After a year and a half of run club, and as we approach the end of another successful year at EveryRun, and our annual Summer Social, I wanted to share some inside tips on growing a community of over 200 runners per week and over 11K followers on Instagram.

Leveraging the Organic Algorithm to Stand Out in a Saturated Market

While run clubs seem to be trending, I wanted to offer something different. EveryRun Melbourne is not just a run club; we’re a community created to meet new people while getting some steps in. We gather weekly at 9:30 AM for a relaxed run around one of Melbourne's iconic parks or lakes, with distances to suit all fitness levels.

The USP of a later meeting time and a no-pressure approach to paces and personal bests helped us stand out in a saturated market. How could we spread the word? By leveraging my social media background, knowing that utilising social platforms was the best strategy to reach as many people as possible.

Boosting Our Reach with Instagram Reels and the Organic Algorithm

Growth was steady early on, but the breakthrough came in Q1 2024. In just 90 days, three Instagram reels went viral, as did three on TikTok. This visibility surge led to over 50% of the growth, bringing us close to 9K followers, thanks to organic content and a strong community.

How the Organic Algorithm Fuelled Our Content Strategy and Engagement

Understanding platform trends was key. Whether analysing trending sounds, A/B testing text overlays on reels, or posting content emphasising our community spirit, we adapted our strategy in line with our findings. Engaging with the "run clubs are the new dating apps" trend helped one reel achieve 1.7m views and +265 new followers in just 10 days.

Expanding Our Reach: Partnerships with Big Brands

Our quick growth caught the attention of brands like Puma, Lululemon, Asics, and Gym+Coffee. We’ve been part of events like Global Run Day and will be one of the run club leaders at the upcoming [mo]re than a run for Men’s Mental Health on November 30th, as well as Gym+Coffee's launch in Australia. More exciting collaborations are on the horizon and we cannot wait for what’s to come in 2025!

The Synergy Between Organic Reach and Offline Community Building

The synergy between EveryRun’s offline runs and online presence has been crucial. Members' real-world experiences translated into engaging online content, creating a cycle of growth and community building. Analysing performance metrics regularly allows us to refine our content, drive ongoing growth, and share relatable content for our followers and community.

Come and Join the Community!

Our journey with EveryRun Club Melbourne shows the power of blending offline experiences with online engagement to build a thriving, organic community, fuelled by social media and word of mouth.

If you've read this far, and you’d like to join us or see what we're about, you can find us here.

After all, if I wasn’t plugging IG, I wouldn’t be very good at my job.