Can Social Media Really Grow Your Run Club?
If you are running a run club in 2025 and you are not using social media, you are leaving members on the table. It is that simple. The vast majority of people who join run clubs discover them online first, whether through Instagram, Facebook, TikTok, or a dedicated platform like the RunClub app.
But posting randomly and hoping for the best is not a strategy. The clubs that grow through social media are the ones that post consistently, share authentic content, and make it easy for people to take the next step from follower to member.
You do not need to be a content creator or a marketing expert. You just need to understand what works and commit to doing it regularly. This guide covers everything you need to know.
Choose Your Platform
You do not need to be on every platform. Pick one or two and do them well.
Instagram is the most popular platform for run clubs in the UK. It is visual, community-driven, and has a strong running culture. Stories, Reels, and carousel posts all perform well for running content. If you only have time for one platform, make it Instagram.
Facebook is still relevant, particularly for reaching an older demographic and for local community groups. A Facebook Group for your club can serve as a discussion space, event board, and photo gallery all in one. Facebook Events are also useful for promoting individual sessions.
TikTok has exploded in the running space. Short, authentic videos of group runs, race day moments, and behind-the-scenes clips can reach thousands of people organically. If your club has a younger demographic or you want to attract one, TikTok is worth exploring.
Strava is not a traditional social media platform, but it is where runners live. Creating a Strava Club for your run club lets members log their runs, see each other's activity, and feel connected between sessions.
Beyond social media, listing your club on the RunClub app puts you in front of runners who are actively searching for a club to join. Unlike social media, where people are passively scrolling, RunClub users are specifically looking for running communities. This makes it one of the highest-converting channels for new members.
What to Post
The biggest mistake run clubs make on social media is only posting when they have something to announce. "Run tonight at 6:30pm" is useful information, but it is not engaging content. To grow your following and attract new members, you need to post a variety of content types.
Group photos. Nothing sells a run club better than a photo of happy people who have just finished a run together. Take a group photo after every session and post it. Tag your location, tag your members (with permission), and write a short caption about the run. These posts show potential members exactly what they are missing.
Member spotlights. Feature individual members and their stories. Why did they join? What have they achieved? What do they love about the club? These posts humanise your club and give potential members someone to relate to. They also make the featured member feel valued, which strengthens their connection to the community.
Route previews. Share your upcoming route with a map, a few photos of the scenery, and a brief description. This builds anticipation for the session and gives people a reason to come. It also shows that you put thought into your route planning.
Tips and advice. Share running tips that your audience will find useful. How to run in the rain. What to eat before a morning run. How to prevent blisters. How to build up to 5K. This type of content positions your club as a knowledgeable, helpful resource and attracts people who are looking for guidance.
Behind the scenes. Show the less polished side of your club. The leader setting up before everyone arrives. The group huddled under a tree during a downpour. The post-run coffee order that takes fifteen minutes because everyone wants something different. Authenticity resonates far more than perfection.
Milestones and celebrations. When your club hits a milestone, share it. Your 100th session. Your 50th member. A member's first marathon. These posts create a sense of progress and achievement that people want to be part of.
When to Post
Consistency matters more than frequency. Posting three times a week, every week, is better than posting ten times one week and then going silent for a fortnight.
For most run clubs, a good rhythm is:
- Before the session: A reminder post or story with the time, location, and route details.
- During or immediately after: A group photo, a short video, or a story showing the run in action.
- Between sessions: A tip, a member spotlight, a route preview, or a motivational post.
Instagram Stories are particularly useful for day-of content because they feel immediate and casual. Save your best content for feed posts, which have a longer shelf life and reach a wider audience.
Hashtags and Discoverability
Hashtags help new people find your content. Use a mix of broad and specific hashtags to maximise your reach.
Broad hashtags: #runclub #runningcommunity #grouprun #ukrunning #runnersofinstagram
Location-specific: #londonrunclub #manchesterrunners #bristolrunning #edinburghrunclub (replace with your city or town)
Niche hashtags: #socialrunning #runandbrunch #womenrunning #couchto5k #trailrunninguk
Your own hashtag: Create a unique hashtag for your club and use it on every post. Encourage your members to use it too. Over time, this builds a library of content that anyone can browse to see what your club is about.
Aim for ten to fifteen hashtags per post. Too few and you limit your reach. Too many and it looks spammy.
Engage, Do Not Just Broadcast
Social media is a two-way conversation. Posting content is only half the job. The other half is engaging with your audience.
Reply to every comment. When someone comments on your post, reply. Even if it is just a thumbs up or a "Thanks!" This shows that there is a real person behind the account and encourages more interaction.
Engage with other accounts. Follow and interact with other run clubs, local running shops, race organisers, and running influencers in your area. Comment on their posts, share their content, and build relationships. The running community is collaborative, not competitive, and supporting others often leads to support in return.
Respond to direct messages quickly. When someone messages your club asking about joining, reply as soon as possible. Every hour you delay reduces the chance of them actually showing up. A quick, friendly response with the details of your next session is all it takes.
Ask questions. Posts that ask questions get more engagement than posts that just make statements. "What is your favourite post-run snack?" "Which route should we run this week?" "Who is joining us on Saturday?" These prompts invite interaction and make your followers feel involved.
Turn Followers into Members
Having a large social media following is meaningless if those followers never actually come to a run. The goal is conversion: turning online interest into real-world attendance.
Make the next step obvious. Every post should make it clear how to join. Include your meeting time, location, and a link to your RunClub profile or event page. Do not make people hunt for the information.
Lower the barrier. Phrases like "No experience needed," "All paces welcome," and "Just turn up" remove the intimidation factor. Many people want to join a run club but are held back by fear of not being good enough. Your content should address that fear head-on.
Use calls to action. "Join us this Tuesday at 6:30pm." "Download the RunClub app and find us." "Tag a friend who needs a running buddy." Direct, specific calls to action are more effective than passive invitations.
Share testimonials. When a member tells you they love the club, ask if you can share their words. Real testimonials from real people are the most persuasive form of marketing. A quote like "I was terrified before my first session but everyone was so welcoming. I have not missed a week since" is worth more than any advert.
Content You Can Create in Five Minutes
You do not need hours to create good content. Here are ideas that take less than five minutes each:
- A selfie with your group after a run, with a one-line caption
- A screenshot of your route map with the distance and a brief description
- A quick poll in your Instagram Stories asking members to vote on next week's route
- A repost of a member's run from Strava with a congratulatory message
- A photo of your post-run coffee with the caption "The real reason we run"
The best content is not the most polished. It is the most authentic. People want to see real runners having a real time, not a curated highlight reel.
Get Started Today
Social media is a long game. You will not see results overnight. But if you post consistently, engage authentically, and make it easy for people to join, your following will grow and so will your club.
Pair your social media efforts with a presence on the RunClub app, where runners are actively looking for clubs to join. Together, they form a powerful combination that puts your club in front of the right people at the right time.
Download RunClub, create your club profile, and start turning followers into members today.
