Harnessing Community: How Runners Build Thriving Brands on Shopify

Connect with People First, Launch Products Second

The best running brands resonate with their audience because they are founded by runners who understand the community’s needs. These brands are not the result of investors targeting a lucrative niche but are born from the experiences and challenges faced by runners themselves. Entrepreneurs like Monica DeVreese, co-founder of rabbit, highlight how the grit and determination required in running translate seamlessly into the business world. With giants like Nike and Adidas no longer monopolizing the market, many emerging brands are leveraging Shopify to carve out their niche. Brands like rabbit, Bandit, MINTed, and Endorphins are flourishing by tapping into their communities. If you’ve ever run a marathon or committed to a training schedule, you’re already equipped with the mindset to build a successful business on Shopify. Let’s explore how these brands harness community to thrive.

Table of Contents

• Connect with People First, Launch Products Second
• Consider Runners’ Unmet Needs and Innovate
• Create Meaningful In-Person Touchpoints
• Tap into Community to Train and Test
• Do Product Development in Public
• Deepen Your Community on Social
• Create Long-Term Customers through Social-First Customer Service
• Compound Consistency: Show Up for Yourself and Start Today

Connect with People First, Launch Products Second

Successful running brands prioritize community-building over product development. Brands like Bandit, Endorphins, and rabbit started by fostering a sense of belonging among like-minded runners. For instance, Tyler Swartz and friends started training for a 50-mile run in NYC, which gradually grew into a community of over 25,000 runners. This group now hosts more than 1,500 free runs annually and serves as a platform for performance apparel.

Smart brands use social media to create real-world connections, promoting pop-ups, meetups, and group runs. Bandit’s founder, Tim West, emphasizes the importance of authentic community engagement, tapping into existing ecosystems rather than starting from scratch. This approach flips the traditional business model by building a community first and then creating products tailored to its needs.

What you can do today:

• Start a local running group or get involved with your local club.
• Build relationships first and listen to your community’s needs.
• Be visible at local races and engage with attendees.

Consider Runners’ Unmet Needs and Innovate

Despite the crowded market, there are still unmet needs among runners. For example, Black Girls RUN! started as a blog for women of color and evolved into a thriving merch store on Shopify. Similarly, rabbit identified a gap for better-fitting apparel for women. Bandit launched a line of stylish winter gear, addressing a need for functional yet fashionable running apparel.

What you can do today:

• Reflect on your own running pain points. Your frustrations could be your business opportunity.
• Conduct market research with your community to identify common pain points.

Create Meaningful In-Person Touchpoints

While digital connections are important, face-to-face interactions create deeper bonds. Events like pop-ups and community gatherings offer valuable product insights and foster emotional connections. For instance, Endorphins hosted a pop-up at Shopify New York during the NYC Marathon, turning it into a celebration of their community.

What you can do today:

• Organize and promote in-person meetups through social media.
• Partner with local brands to offset event costs and expand your reach.
• Use Shopify POS to hold a pop-up at a local race.

Tap into Community to Train and Test

Running brands benefit from being embedded in their communities. They gather essential feedback by testing products at local races and engaging with community members. This real-time feedback loop helps brands like rabbit and Bandit create products that resonate with their audience.

What you can do today:

• Create prototypes and seek feedback from trusted community members.
• Interact with customers in real life to gather insights.

Do Product Development in Public

Social media is not just a marketing tool; it’s a platform for testing new ideas. MINTed’s founder used social media feedback to improve product designs, increasing customer satisfaction. Building in public invites constructive criticism, which is invaluable for refining products.

What you can do today:

• Share product ideas on social media and ask for feedback.
• Implement suggestions that resonate and inform your audience of the changes.

Deepen Your Community on Social

Social media can amplify community connections beyond geographical limitations. Successful brands celebrate everyday running moments, creating relatable content that resonates with their audience. Bandit excels at showcasing the mundane yet special aspects of running.

What you can do today:

• Share authentic content that reflects all aspects of running.
• Focus on your community’s stories rather than a brand persona.

Create Long-Term Customers through Social-First Customer Service

Customer service on social media is crucial for building loyalty. Engaging with your community through comments and messages strengthens credibility and creates brand evangelists. Programs like RADrabbit and Bandit’s initiatives turn passionate customers into lifelong supporters.

What you can do today:

• Respond personally to comments and messages to build community.
• Share how customer feedback has been implemented and acknowledge contributors.

Compound Consistency: Show Up for Yourself and Start Today

Building a business is akin to training for a race. It requires discipline, resilience, and consistency. Entrepreneurs like Monica DeVreese of rabbit emphasize the importance of showing up and putting in the work consistently over time. Many successful founders started with no formal training but leveraged tools like Shopify and their communities to launch their businesses.

Ready to channel your dedication into launching your own business? Your journey from passionate runner to successful entrepreneur is waiting. Explore how the discipline and community focus you’ve honed mile after mile are your greatest assets for starting and growing a business on Shopify.

Conclusion

Harnessing community is a powerful strategy for building thriving running brands on Shopify. By connecting with people first, addressing unmet needs, and creating meaningful interactions, these brands have transformed their passion into successful businesses. Whether you’re a seasoned runner or new to the sport, the principles of community engagement, innovation, and consistency can guide you in launching your own brand. Embrace the journey, leverage your community, and start building your business today.

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