Run for Heroes montage of runners|Olivia Strong, Founder of Run for Heroes
March 5, 2021

Q&A: How Run For Heroes Came About According to Its Founders

Run For Heroes started on a whim when Olivia Strong was out on one of her favourite running routes, around Edinburgh’s Arthur’s Seat. During her run, she thought of an Instagram challenge - #Run5Donate5Nominate5 - to help raise money for NHS charities who were battling with the impact of Covid-19.

What started out as a fundraiser on Instagram for friends and family quickly went viral and, by April 2020, the challenge had raised £1 million. Now, almost a year on, Run for Heroes has raised over £7 million for NHS charities that’s gone toward mental health support, food delivery, overnight wash-bags, sleep pods, travel costs, and much more.

I spoke to founder Olivia Strong and co-founder India Pappalardo-Strachan, to find out a bit more about themselves, the values which lie at the heart of Run for Heroes. Excitingly, Run for Heroes have no launched their next big challenge - 5k May - which you can sign up for on the Run for Heroes website.

Olivia, in the span of about a month, you started one of the most successful viral campaigns the UK’s ever seen, all from just being out on a run… have you always been an active person?

Olivia: For sure, I’ve always had a passion for running and this definitely stemmed just from running around in the playground at a young age. I think it first started out as a competitive thing. I remember winning races against friends when I was younger and my school decided to put me forward for competitive racing. After that, I started to compete on a weekly basis and really loved the 100m and 200m events.

So you started out with athletics and competitive running… When did that stop?

Olivia : It was mainly when I left school and started at University. The school environment kind of naturally lends itself to competitive racing and organised sports, but at uni running quickly became my main form of exercise and I started to build up my distances.

Agreed, long distance running in particular seems to be something people turn to after school or later in life. What does running mean to you now?

Olivia: Running is my number one tool for clearing my mind and structuring my days. I also love other activities for much the same reason and being back up in Edinburgh has allowed me to really explore again. On the weekends you’ll often find me swimming in the Scottish seas, despite the freezing temperatures. I find it sets me up for the weekend (or, admittedly, cures any hangover).

And it was while you were out running that you had the idea of Run For Heroes?

Olivia: Yeah, that’s right I think it was about a week into lockdown and I’d dragged myself out of bed for a run - it’s also Scotland so it was raining I think. I went for one of my favourite running routes in Edinburgh, up and around Arthur’s Seat, and noticed how many others were out running. That’s where I had the first Run for Heroes idea: Run 5, Donate 5, Nominate 5. I called my Mum and told her about it then and there and I suppose after that, although it’s cliche, “the rest is history”.

Absolutely, and I think pretty much everyone I know took part. Okay, taking a break from Run for Heroes, what do you listen to when you run? We’re big on podcasts at Let’s Do This!

Olivia: Ah I love podcasts too, ‘How I built This’ is my all-time favourite. But  I actually don’t listen to podcasts when I run. Generally I keep podcasts for evening walks or something ….We’re actually creating a Run for Heroes podcasts, so keep your eyes (or ears), peeled for that!

I’ll definitely give it a listen and perhaps we can add it to our recommended list. Another random one given we’re still in lockdown - what’s your current go-to TV series?

Olivia: I just finished watching The Queen's Gambit, very much recommend it, but I appreciate I’m a bit late to the game!

I’m actually yet to watch, I’ll give it a go. Right, one thing I have to ask, have you ever entered a running event?

Olivia: 100%! Pre-covid I was getting involved in a running event pretty much every month. My first long distance race was The Royal Parks half in London. It was absolutely epic - I remember running up the Mall listening to Move On Up and there was genuinely no feeling quite like it.

There really is no feeling like it. I suppose that leads onto another important topic - exercise and mental health. How important is running for your own mental health and the work you do?

Olivia: It’s huge and it’s just so clear how powerful a tool running is for mental wellbeing. Personally, I use running to clear my head and start off the day - I’m a big advocate that going on a run, or a brisk walk is incredibly beneficial. This is even more true when I’m feeling stressed, overwhelmed or just a bit down and that’s when I really force myself to put my trainers on. The hardest bit is finding the motivation to get yourself out the house, but once you’re out you instantly feel better for it.

Agreed - it's been a saviour during lockdown. So taking it back to Run for Heroes - one of our core values at LDT is The Team Triumphs. How important were the rest of the Run for Heroes team in its success?

Olivia: Simply put, huge. I’ve been fortunate to work closely with India and have a team of trustees around me who have all helped shape Run For Heroes and get it to where it is today. India and I have known each other for over 20 years and went to school with one another so working together has all been a very natural progression. We also both have different skill sets to  bring to the table which has made the whole experience so much easier (and enjoyable!). And because of our relationship - I’ve rarely had to map out my thoughts to her as she will already be on the same page. 

As for the rest of the team, we feel incredibly grateful to have such a wonderful board of trustees who keep us right when it comes to finance, legalities, PR, media support and more (the slightly less exciting stuff of starting a company, but probably the most important!).

I love the look and feel of the Run for Heroes brand. What are the values that lie at the base of this?

India: Hey Aidan! Well, at the time of the first campaign there was a real sense of unknown as lockdown had just been introduced and the news was extremely heavy. We saw how much it was really affecting people and their mental health and I just thought it was important for us to create a space on the internet where, although still tied to the pandemic, didn’t carry the same weight surrounding it.

So the brand identity was mainly born from trying to bring some positivity to what was a very worrying time?

India: Yeah definitely, creating a brand was never really our intention, it just happened organically. We were using lighthearted designs as an opportunity for storytelling and showcasing the amazing things that so many people were doing. I was spending all of my downtime around work drawing for the campaign and I was definitely using this as my own distraction!

How did you manage to keep up as the brand began to grow?

India: Because the campaign grew with such pace, Run For Heroes started to become a really defined brand in itself. We made sure all our graphics and animations had a really colourful and playful nature because they were going out and being shared further on social media. That was when we began thinking of it as more of a brand and discussing how we could adapt it to be used beyond our social channels. 

In general we try to use imagery that showcases the diversity and movement of our community, and also celebrate their individual wins, instead of only focussing on the cause they are running for. The community that grew from the first campaign are still such cheerleaders for us and we want to include them in any way that we can. Making it exciting to engage with our content by creating positive and upbeat visuals seems to be working so far!

Okay, last one, what’s next for Run for Heroes?

Olivia: Well, we’ve just been granted charitable status, which is super exciting! To kickstart it all off we’re launching our next social media led virtual campaign which will run throughout the whole month of May, and opening this up for all charities to get behind. Through 5kMay we want to turn the fifth month of the year into a celebration of running and fundraising. 

After that Run For Heroes will really just continue with its mission to get as many people active as possible while raising vital funds for health & wellbeing initiatives. Our goal is to make fundraisers more accessible, more inclusive and more sustainable - shaping a brighter future!


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Let's Do This Team's Top 2025 Event Picks

As the clock strikes midnight and the promise of a fresh start begins, many of us are setting our sights on challenges that will make 2025 a year to remember. To help give you some new year inspo, we asked our team to share their goals for the year ahead. Whether you’re looking to smash a personal best, conquer an iconic event, or try something entirely new, we hope our team’s resolutions inspire you to set some big, bold goals of your own.Here’s what we’re working towards in 2025:

New Year, New Goals: 2025 inspo from the Let’s Do This team 

As the clock strikes midnight and the promise of a fresh start begins, many of us are setting our sights on challenges that will make 2025 a year to remember. To help give you some new year inspo, we asked our team to share their goals for the year ahead. Whether you’re looking to smash a personal best, conquer an iconic event, or try something entirely new, we hope our team’s resolutions inspire you to set some big, bold goals of your own.

Here’s what we’re working towards in 2025:

Reece: A Year of Firsts

"2025 is going to be a year of firsts for me. I’ll be tackling my first triathlon at Blenheim, running my first ultra at Race to the Stones, and (if I can snag a spot) taking on my first Hyrox event in London. Here’s to pushing boundaries!"

Book now: 

Blenheim Palace Triathlon

Race to the Stones

Hyrox

Oscar: Chasing Speed

I’m keeping it short and speedy this year—hopefully! My goals are a sub-17-minute 5k and a 5-minute mile. 

I’ve got my eye on the Battersea Chase the Sun/Moon events because the flat, fast course is perfect for a PB.

Book now:

Battersea Chase the Moon January

Lisa: Hitting the Trails and City Breaks

"I’ve heard so many great things about Maverick events from the Let’s Do This team, so I’m thinking of booking the Original West Sussex—it’s just a short train ride from London. I also want to use races as an excuse to travel, and I’ve got my eye on the Rome Marathon in March as my first running holiday of the year."

Book Now: 

Maverick Original West Sussex

Dom: Fast and Far

My focus is on speed and endurance. I’m aiming for a sub-1:20 half marathon at the Bath Half in March, then finishing the year strong at the Chicago Marathon. 

Book now:

Bath Half Marathon

Rob: Epic Adventures

This year, I’m taking on the Ultra Trail Snowdonia 50k and aiming for the UTMB. If that doesn’t work out, I’ll swap the running shoes for a multi-day gravel race. Either way, it’s going to be an adventure!

Book now:

Snowdonia UTMB

James: My First Ultra

This is the year I’ll tackle my first ultra! I’m heading up to the Lakes for the 55km 5 Valleys race in September. Can’t wait to take in the incredible scenery while pushing myself to new limits.

Book Now: 

13 Valleys Ultra Marathon (5 Valleys 50k)

Rachel: Elevating My Goals

"I’m mixing things up in 2025 by focusing on elevation rather than distance. My big goal? A race with 950 meters of climb over 16 kilometers. It’s going to be a whole new kind of challenge!"

Book now:

Maverick Original Dorset

JC: A Year of the Super Halfs

I’ve convinced my friends to tackle the Super Halfs series with me. After running Copenhagen last year, we’ve got Lisbon on the cards for March. I’m also hoping to get into cycling—fingers crossed I can bag a spot at Bike New York's 5 Boro Bike Tour and combine it with a New York city break with friends!

Book Now: 

Super Halfs

5 Boro Bike Tour, New York

Whether you're gearing up for your first race or taking on a bucket-list event, there’s no better time than the new year to start planning your next adventure. What goals are you setting for 2025? Let us know—we’d love to cheer you on!

How To: Set Your 2025 Running Goals with Coopah

As we are approaching the end of the year, now is the perfect time to start thinking about your 2025 running goals, and what you want to achieve over the next 12 months.We know it can be hard to know how to set your running goals, so we have asked Jordan Foster, Head Coach at Coopah, the Run Coaching App to share her top tips.

As we are approaching the end of the year, now is the perfect time to start thinking about your 2025 running goals, and what you want to achieve over the next 12 months.

We know it can be hard to know how to set your running goals, so we have asked Jordan Foster, Head Coach at Coopah, the Run Coaching App to share her top tips.

I honestly love nothing more than sitting down at the end of December and writing a list of what I want to achieve the following year; whether that's running, professional or just general day to day life. But, for the purpose of this blog, let's stick to running.

And do you know the best thing about running goals: your goals are entirely your own.

  • If you want to just start your running journey, amazing.
  • If you’re chasing a personal best (PB), go for it.
  • If you’re aiming to cross the finish line of your first marathon in one piece, incredible.

The exact goal itself doesn’t matter as much as the process of setting it, and building the plan to achieve it. So, here are some tips to help you create meaningful and achievable running goals for 2025.

Be Specific

Think about what really matters to you, as I said a goal doesn’t always need to be time based, but having a clear, specific goal is a great way to not only stay motivated, but also to ensure you are doing the right things to help you get there. For example a vague goal like “start running more” is a good start, but the magic really happens when you get specific and know exactly what you are aiming for;

  • Want to aim for your first 5km? Awesome, set yourself a target date of when you want to achieve it to give you something to aim for.
  • Running your first marathon? Brilliant, maybe the goal is to finish strong and soak in every moment.
  • Just want to build confidence and consistency? Great, focus on nailing your training plan.

How Coopah Can Help: When setting up your training plan we will ask for your goal for your event, along with finding out more about your running history and experience. Which in turn will generate you a personalised training plan that is tailored specifically to your current fitness level and your overall goal. So you have peace of mind knowing that your plan is designed with your end goal in mind.  Download the app and get started today.

Be Brave

Let’s be honest: big goals can feel scary. But does that mean we shouldn’t set them? Absolutely not.

Over the years, I have set myself many big goals in running. Some of these I have achieved, and some I have not. But does that mean I have failed? Personally, I don’t think so.

Because I still put myself out there, I still worked hard towards trying to achieve it and I showed up and tried my best. And that is really the most important thing.

So set those big goals. Be brave and push yourself. And remember, the best growth happens when we take on those big challenges that feel slightly out of reach.

How Coopah Can Help: Having the right support can make all the difference when setting those big goals, and with Coopah you have 24/7 access to our team of coaches who are on hand to help, support and advise you throughout your training plan. Whether you have a question about your plan, need that extra bit of motivation or just want to share how you are getting on, we are there for you every step of the way. Download the app and chat to your coach today.

Be Realistic

That said, whilst being brave is great, it’s also important to be honest with yourself and make sure those goals you are setting are realistic in the time frame you have;

  • How far away is your event?
  • How much time can you realistically commit to training each week?
  • What’s your current fitness level?

For example if your dream is to run a marathon, but right now you are right at the start of your running journey, you may just need to take a step back and set yourself a smaller goal to achieve in the short term, whilst creating a long term plan to achieve this.

By setting yourself smaller, manageable goals this will also help to keep you motivated during your training as you will hopefully see progress a lot quicker, whilst knowing everything you are doing is getting you one step closer to achieving your ultimate goal.

For example your first goal could be to run your first 5km, then build up to 10km and so on.

Remember, progress in running takes time. It takes effort, hard work and commitment. We can’t always achieve everything we want to do at once, so having those long term goals and plan is a great way to keep you motivated to ensure you are always heading in the right direction.

How Coopah Can Help: With Coopah you can easily track your progress to see if you are on track to hitting your goals. Every workout will be tailored to your overall goal so you can see in real time if you are hitting your target. Download the app and start making progress from today.

Be Prepared

So here is your challenge for this week. Take some time to sit down, grab a notebook, or even the notes app on your phone, and think about your running goals. Not just the easy ones, but those big, bold, slightly scary goals too. Write them down.

Now, once you’ve got those goals in front of you, I want you to think about how you’re going to achieve them, and use the tips from this blog:

  • Be Specific about what you want.
  • Be Brave and aim high.
  • Be Realistic about your current fitness and life commitments.

I promise you, just writing your goals down is a huge step forward. Once you’ve committed to them, you’re already on the journey. And remember, the journey itself is part of the fun.

You might hit your goal in 3 months, or 6 months, or it could be a long-term goal that takes a few years. Whatever the timeline, every time you lace up your shoes and head out the door, you’re one step closer.

So next time you’re on a run, remind yourself: every mile, every sweaty workout, every “I really don’t feel like this” moment is part of the process. Celebrate the little wins along the way, as they’re what make the big wins possible.

The Challenges Women Face in Running and How It Impacts Participation

Running is often lauded as one of the most accessible sports—just lace up your trainers and go. However, for many women, the barriers to participation go far beyond the logistical. While safety concerns are frequently highlighted, deeper systemic issues like access to the sport and unequal treatment are also preventing more women from running. It was a topic keenly discussed at our In Her Stride panel held at the end of November, with key members of the female running community including Sophie Power, Tasha Thompson, Rehana Mawani and Emily Shane. 

Running is often lauded as one of the most accessible sports—just lace up your trainers and go. However, for many women, the barriers to participation go far beyond the logistical. While safety concerns are frequently highlighted, deeper systemic issues like access to the sport and unequal treatment are also preventing more women from running. It was a topic keenly discussed at our In Her Stride panel held at the end of November, with key members of the female running community including Sophie Power, Tasha Thompson, Rehana Mawani and Emily Shane. 

Before we kick things off however, we should highlight that female participation in running events is growing, and this is a great thing! According to data from Let’s Do This, women in their 20s are the fastest-growing demographic in event participation this year. However despite this, women are still 16% less likely to run every week compared to men. This disparity is particularly striking given that women report higher levels of personal benefits from running, such as improved fitness, better sleep, and reduced stress.

The reasons for this are complex and personal, however we have broken down three key challenges discussed during our panel and the solutions explored that could help address them.

1. The Pressure of Pace

One of the biggest hurdles for many women is the pressure to run faster. Despite the average UK woman’s running speed of 06:37 min/km (according to Strava), most run clubs don’t cater to this with the slowest pace often around 6 minutes per km. Add to this the relentless focus on personal bests and fast times on social media, and it’s no surprise that many women feel too intimidated to join in. 

Thankfully, there are starting to be more people rebelling against this speed obsession, including our panelist, Emily Shane. Emily has been leading the charge to encourage more women to disregard pace and focus on the experience of running to drive uptake amongst women. Initiatives like events without cutoff times and more inclusive pace groups at running clubs are vital to creating a more welcoming environment and broadening the benefits of running to the experience and community. 

2. Perception of Sport in Schools

One of the topics hotly discussed was how for many girls, the barriers to enjoying physical activity start at school. Puberty, coupled with changing bodies and fluctuating emotions, can make sports feel daunting and uncomfortable for teenage girls. Research highlights this disparity: only 38% of girls enjoy sport and exercise compared to 53% of boys, and just 26% of girls feel confident in physical activity versus 43% of boys.

The panel emphasised the need to address this such as:

  • Introducing a wider variety of sports and fitness activities to cater to different interests
  • Providing more supportive and confidence-boosting PE kits.
  • Showcasing more female role models in sport to inspire young girls.

By addressing these issues at the school level, we can foster a love of sport that lasts into adulthood.

3. Treatment at Events

This is a topic that panelist Sophie Power, founder of SheRACES is incredibly knowledgeable and passionate about. Even at organised running events, women often experience unequal treatment. From “unisex: t-shirts (which are actually designed for men) to a lack of sanitary products in portaloos, these "small things" can collectively make women feel like an afterthought. Prize money inequality and rigid event policies—like no deferral options for pregnant or postpartum women—further highlight these disparities.

Thankfully, initiatives like the 50:50 campaign by Threshold (a campaign to get 50% of women at Ultra startlines vs. the current average of 30%) and the advocacy work of SheRACES are driving change, and there are many amazing event organisers such as Maverick, Threshold, Why We Run and many more, that are working hard to make their events are inclusive as possible for women. 

Despite these challenges, the panel and attendees felt overwhelmingly optimistic about the future of running for women and the benefits it brings us. Progress is being made, however we all need to add our voices to the conversation to help more women get into the sport and reap the benefits. 

Some Helpful Resources

Here are a few helpful resources. This list isn’t exhaustive by any means, however is a good starting point for those looking for inspiration on where to start. 

Female friendly events: 

Female Only Run Clubs

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