Runners gathering outside Riverview Kitchen by the river for the County Durham shakeout, Tuesday 8 September 2026
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The Great Run CompanywithMitchum

Case study Race organiser

Seven Clubs. Four Nights.
One Race Week.

For Great North Run week 2026, The Great Run Company brought the race to every corner of the North East. We delivered seven shakeout runs with seven local clubs, and Mitchum met every runner along the way.

Results

sign ups across the week
1,228
Instagram views in just over two weeks
540k
runners opted in to share their details with Great Run
529
of sampled runners would consider buying Mitchum
97%

Measured through DashPoint app sign ups, check ins and post-run surveys for the seven runs, 7 to 10 September 2026. Mitchum figure: 140 of the 144 surveyed runners who received a sample. Instagram figures 27 August to 11 September 2026.

Unique to this partnership

The Week, Night by Night

One free 5K in each of the seven areas of the North East, two a night from Monday to Wednesday, then the finale in Newcastle three days before the race. Every one hosted by a local run club.

Map of the North East showing the seven shakeout runs: Gateshead, South Tyneside, County Durham, Sunderland, Northumberland, North Tyneside, NewcastleNorth SeaGatesheadSouth TynesideCounty DurhamSunderlandNorthumberlandNorth TynesideNewcastle
Seven areas of the North East, one run in each. Positions approximate.

  1. Mon 7 Sep

    • GatesheadSMUG Club · Blaydon Rugby Club · 18:30
    • South TynesideBelieve to Run · The Ferry View · 18:30

  2. Tue 8 Sep

    • County DurhamDurham Social Run Club · Riverview Kitchen · 18:30
    • Sunderland303 Run Club · STACK Seaburn · 18:30

  3. Wed 9 Sep

    • NorthumberlandLace Up with Lucy · Ethos, Amble · 18:30
    • North TynesideFortis Run Club · Rising Sun Country Park · 18:00

  4. Thu 10 SepThe finale

    • NewcastleCollective Run Club · Quayside Gardens · 18:15

The partnership

Built Together

The Great Run Company

The world's biggest half marathon, and a race week to bring runners into.

Mitchum

Samples for every runner, at every run, and a question in every survey.

Seven clubs

The Host Clubs

Local routes, local runners, and a reason for new people to show up.

DashPoint

Planning, event leads on every night, check in through the app, and the data at the end.

Runners with their hands up during the briefing before the County Durham shakeout

Who came

Most Runners Weren't Members of the Host Club

of surveyed runners weren't members of the club hosting their run (237 of 327)
72%

Each night brought new people to a local club, and every one of them to Great Run and Mitchum.

Gallery

SMUG Club and runners outside Blaydon Rugby Club before the Gateshead shakeout
Fig. 01 · Gateshead, Monday 7 September
Rows of Mitchum roll-ons laid out for runners on the Gateshead night
Fig. 02 · Mitchum at every run
Durham Social Run Club and runners together under Durham Castle
Fig. 03 · County Durham, Tuesday 8 September

For race organisers

Plan Your
Race Week

Tell us about your race and the places your runners come from. We'll talk through how a week like this could work for you.

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