For running clubs

Fill the Saturday long-run. Convert the free Tuesday.

In-House is your AI marketing team. It actually fills your weekly Saturday parkrun + Tuesday/Thursday speed session schedule: it ranks for 'running club [suburb]' against the parkrun mothership, drafts the marathon + ultra training squad intake pages, and converts the free Tuesday speed-session walk-up into an $80-$200 annual member.

No charge for 7 days Cancel in two taps Live in 9 minutes

Three options. Only one actually works for your business.

Agency

$1,200 to $2,400 / mo

Slow. Expensive. Removed from your business.

An agency that has never been on a Saturday long-run. They run a generic 'community sports' Meta campaign, send you a monthly engagement deck, and disappear when the Brisbane-summer drop-off hits. The Asics partnership rep, the parkrun affiliate paperwork, the Couch-to-5K intake email, all of it is still on you.

DIY tools

$50 to $120 / mo + your weekends

Cheap, but it just hands you a dashboard.

A Squarespace site, MailChimp for the weekly newsletter, the Strava club, a Facebook group nobody checks, your own Google Business profile. Cheap, but the marathon-squad intake form gets updated three weeks into the program, the Couch-to-5K landing page still shows last year's dates, and the new Asics kit deal goes unmentioned for a fortnight.

ACTUALLY DOES IT

In-House

$299 / mo flat

Cheap, and it actually does the work.

The AI marketing team posts the long-run recaps, ships a page per program (parkrun + speed session + marathon squad + Couch-to-5K + trail), drafts the seasonal intake ads, and converts free-session walk-ups into annual members. You take one long-run photo, approve the week, done.

A running club runs four programs for four kinds of runner. Most market like one.

The reality

A running club is actually running four programs in parallel: a free Saturday parkrun affiliation that fills the funnel, a Tuesday + Thursday speed session that builds the regulars, a marathon + ultra training squad (Sydney Striders, Melbourne Marathon Sports Club, Brisbane Road Runners model) that converts to $80 to $200 annual members, and a beginner Couch-to-5K programme intake that runs twice a year. Each one is a totally different audience: the parkrun walker is not the marathon-target runner, the trail-running squad heading to Surf Coast Trail Marathon or Ultra-Trail Australia is not the Tuesday-night track regular, and the Couch-to-5K mum is not the Strava-obsessed sub-3-hour-marathoner. One generic 'running club' page and a weekly Facebook post about Saturday's run loses every single one of them, and the Athletics Australia + Athletics NSW + Athletics Victoria club affiliation that took months to land is invisible to anyone who isn't already in the WhatsApp group.

What good looks like

Good running club marketing has three jobs running in parallel: a programme-plus-suburb page library that ranks for 'running club [suburb]', 'marathon training squad [city]', 'trail running club [city]' and 'Couch-to-5K [suburb]' so each runner finds the right entry point, a free-to-paid conversion flow that captures the Saturday parkrun walk-up's email, drops them into a 4-week 'try a Tuesday speed session free' sequence, and converts the regulars to annual members at the right moment, and a seasonal-intake engine that has the next Couch-to-5K and marathon-squad landing page live six weeks before intake opens, with a member-only early-access window and a 'cohort filling up' counter. Most clubs do one of three; the Sydney Striders, Melbourne Marathon Sports Club and Brisbane Road Runners model has all three.

Four programs, four landing pages

Parkrun affiliate (free), Tuesday/Thursday speed (member), marathon + ultra squad (premium annual), Couch-to-5K (seasonal intake). Each has a different runner, a different search term, and a different sales cycle.

The free Tuesday is the conversion moment

Free group runs fill the funnel. The actual revenue comes from converting that Saturday walk-up into an $80-$200 annual member. Most clubs never structure the conversion, and watch the regulars drift to whichever club has the better email.

Couch-to-5K and marathon intakes are cliffs

If the intake landing page goes live three weeks late, the cohort halves. If the intake email goes out a week late, half the regulars miss it. Seasonal-intake speed is the difference between a 40-strong squad and 18.

Real work. Not a slide deck.

In-House publishes to your real accounts and your live site. Here is what a running club sees in the first weeks, in the actual format it lands in.

Web Agent

Live · yourbusiness.com.au/marathon-training-squad/melbourne

yourbusiness.com.au/marathon-training-squad/melbourne

New programme-plus-city page: 'Melbourne Marathon training squad' headline, the 16-week build calendar, the Tuesday/Thursday speed session integration, the coach's PBs and qualifications, the Athletics Victoria affiliation, indicative annual member fee ($180), six photos from the squad's last Sunday long-run, a 'spots filling for the October intake' counter, and SportsClub schema. Indexed in 48 hours, ranking page 1 for 'marathon training squad melbourne' inside three weeks.

One per programme, refreshed each intake

Advertising Agent

Live · Meta Ads · Couch-to-5K seasonal intake

Ad · yourbusiness.com.au

Couch to 5K · Free First Session · Sat 7am

Beginner-friendly running group, parkrun-affiliated, qualified Athletics NSW coach. 10-week build from zero to a confident 5K. First session is free, no kit needed. Saturday 7am, McKinnon Park. Reply by end of day, guaranteed.

Targeted at women + men 28-55, 8km radius, fitness-curious

SEO Agent

Auto-applied · approval rules

Google Business Profile update

 Services list expanded from 2 to 14 (parkrun affiliate, Tuesday speed session, Thursday tempo session, Saturday long-run, marathon training squad, ultra training squad, trail running squad, Couch-to-5K beginner programme, junior running programme, kit ordering, Athletics Australia affiliated, Asics brand-partnership, plus 2 more), 'family-friendly' attribute added, primary category corrected from 'Sports club' to 'Running club', 18 group-run and squad photos uploaded. 

Live in your profile within the hour

Your direct line

Email Sam from the long-run. Drafts come back overnight.

Sam is your AI Account Lead. Email Sam a long-run clip, a new Asics kit drop, a Couch-to-5K intake date, a marathon-squad PB, a Run4Charity invite. Sam briefs the agents, drafts land in your inbox by morning, two taps to approve, the team ships it.

A 60s clip from the Sunday long-run or Tuesday speed session A new kit drop from the Asics / New Balance / Brooks partnership A Couch-to-5K or marathon-squad intake opening A squad member's race PB worth sharing A Run4Charity or AMP Triathlon community event to promote

Mail

From you@yourbusiness.com.au · To sam.walker@use-ih.com

Marathon squad intake for Melbourne opens in 6 weeks · push it now?

Hey Sam, the August marathon squad intake for Melbourne opens August 4. Last year's cohort was 18; we've got coach capacity for 30. Worth a paid push starting this week, plus a member-only early-access email to last year's squad before we open it publicly?

Sam Walker · Account Lead

sam.walker@use-ih.com

Replied

On it. Web Agent will refresh the marathon-squad landing page with the August Melbourne dates, the 16-week build calendar, and a cohort-filling counter (30 spots) by tonight. Advertising Agent will queue a 6-week Meta layer targeting intermediate runners 28-55 in an 8km radius, paused until member-only access closes. Social Media Agent will draft a member-only early-access email and a 'last year's marathon squad cohort' Reel using the August finish-line footage. Drafts in your inbox by 7am.

Preview the marathon squad ad and email drafts

$299 / mo

Flat. No tiers, no markup.

9 min

From sign-up to live marketing.

60+

Pieces of content a month.

Contracts. Cancel any time.

Six agents, working in your accounts.

Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.

Account Lead

Sets the plan around the annual rhythm: Couch-to-5K intake in February and August, marathon-squad intake in April for Gold Coast and August for Melbourne, trail-squad intake in November for Ultra-Trail Australia season, summer parkrun push from October. Briefs the other agents so the programme pages, the seasonal-intake ads, the long-run recaps and the free-to-paid conversion sequence all push toward the right intake at the right time, not a generic 'come for a run' feed.

Answers: couch-to-5k and marathon intakes are cliffs

Web Agent

Imports your existing site (or builds one if you're running off Strava and a Facebook group) and ships a programme-plus-city page library: parkrun affiliate, Tuesday speed, Thursday tempo, Saturday long-run, marathon squad, ultra squad, trail squad, Couch-to-5K. Builds a real member-signup flow with annual fee ($80 to $200) collection, a kit-ordering page for the Asics/New Balance/Brooks partnership, and a member-only early-access window for the seasonal intakes.

Answers: four programs, four landing pages

SEO Agent

Owns whether you appear for 'running club [suburb]', 'marathon training squad [city]', 'trail running club [city]', 'Couch-to-5K [suburb]' and the parkrun-adjacent searches. Athletics Australia + Athletics NSW + Athletics Victoria affiliated club, parkrun affiliation, Asics partnership all surface as structured trust signals on every page header and the Google Business description. Auto-applies the low-risk fixes.

Answers: four programs, four landing pages

Advertising Agent

Runs a seasonal-intake Meta layer with a 8km radius: Couch-to-5K push in late January and late July, marathon-squad push in March and July, trail-squad push in October. A permanent low-budget Google Ads layer catches 'running club [suburb]' searches year-round. Pauses spend when intake is full, restarts the week the next intake landing page goes live.

Answers: couch-to-5k and marathon intakes are cliffs

Social Media Agent

Turns every Saturday long-run, Tuesday speed session, marathon-squad PB and Run4Charity event into a post in your voice: a Sunday long-run Reel, a Tuesday-night track recap, a coach-talking-through-Thursday's-tempo explainer, a member kit-shot from the new Asics partnership. Builds the case for joining a real club instead of running solo on Strava. You film one 60s clip from the long-run, the agent drafts the caption, you approve.

Answers: the free tuesday is the conversion moment

Content Agent

Drafts the runner-search Q-and-A that catches the consideration buyer: 'how to choose a running club, parkrun vs paid squad', 'how to step up from 10K to marathon training, the honest guide', 'is Couch-to-5K right for me at 50', 'trail running for road runners, what to expect'. Two a month, in your voice, that double as homework for new members and earn the consideration-stage search.

Live in your accounts, fast.

The heavy lifting comes off your plate the day you sign up. Here is what you see by the end of week one.

Programme-plus-city pages drafted for parkrun affiliate, Tuesday speed, marathon squad and Couch-to-5K in week one.
Athletics Australia + Athletics NSW + Athletics Victoria affiliated-club badge surfaced on every page header (not buried on About) by day 4.
Asics / New Balance / Brooks brand-partnership kit page live with member discount code by day 7.
Free-to-paid conversion sequence (parkrun walk-up email → 4-week 'try a Tuesday' free trial → annual member offer) wired in by day 10.
Couch-to-5K intake landing page live with cohort-filling-up counter, six weeks before the next intake opens.
Marathon-squad intake landing page live with the 16-week build calendar and indicative annual member fee.
Google profile flipped from 'Sports club' to 'Running club' with the full 14-strong programme list and 18 group-run photos.
Sunday long-run caption library running weekly from the 60s clips members film on the route.

See pricing No charge for 7 days Cancel in two taps Live in 9 minutes

Your first 30 days.

Annual plan built around the four intakes (Couch-to-5K February + August, marathon squad April + August, trail squad November, summer parkrun push from October) delivered by Sam
Programme-plus-city pages indexed for parkrun affiliate, Tuesday speed, Thursday tempo, Saturday long-run, marathon squad, ultra squad, trail squad and Couch-to-5K
Athletics Australia affiliation, parkrun affiliation and Asics/New Balance/Brooks brand-partnership surfaced on every page header
Free-to-paid conversion sequence live: parkrun walk-up email capture, 4-week 'try a Tuesday speed session free' nurture, $80-$200 annual member offer at the right moment
Couch-to-5K and marathon-squad intake landing pages live six weeks ahead of the next intake with cohort-filling counters
Member-only early-access window built into the intake flow so existing members get first pick
Google profile rebuilt as 'Running club' with the full programme list and Asics-partnership kit page linked
Sunday long-run, Tuesday speed and marathon-squad caption library running weekly from member-filmed footage
'How to choose a running club, parkrun vs paid squad' and 'how to step up from 10K to marathon training' explainers drafted for approval

The bottom line

A running club is four programs sold to four kinds of runner, and the clubs that fill out their squads have a programme-plus-city page library, a free-to-paid conversion flow, and a seasonal-intake engine that has the next Couch-to-5K and marathon-squad page live six weeks before intake opens. The clubs running on one Facebook group and a Strava feed lose half the cohort because the intake landing page went live three weeks late. The work is weekly forever, and the volunteer running the WhatsApp group doesn't have the bandwidth.

Agencies are too dear and have never been on a Saturday long-run. Tools are cheap but the marathon-squad intake page goes live three weeks late and the Asics partnership goes unmentioned for a fortnight. In-House is the third option: for $299 a month the agents ship the programme pages, run the seasonal-intake ads, post the long-run recaps and convert the free Tuesday walk-up into an annual member. You take one long-run photo, approve the week, two taps from your phone, and the squad fills.

See everything In-House does

No charge for 7 days Cancel in two taps Live in 9 minutes

Frequently asked.

We're parkrun-affiliated. Doesn't parkrun do all our marketing for us?

Parkrun fills the free Saturday morning. It does nothing for the Tuesday speed session, the marathon squad intake, the trail squad heading to Ultra-Trail Australia, or the annual member fee. Parkrun is the funnel; the rest of your programs are the business. The platform owns the free-to-paid conversion that parkrun deliberately doesn't touch: walk-up email capture on Saturday, 4-week 'try a Tuesday speed session free' nurture, annual-member offer at the right moment. Most parkrun-affiliated clubs lift annual membership 30 to 50 percent inside six months because they finally have a conversion flow.

We're a volunteer-run committee. How does 'approve the week' work for a club, not a business?

The committee assigns one approver (usually the head coach or president) who reviews drafts twice a week, ten minutes a sitting, in two taps from their phone. Drafts cover the upcoming long-run recap, the seasonal-intake landing page edits, the Asics-partnership kit shot, and any ad changes. Anything genuinely urgent (a new member fee approved at AGM, a cancelled session due to weather) gets a notification. The committee keeps the strategic decisions; the platform does the labour between meetings.

We use Strava clubs, Facebook groups, Eventbrite, and Mailchimp. Do we have to leave any of them?

No. Strava stays for the activity feed and the club leaderboards, Facebook stays for the chat, Eventbrite stays for one-off race entries, Mailchimp can stay for the weekly newsletter (or move into the platform). In-House sits in front of them all (programme pages, seasonal-intake ads, Google Business profile, social) and behind them (free-to-paid conversion sequence, member kit ordering, intake reminders). The 'sign up for the marathon squad' button on every page lands in your existing member-signup flow.

We do everything from a 10-minute Couch-to-5K beginner up to a sub-3 marathon squad. Can the platform handle all those audiences?

Yes, that's how it's built. The Account Lead sets parallel content tracks: Couch-to-5K (sold to fitness-curious newcomers on Meta in late January and late July), Tuesday/Thursday speed (sold to existing parkrun walk-ups in the free-to-paid sequence), marathon squad (sold to ambitious intermediate runners 16 weeks ahead of Gold Coast and Melbourne), trail squad (sold to road runners ready to step up, 8 weeks ahead of Surf Coast Trail Marathon and Ultra-Trail Australia). The website filter routes each runner to the right page; the ads target each separately.

Asics, New Balance, Brooks brand-partnerships pay our kit costs. Will the platform surface those properly?

Yes. The brand-partnership lives as its own page in the page library, with the member discount code, the kit shots, and the partnership logo. Each new partnership round triggers a homepage banner update, a Google Business profile description refresh, a member-newsletter shot, and an Instagram kit-shot post. Most partnerships go un-amplified for weeks because the club volunteer forgets; the platform makes it a one-tap publish.

Can I cancel if it isn't working?

Two taps, any time. No exit fees, no notice period, no minimum term. You keep your imported site, every programme page, the Athletics Australia affiliation copy, the Asics-partnership kit page, the Couch-to-5K landing pages, and the Google Business work. The data is yours.