Athleisurist, 

This week, we’re sprinting into the wild world of Run Clubs, where pace doesn’t matter, but the vibes definitely do. 

Love, 

The Boys 

Writers: Leanne & Candace

A Brief History: Part 1 - Running was Weird (and Criminal?)

Before the 1970s in the US, people didn’t run outside for exercise, sport or health. Runners weren't just odd; they were often seen as suspicious characters:

• 1963: Judge Earl Hedlund was stopped by police while jogging in California. Suspected crime? Fleeing a crime scene.

• 1969: Dick Cordier was chased by four police cars and cornered at a roadblock for the heinous crime of "running on a highway" in Indiana.

• Early 1970s: An unnamed runner in Connecticut arrested for "running without a permit" - a law that didn't even exist.

• 1800s: Treadmills were used as punishment in prisons. Oscar Wilde encountered them not as a cushy Peloton session, but as a torture device. 

Part 2 - How Running Went Viral

The first running influencers didn't have millions of followers, but they had the conviction and charisma that sparked a movement:

• 1966: Roberta Gibb, the original running rebel, hid in the bushes to run the Boston Marathon unofficially.  A year later, Kathrine Switzer entered Boston using her initials, then fought off officials trying to remove her from the course. It was a viral moment before "going viral" was a thing. (10/10 recommend watching).

• 1962: After a trip to New Zealand, Bill Bowerman, the future Nike co-founder, wrote "Jogging" - consider it the 60s equivalent of a viral running blog. This book would help spark a nationwide jogging boom.

• 1968: The New York Times published "Jogging Catches On" - think of it as the first major running influencer collaboration. In the same year, Dr. Kenneth Cooper's book "Aerobics" gave running scientific cred. It was like getting a swipe-up link from a doctor.

• 1970s: President Jimmy Carter becomes the jogger-in-chief. A high-profile endorsement.

• 1973: Runner Steve Prefontaine, became Nike's first brand ambassador, which had today’s effect of a dance challenge on TikTok - going viral.

Part 3 - Modern Day Running Culture

Fast forward to today, running has sprinted from the fringes of society to the heart of popular culture, reshaping our cities, our social lives, and even our wardrobes. This transformation is evident in three key areas:

Running as the New ‘Mobile’ Third Space

As traditional "third spaces" decline - social environments separate from home and work like cafes, pubs, or community centers - running clubs have emerged as a modern, mobile alternative. Running clubs are not just about exercise—they're about building IRL communities in our URL-dominated lives. It’s about using digital tools for their highest calling - to bring us closer to one another in the real world.

Some notable examples:

• RAWDAWG Run Club in Austin, with its "Sexy Faces, Sexy Paces" mantra, with only one rule ‘NO HEADPHONES.’

• 313 Run Club in Detroit emphasizes inclusivity and community empowerment, welcoming runners of all backgrounds and paces.

• Venice Run Club blends LA's beach culture with running, creating a community that's as much about post-run brunches as it is about miles logged.

• Track & Feels is a San Francisco based run club that is feelings-first. “Our collective is dedicated to sharing real human stories running from or towards a feeling.”

Dating in no way defines this culture, but can play a part:

• Lunge Run Club in NYC has evolved into a social hub, fostering relationships that often extend beyond the track.

• November Project hosts "PR Day," where colored shirts indicate relationship status, blending fitness with flirtation.

• The West Side Highway in NYC has become an infamous runner's dating hotspot, with TikTok videos about "how to pick up runners" garnering millions of views.

The Digital Revolution

Technology has amplified the community aspect of running, turning solitary activities into shared experiences.

• Nike Run Club has transformed solo runs into global block parties. Your 5K isn't just a personal achievement; it's a conversation starter with runners worldwide.

• The pandemic pushed run clubs to connect us in the virtual world, with Strava challenges and virtual runs keeping communities united, regardless of physical location. 

• Strava's impact goes beyond social connection:

  • Urban planners in over 300 cities use its heat maps to design better running infrastructure.

  • Runners create GPS art, like the San Francisco runner's 28-mile Frida Kahlo portrait that garnered 100,000 likes.

  • 35% of Strava users admit to using the app as a dating platform.

  • Strava data has even helped solve crime and to uncover infidelity

  • It also inadvertently exposed classified military bases around the world.

Today's running revolution lives on TikTok

• The hashtag #RunTok has over 1 billion views, featuring everything from training tips to "outfit of the run" videos.

• Run clubs like RAWDAWG have leveraged TikTok for explosive growth, gaining 25,000 followers in just two months.

@racheljohnie

This is why I love Running Clubs #UNIQLO #LifeWear ad

From Functional Gear to High Fashion

Running gear has seriously leveled up, going from functional to fire:

• Paris Haute Courture Week paid homage to the 2024 Olympics with ‘The Age of Athcouture’. Brands like Balenciaga and Off-White have models strutting—and sometimes jogging—down a track inspired runway, blending athletic vibes with haute couture.

• Limited-edition running shoes, like Nike’s Vaporfly, are no longer just for hitting the pavement—they’re the new holy grail for sneaker heads. 

• RAWDAWG’s “Sexy Faces, Sexy Paces” mantra—it’s not just a vibe, it’s a brand masterpiece. Their merch is so hot it sells out within hours, proving that running culture is the new status signal.

• Remember when “dad shoes” were just for dads? Not anymore! Retro runners from brands like New Balance and Asics are now the hottest kicks around. 

Part 4 - Runonomics, aka show me the money.

The New Running Economy

Big money has arrived to the humble run club. Where is it flowing? 

• Venture capital is flooding in: Tracksmith secured $21 million in 2022, while Strava transformed from a simple tracking app to a social network, raising over $150 million.

• Brooklyn-born Bandit Running caught the eye of big-league investors like Scrum Ventures and Bullish, marrying Silicon Valley backing with community-focused running.

Unexpected Players Join the Race

It's not just sports brands anymore; companies from all sectors are lacing up:

• Dating app Bumble partnered with Slow Girl Run Club.

• e.l.f. Cosmetics stepped in with Hot Girl Walk events.

• Yes! Apples® sponsored NYC's TikTok-famous Endorphins Running Club.

Traditional sports brands are evolving too

• Nike's co-creating products with local run crews, blending performance and street cred.

• Adidas Runners became a global network doubling as a massive focus group for product testing.

• Hoka, Outdoor Voices, and On are elevating their running clubs with immersive brand experiences.

A Running Economy Microcosm

Marathons have become the new fashion weeks. The NYC Marathon has become a week-long festival of commerce and culture:

• The opening ceremony is akin to the olympics and live-streamed for those who can't make it IRL

• Group runs, panel discussions, and post-marathon portrait sessions.

• Shakeouts, exclusive gear drops, and pre-race carb-loading dinners across the city.

• After-parties that rival Fashion Week:

  • The official TCS celebration turns Central Park into a massive dance floor.

  • Tavern on the Green becomes runner central for elites and first-timers alike.

  • NYRR's "Night of Champions" at TAO Downtown: think Oscars, but with more compression socks.

Part 5 - The Finish Line and Future

So you might think this is just another story about a new sports industry fad. But zoom out, and you'll see something far more profound at play. The real revolution? It's us.

This isn't about the brands, apps, shoes, or the GPS watches. It's about the minds and behaviors of the generations now coming to the forefront – those who've never known a world without the internet, social media, and smartphones.

For these digital natives, technology isn't a tool; it's an intrinsic part of life. This fundamental shift in perspective is reshaping every aspect of our society, including our approach to fitness, community, and sport.

Run clubs aren't exploding because of Strava or Nike. They're booming because they align perfectly with how these generations instinctively build communities, blend physical and digital experiences, and seek meaning in a hyperconnected world.

This isn't just about running and fitness. It's a glimpse into our collective future:

• Where the lines between online and offline continue to blur

• Where community is both deeply local and globally connected

• Where industries are reshaped not by new gadgets, but by new mindsets

As these generations continue to make up the majority, every sector will see this integrated, flexible, community-centric approach ripple out far beyond fitness and sports. From how we work and learn to how we build cities and relationships, the impact will be profound.

So the next time you lace up for a group run, remember: you're witnessing – and participating in – a reimagining of how society functions. And it's only just beginning.

The starting gun has fired on this new era. How will you run with it?

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