‘Post Running High’: Le Pain Quotidien targets sports fans

© Le Pain Quotidien

Le Pain Quotidien and runners' club Lucky Stride are launching 'Post Running High', a concept that combines a 5 km running event with a festive breakfast. After the first edition in Antwerp, the concept is now ready to conquer a number of major cities, surfing on the trend of wellness and alcohol-free social activities that are so popular with Generation Z.

The initiative fits into a broader movement driven by Gen Z, where 42% are limiting their alcohol consumption in favour of alternative social activities. Running clubs are also booming, with membership up 35% since 2020, according to Strava data. Meanwhile, according to Eventbrite, the number of people attending ‘day raves’ without the difficult hangover morning has increased by a whopping 200%.

The 'Post Running High' concept offers a total experience that combines sports, nutrition and conviviality. Participants first run 5 kilometers, before meeting in a branch of Le Pain Quotidien that has been transformed for the occasion into a festive space with a DJ, coffee at will and a balanced breakfast that is geared towards recovery after the sports effort.

After a sold-out first edition in Antwerp, more events are planned for Brussels in May and Paris in June 2025. A new Antwerp edition will take place on 27 April, in parallel with the Antwerp 10 Miles. It aims to bring together a large number of young people around sports, music and well-being.

In addition, projects are planned in New York, Los Angeles, Mexico City, Brazil and Argentina, so the phenomenon could soon go international.