Hey readers, I’m back! This month, I was freed from the constraints of shin splints, and I have been able to get back to my #strava self which got me thinking about health, wellness and run clubs.
We’re seeing a surge in “sober curious” communities all over the world, particularly along our very own coastlines – Bondi Beach I’m looking at you.
But what does that mean? It signifies a conscious shift away from the late-night indulgences towards a more mindful and energetic approach to socialising. Trading late-night cocktails for sunrise runs and invigorating early-morning gatherings. I’m talking run clubs, sunrise ice baths and more recently, coffee raves. Yes you read that right.
This isn’t just about individual fitness; it’s about a collective experience. The energy I have witnessed firsthand along the coastline is palpable, a mix of friendly competition and shared accomplishment often followed by rewarding coffees.
Whilst it feels that these run clubs have been around for a while, they were community driven whereas now we are seeing local businesses and brands enhancing these moments to create further connection without a sales approach.
Nespresso tapped into this world recently off the back of their research by McCrindle that revealed Gen Z (76%) and Millennials (75.9%) are planning to embrace early mornings in 2025.
The brand took over two key locations, Sydney’s North Bondi Fish and Melbourne’s Soundmerch and launched their Nespresso Happy Hour. Think drinks, dancing and catching up with your friends but it’s 7am, not pm. I attended the Sydney event, and I can safely say that morning raves fuelled by caffeine are just as exciting.
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The Happy Hour featured live DJ sets by Cosmo’s Midnight and Winston Surfshirt, attracting passing by locals and influencers like Sopha Dopha and NRL star Eloni Vunakece, seamlessly bridging the gap between the in-person experience and the online world.
Nespresso isn’t alone in recognising this shift. Numerous cafes and run clubs are embracing this early-morning social scene, while brands are cautiously entering the mix.
Joey’s in Brisbane hosted an event with Caffeine Club and Scossies Run Club, Bondi’s Glory Days partnered with LSKD for a morning run & rave and Athlete’s foot partnered with Somatic Ice to bring the ultimate ice bath recovery after the Hill to Harbour event. These collaborations highlight a focus on giving back to the community through shared experiences.
What does this all mean?
1.Wellness is evolving: The focus is shifting from individualistic, often restrictive practices to collective, community-based experiences that prioritise mindful movement and social connection.
2. From PM to AM: Early-morning social events, such as sunrise runs, ice baths, and morning raves, are becoming popular social hubs, offering a new alternative to traditional evening socialising.
3. Brands are taking note: There is opportunity for brands to share this trend by creating experiences that facilitate these moments and align with the values of younger generations.
The question now is… will this early-morning social scene continue to expand (I hope so), and what brands outside of the fitness/health space are going to jump outside category into navigate this evolving landscape?
See here for more of From My Feed by Alexis Whelan