While running clubs aren’t anything new, they are offering both fitness and social spaces that are rapidly on the up for Gen Z.
Post-pandemic loneliness levels are continuing to challenge Gen Z audiences, with a growing dislike of dating apps and a real challenge for connection IRL.
Success stories of Park Run and running clubs set up with a difference such as Friday Night Lights, Run Dem Crew, are all contributing to a democratised model of what a running club should look like. And I’m here for it.
More clubs, more runners
Last year there was a 59% increase in running club participation according to Strava’s Year in Sport, and other stats have shown a growth in popularity among Gen Z – 49% of LadBible’s Gen Z audience are hitting the pavements on a monthly basis.
Running to find friends and maybe love?
But why? Well it’s definitely a social thing. Gen Z were more likely to go to a run club to socialise vs improve their performance, with 72% going to meet new people (LadBible).
1 in 5 Gen Z went on a date with someone they met through exercise and were 4 times more likely to want to meet people through working out than at a bar (Strava). Gen Z are also 22% more likely than millennials to agree that “run clubs are the new dating app” (LadBible).
Are running clubs creating better Gen Z runners?
This is however having a positive knock-on effect to being active, with around a 40% increase in activity for those training in a group of over 10, rather than on their own.
RunTok
But if its not on social did it even happen? Around 65% of Gen Z are posting about their running on social media, 63% are buying running gear through TikTok and Insta (LadBible) and RunTok is currently at around 119m.
What does this tell us for marketing and comms?
There is definitely a social angle here worth noting for all brands or organisations who want to better engage with a Gen Z audience. Real-life opportunities to offer experiences, connection to others and something for the socials is definitely a smart move.
Perhaps the buzz word here is ‘community’ but building a group of like minded people, offering connection, social spaces and opportunity to keep fit, without insanely high gym fees or class costs, seems to be popular.
Brands are, of course, not letting this go by unwatched. Whether they’re immersing their brand in run club culture through their ads such as Hoka Corner Shop, or using run club events to build communities (and sales) (ON Running events, Gymshark Run Club, Sports Direct x Adidas Run Club and many, MANY more).
Run club or cult?
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