Why we Exist
Est. May 2024 | South Africa
For many people, running feels intimidating, inaccessible, or reserved for those who already identify as “runners.” Traditional running spaces often place emphasis on pace, performance, and comparison, which can create barriers for beginners and those returning to movement after time away. As a result, countless people are excluded before they ever reach a starting line - not because they lack ability, but because they lack a supportive entry point.
Couch Potato Run Club exists to change that experience. We create structured, beginner-first pathways into running that prioritise confidence, consistency, and participation over speed or results. Our programmes are designed to reduce fear, remove pressure, and replace uncertainty with support - allowing individuals to build sustainable movement habits in environments where they feel safe, seen, and encouraged.
By focusing on inclusion and community, we help participants move beyond the belief that running “isn’t for them.” We acknowledge that progress looks different for everyone and that success isn’t defined by pace or distance alone, but by the courage to begin and the commitment to keep showing up.
Our purpose is not to produce elite athletes, but to reshape running culture itself - creating spaces where everyday people feel empowered to start, supported as they grow, and confident continuing their journey long after the programme ends. In doing so, we aim to increase long-term participation in movement and build healthier, more connected communities through running.
What Makes us Different
Beginner-First by Design
01
Everything we do is built specifically for beginners. From programme structure to coaching style, we remove barriers that often discourage people from starting. There’s no expectation to be fast or fit - just a supportive pathway that meets participants where they are and helps them progress safely and confidently.
Community Over Competition
02
We prioritise connection over comparison. Our environments are designed to feel welcoming, supportive, and collaborative, ensuring participants move together rather than compete against one another. This community-first approach increases confidence, consistency, and long-term engagement.
Consistency Over Performance
03
We focus on habits, not outcomes. By emphasising regular participation and sustainable progress rather than pace or finish times, we help individuals build routines that last beyond a single programme and support long-term wellbeing.
Values-Led Coaching & Delivery
04
Our coaches are selected and trained not only for their technical knowledge, but for their ability to lead with empathy, integrity, and inclusivity. This ensures a consistent, high-quality experience across locations while protecting our culture and values.
Our Values
At Couch Potato Run Club, our values aren’t just words on a page - they shape how we design programmes, train coaches, build communities, and partner with others. They guide the experience we create for every person who joins us, ensuring running remains accessible, supportive, and human at every level.
Inclusivity
Everyone deserves a starting line.
We believe running should be accessible to all, regardless of background, body type, age, pace, or previous experience. Couch Potato Run Club exists for people who have never considered themselves runners, those returning after time away, and those who have felt excluded from traditional running spaces. We intentionally remove barriers by normalising walk breaks, encouraging self-paced progress, and creating environments where people feel safe to start exactly where they are.
Community
We move together - nobody gets left behind.
Running doesn’t have to be a solo pursuit. Our community is built on encouragement, shared effort, and genuine connection. We celebrate each other’s wins, support one another through setbacks, and prioritise collective progress over individual performance. By fostering a strong sense of belonging, we help members stay engaged, motivated, and confident - both while running and in every day life.
Accountability
We show up, even on the hard days.
Consistency is the foundation of progress. We believe in accountability that is supportive, not punitive - encouraging people to keep showing up without fear of judgement or failure. Through structured programmes, regular sessions, and a community that notices and cares, we help turn intention into habit and motivation into long-term commitment
Integrity
We do the right thing, even when nobody’s watching.
Trust is central to everything we do. We operate with honesty, transparency, and respect - in our coaching, our partnerships, and our communication. We don’t make unrealistic promises, promote harmful narratives, or prioritise growth at the expense of people. Our integrity ensures that every experience remains aligned with our values and purpose.
Growth
Personally, professionally, and athletically.
We believe growth extends beyond physical performance. At Couch Potato Run Club, progress includes confidence, resilience, self-belief, and personal development. We support growth not only for our members, but also for our coaches, leaders, and partners - encouraging learning, reflection, and evolution as individuals and as a community.
Our Community & Impact
Couch Potato Run Club is built around people - not performance. Our community is made up of individuals who are taking meaningful first steps into running, often for the very first time. By creating supportive, non-intimidating environments, we help participants build confidence, consistency, and a lasting relationship with movement.
Our impact extends beyond completed kilometres or finish lines. We see progress in the moments that matter most - someone showing up despite self-doubt, completing a continuous run for the first time, or discovering a sense of belonging in a space where they previously felt excluded. These small, personal milestones add up to lasting behaviour change and improved wellbeing.
Through structured programmes, trained coaches, and a strong community-first approach, we’ve supported thousands of beginners to move from uncertainty to confidence. Our model increases participation, improves retention, and helps individuals stay engaged with running long after their initial programme ends.
As we continue to grow globally, our focus remains on protecting the culture that makes Couch Potato Run Club work - building inclusive communities, expanding access to movement, and creating a positive, sustainable impact on both individual lives and the broader running landscape.
Brands We've Worked With
Couch Potato Run Club has partnered with and collaborated alongside brands that share our commitment to accessibility, community, and meaningful participation in movement. From local businesses to established names in the running and wellness space, our partnerships are rooted in alignment - supporting beginners, encouraging consistency, and helping more people feel confident taking their first steps into running. We value long-term relationships that prioritise real impact over surface-level visibility.
Where to Find Us
Couch Potato Run Club operates across multiple countries through locally run chapters that deliver our programmes on the ground. Each location reflects the same global values, coaching standards, and community-first approach, while offering locally relevant schedules and experiences.
We are currently active in South Africa and the United Kingdom.
Our global network continues to grow, with new locations launching as we partner with aligned coaches, organisations, and communities worldwide.
Partner with Us
Couch Potato Run Club works with brands and organisations that share our commitment to accessible, inclusive movement. Through thoughtfully integrated partnerships, we help brands connect with a highly engaged beginner community in ways that create genuine value and real impact. From community activations to long-term brand alignment, our partnerships are built on trust, authenticity, and shared purpose.
Interested in partnering with us?