Runfluencers Are Still Plaguing Running Culture
“Authenticity is the daily practice of letting go of who we think we’re supposed to be and embracing who we are.”
This blog is a follow-up to my post from a few weeks ago, “Why is Running Culture So Triggering Right Now?”
A few weeks ago I wrote and posted a blog about a major issue plaguing the running world: the rise of the social media “runfluencer.” The issue of internet personalities hawking fake or misleading running and coaching advice, promoting products for compensation as opposed to actually believing in brands, and running races for free and without merit is a huge problem in the running world. While I personally have felt incredibly triggered by these internet parasites, the majority of runners have resoundingly agreed: I received a ton of messages and feedback on the blog, the majority of you agreeing with what I was saying: runners need to be careful who they follow on social media and take heed in believing everything they read (or watch) on the internet!
One of my very favorite people to gripe with about the problem of influencers in running culture is my good friend and fellow run coach and chief Barry’s instructor, Greg Ux. Greg and I have been colleagues and friends since the early days of group fitness in Boston, and we have seen the tides change in both the fitness scene and the running scene in the city and online. And I thought there would be no one better than to continue the discussion of the problems that come with runfluencers on the internet than Greg, not only because I love and respect his opinion (and I think you all will too), but because he is also not afraid to say a lot of the things we are all thinking!
First and foremost, let’s meet Greg. Not only is he a tenured instructor at Barry’s, he’s also a certified run coach, an accomplished runner, a cat dad, and makes a mean sourdough loaf.
KJWC: Greg! Let’s back it up before we get started. What’s your background? How did you get started in coaching?
Greg Ux: I grew up as an athlete and studied Athletic Training in college, and afterwards went on to become a credentialed Strength and Conditioning Specialist. My true professional love has always been working with athletes (defined simply as somebody with a physical goal in mind) and helping them move forward in their training. After years of Personal Training and Group Fitness, I was able to re-discover my love for periodized training programs when my wife and I (shoutout icon Bree!) started training together to run the Chicago Marathon in 2023. I took the deepest of all dives into running science and slowly started sharing what I was learning and practicing, and eventually people started asking if I would help them on their journeys as well. I completed my run coaching certification with UESCA (forgive the humble brag, but I took the pre-test before I began the modules and scored an 87 - yes I'm proud), and the rest has been a joyride!
KJWC: OK, so you’re essentially a run coach prodigy! How would you describe your coaching style?
GU: I am absolutely a data nerd. Our bodies give us so much information, and there are few things I love more than taking complex physiological signals and helping interpret them to nudge my clients in the direction they want to go! The foundation of my programs is quite literally "just get out there and let yourself love it". The more we are able to make short 20-30-40 minute runs a part of our routine, the more resilience and capacity we have to build from when we want to push our fitness forward. Also, most of the changes that make us better runners over the long term develop over months and years, so I strongly advise people against seeking short-term hacks. In my experience, trying to cut corners will lead to breakdowns; it is not a matter of IF, but WHEN. My number 1 metric for success is "did you show up to the start line HAPPY and HEALTHY"? Because if you did, you're likely super fit and ready to rip!
KJWC: We love a happy and healthy training cycle and journey to the start line. Admittedly, your coaching style is very different from my own, but that’s the beauty of the sport. There are so many different ways to approach it. So what is your own approach to running? You’ve run some fast times. Did you coach yourself?
GU: I truly enjoy being self coached. In a lot of ways, I am my own guinea pig for some of my ideas, and I am able to roll what I learn into my training partnerships. Trying so many different methods and modalities has also helped me be able to explore different ways of coaching different athletes. The two biggest lessons I have learned are
You can only handle as much training as you can reasonably recover from, and;
regarding effort, it is better to be 2 steps
BELOW your red line than even 1 single step ABOVE it, because the recovery cost isn't worth the gain.
KJWC: What have been your fave races to date?
GU: Bree and I ran Jim Thorpe Marathon in the foothills of Pennsylvania and it was incredible! It was the only marathon I've ever done where they offered a "rolling start" so you didn't have to freak out about bathroom lines or not being ready. It follows a rail trail along a well-packed dirt path down a steady but hardly noticeable 0.3-0.5% decline. The town of Jim Thorpe is also called "the Switzerland of America," and it's truly gorgeous! I also ran the McKirdy "Breaking 3" Marathon around Rockland Lake State Park in NY, where each participant had their own bottle support every 5k. McKirdy also has other projects in the fall for athletes looking to break 3:30, 4:00, and 4:30. Fun fact: my pacer during McKirdy was Tebello Ramakongoana, 7th place finisher in the 2024 Olympic Marathon.
KJWC: A casual Olympic pacer! How fun! Now, let’s get to the topic of the day. How has the running scene shifted lately with the prevalence of influencers on social media?
GU: TikTok culture rewards virality and not density or quality of information. I can teach you everything I have learned about running, but it would take months worth of coffee chats—a shirtless video of some guy sprinting telling you 3 running hacks takes 15 seconds. You call it the age of influencing, I call it the downfall of my "Explore" page.
KJWC: SO true. Right now I am in the process of cleansing my explore page to show more pictures of trails, cute baby animals, and legit runners/coaches. It’s been a process to cut through the bullshit. What are some of your biggest triggers surrounding social media?
GU: A scientist's job is science, and so they lead with interesting questions about the world, and try to arrive at answers that move us forward. When your job is "trying to go viral," you necessarily have to lead with what gets views and clicks—the accuracy of the information or the quality of the product isn't even a part of the conversation. The origin of modern influencing is based on "word of mouth marketing," which we all inherently understand: you have a friend that loves cars, so you ask them whether Toyota or Ford makes a better SUV. Unfortunately, over the years companies have figured out that if they give enough dopamine-starved content creatorsfree product and a $10 kickback for every sale they make, it's good business. How genuine do you think a product recommendation is if the person is receiving payment for promoting it?
KJWC: I have spent years trying to remind clients that just because someone is promoting a product doesn’t mean they actually believe in it; they’re probably being paid to sell it! Do you encounter a lot of clients pushing back or asking questions about plans you send them, saying they heard something different on TikTok or IG?
GU: I feel incredibly fortunate to have largely avoided anything like this; I'd like to think it's because the relationships I have with my clients are built on their trust in my knowledge base, but it's hard to say!
KJWC: What are some of the biggest inaccuracies about running being spread on social media?
GU: I think the biggest problem is that, in order to get attention, someone has to say something sensational. They are more concerned with hacking the algorithm and going viral (and getting that new brand to send them free sh*t) than they are with posting the truth. At the end of the day, long term success in running—no matter what that looks like for you—is based on consistency and lifetime volume. It's not always flashy and it's definitely not sexy, but there is inherent beauty in something so simple and so human. Just get out there.
KJWC: Amen! Progress is not always pretty. Showing up is not always glamorous. But that’s the reality. What do you think legit runners and coaches can do to counter the bullshit and promote this mindset?
GU: I believe the speed with which information comes out is inversely related to how much weight we should give it. "Science" takes time to aggregate and interpret, headlines and flash sales don't. Phrased differently, reading an instagram post is about the least reliable form of information available. Running itself is an exercise in patience; it's left foot right foot left foot right foot, endlessly, with your eyes always to the far-off horizon. There are no magic bullets, no miracle formulas, and no flashy gear or tech that are going to unlock ability out of nowhere. You get out of it what you put into it, and any Michelin Star chef would tell you that TIME is the most important ingredient (if you ignore butter).
KJWC: Never going to ignore butter. Speaking of legit, who are some of your fave runners and coaches to follow on IG—aside from me, of course (kidding…)
GU: Jack Daniels (the legendary running coach) is no longer with us, but his wisdom endures Jeff Cunningham (run coach) Steve Magness (both on YouTube and the Science of Running podcast), Clayton Young and Rory Linkletter (YouTube professional runners), the_runstrong_coach (BYU strength coach), Alex Hutchinson (runner, writer, and author of “Endure")
KJWC: What is some advice you would give to new runners instead of following “runfluencers” on social?
GU: If someone is shamelessly asking for your attention (without asking), they don't deserve it. If they are asking for your attention just to sell you a product, report them for scamming vulnerable populations. Read Born to Run. Read 80/20 Running. Read Meb Keflezighi's or Kara Goucher's memoir. Lead with your love of the sport and the incredible things it does for your heart, mind and body. If you want to seek performance and chase times, do it! It's SO fun! But just remember that shortcuts only exist on Waze and if you're doing it because it's "in" right now—I'm sure Hyrox would love to have you.…HEY, he said that last part, not me. But that doesn’t mean I’m not co-signing all of it! :)
Remember—do something fun and fitness-y for you, not for anyone else. Not because everyone else is doing it. Make sure you’re moving your body in ways that feel good for you, and that you’re focused on making it to the start line AND the finish line happy and healthy—and tracking your progress and celebrating your milestones along the way. Fitness should be a personal journey, not defined by anyone else’s carefully curated highlight reels on social media.
Xo
Coach Kelly
Want to connect with Greg? Follow him at @gregfrombarrys