The role of social media in the marketing of sports services: running club culture as a new lifestyle trend

Abstract

Social media has changed the way sports services are marketed. Today, platforms like Instagram, TikTok, and Strava do not just promote products – they help build entire communities. One of the clearest examples of this is the rise of running clubs. In recent years, running has gone from a solo fitness habit to a social lifestyle trend that is popular especially among young people. This paper looks at how social media has helped running clubs grow, how brands use these clubs to reach new customers, and how running clothes and shoes have become part of everyday fashion.