Rising Popularity: The Power of Partnerships in Running
Since the COVID-19 pandemic, there’s no denying that the running industry has experienced a massive surge in popularity, with more people than ever taking up running as a form of fitness, recreation, and competition.
As both a keen runner and a partnerships expert at Mando, I find this trend particularly fascinating, especially in how running brands leverage partnerships to harness this growing interest through loyalty programmes and build deeper connections with their audiences.
According to YouGov, “47% of running enthusiasts say they are likely or very likely to subscribe to a loyalty programme, over indexing vs the average Brit (i151)”. Additionally, “64% also think that all brands should offer a loyalty programme (i120)”. These statistics highlight how big of an opportunity there is for loyalty programmes to engage with the running community.
In this blog, we’ll take a closer look at how three major players – Runna, Nike, and Strava – strategically use partnerships and loyalty programmes to strengthen customer loyalty and elevate their brand presence in 2024.
Accelerating Growth: Runna’s Role as Official New York City Marathon Training Partner
Runna, a fitness app designed specifically for runners, offers a personalised running coach with AI-powered training plans created by world-class coaches. Since its launch in 2021, Runna has seen impressive growth. A key milestone in 2024 was becoming the Official Training Partner for the TCS New York City Marathon, which helped the app expand its reach by offering runners exclusive training content for one of the world’s most prestigious marathons.
Runna’s partnership with the New York City Marathon solidified its position as a go-to app for serious runners, offering tailored training and expert advice. This strategic collaboration helps Runna engage a wider audience. During my visit to the event, I met Katie Goble, Runna’s Head of Partnerships and Marketing Lead, who shared insights into their exclusive partnership merchandise and marathon preparation events. It was exciting to see how much Runna has grown!
Why this works:
By partnering with high-profile events like the NYC Marathon, running brands like Runna use partnerships to build credibility and reach a broader community of runners, driving increased user engagement and offering valuable resources.
As Runna continues to expand, there’s a clear opportunity to enhance its offering with third-party partnerships and rewards, which could further sustain user motivation throughout their training journeys. At Mando, we specialise in helping brands unlock these growth opportunities, designing partnership strategies that not only engage customers but also foster long-term loyalty. It would be exciting to work with Runna on this in the future hint, hint!
Building a Running Community: Nike’s Approach to Customer Loyalty
Nike has been a leader in the running space for a very long time (and if you’re a runner, you’ve probably dreamt of owning a pair of Vaporflys to shave a few minutes off your race time!). The Nike Membership programme sets the bar for consumer loyalty, offering exclusive access to new products, discounts and personalised services. While it doesn’t offer third-party rewards, its value lies in enhancing brand engagement.
A standout feature of the programme is the Nike Run Club app, which provides personalised training plans and connects users to both virtual and in-person events. This creates a seamless experience, keeping members motivated and connected. Exclusive perks like early product access and special event invitations further strengthen loyalty and reinforce Nike’s role in the running community.
According to YouGov, “runners show a distinct preference for free products, services, and content as rewards compared to the national average, with 45% saying they like free products, services, or experiences (i103) and 25% saying they like free content (i134)”. By rewarding customers with exclusive access and personalised Nike perks rather than third-party offers, Nike’s approach taps directly into these preferences, delivering what runners value most in a loyalty programme.
Having tested the Nike Run Club app and their loyalty programme myself, I believe that Nike is leading the way in building lasting relationships that keep customers engaged in their fitness journeys and strengthen its presence within the running community. However, I do think there’s room to expand the offering with third-party rewards in the future. If Mando had the opportunity to work with Nike, we’d probably suggest a partnership with brands like Apple, where exclusive discounts on items like the Apple Watch or AirPods could be offered; especially since those products are designed with runners in mind. Given the existing Nike and Apple partnership, it feels like a missed opportunity that could really complement the loyalty programme.
Why this works:
Nike’s loyalty programme keeps users consistently engaged with their brand by offering more than just discounts. It integrates rewards with fitness progress and social experiences, enhancing the sense of belonging to the Nike community, not just in the UK but worldwide. Also, Nike’s use of partnerships within the running community strengthens its loyalty programme by offering customers exclusive access to events and products, making it more than just a fitness brand but instead, a lifestyle.
Powering Up Motivation: Strava’s Winning Formula of Fitness Goals & Rewards
Strava, one of the world’s leading fitness tracking apps for runners and cyclists, has successfully integrated loyalty programmes and third-party partnerships into its platform. A standout feature is Strava’s Challenges, which engages users by setting specific fitness goals. One notable example was the HelloFresh Fuel 200 Challenge, where participants had to complete 200 minutes of activity to unlock an exclusive HelloFresh discount.
These challenges allow Strava to offer third-party rewards, such as discounts on running gear, free trials for fitness services, and access to exclusive events. This combination of tangible rewards and external partnerships enhances the user experience and strengthens Strava’s connections with various brands in the fitness and wellness industry.
Why this works:
The blend of fitness challenges and third-party rewards offers users ongoing motivation to stay loyal to the app. These rewards not only boost user satisfaction but also add real-world value, making Strava a vital part of a runner’s lifestyle.
Conclusion: How Partnerships Drive Success for Running Brands
As the running industry grows, running brands use partnerships more than ever to increase customer engagement and loyalty. Nike’s seamless ecosystem, Runna’s major and popular marathon event collaborations and Strava’s rewarding challenges highlight how running brands use partnerships to create meaningful connections with customers. For brands eager to elevate their presence, these examples show that success lies in more than just offering a product.
At Mando, we specialise in helping brands create transformative partnerships that engage audiences, boost loyalty, and drive long-term success. Whether you’re a fitness brand or not, our expertise in crafting tailored loyalty strategies will ensure you reach your goals and keep your customers excited. Contact us today, and let’s unlock the potential of strategic partnerships for your brand.
Contact us today, and let’s unlock the potential of strategic partnerships for your brand.
