Lungs Run Club
A Thursday night run club that grew into an apparel brand, one sweaty selfie at a time.
7x community growth in a year
- The brand
- Lungs Run Club
- What we did
- Community strategyContent productionProduct launch
- How long
- 12 months
- Where
- InstagramTikTokStrava
Lungs started as twelve people running along the canal after work. It is now a membership, a kit line and a waiting list. We helped them grow without losing the feeling of being invited by a friend.
[01]
The low pressure
The club had a vibe that was impossible to fake and a feed that did not show it. Posts were blurry finish-line photos, and new runners felt the group was too fast for them to join.
[02]
The hunch we backed
We made the slowest runner the star. A series called Last One Home followed whoever finished last each week, the club's pace groups got their own playlists, and members filmed their own kit reviews. Every Thursday, the route went up as a story people could save.
On the phone
The posts that did it
Swipe through a handful of the real posts behind the numbers, as they looked on the day they went out.
Last One Home, week 31
6.2km. Canal. Chips after.
Kit review by an actual member
7x
community growth
Warm-up, very serious
The read
What the numbers said
7x
Community growth in a year
12K
Members across four cities
+82%
Membership sign-ups
1.1M
Views on Last One Home
| Period | Value |
|---|---|
| Jan | 1.7K |
| Mar | 2.4K |
| May | 3.6K |
| Jul | 5.1K |
| Sep | 7.4K |
| Nov | 9.8K |
| Dec | 12K |
“The best compliment we get is new members saying they found us because of the person who came last.”
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