Parkrun aims to step up digital strategy with Dare

Parkrun, the not-for-profit organisation behind the free organised 5k run phenomenon, has appointed Dare as its first full-service digital partner to develop its strategy and boost its international web presence.
The agency will be responsible for the transformation of Parkrun’s entire digital activity, covering strategy, experience planning, design and build.
Parkrun events based in locations such as parks, beaches and promenades and are organised by a group of volunteers. Participants simply turn up every Saturday and run 5km, and there is a 2km version for juniors every Sunday. There are now Parkrun events each Saturday and Sunday in countries all around the world.
Dare’s appointment follows the Government report ‘Sporting Future’ and the recent Sport England ‘Active Nation’ strategy, which mention the popularity of Parkrun and identify digital as a key component in lowering ‘barriers to entry’ and fostering an engaged and loyal community of runners and volunteers.
Dare has also worked with Dame Kelly Holmes Trust, Cancer Research UK, Mellon Educate, and Heart Transplants UK.
Parkrun head of marketing Russ Jefferys said: “We believe that Parkrun can help create a healthier and happier planet. If we are to be successful in this unapologetically bold objective, we need a digital platform that better communicates the incredible positive outcomes parkrun delivers, and helps us to reach those who could benefit most from our volunteer-led, free, weekly runs.
“Dare is the ideal partner to develop our digital strategy as we look forward to a future where one million people participate at Parkrun events around the world every single week.”