Kate O’Loughlin: Marketing lessons from the rise of run clubs

March 18, 2024 | Share this article

Obsessed’ is a monthly deep dive into social and cultural trends that can help marketers inform the way they think. Led by Kate O’LoughlinInitiative strategist and self-confessed obsessive, ‘Obsessed’ will be a magic school bus to expand marketing mindsets and help brands remain relevant amongst an ever-changing cultural landscape.

This month, I’m obsessed with the run club “boom” happening across Australia.

Fitness is forever popular and fills feeds more than most content. However, increasingly, the tone and focus of this content is changing. In recent years, the focus of fitness addicts has been driven by traditionally ‘boutique’ workout classes, with choices like Pilates experiencing 250% growth from 2021 to 2022. This has been driven, in part, by lifestyle and fitness influencers, who promote classes or their own boutique apps such as Tammy FitSweat, or Kic.

The simple, easy to access, and traditionally unglamorous sport of running has never been high on the fitness agenda… until now.

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