Run Clubs: First Run Club, then Cappuccino – a new business model for running
From individual sport to community activity: running clubs are changing the running sport. Many sports brands benefit from this. And the competition is growing.
In Düsseldorf, Germany, the Sunday Running Club, founded by David Ebisch, gathers over 100 runners every week for a casual run. The club, which is free and open to all, has been growing in popularity since its inception two years ago and has become a key marketing tool for Ebisch's sportswear brand, Another Cotton Lab. Similar running clubs, often sponsored by sports brands, are popping up across the city, with major companies like Adidas and Nike also launching their own programs.
These clubs allow participants to test products and provide valuable feedback to the brands, while also fostering a sense of community among runners. Another Cotton Lab has seen significant growth, with sales increasing from €1 million in 2023 to over €10 million in 2025.
Written by urgent.news from Handelsblatt's report — not a translation of it. Machine-written — may contain errors; check the original before relying on it.
