We Run 313

What We Run 313 does

We Run 313 is a Detroit-based, non-profit social running club founded on May 4, 2019 by Lance Woods and Joe Robinson, operating under the motto "Connect. Run. Build." The organization runs a year-round schedule of free group runs — Two Mile Tuesday (introductory 2-mile runs at Breadless), 5K/10K Thursday (intermediate runs at Robert C. Valade Park), and Saturday Long Runs (10–18 mile endurance sessions) — and serves over 4,300 members on Strava, making it the largest run club in Michigan. The club has a specific mission to challenge stereotypes about African-American participation in running and to promote physical and mental health in the Detroit community.

The organization generates revenue through three streams: (i) D2C merchandise sales via an owned e-commerce storefront (hats, beanies, hoodies, tank tops, socks, water bottles priced $9.99–$65.00, and a book titled "We Run 313: The Pulse of Detroit's Run Club" at $24.99 standard / $34.99 autographed), (ii) recurring membership dues that grant access to the regular run schedule and community, and (iii) transaction-based race registration fees from the annual Run the 313 5K at Palmer Park, a USATF-certified event co-hosted with Trivium Racing. Distribution is multi-channel: physical group runs in Detroit, an owned e-commerce site, organic social on Facebook/Instagram/Twitter, an email newsletter, and earned media coverage (NBC's Today Show, Runner's World, Detroit Free Press, Huffington Post).

We Run 313 has no proprietary technology platform, no app, no API surface, and no disclosed AI capabilities; the core asset is the community itself, supported by partnerships with ASICS, Henry Ford Health, Propel Water, Gazelle Sports, Breadless, Detroit Riverfront, HPak, ATH, and Trivium Racing. The club has received the Spirit of Detroit Award and a State of Michigan Tribute and is described as founder-owned and bootstrapped, with no external investors, funding rounds, or parent-company relationships identified.

Name

We Run 313

Legal name

We Run 313

Website

https://werun313.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

We Run 313 is a Detroit-based non-profit social run club founded in 2019 by Lance Woods and Joe Robinson, serving 4,300+ Strava members through weekly group runs, branded merchandise, and an annual 5K, with a mission to promote health and challenge stereotypes about African-American participation in running.

Ownership category

akta.pro rank

Product category

Community Fitness Services

NAICS

Sports Teams and Clubs (711211), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)

akta.pro secondary industries

Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA), Endurance & Running/Cycling Training (HSADAAAG)

Keywords

• Social running club
• Community running events
• Organized race events
• Fitness club membership
• Branded running merchandise

Headquarters

HQ city

Detroit

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Merchandise Sales: The club operates an e-commerce storefront selling branded merchandise including hats, beanies, hoodies, tank tops, socks, water bottles, and autographed copies of the book 'We Run 313: The Pulse of Detroit's Run Club'. Pricing ranges from $9.99 to $65.00 per item.
2. Membership Dues: The club offers a membership program providing access to regular group runs (Two Mile Tuesday, 5K/10K Thursday, Saturday Long Runs), events, and a community of over 4,300 Strava members.
3. Event Registration (Run the 313 5K): The club partners with Trivium Racing to host the annual Run the 313 5K event in Detroit's Palmer Park, a USATF-certified race with a post-race party. Revenue is generated through race registration fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

We Run 313 is a Detroit-based social running club that organizes structured weekly group runs at multiple distances (2-mile introductory, 5K/10K, and 10-18 mile long runs), hosts the annual Run the 313 5K race, and sells branded merchandise and a club book through an owned e-commerce storefront. The organization builds a community of runners connected through Strava and in-person events centered on the Connect.Run.Build philosophy.

Product overview

WeRun313 is a social running club serving as Detroit's premier run community with over 4,300 members. The organization offers a portfolio of branded merchandise (hats, hoodies, apparel, socks, water bottles) and published works (The Pulse of Detroit's Run Club book). Core services include structured running events: Two Mile Tuesday (introductory), 5k/10k Thursday (intermediate), and Saturday Long Runs (10-18 mile endurance training). The flagship annual event is the Run The 313 5K, hosted in partnership with Trivium Racing.

Differentiator

Problem solved

Functional benefit

Products and services

• Branded Run Club Merchandise

Quantifiable outcome

• Over 4,300 Strava members, making WeRun313 the largest run club in Michigan and one of the biggest in the world
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Trivium RacingcoreStrategic or Co-development Partner · 1 January 2025Trivium Racing co-hosts the annual Run the 313 5K event with WeRun313. The race is held in Detroit's Palmer Park on a USATF-certified course, and the partnership combines Trivium Racing's race organization expertise with WeRun313's community reach.
• Propel WaterminorGTM or Marketing PartnerPropel Water is listed as a partner on the WeRun313 About page, indicating a sponsorship or co-marketing relationship in support of the club's health and wellness mission.
• Henry Ford HealthcoreStrategic or Co-development PartnerHenry Ford Health is listed as a partner on the WeRun313 About page, indicating a health-focused strategic partnership supporting the club's health and wellness mission in the Detroit community.
• ASICScoreGTM or Marketing PartnerASICS, the global athletic footwear and apparel brand, is listed as a partner on the WeRun313 About page, indicating a product sponsorship or co-marketing relationship supporting the run club.
• Gazelle SportsminorGTM or Marketing PartnerGazelle Sports, a specialty running retailer, is listed as a partner on the WeRun313 About page, indicating a local sponsorship or product partnership.
• ATH (Athletes That Heal)minorGTM or Marketing PartnerATH (Athletes That Heal) is listed as a partner on the WeRun313 About page, indicating a partnership aligned with the club's health and wellness mission.
• BreadlesscoreGTM or Marketing PartnerBreadless is listed as a partner on the WeRun313 About page and serves as the host location for the Two Mile Tuesday runs at 2760 Larned St., Detroit, MI 48207.
• Detroit RiverfrontminorGTM or Marketing PartnerDetroit Riverfront is listed as a partner on the WeRun313 About page, indicating a partnership supporting the club's community runs along Detroit's waterfront.
• HPakminorGTM or Marketing PartnerHPak is listed as a partner on the WeRun313 About page, indicating a sponsorship or product partnership relationship.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• November Project: A free, community-led morning run club movement that started in Boston and has expanded to multiple cities. Most directly comparable to WeRun313 in its community-led, all-paces-welcome model and grassroots growth through word-of-mouth.
• Black Girls Run!: A national running community founded to address health disparities and encourage African-American women to adopt running. Closely comparable to WeRun313 in its mission-driven focus on Black running communities and group-run event model.
• Black Men Run: A national running group for Black men focused on health, fitness, and community. Comparable to WeRun313 in targeting African-American running communities with local chapters and group-run formats.
• Trivium Racing: Race event organizer and WeRun313's co-host for the Run the 313 5K. Directly comparable as a peer race organizer operating in the Detroit/Michigan mass participation event space.
• parkrun: A global network of free, weekly 5K community runs. Comparable to WeRun313 in operating free weekly community runs, though it operates internationally and at much larger scale.
• Mile High Run Club: A New York City-based run club combining structured group runs with a brick-and-mortar retail and hospitality concept. Comparable to WeRun313 in its urban community-run club model and brand-led merchandise offerings.

Emerging players

• Back on My Feet: A national non-profit running organization that uses running to help individuals experiencing homelessness achieve self-sufficiency. Comparable to WeRun313 as a mission-driven, community-based running organization with similar non-profit structure.

Broad incumbents

• Fleet Feet: A national running specialty retailer that operates community training programs and group runs. Comparable as a peer in running community-building, though its primary business is retail rather than community organizing — Gazelle Sports, a WeRun313 partner, is a regional Fleet Feet-style retailer.
• ASICS: A global athletic footwear and apparel brand and WeRun313 partner. Comparable as an incumbent in the running category, though ASICS is a product company rather than a community organizer.

Others

• Strava: The social fitness platform where WeRun313 has 4,300+ members. Comparable as the digital infrastructure layer enabling run club communities, though Strava is a technology platform rather than a community organizer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/WeRun313
• Facebookfacebook.com/WeRun313
• Instagraminstagram.com/werun313
• LinkedInlinkedin.com/company/werun313

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about We Run 313