A format strategically stands out in 2025: Premium Morning Runs — structured, brand-driven movement formats, sports events, and a core element of modern sports marketing for executives, talents, and employees. They combine health promotion, corporate values, and social dynamics — enabling a new form of identification with the brand and employer. At a time when traditional communication channels are losing effectiveness, these sports events offer an innovative branding tool to strengthen internal cohesion and authentically enhance external brand perception. They create experiences that go beyond words and have lasting effects, reports G.Business.
As the sports marketing agency based in Germany, AN BOARD TO SPORT, notes, more and more companies are specifically opting for sports formats such as in-house morning runs to strengthen internal loyalty, build external visibility, and make concrete contributions to ESG and HR objectives.
Marketing and HR in Transformation: Why Movement Works
Traditional marketing is losing its impact. According to the Edelman Trust Barometer 2024, only 14% of Germans still trust traditional advertising. At the same time, companies struggle with the declining effectiveness of employer branding campaigns.
Sports-based corporate formats like Premium Morning Runs offer a way out. They combine live experiences, value transfer, leadership communication, and employer loyalty in one scalable format. Whether as a 60-minute running series with the CEO, targeted activation of talents, or co-branding with local sports personalities — these formats connect what was previously thought of separately: brand, HR, leadership, and emotion.
Why the Human Brain Remembers Sports Formats Better
| Neuro Effect | Impact on HR & Brand Communication |
|---|---|
| Endorphins & Dopamine | Positive emotions, better association with sender |
| Oxytocin via Synchrony | Trust, empathy, social closeness |
| Sensory Activation (place + body) | Long-term effect, brand transfer |
Interpretation: Movement is multisensory — brands are emotionally anchored through it rather than rationally evaluated.
Employer Loyalty: Why HR Leaders Should Participate
In the so-called war for talents, it’s no longer just about salary or benefits — it’s about meaning, belonging, and lived culture. Sports formats provide HR departments with a concrete way to strengthen emotional bonds while simultaneously improving the organization's health profile.
Key figures supporting this:
- 62% of employees prefer companies with sports or movement offerings.
- Companies with an active sports culture experience 28% less turnover (Source: TK 2024).
Typical HR applications:
- Leadership development & emerging leader programs
- Onboarding week with “team run at sunrise”
- Movement benefits, e.g., as a counterpart to Urban Sports Club
- CSR formats linked to ESG, internally documented
Brand Examples with Strong HR Focus
| Brand | Initiative | Effect |
|---|---|---|
| SAP | Running series “Run Your Potential” for talents | Network and health promotion combined |
| Allianz | CEO walks in the English Garden | Proximity to top management, internal visibility |
| Lululemon DACH | Invite-only runs for community leads & retail | Employer branding + long-term employee retention |
| Die Techniker | Strava challenges with rewards | Team building, gamification, health impulses |
Note: Every run produces content — visual, narrative, and internally measurable — ideal for LinkedIn, ESG reports, and internal communications.
Two Levers, One Format: Thinking B2B, HR, and Brand Together
A premium morning run works on multiple levels. For B2B brands as an access to decision-makers. For HR as a cultural impulse. And for marketing as a tangible, credible brand activation.
Simplified model:
| Goal | Format Element | Responsible Party |
|---|---|---|
| Brand Awareness | Open runs with co-branding | Marketing, PR |
| Employer Loyalty | Internal morning runs | HR, People & Culture |
| Thought Leadership | “Leadership meets Movement” with talks | Executive management, guests |
| ESG & CSR | CO2-neutral formats with reporting & photo content | Sustainability, communications |
How Such a Format Develops — And Why External Support Is Crucial
An effective sports format does not emerge simply by running — it requires strategic planning, brand understanding, precision in implementation, and professional communication.
| Project Phase | Task of the Sports Marketing Team |
|---|---|
| Analysis & Goal Definition | Brand/HR goals, target groups, KPI setting |
| Format Development | Schedule, dramaturgy, timing, tonality |
| Implementation | Location, personal trainers, insurance, invitation logic |
| Content Production | Photo, video, post-production, quotes, posting templates |
| Reporting & Scaling | KPI evaluation, derivation, replication in other cities |
Case Study: Leading Change Morning Run in Berlin
A Berlin-based insurance provider launched a six-part running series tailored for team leaders within its innovation division. Each session began at 6:30 a.m. in Tiergarten and featured a structured warm-up, followed by a shared breakfast in a co-working space and brief leadership insights.
Every participant received a digital certificate and was highlighted in a dedicated LinkedIn series. The initiative was so successful that it was integrated into the company’s official leadership development program.
Results
- Internal applications for open leadership positions increased by 32%.
- LinkedIn reach was four times higher compared to traditional employer branding campaigns.
Why Movement Drives Impact
Premium Morning Runs do not replace an established corporate culture — they ignite it. These formats create shared experiences where words fall short, connecting people across hierarchies, departments, and locations.
For brands, they offer a powerful experiential platform with an authentic narrative.
For HR, they serve as an emotional tool to foster engagement and retention.
For leadership, they provide an authentic stage to demonstrate presence and values beyond speeches. Companies seeking lasting impact must move — literally and strategically.
Also read: An interesting look at the business characteristics of different German regions — Why Rhein-Main, Ruhrgebiet, and the DACH Region Are Key to Understanding Europe’s Real Structure.