Are “runfluencers” ruining running?
As running influencers rack up followers and brand deals, some are distorting the reality of the sport–and even breaking the rules to build their personal brands
Whether it’s through TikTok, Instagram or YouTube–you name it–influencers are taking over the world. Social media users are leaning more and more heavily on these content creators for advice on fashion, travel, food and fitness. And with running growing more popular by the day, running influencers–or “runfluencers”–are hitting their stride.
Sure, they’re promoting races, run clubs and giving running brands a platform to reach new audiences, which has undoubtedly contributed to the surge in runners. But how realistic is it? Are “runfluencers” actually qualified to promote running gear, hand out training advice and (in some cases) even coach beginner runners?
In truth, not really. Online content is curated for an influencer’s audience–often without showing the full picture. All we see is what they want us to see–a happy, fast, uninjured runner. But to make one 10 to 30-second video, all a creator needs is a short clip of themselves running–and just like that, they make it look like they did a full workout.
For example, an influencer could film all content in one day, changing outfits between takes to make it look like they’re logging 10K runs every morning. But when runners–especially beginners–don’t see the whole picture, it creates a false impression that running is always easy and fun. Paces can also be inflated, reinforcing the idea that these influencers are fitter and more consistent than they actually are. This can make other runners feel like they’re falling short, and in some cases, turn people away from the sport altogether.
Most influencers make their income through ads, so brands pay them to rave about shoes, gear or gadgets–even if they didn’t like the product or didn’t try it at all. That kind of promo-driven content can mislead followers into buying gear that’s not right for them, or training advice that isn’t appropriate for their fitness level or goals.
Running influencer enrages participants at New York City Marathon
Interfering on the race course
Sometimes, it goes beyond misleading content–it can cross the line into outright rule-breaking or being, well, annoying. Take “runfluencer” Matt Choi of Austin, Texas, who ran the 2024 New York City Marathon last November. The 27-year-old, with 411,000 Instragam followers and 475,000 followers on TikTok, was accompanied by someone riding an ebike (either pacing Choi, capturing video content or both).
Not only is this against the rules, it also poses a safety risk and distracts from the experience for others. When races start feeling more like social media sets than athletic events, it can discourage everyday runners from signing up at all.
Despite finishing in 2:57:15, Choi was disqualified and banned from future NYRR races.
Scroll with caution
While some of the issues caused by “runfluencers” are beyond our control, we still can decide what we believe. Do your own research–check race results and Strava stats to see if what an influencer posts actually lines up with their performances. Be wary of the products they promote (check reviews!) and take their coaching advice with a grain of salt. Just because someone runs with a GoPro and looks good doing it doesn’t mean they’re qualified to tell you how to train.
And finally, don’t let curated clips convince you that running should always feel easy or look perfect. “Runfluencers” are showing you good parts–but real running includes struggle, setbacks and slow days. Don’t forget that when you’re scrolling.
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