Lia here, your NDF writer turned stride seeker, who, like many of us, just can’t resist racking up the miles - so it's no shock I’m the one pushing the team to keep pace! I’m here to take you through the Northern running clubs that are going the extra mile, using design and creativity to turn running into a lifestyle.
Running is no longer just about physical fitness but a cultural and social event for Gen Z and the traditional running club has been transformed into a brand-driven, lifestyle-focused movement that emphasises community, creativity and collaboration.
Ready and set? Let’s get up to speed.
Running Clubs as Branded Communities
From solitude to community – Gen Z is transforming the perception of running from a solo sport into a vibrant social activity. Casual, community-focused running clubs are increasing. The lone city jogger is dwindling in numbers, as Gen Z run club creators used this insight to springboard opportunity. By launching running clubs, they have created a great way to bring all those solo runners together.
Whether it’s a club, crew, collective or community, be sure that there is a run club with ‘miles to suit you!’. This is the motto of Leeds-based Freelancers Running Club. It reflects a laid-back, non-competitive attitude towards running and embraces the fluid nature of freelancing, where the balance between work, life and fitness is constantly shifting.
Founder of Manchester based running club Snappy Runners (SR) Charlie Watts tells me that SR was founded by a group of friends back in January 2022, who shared a love for running. Having just signed up for his first marathon, and feeling out of his depth, Founder Charlie, turned to a friend and simply said “why don’t we start a club for non-runners? It could be a way to train and help others”. And even with miles to go, what raced into reality was so much more than these modest beginnings!
A similar story is seen in Sheffield. Founders of Run Happy, Jack and Jake, logged lengthy laps of the city through lockdown, saw an opportunity to interpret the social centred running club and RHRC joined the race in 2022.
Social Media and the Visual Branding of Running
I can’t help but wonder how many of Gen Z’s miles are ran from the strike, swipe or stroke of a screen instead of on the road. Instagram has become a key platform for running, with no shortage of fitness influencers at Instagram’s start line to document the undertaking of their next race. Social media can boost the visibility of a club to create a community. And curating a content style that connects to your audience is key.
This is something that Snappy Runners champions. For context, founder Charlie is also a commercial and content director by trade, and this is evident in the sophistication of the editorial unfolding of SR’s Instagram grid. Dynamic and stylised photographs celebrate their members. It sets the pace - and for him, the look of SR was always going to be at the forefront of everything. He writes: ‘We try to make our social fun but also retain a level of allure to them … if that makes sense?’
You needn’t look further than ‘Further Afield’ a recent series of posts that advertise the club’s upcoming trail runs. The post couples the grainy and blurred aesthetic of their signature photography texture, this time of two sheep, with bold sans serif typography. The text cleverly mirrors Gen Z’s boldly unapologetic reimagining of running. Its softly blurred edges, and experimental composition amplifies a sense of movement.
From Logo to Lifestyle collaboration comes out on top
Branded content can’t exist without having a clear brand identity, including (not exclusively) a logo. Like it’s lifestyle, a Gen Z run club logo is collectively created - and increasingly by creatives.
RHRC’s logo a clever visual pun, anthropomorphising a hand as a running figure, acknowledges one of the club’s binding behaviours. ‘Spuds’ - huh? It’s a fist bump, Jake tells me! – and with around one hundred people, the chaotic celebration that ends each run. The logo effectively emphasises the dual focus of the club's mission of both physical activity and camaraderie.
JoshParkyArt, founder of the Freelancers Running Club (FRC), designed the club’s logo. Afterall, that is the beauty of being a freelancer, the freedom to switch projects when inspiration strikes. A holiday pic of an old van’s decal inspired the design following a camera roll scroll. The Freelancers Running Club logo is an amusing and sharp commentary on modern work culture and physical activity, blending the two in a tongue-in-cheek visual pun. The design depicts three identical figures, mid-stride in running gear, but instead of the standard water bottle, they are clutching laptops. This speaks to the flexibility - and often the chaotic multitasking - of freelancing life, where work can follow you anywhere.
Freelancers, who may pride themselves on flexibility, often find themselves working around the clock, and this design visually represents that paradox - a humorous critique of the increasingly blurred boundaries between work and leisure in a digitally connected world. It's a fitting visual metaphor for the modern freelancer who is constantly ‘on the run’, but never quite off the clock. The design encourages a laugh while also suggesting that in today's world, you can do it all - even if it means juggling a jog and a deadline. For the Freelancers Running Club, participation - and distance - is always at your own pace.
The Snappy Runner’s logo was developed by Charlie, and Ian Black, a footwear designer and key club member. The typeface chosen is a bold sans-serif style, featuring heavy, blocky, and capitalised characters. The thick, smooth curves enhance both its readability and its strong, commanding presence. The letters "S" and "R" are stacked vertically, creating a visually striking composition. Thoughtful negative space between the characters allows each letter to stand out individually while ensuring a cohesive overall design. The balanced proportion of the two letters naturally guides the viewer's eye from top to bottom, creating a clean and organised visual flow.
To me, this composition is reminiscent of the simple act of running - one step in front of the other, straightforward yet powerful. Ultimately, the true brilliance of this design lies in its simplicity which not only makes it visually appealing but also ensures its scalability and versatility, making it perfectly suited for both digital and print applications.
Now, where can I get the T-shirt?
Merchandising the Run Club
In ‘When I wear this shirt, I feel part of a tribe’: how running club merch became a marker of cool’ Charlie Teasdale acknowledges the pivotal role of merchandise in the casual running club scene. From the humble cap to the technical top, every club offers something to its members. This surge in club kit is often attributed to the rise of fashion-forward and design-led performance brands like District Vision, Soar, and Satisfy, all founded by individuals with fashion industry know-how. In an era where race day kits are curated not only for comfort but also for content, the argument holds considerable weight.
Yes, in today's world, runners crave more than just functional apparel - they seek something tangible to flaunt, but more importantly, they long for a sense of community and belonging. Charlie resonates with this sentiment, having deliberately postponed the launch of Snappy Runners’ merchandise until a physical brand and space had been firmly established. His belief is clear: “People buy the t-shirt not just for its design, but because they believe in what it represents.” This authentic connection is what ultimately translates a brand's ethos into wearable form.
Creative spontaneity is embraced with each new release of Freelancers Running Club merch. However, with each new collection, the original design remains available to buy. Releases are tailored around founder Josh’s schedule, in true freelance style – intuitive, much like that Sunday long run where the route is dictated by how much you feel you have in the tank.
As for what’s left in the tank … Josh would love to continue cultivating a culture of collaboration and grow his running community relationships with brands including Ciele, Soar Running and New Balance who he has previously worked with, adding Freelancers Running Club to the mix, and really elevating the club to another level.
But for RHRC, merch was the precursor, and the first feeling of the club’s brand came in the clothing collaboration with the two places the club started - piña in Kelham and Corner Store in Sharrow. And for a while, Corner Store’s logo became the key brand image featured on the back of the tees before the club’s ‘spud’ hand brand image.
Jake echoes Charlie’s sentiment that merch should be worn in association to the club, with pride, it ‘helps people solidify their place in the community’. Avoiding ‘need-to-buy’ pressure, the club fosters a responsive approach, working hard to design merchandise that members would want. Collaborations with brands like Vallee as well as Saucony – for performance kit and custom RHRC branded race vests, free to all their Sheffield Half Marathon Runners, not to mention, a hinted upcoming running kit drop with Soar, would get me to the start line.
And while watches remain runner’s accessory of choice, RHRC saw another opportunity – one of creativity and community. In an evening full of collaboration, as part of a series focused on Sheffield-based communities and brands, six club members got the call up from crew mate James, owner of Cahve – a bespoke jewellery studio, to create one off pieces with a link to the club.
The Brand Experience
Beyond stop, save and Strava kudos, Gen Z running clubs combine runs with social activities. Post-run recovery? That might be a stretch – Gen Z cool down with their community going for pub drinks, sweet treats and coffees.
While run clubs embrace a laid-back vibe, brands are crafting an air of exclusivity, elevating the communal experience of running into a curated event. Women under twenty-five are emerging as the fastest-growing demographic on Strava, and brands are swiftly taking notice of the fresh faces reshaping the running scene.
This was on full display last week in Manchester, where SEEN BX and SEEN Works teamed up with Rimmel to launch the Rimmel Run Club, all in honour of the brand’s 35hr Lasting Finish Foundation. Olympic gold medallist Keely Hodgkinson set the pace, with her Q&A set against a backdrop of fly-posters, while runners were treated to grab bags brimming with branded T-shirts and caps – the official run club uniform. With its creative identity seamlessly woven across multiple touchpoints, the event was a clever nod to the ever-expanding and diverse community of runners today.
In conclusion, the transformation of running clubs into vibrant, branded communities highlights the significant role of creativity and design in reshaping the sport for Gen Z. These Northern running clubs exemplify how a strong visual identity and innovative branding can foster a sense of belonging and community among participants. By embracing unique aesthetics and thoughtfully crafted merchandise, these clubs not only appeal to the desire for functional apparel but also cultivate a deeper connection to the club’s ethos. The emphasis on artistic expression, from logo design to social media content, allows members to celebrate their individuality while being part of a collective experience. As Gen Z continues to redefine running, the integration of creativity and design will remain essential, ensuring that this evolving movement resonates deeply with its participants and transforms running into a dynamic lifestyle.
Join us at NDF’s next starting line with the trailblazers of Northern creativity.
