Strava and Airbnb Show How to Capitalize on the Running Boom

When my dear friend got tired of running on the asphalt of Zagreb, she continued her favorite recreation in Maksimir Forest, and when she craved new vistas, she registered for a race in Venice. Because if one is going to sweat, why not do it running over the bridges of the legendary Italian La Serenissima? And she is not alone.

Trends show that more and more avid runners, as well as those who are just planning to run their first 5K (running is healthy, practical, and some say, meditative), are choosing travel to running trails. Runcation, a portmanteau of the English words run (trčanje) and vacation (odmor), is one of the ultimate trends in the travel world, recognized by the team behind the popular app Strava and the platform Airbnb. In the UK market, these two brands have joined forces and selected five rural destinations with popular running routes for this autumn. Strava has extracted ideal routes from collected data, while Airbnb has offered accommodation and partnered with local bakeries for anyone who books and runs the suggested route.

This marketing move is an excellent response to consumer needs, especially those of younger generations experiencing urban burnout and wanting to focus on their mental and physical health.

Running Boom

Indeed, Strava and Airbnb’s collaboration responded to research showing that three-quarters of Generation Z runners plan to escape to the countryside for running or are considering it, while 56 percent admit they are bored with their usual urban route. Strava reports that Generation Z now makes up a third of all ‘athletes’ on that platform, a number that has increased by 30 percent in the last 18 months. Additionally, nearly a quarter of running activities in the UK recorded in the app are done in company, so many, instead of chasing personal records alone, opt for running excursions to get away from small and even smaller screens and spend time with friends. Many studies, such as Accor’s, record a 50 percent increase in searches for ideal running locations for vacations, as well as organized running tours and outdoor activities organized by running communities.

In Europe, about 10 percent of adults run at least twice a week, and the number of runners varies significantly from country to country. For example, only six percent of Spaniards run, while 61 percent of Danes do. However, this is an upward trend, evidenced not only by the number of registered runners in races but also by social platforms where stories with medals and personal records, meals before and after running routes, protein drinks, and testing new shoes are actively shared. There is no doubt that running has officially become a lifestyle. The platform TimeOut explains that the real running wave began after the pandemic when people decided to spend time on activities beneficial for their mental and physical health.

In this running boom, social media has played a significant role. Especially women, athletes, and influencers have inspired a new generation of female runners, increasing the number of women in running communities. Today, TimeOut writes, runners have their own online communities, follow each other on Strava, post results and distances in stories on Instagram, and compare training blocks in apps like Runne. And clearly, as soon as a community was formed, brands from the sports, recreation, outdoor arenas, and, as shown by the case with the Airbnb platform, travel entered the story.

Best Practices

Runners are quite a grateful but also demanding audience. They love to measure progress and share experiences, so community and results mean as much to them as good equipment. That is why brands that manage to combine the physical and digital, the desire for progress and sharing, experience and belonging achieve the best results. Popular sports brands like Nike or Adidas are ‘at home’ here, as well as brands of sports equipment primarily aimed at runners (or perceived as such in communities), like Hoke or Salomon.

In addition to integrating into online communities, they also express their values offline. Adidas, for example, has been investing in the community for years with its Adidas Runners club. Its network of clubs in over sixty cities worldwide gathers thousands of runners, with the campaign ‘With Women We Run’ particularly standing out by focusing on women’s safety in running and support. New Balance, as part of its ‘Together Laps’ initiative and local clubs, has decided to combine lifestyle, fashion, and running performance, and collaboration with apps like Strava allows it to track engagement and reward runners participating in challenges. The brand has managed to maintain authenticity without excessive sports rigidity; it does not chase results, emphasizing recreation and lifestyle. In a similar way, Brooks builds its identity. With the slogan ‘Run Happy,’ it advocates the joy of movement and community instead of competition. Campaigns regularly use content created by runners themselves, both ‘serious’ and recreational. Salomon was positioned as a brand for hikers but has also caught on to the running hype. With its sports equipment (primarily footwear), it has transformed into a lifestyle brand for urban runners who also love nature. That is why its events, documentary series, and storytelling combine outdoor, running, and community.

Democratic Community

Of course, engaging in this lucrative recreation is not reserved only for sports brands; everyone can get involved—from beverage manufacturers, snacks, local bistros and bakeries (which are on the running route or eager to equip a running event) to clothing, cosmetic products, hotels, wearable technology, apps, media… They just need to keep in mind that runners do not fall for ads but for experiences. In other words, if they are not involved in a club, event, route, challenge, or community, it is likely that consumers will just run past the brand.

Secondly, besides communities, it would be wise to connect with brands that directly target the running lifestyle (like the aforementioned Strava, which provides relevance and data that are worth their weight in gold: where to run, when to run, why to run). And third, as shown by the examples of brands that have gotten under their skin, a local approach and continuity are more important to runners than spectacle—better to have fifty people running with the brand than five thousand who just click like.

In conclusion, as recently noted on the Trendwatching platform, consumers are increasingly seeking experiences that combine physical activity with a natural environment. Brands that reveal and offer these transformational experiences outdoors and help maintain motivation and overcome burnout of all kinds have a great chance of gaining loyal customers. Running is quite a democratic recreation; the community welcomes everyone—from those who have never run a kilometer in their lives but would like to, to those who can easily run marathons. In a similar way, the running community is open to brands, and it is worth taking advantage of this.