The Group Chat: The big race in the Big Apple

Nearly 56K runners will toe the line at today’s TCS New York City Marathon, one of the six world majors. It’s not just the world’s largest marathon, but a cultural touchstone and a field day for a rising group of social media stars: running influencers, aka runfluencers.

• If you’ve spent any time on RunTok, you know that these personalities have a real impact on their fellow runners, garnering thousands (or sometimes even hundreds of thousands) of followers and creating an entire subculture within the running world.

• So today, we’re chatting with runfluencer Matt Zelaya about the art of pounding the pavement for social media, plus where you can find inspiration to level up your running, whether you’re a true beginner or a marathon veteran.

Running with an audience isn’t new — some would call friend of The GIST and women’s running icon Kathrine Switzer the OG runfluencer — but in the past few years, accounts documenting runners’ training and races have exploded in popularity.

• Why are people so obsessed with RunTok? The impact is real: Studies show a correlation between consuming fitness influencers’ content and maintaining healthy habits. Sure, runfluencers make running look easy, but they also create community around running that encourages viewers to stick with it.

• Runfluencers are pros at balancing inspiration and relatability, making even the least enthusiastic runner feel like they, too, could finish a marathon.

No two runfluencers are alike. Some build their brands on humor or outlandish stunts, like Matt James; others focus on body positivity, like Martinus Evans of Slow AF Run Club, or lifestyle elements, like Lizzie Ramey; still others, like Brett Chody and the aforementioned Zelaya, lean into authenticity and transparency as a means of inspiring followers.

• Zelaya said, “Most of what I share is video documentation of what I’m doing day to day — training, racing, learning — while giving value and advice as if I’m talking to my younger self just getting into running and fitness.”

But there is a common thread throughout RunTok: Many runfluencers get really detailed about how far and how fast they’re running…and sometimes, that can feel really vulnerable. “The biggest challenge of being a running content creator is doing what you said you’d do, no matter what obstacles get in the way,” said Zelaya. “It’s scary to chase big goals, and even scarier to put them out there for the world to see.”

• Take the aforementioned Chody, who recently shared her disappointment with her Chicago Marathon performance . Falling short in front of 136K followers is…not ideal, but Chody’s transparency has won her even more loyalty from her fans.

• Zelaya said, “The more you share those goals, the more people are watching — win or lose. You have to post with the mindset that whatever happens on race day, you gave 100% of what you had that day.”

Feeling inspired? Next step: Find a running buddy. No matter their approach to their content, all runfluencers demonstrate the value of a community motivating you to chase fitness goals. Their audiences help hold them accountable — and they encourage their fans in turn.

• When we asked Zelaya to share advice for leveling up your running, whether you’re trying your first mile or your eighth marathon, he said, “Find someone who can help you get there. When I wanted to run a sub-three marathon, I reached out to a coach, and it completely changed my approach.”