Make running weird again!
The evolution of running, market overview, NYC run clubs, a spotlight on my favorite weird runner, and the best protein brand for runners of all kinds – drink wholesome!
Back in my high school cross country days, running was weird. We were the non-soccer/football kids who wore those silly little watches and singlets and spent most Saturdays at 6 hour-long 5k events with a bag of bagels and a million other lanky high schoolers. Back then, my friends and I didn’t take the running too seriously (sorry Coach Dwyer), but now, it’s a different story. I was with these same friends in Oregon last week, and all of us brought our nice sneakers specific for both trail and road, tracked our mileage via Garmin watches, posted on Strava, talked about our upcoming marathons/ultras, and recovered with those crazy Normatec boots. Our collective running game seriously elevated over the years, ironically when our 5k times could not be less relevant…
We have brands to thank for the evolution of the sport. That’s not to say that I think On Clouds have suddenly made the high school cross country teams the cool guys. But, it is to say that the once lax bros are now the marathon-loving, run club-going type because of how brands have elevated the conversation around running and put it into the spotlight. As a result, running culture has changed entirely. Some proof:
Last month, Nike saw its stock tank 20% to a 4 year-low, costing a $27.5M market value loss (LuluLemon, Adidas, and Under Armour are all facing similar dips). This comes to no surprise as brands like Hoka and Alo steal market share and cultural relevance across product lines
Not long ago, Nike made jogging a thing. Now, it’s about making jogging cool. New brands like Bandit are doing just that, shown through its recent “Unsponsored Project” for the Paris Olympics track and field trials. On does so through its athlete sponsorships (who aren’t always the famous runner, but also the local run club leader/resident “cool running guy”). Strava does so through its challenges and partnerships like this one with Chipotle.
As a result of these newcomers, we’re now talking about the entire running ecosystem/runner’s journey – Going beyond the shoes and apparel to care about everything from pre-race to recovery – which includes more niche products like Joggy, Core Body Temp, and HyperIce, as well as... Run clubs…
NYT’s article on run clubs as the new dating apps and Lunge, a new dating app that actually does anchor on exercise/workout communities, prove how running has become a dominant social outlet in today’s world
Post-pandemic, run clubs have blown up. When I moved to LA in 2021 and knew hardly anyone, I relied on the early days of Venice Run Club (about 20 ish people) to meet all of my friends. Now, VRC is a thriving business operation including participation sales (you now have to pay for a ticket to Track Tuesdays), brand partnerships, activation events, a booming social media presence, cool merch etc. It’s beyond impressive what their founders Justin and Erin Sheilds have built. I have to say, though, I think New York wins as the US running capital. Home to NYRR/THE marathon, as well as brands like Bandit, emerging run clubs like Dirty Birds, and of course, the West Side Highway… Dare I say the big city is turning into the millennial jogger’s paradise? With that, an overview/my hot take on NYC run clubs:
Bandit: You’re a hype beast, like flexing merch, and want a training plan and running buddies to keep you accountable
Dirty Bird Run Club: You want to join a cool Brooklyn community of talented runners who host fun events. S/o to Jack and the Ten Thousand team who have made DBRC the amazing brand & community that it is
Brooklyn Track Club: You ran in college and crave 4x800s on a Tuesday
West Village Athletic: You want the Equinox but outdoors. I don’t get it, tbh.
Village Run Club: You want fun, wholesome athletic outings around the city (love!)
One Love Run Club: You want to raise awareness for One Love/domestic violence via Saturday Central Park runs that end at the pub. All for it.
Slow Girls Run Club: You want to girl flirt while running 10 min miles (my hell)
Then, of course, there are all the brands (both running-specific and not related to running at all) that have started their own run clubs as a way to ~build community~ around the brand and tap into what’s cool. With all of this, for better or worse, there is clearly just SO much noise happening around running. BUT, thankfully, we have people like Grace Moses out there to keep it real…
Make running weird again!
“Gmo” is one of the best runners and people I know. She is the OG “weird” runner – no Strava, crazy workout potions, or fancy gear – just her glitter, bag of cookies, and big smile that allow her to crush runs ranging from ultramarathons at 13,000 ft or Prospect Park laps with her dog, Jetty.
Grace is currently training for the Leadville, CO 100 MILER!!! Insanity. With that, a spotlight on her fool-proof tips and tricks below:
We love you, Gmo!! Root for her on Aug 17th!
A brand that is keeping it real for both weird and cool runners alike: drink wholesome !
drink wholesome was created to solve a problem. A former teacher, coach, and collegiate athlete, our founder, Jack, struggled to digest mainstream protein supplements so he made his own with a short list of simple, stomach-friendly ingredients. Today, drink wholesome is the gut-friendly protein powder, and is made for people with sensitive stomachs. Customers can choose between three different protein powder options: collagen, egg white, and (vegan) almond as well as meal replacements.
Our products are:
Additive & dairy-free
Flavored with real foods
Sweetened with real foods
Made with real foods, not protein concentrates or isolates
Third party heavy metal tested
Why do runners like drink wholesome?
Runners require a higher protein consumption than a non-active person to support muscle recovery. A protein shake or smoothie is a really efficient and convenient way of fueling and refueling – especially if getting sufficient calories feels overwhelming.
The last thing runners want is to experience GI distress from a protein supplement. Given that our protein powders are gentle on the stomach, drink wholesome is a top choice for performance athletes. We also work with many runners who have a variety of food allergies and sensitivities. Since we are gluten and dairy free with vegan options, we support a wide range of preferences and sensitivities.
Join the drink wholesome tribe (we love their head of marketing,
!):Use coupon code “weeknightupdate” for 10% off on the drink wholesome website
Be sure to check out their affiliate program where you can sign up and earn 5% commission on all orders through your link or with your coupon code
Help the drink wholesome team better understand you, the customer, by engaging with the brand and answering some key questions below
drink wholesome consumer poll:
Yay!!!
Hey no judgment to the slow runners out there!!