In 2024, you either know someone who’s started running or you are that person. While running has always attracted crowds, its popularity has exploded thanks to Gen Z and the rise of social media. Purists may call it a fad, trend hunters attribute it to a mid-life crisis solution for thirty-somethings, but the undeniable truth is that running has become cool, even sexy. Gone are the days of simply lacing up your shoes and following a training plan. Today, the running scene is a vibrant gathering of individuals in their finest fitness gear, ready to explore city streets and enjoy the camaraderie. It’s no surprise that social media is flooded with humorous posts declaring, “When dating apps fail, it’s time to join a running group.” And if you think running and flirting don’t mix, you haven’t joined one of these groups yet.
“Have you ever run in Ibirapuera Park on a Wednesday morning or on the USP campus on Saturdays? It’s amazing! I fall in love every five minutes,” jokes Lara d’Avila, a content creator and public relations professional who returned to running after a breakup. She had run before but was away from the sport for a while. “Running is always the best way to reconnect with myself. It’s self-care, and it’s a way to meet people who share a similar lifestyle. Running has introduced me to so many interesting people.” Lara found her running community in the MP Run group, founded by entrepreneur and triathlete Marina Pumar. “I know firsthand how difficult it can be for beginners in these groups, so I wanted to create a welcoming space for women,” Marina explains. The key difference between traditional running clubs and these “crews” is the focus. While running clubs prioritize personal development and performance, crews emphasize a more relaxed approach, with no mandatory routes, distances, or paces. This casual atmosphere fosters socialization and connections between individuals with shared interests. “We even made shirts with our Instagram handles printed on the back to make it easier for people to connect during workouts,” Lara says with a laugh.
Recognizing the potential for romantic connections – both casual and serious – in these groups, Marina is organizing two meetups, a night run in São Paulo and another in Rio de Janeiro, bringing together runners from MP Run and Marun Running Crew, a Rio-based crew that meets weekly at Lagoa Rodrigo de Freitas. In Rio, other crews like 5am.running.club, with its slogan “Run tired, but never alone,” and Arte Corre Crew, which unites artists who are also amateur athletes, are gaining followers online and on the streets. In Belo Horizonte, the Calma Clima group takes over the streets, while in Porto Alegre, the Salve – Clube de Corredores reigns supreme. The fact that this trend is spreading beyond social media virality is evident in the growing interest from companies like Strava, the popular workout tracking app among athletes. “We’ve been following these trends and are entertained by the creative videos out there. In recent months, we’ve been approached by major dating platforms, and we chose Happn for an activation during Valentine’s Day week in Brazil,” says Rosana Fortes, Strava’s Brazil manager.
Runners are also finding new uses for old Strava features, such as the “group activities” or “flyby” functions. Lara d’Avila, who has tested different uses, explains, “If you and another athlete with a Strava account run near each other for a few minutes, that information will be available to both of you at the end of the workout (you can disable the feature). Then you can simply send a direct message via the app.” The direct messaging feature was actually created based on user requests. “We are the largest community of athletes in the world, and many of those users want to connect and meet other members. Direct messaging was a frequent request, and we launched it at the end of 2023.”
Mirroring the humorous content circulating about the topic, some say Strava is the new dating app. With growing complaints about the difficulty of dating, these groups have become safe spaces for encounters to occur. According to a 2019 survey conducted by the Pew Research Center, nearly half of Americans over 18 feel that dating has become more difficult in the past decade, largely due to physical and emotional risks and the impersonal nature of online dating. For Bernardo Biagioni, founder of Calma Clima, a Belo Horizonte running group that brings together about a thousand runners every week, the safety and shared experience are what make these spaces conducive to forming friendships and romantic relationships. “People feel comfortable here because they know they won’t be harassed or assaulted. We run together, no one gets left behind. You’d think flirting would be overt, but it’s not. It’s polite, balanced, and respectful. We connect through shared interests, start running, and find common ground. When I was in the performance-oriented running environment, I felt it was a very solitary journey. In the group, we’re together. Then the magic happens,” explains Bernardo.
Daniela Scheuermann, an executive, and Leo Duarte, an economist, met at Calma Clima. “I’m from São Paulo, and when I moved to Belo Horizonte, I didn’t know the city very well. When I heard about the group, I started going every week. I met people and made friends. Then, during one of the runs, I met Leo. He was helping with the organization and shared part of the route with me. Since we met every week, we started getting closer, talking, discovering common interests. We got together after a run, which ended at a festival, and we haven’t been separated since. We’ve been dating for five years now.” It seems that the “jogging flirt” could go the distance.
