Based in the UK's bustling coastal hub of Southsea, Hampshire Runr is a popular fitness and lifestyle brand built by runners, for runners. Launched in 2016, their mission is to unite the running community by celebrating the pride and passion found in every running journey, whether it is a Saturday parkrun or a marathon.
From iconic technical hats to sustainable everyday apparel, Runr creates gear that allows runners to instantly identify and connect with one another in their day-to-day lives. At their core, they promote the idea that running is an inclusive sport for everyone, using their platform to champion the physical and mental benefits of lacing up your trainers.
We recently sat down with founder Craig Winter to find out more about the origin and evolution of the company and their plans for IRX 2026.
1. Let's start at the beginning, how was Runr formed?
Runr was founded in April 2016 by three lifelong friends – Matt (Teague), Martin (Day), and me - who grew up together on the south coast. At the time, Matt and I were keen runners with plenty of spare time before starting families. We began discussing the concept of runners and identity, wondering how to create a lifestyle brand that would be instantly identifiable to recognise each other's passion for the sport outside of a race setting. While major sports brands like Nike and Adidas offered technical apparel, they covered multiple sports and did not specifically signal that someone was a runner. We wanted to design something that would spark a connection if you spotted someone wearing it in a pub garden or on a train.
For the first few years, the business was simply a fun side project. We launched a basic website, released a few t-shirts and hoodies, and set up our social media channels. Because we were running frequently, we spent our time playing around on socials and chatting to fellow runners across the country. Runners quickly bought into the concept of displaying their love for the sport, and we began selling our initial clothing items directly from a spare room at home. As demand grew, the business began to snowball, leading me to quit my day job in 2019 to focus on the brand full-time.
While Runr originally launched as a casual wear brand for post-run or everyday use, customer feedback drove a shift towards technical clothing, including tops, vests, and hats. We discovered a distinct niche in the headwear market, as major running brands heavily focus on footwear and apparel rather than prioritising headwear. By creating high-quality, high value running hats, we found our main area of focus. Today, hats make up 99% of our business. The brand has now processed over 90,000 orders, primarily within the UK, and our products are stocked in 60 retailers across the country.
2. What inspires your designs?
When it comes to designing our hats, we are like kids in a sweetshop. We ultimately create all the colourway designs ourselves, drawing inspiration from absolutely everything we see in everyday life. For example, I am a huge football fan, so I might spot a funky football kit featuring fun colours and patterns and think about how we can adapt that energy into our headwear. Even everyday tasks like shopping for my two boys, who are nine and seven, can spark completely fresh ideas.
Because this is our own business and we handle the day-to-day operations, I pretty much never switch off from running Runr and thinking about the brand. The ultimate challenge is striking the right balance between my own personal preferences and what sells. Over time, we have developed a strong understanding of our market; we know there are certain things that simply do not work because we have tried them before, so we know to swerve those choices in the future. That said, the process still brings plenty of surprises, and it is always incredibly rewarding when a design we are uncertain about turns out to be a real crowd favourite.
3. The running landscape has changed considerably in the last 10 years, what are the major changes that have affected the business?
Over the last decade, the running landscape has undergone a profound transformation, primarily driven by a dramatic shift in runner demographics. The sport has seen a significant influx of younger participants, making running accessible to a much broader and more diverse audience than ever before. In regions like Southsea and Portsmouth, this evolution is particularly evident in the explosive growth of community-led running groups over the past four to five years. Moving away from traditional sporting venues, almost every local business - from independent cafes to craft breweries - now serves as a vibrant base for a running club. These modern groups attract a rich mix of individuals from varying backgrounds and fitness levels, fostering an inclusive atmosphere that contrasts with the old stereotypes of the sport.
This commercial integration highlights a major structural shift away from traditional running clubs. While these formal clubs remain strong, they often operate under rigid, committee-led structures with fixed weekly training programmes. This traditional model frequently struggles to accommodate the flexibility required by modern lifestyles and family commitments. In contrast, the newer, business-hosted groups offer a casual, adaptable alternative that seamlessly integrates into the social lives of participants.
For industry stakeholders, this demographic expansion presents immense commercial potential. Data (such as from the Running Industry Alliance) confirms that the market now offers vastly more entry points for public participation, broadening the consumer base significantly. This newfound diversity and accessibility represent a major commercial boon, creating lucrative growth opportunities for sportswear brands, retail outlets, competitive events, and community clubs alike.
4. You seem to be a purpose-driven business, why is that important to you?
Our purpose stems directly from a shared belief among the founders. When Matt, Martin, and I started this business, we were completely aligned in our thinking regarding the profound social and community power of running. Ultimately, the running industry is not just about gear or metrics; it is about community and people. Running serves as a fantastic vehicle for individuals to reclaim public spaces and get together, presenting a unique opportunity for people of entirely different ages and backgrounds to connect. It is a sport that allows you to quickly find a supportive community, even if you have just moved to a completely new location.
On a personal level, this mission is deeply important to me as a father. I have two boys, and as they grow up, I am constantly trying to steer them toward environments where they are not simply sat on digital devices. I have always favoured chatting to people face-to-face rather than interacting through a machine. Running naturally encourages that raw, human interaction. It allows us to connect with others through something as simple as a nod or a wave on a trail, making us feel part of a massive, global community. Through our brand, we want to add to that opportunity, creating a way for people to be easily identifiable as part of this passionate, welcoming collective.
5. Are your garments worn by runners of all distances and abilities?
Yes, absolutely. Our core philosophy is perfectly captured by our tagline: "If you love running, wear Runr."
We designed our garments for anyone who shares a passion for the sport, meaning your ability or experience never dictates whether our gear is right for you. It genuinely does not matter if you are currently tackling your very first Couch to 5K programme or training for a gruelling ultramarathon. Similarly, we proudly kit out people who have just taken their first running steps alongside seasoned athletes who have been pounding the pavements for over 30 years.
Everyone who loves running does so for entirely different reasons, and fitness levels do not measure that passion. The first person to cross the finish line at a local parkrun and the final person completing the London Marathon can possess an equal, undeniable love for the sport. Our community spans every single one of these achievements. In fact, our gear has even been spotted on an ultrarunner taking part in a 200-mile desert endurance event in Jordan, proving our apparel is trusted at the highest levels while remaining accessible to all.
6. What has been your proudest moment or your biggest success in business to-date?
My proudest moments in business always stem from seeing the real-world impact of the brand, and our first real "pinch me" moment occurred at The National Running Show in the UK. We were only attending as visitors that year in 2018, when Dame Kelly Holmes was one of the keynote speakers. We unexpectedly bumped into her, and during our conversation, she asked us where our stand was located. When we explained that we didn't have a stand, she was genuinely surprised and commented on the numerous visitors she had already spotted wearing our tops around the venue. Having someone as high-profile and respected as Dame Kelly Holmes recognise the brand - whilst actively noticing our community - was an incredibly proud milestone for us.
Those moments of organic recognition never lose their magic, and seeing everyday people choosing to wear Runr clothing is what truly drives us. Just last year, for instance, I was in London and spotted a runner crossing the Thames sporting one of our hats. Moments like that still give me absolute goosebumps. It is the ultimate validation of our hard work when you see the brand alive, moving, and being embraced by the running community out in the ‘wild’.
7. You sometimes collaborate with other brands, what is the process for that and are you open to future collaborations?
Collaborations are a fantastic part of what we do because they allow us to connect with new communities in a truly meaningful way. Our journey with partnerships began with our very first project alongside Sole Mate, the leading independent retailer in Wales. Since that initial launch, we have slowly and deliberately expanded our reach, teaming up with various retailers and running groups to bring unique ideas to life. We are also currently in the process of extending these partnerships to running events.
When it comes to our process, we focus entirely on aligning shared communities and working with organisations that share similar values to our own. For us, these projects are not about generating massive sales figures; instead, the core goal is always to create something incredibly cool that runners genuinely want to wear. We are open to future collaborations, provided the synergy is right and we can build something special together for the running community.
8. What are your plans for the International Running Expo (IRX) and beyond 2026?
Ultimately, our presence at the International Running Expo (IRX) is to connect directly with runners across Europe. While Runr is already well established here in the UK in terms of offering our products to people who love running, we now want to open the brand to a much wider continental community. Up until now, we have faced many challenges when sending our products into Europe, but we are determined to overcome these barriers. We want to capitalise on the current running boom that is happening across the entire continent, ensuring our reach extends far beyond the UK market.
To achieve this expansion, we are also looking to work closely with more retailers and distributors who can help us grow. Our time at IRX in 2025 served as a vital fact-finding mission, during which we received incredibly positive feedback regarding the appetite for Runr in Europe. This year, we plan to build on that momentum, turning last year's insights into concrete new opportunities for European growth. Looking beyond 2026, our plans are to open up the brand and products to more runners across the UK, Europe and even further.
IRX 2026 is THE event for global brands, retailers, distributors and industry leaders
Join fellow industry professionals at The International Running Expo (IRX) 2026 - Europe’s only dedicated business event for the running sector. Returning to RAI Amsterdam on 4-5 November, IRX 2026 features 200+ global brands showcasing the technologies and products shaping the future of the sport.