Science in Sport has partnered with Crowd Network to launch For The Love Of Running, a new creator-led digital platform aimed at runners of all abilities.
The performance nutrition brand, which works with elite athletes across more than 330 professional teams, says the project supports its ambition to deepen connections with grassroots running communities alongside its work at the top level of sport.
With For The Love Of Running, Science in Sport is providing access to its facilities, specialist teams and fuelling and nutrition guidance, helping to shape a platform designed to support, educate and inspire runners from beginner to experienced.
For The Love Of Running is a premium, video-first channel delivering high quality content across YouTube, Instagram, Facebook and TikTok, alongside a dedicated Strava run club designed to build an active community around the brand.
Production is led by Crowd, extending its portfolio into running as interest in participation and creator-led storytelling continues to grow.
The channel is hosted by a group of creators drawn from the running community, including influencer and run club founder Jenny Mannion, challenge video creators Ben and Barney, known as Two Blokes Running, and running coach and sports scientist Emma Kirk-Odunubi.
Launched on 27 January, the first YouTube video sees the hosts take on Science in Sport ambassador and elite athlete Nick Bester in a five-kilometre handicap race, setting the tone for content built around challenges, coaching and personal stories.
Ian Nolan, Chief Marketing Officer at SiS in Sport, said: “Running sits at the core of Science in Sport and this partnership allows us to connect authentically with the grassroots running community.”
Mike Carr, CEO of Crowd, added: “For The Love Of Running marks an exciting next step for our growing video content capability. Running has gained a huge following in recent years, breaking into wider amateur audiences and inspiring a wave of creators at every level to document their journeys.
“Working with SiS allows us to combine high-quality, entertaining content with genuine performance insight, giving us confidence that the channel will quickly become a go-to destination for runners across platforms.”
