LOLZLetter 325 |Running Social Media Loves to “Support Everyone”
Until You’re Their Competition
Welcome,
What a weekend. As some know from instagram, I won the Navy's Bay Bridge Run 10k. Honestly, I'm still surprised with 10,000 runners between the 10k and four mile race. I haven't won that large of a race in quite some time, so it was a nice a surprise. I'll have more on that later in the week. Back to the newsletter...
As many of you have noticed, I’ve been writing more about what interests me in the moment rather than chasing what’s most SEO-friendly or likely to get picked up by Google. I wouldn’t call this a “hot takes series,” but more like thoughts I’ve had circling in my head...some for months....finally making their way to the screen.
Let’s be real: writing “best running shoes for X” or “5 things you didn’t know about Y shoe” gets boring.
For me.
For you.
I’m lucky that blogging isn’t my full-time job (though I’m incredibly grateful for everyone who subscribes or supports the newsletter, truly). This post has been sitting in my drafts in some form for a while now. It's not directly related to me or FueledbyLOLZ because I tend to think my social media is probably past it's prime. HAA.
Running Influencers Love to “Support Everyone”…Until You’re Their Competition
The fake positivity, quiet competitiveness, and brand deal battles no one talks about
We’ve all seen it: the influencer who drops a “GO QUEEN” comment on someone’s reel, then unfollows them the next week. The one who posts about “community over competition” while privately muting or blocking runners in similar brand spaces. The endless captions hyping others up:“she’s amazing,” “we love to see it” that mysteriously vanish once someone else starts doing a little too well.
I delete the majority of fake comments I get. You know the ones...“you’re amazing!” on posts where I clearly said, “this race didn’t go well.” It’s empty noise, and I know I’m not alone in feeling that.
Running social media looks supportive. But behind the scenes, it can be messy, competitive, and draining. I also believe social media can be draining.
Let’s talk about it.
The Rise of Performative Positivity
Instagram turned running into more than a sport...it turned it into a brand. And when something becomes a brand, it becomes a business and people no longer post to post. It's strategic and everything is to make money.
People post workouts with “inspiring” captions, link products with affiliate codes, and flood race-day photos with fire emojis. But when someone starts gaining momentum: more followers, faster PRs, more brand attention...the energy changes. Suddenly, the group chat goes quiet.
Performative positivity is just that: a performance. You cheer for others…until their success feels like a threat. You repost their content…until their reel outperforms yours. Or maybe you have an unspoken agreement: engagement pods where everyone comments within minutes of a post going live.
If you’re not in those circles, it can feel like no one is supporting your stuff. And you’re probably right...they’re just not obligated to.
Brand Deals Change Everything
Here’s the thing: the running influencer world is small. The number of actual paid opportunities? Even smaller.
There isn’t a ton of money in the running space, which is wild considering how big the sport is. Most brands still default to gifting campaigns or free race entries. If you want actual income, you usually need to branch out into wellness, lifestyle, or general fitness.
There was a time when I leaned into that, but lately, I’ve been more selective. I haven’t posted a sponsored ad in months. I’m fine with that. But that doesn’t mean I’m not aware of how brand deals shape the space.
There are only so many collabs, race invites, and campaigns to go around. People notice when someone new shows up in a campaign they wanted. They might cheer publicly. Or they might screenshot it and send it to a group chat with passive commentary.
“Uplifting Everyone”…Until They Start Winning
There’s a saying in running: you can’t fake the miles. But on social media? You can definitely fake the energy.
It’s easy to root for someone when you’re the one getting the gear drops or brand codes. But when someone else starts outperforming you whether it’s pace, reach, or recognition...that support can disappear fast.
Sometimes, newer influencers get iced out entirely. Maybe they’re fast. Maybe they’re growing quickly. Maybe they land a collab before someone who’s “put in the work” for years. And just like that, the comments vanish. The tags stop. The “welcome to the community!” energy dies.
Community gets replaced with hierarchy. Cliques form. Gatekeeping begins...why?
“Comparison Killed the Community”
A lot of people start with good intentions. They want to build a real community. But once brands enter the picture, everything shifts.
Followers matter. Click-through rates matter. Your race pace isn’t the only thing being judged: your ability to sell, connect, and produce content is too.
And then the comparisons start:
“Why did they get invited and I didn’t?”
“She’s slower than me but got the deal?”
“They barely run...how did they land that ambassadorship?”
Comparison turns collaboration into competition. It turns support into strategy. It turns community into currency.
It’s Okay to Admit Social Media is Often a Business
Competition isn’t always bad. Ambition isn’t toxic. But pretending to cheer while secretly stewing over someone else’s success? That’s not community.
We need to stop pretending. Stop using the word “community” as a marketing tool.
Because real community isn’t conditional. Real friends don’t ghost you when you finally get what they wanted. Real support can coexist with ambition.
Running is competitive. So is social media. Put them together, and of course there’s going to be friction.
The answer isn’t to stop posting or applying for things. It’s to be honest...with ourselves and with each other.
And if you’re feeling frustrated? That’s normal. Because we’ve all had that moment of wondering if we’re being supported…or just tolerated.
Let’s create a space where both can be true: where you can chase big things, and still clap when someone else gets there first.
As always, I love to hear your thoughts.
What is Keeping Me Entertained?
Supergoop SPF 50 Glow Oil Review
RRW: What Did it Take to Earn $1000 at a Road Race in 2024? As someone who has won $1000 at road races (way back in the day LOL), this is so interesting.
Congratulations on your win, Hollie (seriously)! And thanks for this interesting post. I will share it with my boomer/GenX friends. We are fascinated by this world of social media influencers. It’s nothing more than advertising under a new name and medium. It’s good to remember that running existed long before social media and will continue to do so, no matter how it’s exploited.
This is a side of running social media I had never thought of. Coming from the competition side and not posting much on social media myself I am very averse to the fake positivity you are describing.