Videos about young people joining run clubs are going viral on Instagram and TikTok. For instance, the #runclub tag has been used 468,000 times on Instagram, mostly in the US and Europe. Some people posting run club videos jokingly say they ditched their dating apps and bought running gear, hopeful they find their match at a run club. Will run club virality and warmer weathern boost overall participation in outdoor running? In a Bernstein survey from last year among US consumers, 26% of respondents said they participate in outdoor running. New kids on the running block, the brands Hoka and On, have taken the running shoe market by storm, gaining a substantial market share. Perhaps the new run club folks will flock to these hot brands too, or will the incumbents strike back?
Source: Bernstein, 2023.