Branding for running clubs: Viva Bem Run Club

When Nivaldo and Manu came to Nozes in February 2024, Viva Bem had a good problem. The online format adopted during the pandemic had worked, the community had reached around 90 runners and Manu had become directly involved in operations. Growth had arrived. The structure to support it was still catching up.

Founded by Nivaldo in 2012, the coaching business built its reputation through word of mouth. Most runners still join through referrals. But everyday work relied too heavily on both partners being involved in everything, weekends were demanding and their respective roles had never been properly defined.

The initial brief captured it: bring clarity to the next stage. Organize the offering, understand the audience in depth, structure the partnership and build a brand that reflected both partners and could grow with more independence.

The work began there: preparing the brand for the stage the business had already reached.

Nozes conducted in-depth interviews with the partners, analyzed competitors and listened closely to runners. The assessment revealed a valuable difference. In a market focused on performance, training plans and pace, Viva Bem was remembered for trust, community and the feeling of belonging to a group that runs together.

That was its place in the market. The repositioning took what runners had experienced for years and made it a strategic foundation: adventurous, human and encouraging coaching that evolves while keeping the warmth of its relationships.

The branding consultancy also looked inward. We mapped each partner’s strengths, redistributed responsibilities and built a shared vision for the future. Positioning supports communication, but it first supports decisions. A brand that feels consistent on the outside starts with order on the inside.

We respected the existing visual identity. The verbal work took center stage: we created a language that expresses the positioning while keeping the familiarity existing runners knew.

Florianópolis became part of the story. A city where nature meets movement was already woven into the training routine, so communication made that a signature. Exploring new places, enjoying experiences along the way and treating each route as a discovery.

Phrases such as “Your pace, your story” and “Running that connects” give every runner room to progress in their own time. At Viva Bem, running is how. Living well is why.

The change showed up inside the company first. Roles reflected each partner’s strengths, decisions became quicker and each meeting brought practical adjustments. Then it became visible outside: during the eight months of consultancy, the community grew from around 90 to more than 130 runners.

“We managed to clearly identify what Nivaldo and I are each good at. We’ve already felt a big change in that respect. We’re putting it into practice and seeing results. These small things bring order to the company and make it feel much more professional. And we can see that our runners notice, especially the new people joining us.”

Emanuela Pagliochi · partner at Viva Bem

This is the kind of result we aim for in branding: internal improvements becoming visible on the outside, naturally and at the pace of the business.