Laufen macht glücklich

What Laufen macht glücklich does

Laufen macht glücklich is a privately held German partnership (GbR) founded in 2018 by co-founders Ronny Neefe and Rebecca Wulff, headquartered in Dietzenbach, Germany. The company operates a virtual running event platform that combines tiered race registration with charitable donations, paired with an online merchandise shop selling sustainable running apparel. The organization employs 1-10 people, has no institutional investors, and operates as a bootstrapped founder-owned entity.

The core product is a web-based virtual race platform that supports themed events including the Cat Day Run, Suicide Prevention Run, World Animal Day Run, Lazy Day Run, and Move Against Hate. Participants register online via tiered packages (Online €12-15, Standard €28-32, Premium €41-46, Scarf €32-36), run their chosen distance independently on personal routes during the event window, and submit times via fitness app integration or direct upload. The platform integrates with Race Result AG for timing and results management, AWS for cloud infrastructure, MailChimp for newsletter distribution, and fitness apps (Strava, Adidas) for activity tracking. Each registration includes a built-in donation component (€1.00 base + €0.10 per completed kilometer), with proceeds distributed to a curated network of 389 charitable organizations across animal welfare, mental health, and social causes.

Revenue is generated through three streams: one-time race registration fees, physical merchandise sales through the shop.laufenmachtgluecklich.de storefront, and donation passthroughs to charity partners. Since inception the company has facilitated €438,130 in cumulative donations and holds a 4.8/5 'Excellent' Trustpilot rating. Distribution is entirely direct-to-consumer via the company website, with shipping fulfilled through DHL to Germany, Switzerland, and EU markets. The go-to-market motion is community-led, relying on organic social media (Instagram, Facebook), email newsletter, and SEO-driven traffic to attract participants who recruit additional runners through word-of-mouth and shared event experiences.

Name

Laufen macht glücklich

Legal name

Laufen macht glücklich GbR

Website

https://laufenmachtgluecklich.de

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Laufen macht glücklich is a bootstrapped German GbR that operates a virtual charity running event platform and sustainable merchandise shop, serving individual runners across Germany, Switzerland, and the EU with themed virtual races that bundle registration fees to donations for 389 charitable organizations.

Ownership category

akta.pro rank

Product category

Virtual Charity Running Events

akta.pro primary industry

Virtual & Hybrid Participation Events (App-Based, Remote/Hybrid Races) (MPAKAIAH)

akta.pro secondary industry

Running & Endurance Wear (CRAAAEAD)

Keywords

• Virtual running events
• Charity running events
• Online running community
• Running merchandise shop
• Fitness event registration

Headquarters

HQ city

Dietzenbach

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Event Registration Fees: Revenue from tiered race registration packages (Online, Standard, Premium) with varying inclusion levels. Prices range from €12-46 depending on package and timing tier (Earlybird, Normal, Late). Each registration includes a charitable donation component.
2. Merchandise Sales: Sustainable running merchandise including shirts, multifunction scarves, and event-specific items sold through the online shop at shop.laufenmachtgluecklich.de.
3. Charitable Donation Component: A portion of each registration fee is donated to charity partners. Participants can also add voluntary donations up to €50. Additional €0.10 per completed kilometer is donated by the organization.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Laufen macht glücklich organizes themed virtual charity running events (Cat Day Run, Suicide Prevention Run, World Animal Day Run, Move Against Hate, Lazy Day Run) where participants register online, run independently on their own routes during the event window, and submit times via fitness app tracking or uploaded links. Tiered registration packages (Online €12–15, Standard €28–32, Premium €41–46, Scarf €32–36) include medals and sustainable multifunction scarves, and the company also operates an online shop at shop.laufenmachtgluecklich.de selling eco-friendly running shirts and accessories. A portion of each registration and €0.10 per completed kilometer is donated to charity partners, with cumulative donations exceeding €438,130 across 389 supported charitable organizations since 2018.

Product overview

Laufen macht glücklich operates a virtual running event platform combined with an e-commerce shop. The core offering consists of virtual charity runs where participants register, run independently on their chosen routes, and submit times. Registration packages range from online-only (12 EUR) to premium packages (41 EUR) including medals and multifunctional buffs. The company also runs a sustainable online shop selling eco-friendly running apparel. Key product components are virtual run events, run packages with varying inclusions, community participation features with rankings and certificates, and a merchandise shop offering shirts, multifunctional scarves, and other running gear.

Differentiator

Problem solved

Functional benefit

Brands

• Shop: Sustainable online shop offering running apparel including shirts, multifunctional buffs, and accessories.

Products and services

• Virtual Charity Running Events (Virtuelle Läufe) Themed virtual charity running events where individual participants register online, run their chosen distance on their own route during the event period, and submit times via link or fitness app tracking. Events are themed around causes such as cat welfare, suicide prevention, animal protection, and anti-hate, with a portion of every registration donated to charity partners.
• Run Packages (Laufpakete) Tiered registration packages for virtual running events offering different levels of participation and merchandise inclusion. Packages include Online (digital-only participation with included donation), Standard (medal plus cat snacks and zoo.de voucher), Premium (medal and multifunction scarf combined), and Scarf (multifunction scarf plus cat snacks and zoo.de voucher), priced in Earlybird/Normal/Late phases.
• Online Shop for Sustainable Running Merchandise E-commerce storefront at shop.laufenmachtgluecklich.de selling sustainable running apparel and accessories including shirts, multifunctional scarves/buffs, and event-specific items. Products are made from eco-friendly and recycled materials and produced in Europe.

Quantifiable outcome

• €438,130.00 in total donations raised
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

19 partnerships are on record, tiered core and supporting.

• Race Result AGcoreTechnology or IntegrationRace Result AG provides timing and results management services for virtual events, handling registration processing and results tracking. Located at Joseph-von-Fraunhofer-Str. 11, 76327 Pfinztal, Germany.
• Amazon Web Services (AWS)coreTechnology or IntegrationAWS cloud services used for data processing and storage of participant information and registration data. Part of Amazon.com Inc. infrastructure.
• MailChimp (Rocket Science Group)coreTechnology or IntegrationEmail marketing service used for newsletter distribution and campaign analysis. Based in Atlanta, GA, USA with EU-US Privacy Shield certification.
• NotionsupportingTechnology or IntegrationNotion platform used for internal data storage and processing. Notion Labs, Inc. headquartered in San Francisco, California, USA with EU-US Privacy Shield certification.
• Google (Forms and Drive)supportingTechnology or IntegrationGoogle Forms used for event feedback collection. Google Drive used for cloud storage of feedback data. Services subject to Google privacy policies.
• Katzen in Not e.V.coreStrategic or Co-development PartnerCat welfare charity partner for Cat Day Run events. Receives donation portion from participant registrations. One of three cat-related charities supported in 2026 event.
• Katzenhilfe Katzenherzen e.V.coreStrategic or Co-development PartnerCat rescue organization partner for Cat Day Run. Receives charitable donations from virtual run participants.
• TASSO e.V.coreStrategic or Co-development PartnerGerman pet registration database and missing animal recovery service. Charity partner for Cat Day Run helping reunite lost cats with owners.
• Arbeitskreis Leben Nürtingen-Kirchheim e.V.coreStrategic or Co-development PartnerSuicide prevention and crisis support organization. One of five charity partners for Suicide Prevention Run events.
• Freunde fürs Leben e.V.coreStrategic or Co-development PartnerMental health awareness organization focused on breaking stigma around depression among young people. Charity partner for Suicide Prevention Run.
• KrisenchatcoreStrategic or Co-development Partner24/7 digital crisis support service for children and adolescents. Charity partner for Suicide Prevention Run providing round-the-clock help.
• Telefonseelsorge Berlin e.V. - Projekt BeSu BerlincoreStrategic or Co-development PartnerCrisis hotline and support service celebrating 70th anniversary in 2026. Project BeSu Berlin active 10 years. One of five Suicide Prevention Run charity partners.
• Werner-Felber-Institut e.V.coreStrategic or Co-development PartnerResearch institute for suicide prevention methods. Charity partner for Suicide Prevention Run focusing on developing new prevention approaches.
• International Fund for Animal WelfarecoreStrategic or Co-development PartnerGlobal animal welfare organization rescuing animals after disasters. Charity partner for World Animal Day Run events.
• Pro Wildlife e.V.coreStrategic or Co-development PartnerWildlife protection organization fighting illegal animal trade. Charity partner for World Animal Day Run.
• Sozialfelle e.V.coreStrategic or Co-development PartnerOrganization helping people keep their beloved pets by providing support. Charity partner for World Animal Day Run.
• Tierärzte ohne Grenzen e.V.coreStrategic or Co-development PartnerVeterinary aid organization providing medical care to animals in East Africa. Charity partner for World Animal Day Run.
• Welttierschutzgesellschaft e.V.coreStrategic or Co-development PartnerGlobal animal welfare society improving lives of stray animals worldwide. Charity partner for World Animal Day Run.
• zoo.desupportingGTM or Marketing PartnerOnline pet supplies retailer providing vouchers included in Standard and Premium race packages as added value for participants.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• RunSignup: RunSignup is one of the largest race registration platforms in the US with a dedicated virtual event product, supporting timing, results, and bib fulfillment. Directly comparable to LmG's Race Result-based registration and results infrastructure.
• Charity Miles: Charity Miles is a free app that turns physical activity into corporate-sponsored donations for charity. Closest direct comparable to LmG's charity-per-kilometer model and a direct competitor in the cause-driven fitness category.
• Race Roster: Race Roster is a race registration and virtual event platform with timing integrations and charity fundraising modules. Comparable to LmG's combination of registration, results, and charity donation components.

Broad incumbents

• Strava: Strava is the dominant GPS-based fitness tracking and social platform with built-in virtual challenges, segments, and community features. It is the most credible substitute for LmG's virtual run tracking and ranking functionality and competes for the same engaged runner demographic in DACH and globally.
• Nike Run Club: Nike Run Club provides GPS run tracking, guided runs, themed challenges (often tied to charitable or seasonal themes), and a global community. Comparable business model combining fitness motivation with branded community experiences.
• adidas Running (Runtastic): adidas Running is a free mobile run-tracking app with training plans, virtual challenges, and the adidas Runners community — explicitly called out in LmG's own technology stack as an integrated fitness app. Overlaps directly on virtual run tracking and community participation.

Emerging players

• MoveSpring: MoveSpring runs virtual fitness and step challenges for corporate wellness programs, including charity tie-ins. Partial overlap with LmG's virtual event platform, focused on the B2B wellness segment rather than D2C charity runs.

Others

• Race Result AG: Race Result AG is LmG's disclosed timing and results infrastructure partner. It is an enabling technology provider rather than a competitor, but its white-label virtual event capabilities allow other race organizers to launch similar offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/laufen-macht-gluecklich

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 Laufen macht glücklich