Run Dem Crew Founder Offers Stark Warning to Run Clubs
When RunnningIsCool.com began back in 2020 out of an East London living room, it seemed that running crews weren’t that prevalent. At least not what they are today. Should you wish to be part of one of these communities, you’d more than likely join the one that was closest, as it seemed each ‘region’ in the capital had their own crew.
Fast forward 4 years and my Instagram feed is full of new run clubs. More and more people have adopted the sport and found a group of likeminded people that they can move with. Some are focussed on all-out performance, some are purely social and champion the pre/post run pastry or pint as much as the run itself. It’s great to see such colourful cultures in running, right?
Well in the past few days, Charlie Dark MBE, founder of Run Dem Crew, widely consider the original community-driven run crew in the UK, has called for other founders and runners to be wary as they foray into what appears to be the ‘in’ thing to do.
It must be noted that when I speak of running crews, I’m not referring to the more historical athletics clubs which you’ll find across all counties around the UK, but more the rise of social crews.
Run Dem Crew fronted by Charlie Dark MBE
Dark’s first warning to crews was that brand/marketing and insight companies are noticing this running boom and are circling as they try latch on to this idea of community. His post on instagram read:
”We are going through a running boom with the rise of Run Club culture which has piggy backed off Run Crew Culture. Brands and insight companies are sniffing around trying to gather information. As an OG in the game all I'll say is know your worth. Picking your brain takes time and that should come at a cost not just a coffee and a dry piece of cake. Casual conversations get turned into brand strategies that agencies charge big money for. Make sure your time, knowledge and hard work is being reimbursed. Its ok to say No Thank you to an opportunity that doesn't feel right for you or your community.”
I can say, working in marketing for nearly a decade, this is of no surprise to me. Brands crave ‘community’ around their products or services. And the only thing they crave more than that, is community at a great price. It seems that Dark is calling on running clubs to really think about why they exist and then, should a brand come sniffing, think about why this particular collaboration fits that purpose. Dark’s second warning came the following day when he doubled down this idea of purpose:
“Stop starting run crews/clubs/projects etc because you want free kicks, brand association, social status or a dating pool. It waters down the culture and undoes the hard work that others have done before you. Focus on building real community that empowers it's members and inspire people to move not communities that are a marketing project for brands to sell product and harvest data.”
A warning which highlights a frustration that some are starting clubs/crews for the wrong reasons from the outset. Run Dem Crew, born back in 2007 has been committed in their pursuit to ‘uplift the next generation’ offering mentoring, advice and the opportunity to explore London in a safe and supportive environment. They’ve been there, done it and seen it all.
Whilst it’s difficult to argue with Dark’s words, it is perhaps a little more tricky to begrudge the meteoric growth in running over the past year or two. His warnings do come at a good time however. Running Clubs for better or for worse are growing in influence. A recent article in the Financial Times has likened marathons to Fashion Week, and as the sport becomes more desirable, running clubs should measure brand partnerships the same way an influencer would. Consumers can tell if a YouTuber has ‘sold-out’ for a quick buck or some freebies, and on the flip-side, will listen if a sponsor feels like the right fit.
Dark’s warnings this week all boil down to purpose and worth - the endless philosophic conundrums. And brands, whilst bringing in valuable funding for events and communities when done right, are definitely not shy of more smash-and-grab tactics to push their name. I’ve seen it.
Run clubs can offer so much, let’s not lose sight of the good they can do.
