In partnership with YAP's favourite run club, NARC (https://www.instagram.com/runwithnarc)

If you count running late.

Running from my problems.

Running too many tabs at once on my laptop.

But when it comes to actual running, not so much. I'd be lucky to hit 1 km on the treadmill before accepting defeat.

Or so I thought. That was until I recently decided (after some major convincing from a colleague) to attend a morning run with said colleague's run club, NARC.

And let me tell you, that sh*t changed my life.

A year ago, you could have never made me believe I would join a hoard of Hoka-wearing, technical outerwear-adorned runners at the crack of dawn without a gun to my head.

But it seems I've been converted. Reformed. Born-again, if you will.

Who would have thought that something as simple as a group of people starting the morning with a cheeky 6 km and some light banter would be such a vibe?

Now, running's a social event, an Instagrammable moment, and even a networking opportunity.

You don't have to be a seasoned runner, either. Run clubs appeal to a wide range of fitness levels, making them both non-intimidating and accessible.

Most of all, they're about community.

Almost a quarter of the world have reported feeling very or fairly lonely, according to a Meta-Gallup survey of more than 140 countries.

The appeal of belonging to a group like this became even stronger after the isolation we all experienced during the COVID-19 pandemic. This was also a time of increased awareness around mental health, with many turning to exercise as a way to cope with anxiety and depression.

Run clubs offer both the physical benefits of exercise and sense of community - a double whammy of uplifting mental health perks.

Plus in an increasingly digital world, it's a fun way to meet new friends, maybe even a significant other 😉

Globally, the picture is similar. The International Association of Athletics Federations (IAAF) reports that the number of organized running events and clubs has grown by 30% in the same period.

These numbers highlight a significant shift towards group running as a preferred way to engage with the sport. It's a whole movement.

And it's a movement that's particularly big with Gen-Z., which is kind of surprising to me. Because how on earth did we convince anyone, let alone digital natives, to get up at 5am to go for a run with a bunch of people they barely know?

From New York to London to Tokyo - urban landscapes in high key cities all over the world are being integrated into these running experiences. It's a scene.

You run, you chat, you grab coffee afterwards-and that's your weekend morning, right there.

And there are a few brands who have contributed to this new enthusiasm for running. Platforms like Instagram and Strava are ground zero for sharing routes, hyping up new members, and celebrating post-run drinks.

Fitness app Strava is often referred to as a 'social network for athletes' because it brings people together over shared interests. It gives runners a platform to log their runs, share their progress, and cheer each other on, which helps with the community aspect of run clubs.

The Strava app's ability to create 'Clubs' made it easier for local running groups to organize meet-ups, set up challenges, and connect members. This transformed what might have been small, casual running groups into fully-fledged, branded communities.

Strava has also partnered with brands like Nike, Lululemon, and On Running to sponsor challenges, offer rewards, or integrate with run club activities.

These collabs have helped brands build deeper connections with running communities, while the app provides the tech and social framework to make it seamless.

And of course, Instagram has had a huge part to play. Because you didn't really go for a sunrise run if you didn't post it on your story, right? It's not just the exercise; it's the vibe. But it's not all just for the "gram.

It's not just a bunch of randos who meet up to jog-it's a tribe. They sometimes have matching tees, their own hashtags, and probably a secret group chat where the real magic happens.

And from my experience, it's wholesome asf.

It's part fitness, part social network, or 'sweatworking' - and it's created a powerful phenomenon.

But how do you sneak into this runner's paradise without being that guy who shows up to the run decked out in head-to-toe gear, not only looking like a douche, but clearly only there to promote something?

The trick is to make your brand's involvement feel as effortless as that runner's high everyone talks about (that I'm yet to experience, mind you.)

So if partnering with a run club fits your brand's vibe, here are some practical ideas...