Food running club: the sport & food trend that's winning over customers and restaurateurs alike
August 22, 2025
You've probably seen them on Instagram or TikTok.
Food running clubs have been the talk of the town in recent months.
The principle is simple: we run together, then get together for a meal. A sports outing that ends at the table, and which is attracting more and more sports enthusiasts in search of a good time together.
Beyond the lifestyle trend, the concept is also of interest to restaurateurs. Because a food running club means regular traffic, full slots and a loyal community that just wants to get together.
This is a serious option if you're looking for a new way to liven up your business and strengthen your relationship with your customers.
Here's how it works.
Food running club: how did this sport & food phenomenon come about?
What's a food running club?
A food running club is simple: you run together, then share a meal. The idea is to turn a sporting outing into a convivial moment around the table. Unlike a traditional running club, the aim is not performance, but meeting people.
The stopwatch takes second place, what counts is the collective experience and the exchange after the effort.
Where does this trend come from?
The concept originated in the United States and the United Kingdom, in large cities where urban lifestyles encourage hybrid social activities. The formula was then exported to Europe.
In France, it is mainly based in ParisLyon, France, Toulouse or Marseille, where the sports and foodie communities are most active.
Why is it so popular?
The food running club is based on two strong dynamics: social networks and the search for a balanced lifestyle. Instagram and TikTok have done much to popularize these outings, showing that they combine sport, fun and conviviality.
The food running club is part of this trend, where physical activity becomes an excuse to share a moment over a meal.
Food running clubs and catering: what are the benefits for establishments?
01. Attract sporty, loyal customers
A food running club attracts a specific target: active urbanites, often young people, with strong prescription power. They come back every week and form a close-knit community.
A food running club generates recurring traffic. Participants get into a routine: running, then sharing a meal. For a restaurant, this means filling usually quiet slots like weekday evenings or Sunday mornings, booking in advance and building up a regular clientele.
With a digital loyalty programyou can track the frequency of visits, reward regulars (e.g. 1 free brunch after 10 runs) and identify your most active customers. database.
Want to know more about loyalty? See our resource ➜ Building loyalty in the restaurant business: what really works in 2025
02. Animate a site with regular events
These clubs allow you to structure fixed appointments in your schedule. A run on Tuesday evening or Sunday morning can turn a usually quiet time into a high point for your business.
Each session is also free communication content: stories, group photos, relay on social networks. By capitalizing on this, you boost your local visibility and reach a wider audience than just the participants.
03. Creating "healthy food" and "lifestyle" storytelling
The food running club associates your restaurant with sought-after values: health, conviviality and authenticity. You can capitalize on this in your communication by sharing routes, photos of the run, food served after the effort.
By building your communication around this, you'll reach a much wider audience than just your participants. With targeted mailings (email, SMS, notifications)You can invite regulars to come back, inform the newly curious or try out new formulas.
Looking for inspiration? See our resource ➜ 10 examples of email catering for inspiration
04. Developing new, adapted offerings
These outings also allow you to easily test new features for your card:
➜ A special post-run menu,
➜ a homemade protein shake,
➜ a brunch designed for recovery...
You quickly see what works and with whom. It's also an opportunity to showcase your local partners (producers, collaborations, etc.) and enrich the experience without complicating your daily routine.
Food and sport trends: what developments to watch out for in 2026?
Towards greater sustainability on the plate
The food running club is no exception. current food expectations. Participants not only want to eat well, they also want to eat responsibly.
Integrating local products, limiting waste or working with local producers enhances the appeal of the event. For a restaurateur, it's also a marketing lever to highlight in the communication around the club and the establishment.
Expanded partnerships
This trend allows us to imagine collaborations that go beyond the classic "sport and restaurant" duo.
Working with a gym, a local beverage brand or a specialist running store can create a winning synergy. Each player brings his or her own community, and you reach a wider audience.
With a CRMyou can then segment these new contacts and send them targeted offers according to their profile: Sunday runner, yoga enthusiast or experienced sportsman.
Hybridization with other sports
The food running club could well be just the beginning. We're already seeing the emergence of "yoga + brunch", "bike + snack" or "pilates + matcha" formats.
These hybridizations enable us to broaden our target audience and multiply the opportunities for organizing meetings.
For restaurateurs, it's an opportunity to diversify their events and test new offerings, while keeping the logic simple: offer a convivial moment after the effort, and rely on the customer base to animate it over time.
Ready to test the food running club in your establishment?
Setting up a food running club is a great way to attract regular customers and create a community around your restaurant.
At Obypay, we help you use loyalty and targeted communication to boost your revenues and strengthen the bond with your customers.
Shall we run together to your next success? Contact our team.
