Running Clubs and How Businesses Can Get in on the Trend

In recent years, running clubs have surged in popularity, bringing people together through a shared love of movement. For many, these groups have become more than just a workout—they're a source of community, accountability, and mental well-being. According to Strava's 2024 Year in Sport: Trend Report, participation in running clubs increased by 59% over the past year, and the number of new clubs has tripled compared to this time last year. Additionally, as of March 2025, ClassPass has seen running-related bookings increase by 13% YoY. 

Whether you own a gym, studio, or spa, tapping into this social fitness movement can help you expand your audience, deepen client loyalty, and offer meaningful experiences that go beyond traditional memberships. Here are a few ways to make it happen. 

Partner with local running clubs

Running clubs thrive on local connection, and so can your business. These groups are built around community, consistency, and shared motivation. By partnering with a local running club, you can tap into an active, engaged audience that already prioritizes health and wellness. 

Start by reaching out to nearby clubs and proposing mutually beneficial partnerships that bring value to both sides. You could: 

• Offer your space as a meet-up point for group runs. You'll benefit from foot traffic, brand visibility, and the opportunity to introduce runners to your services
• Provide exclusive discounts on recovery services, classes, or memberships for club members. Even a small incentive can encourage first-time visits and turn runners into loyal clients
• Co-host community events such as post-run yoga sessions, stretching workshops, foam rolling clinics, or wellness talks featuring local experts 

These collaborations build brand visibility while giving runners a natural way to engage with your business. Plus, aligning your brand with the positive, inclusive energy of running clubs strengthens your community reputation. 

Promote and engage with run clubs online

Platforms like Instagram, Strava, and TikTok are hotspots for sharing race updates, milestones, and group photos. Your business can join the conversation by creating social content that celebrates local runners and highlights your involvement in the community. Some ideas you can implement include: 

• Sharing photos or short clips from club runs and post-run meetups.
• Creating a branded hashtag for your business's running-related events or partnerships.
• Hosting virtual challenges and rewarding participants with discounts or prizes.
• Posting about exclusive offers or loyalty perks for club members to encourage participation and repeat visits. 

By showing up authentically and engaging with your local running community online, you can boost visibility and attract new members who value businesses that support their passion. 

Offer recovery services for runners

Running may be a simple sport, but recovery is where many athletes and enthusiasts fall short. That's where your business can step in. Offer targeted recovery options that address common runner needs: think sports massages, compression therapy, stretching classes, or yoga for runners. Even small adjustments, like adding foam rolling stations or mobility workshops, can position your business as a go-to hub for runners in your area. 

You can also collaborate with local experts, such as physical therapists or sports medicine professionals, to host educational sessions about injury prevention and recovery. By catering to this fast-growing audience, you not only diversify your service offerings but also show that you understand the unique needs of the running community. 

Develop special offers and discounts

With running clubs growing rapidly, businesses have an opportunity to turn casual participants into long-term clients through thoughtful incentives and consistent engagement. 

Create exclusive offers that reward consistency and community participation. For example: 

• Referral incentives that encourage members to bring friends. Every new runner they refer could earn them extra perks or discounts.
• Run club member discounts on recovery treatments, personal training sessions, or retail items like foam rollers, massage tools, or electrolyte products.
• Seasonal training bundles, such as a "Spring Training" or "Marathon Prep" package, that include targeted strength classes, mobility workshops, and nutrition consultations. 

These perks make runners feel recognized and appreciated, while keeping them coming back for more. The more value you provide, the more likely they'll bring their running friends along. 

Connect with the running club movement for lasting success

The surge in running club participation isn't just a passing trend. It's part of a broader movement toward social wellness, where people connect through shared goals and physical activity. Whether you're offering recovery services or special discounts, these strategies can help you strengthen your brand, build lasting relationships, and make your business a central part of your community's wellness journey.