How Community-Led Growth Is Reshaping Travel and Running Brands

If You’re Still Marketing to “Personas,” You Might Be Missing the Real Action

Travelers and runners don’t want to be treated like a marketing segment. They want to feel seen, inspired, and part of something bigger.

That’s why community-led growth is having a moment. And smart brands in the travel and endurance space are paying attention.

This approach flips the traditional marketing funnel on its head. Instead of pushing a message outward, brands are empowering the people already closest to their mission: travelers, runners, advocates, and creators to pull others in.

Why Community-Led Growth Works (Especially in Travel and Running)

In experience-driven industries, people don’t just buy the product. They buy into the story, the lifestyle, and the sense of belonging. Community-building is its own, serious growth strategy.

“Brands like Hoka and On are shifting influence away from traditional athletes and toward grassroots leaders - those hosting weekend runs, post-race sauna circles, and community events.”
Vogue Business

And it’s not just about running. Travel companies are seeing success by supporting ambassadors who lead meetups, guide interest-based groups, or share authentic on-the-road experiences.

How Brands Can Embrace the Shift

1. Invest in Micro-Communities

Instead of trying to be everything to everyone, build intentional groups around niche interests - like solo travel, trail racing, or first-time marathoners. Support them with visibility and resources.

2. Turn Participants into Advocates

Create easy-to-share content kits. Highlight real users in your storytelling. Offer early access or sneak peeks to your most active fans.

3. Listen, Don’t Just Broadcast

Use social listening tools like Sprout Social, Talkwalker, or Brandwatch to see what your audience is already saying. Then meet them there.

4. Partner with Leaders, Not Just Influencers

Seek out trusted community figures, even (I’d argue especially) if they don’t have 100k followers. Look for authenticity and connection, not just scale.

In Sum, Community Is the New Channel

Community-led growth is a recalibration rather than just a trend. And for travel and endurance brands built on passion, it’s one of the most powerful growth levers out there.

The best lever pullers will ask: “How do we help them build what they already love?” instead of the overused and archaic “How do we get in front of them?”.

For these audiences, it’s about belonging, not selling.

Need help building a strategy around community-led growth? I can help you move beyond static campaigns into scalable, community-first ecosystems. Let's explore what that could look like for you.