product seeding’.
Brands that thrive in this space excel in three key areas by:
- earning authentic access – these runners are active participants, not passive audiences; they engage, share and advocate; a well-positioned brand can spark substantial impact with minimal noise
- activating cost-effective cultural relevance – partnerships with clubs are often more agile and affordable than traditional sponsorships; they enable co-creation by combining content and events with genuine community involvement
- entering the wellness conversation – clubs are broadening the definition of wellness to include mental health, recovery, sustainability, and inclusivity – if your brand aligns with these values, this is where you belong.
This isn’t just sport – it’s culture
Run clubs are reshaping global fitness from the ground up. In Tokyo, groups like AFE (Athletics Far East) incorporate mindfulness and cultural rituals into their runs. So … brands seeking meaningful engagement must approach this not as a trend to exploit but as a culture to join.
Don’t simply drop in with a product; show up with purpose, listen with intent, and bring value beyond transaction. The rewards? Authentic presence, lasting relevance, and the opportunity to move with culture rather than chase it.
Want to go deeper?
Our latest report, SportOnSocial Global Running Culture 2025, examines how run clubs are shaping the future of fitness, identity and influence.
Download it now and get in touch to find out how we can help brands become part of the movement.
