Crowd & SiS launch For The Love Of Running channel

Crowd Network has partnered with Science in Sport (SiS) to launch For The Love Of Running, which it describes as a, “creator-led content platform.”

Unlike Crowd’s other “For The Love Of…” shows, it will not be a podcast, but instead will produce video-focused content that will be available on YouTube, Instagram, Facebook and TikTok. There will also be a community Strava run club. 

This content will be hosted by Jenny Mannion, a running influencer and founder of the inclusive run club Runners and Stunners, friends Ben and Barney (‘Two Blokes Running’) who are known for posting creative running challenge videos, and Emma Kirk-Odunubi, a running coach and sports scientist. 

For The Love Of Running launched on 27 January and and the first YouTube video sees the hosts take on SiS ambassador and elite runner Nick Bester in a 5km handicap race around a running track. Future videos will focus on ambitious challenges, gripping stories and engaging and motivational coaching content.

Ian Nolan, chief marketing officer at SiS, said: “Running sits at the core of Science in Sport and this partnership allows us to connect authentically with the grassroots running community. Whether someone is taking their first steps towards a 5k or chasing a marathon PB, by launching For The Love Of Running, and starting social first, we can help runners of every ability access the knowledge, inspiration and endurance nutrition they need to enjoy the sport and achieve their goals.”  

Mike Carr, CEO of Crowd, said: “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. SiS and Crowd saw a real opportunity to build a channel that speaks directly to that community - from elite performers to those just getting started – and we are thrilled to be partnering with the original and most trusted brand in the sports nutrition space. 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.”