How a Free New York Running Club Scaled Into a $640,000 Business
Owen Akiva Herrera turned a free New York running club into a $640,000 business by monetizing post-run parties and community events, tapping into booming Gen Z fitness trends.
When 27-year-old Owen Akiva Herrera moved from London to New York, he quickly discovered how lonely a city of over 8 million people could feel. In July 2024, he gathered 12 people for a casual group run. Two years later, the running club he founded has blossomed into a business generating over $640,000 annually, even though the runs themselves remain entirely free.
Building a Community Around Fitness
Herrera established Peak & Pace alongside his full-time sales job in algorithmic trading at JPMorgan. The group grew rapidly: by the fifth run, about 150 participants showed up, prompting Herrera to organize an after-party at a Manhattan bar costing about $20 per participant. This experience shaped the core business model: the run acts as a community-building mechanism, while revenues are driven by surrounding events.
Today, the running club itself remains free, but larger events and particularly post-run parties typically cost between $15 and $25. Over time, DJs and food stalls were joined by comedy nights, trips, dance events, yoga sessions, and ski trips. According to the club website, it now connects over 50,000 members as a community blending fitness with shared culture and experiences.
Revenue and Modern Social Trends
This model brought in more than $640,000 for Peak & Pace in 2025, nearly all derived from paid events, according to documents reviewed by CNBC Make It. More than 30,000 people participated in club events throughout that year. Herrera noted that the business operates at a profit margin of roughly 15%, reinvesting profits directly into the venture rather than taking an additional salary.
Running clubs have evolved from standard training frameworks into vital social hubs and dating arenas. According to Strava, global participation in running clubs surged by 59% in 2024. Furthermore, 58% of respondents in a company survey reported making new friends through fitness groups, and nearly one in five Gen Z individuals went on a date with someone they met via physical activity.
The Future of Social Running
The trend has continued to accelerate. Strava data shows that the number of new clubs created on the platform nearly quadrupled in 2025 to reach one million, with new running clubs increasing 3.5 times. In New York alone, at least 200 running clubs operate actively, offering young adults an alternative to traditional nightlife and dating apps.
By keeping the foundational activity free, Herrera successfully monetized the surrounding community. In a metropolis where finding friends can sometimes prove harder than finding a running route, Peak & Pace has turned shared pacing into a thriving commercial success.
