Unseen is the Bay Area’s best kept secret.
It was probably the logo initially, but once I started following the Unseen Run Club IG account, saw the unfolding of absolute harmony between running, community, merch, and events. I wanted to get a behind-the-scenes look at this Bay-Area club—find out what makes them tick, what brings people into their fold, and what type of freshness Unseen is offering to the community.
What I got from my chat with Justin Williams, founder of Unseen, was a hands-on look at the what, when, why, how, where, and who of the club.
Enjoy.
Leggggs: Starting at the top – A short intro.
Justin Williams: I am Justin Williams. I’m currently based in San Francisco, CA, and I am the founder of Unseen Run Club.
Leggggs: How about the club itself? What’s Unseen Run Club all about? What’s the mission? What are the core values?
JW: We’re a Bay Area collective of runners who represent various ethnicities, body types, sexual/gender identities and ability levels who just want to do things different. We want to show there’s space for everyone to belong in the running scene. So as long as a person shows up with positive energy we’ll gladly welcome them in and support them.
Leggggs: Give me one singular statement that sums up Unseen.
JW: Eclectic running collective or bay area’s best kept secret.
Leggggs: Nice. Love it. What are some of the main reasons, you’ve seen, that people join Unseen?
JW: It helps that when people see our Instagram they see themselves in the group so people are comfortable showing up as their true selves. Some folks like the merch… or they like the food after runs, who knows?
Leggggs: Could be some, could be all. The merch is rad. Where’d the name come from?
JW: When I moved to San Francisco almost 3 years ago from Los Angeles—I’m gonna be blunt—I was culture-shocked and really struggled with how myself and others like me fit into this community. So, I figured to just create something that addressed everything I wasn’t seeing in the community… thus Unseen was born. But I also enjoy hearing people give their own interpretation of what the name means to them.
Leggggs: Sometimes, if you want to see if, you have to create it. I like that. What’s the long-con/end goal for Unseen?
JW: We’re here to shift the culture, honestly and push for more representation in the sport. And with that comes the opportunity to bring more style and flare to the local community, while at the same time allow the world to see that The Bay Area does have its own unique culture beyond the touristy suburbs that everyone else chooses to highlight in the city.
Leggggs: And what story does the Unseen Run Club tell?
JW: After settling on the name Unseen, I wanted to make sure what I was doing felt new and fresh to the city. I always want the colors, variety and style of our runners and the neighborhoods we run in on full display. Also with the current logo, I wanted it to be obscure, mysterious but in a way says “San Francisco.” Luckily Zach Litoff, who regularly runs with us, is a great artist. So I gave him a mood board with inspiration from 60’s San Francisco hippie movement, Jimi Hendrix posters and the Cheshire Cat from Alice and Wonderland (and I was probably listening to MF Doom while I was sending all of this), and just let him do his own thing. And voila! Also the tie-dye glasses was all him.
Also, we put minimal focus on race results and more so on the experience and joy that running gives people to be more inviting. We run in a non-traditional running neighborhood. It shows the city from a different lens and expands who’s seen participating in the sport.
Leggggs: Zach is super talented. I love his work. Also, this moodboard is perfect. Okay, so, shifting gears slightly: A body in motion can lead to a happier mindset. A happier mindset can mean overall better mental health (and feelings of being less lonely). How do you personally feel running contributes to this?
JW: Running and exercise in general just gives you that small win for the day. Even if the rest of the day isn’t so great, at least there’s still that bright spot in your mind to help counteract the negative thoughts.
Leggggs: That’s beautiful. Follow up – How does Unseen lend a hand to overall better mental health? (Or does it?)
JW: Showing up to a group run is a very vulnerable and scary experience at times. We do our best to give unconditional support to make sure no one feels or runs alone; people are receptive and feel energy so they’re able to let their guard down, be present and enjoy themselves and leave with more overall self-confidence.
Leggggs: Do you feel there’s a relation between finding personal happiness through focusing on your own wellness, and becoming a more active participant in the world?
Said differently, does being happier with yourself make it easier to be part of a community and therefore, potentially, feel less lonely?
How? Why?
JW: People use the saying “misery loves company.” Well, the opposite can be true, as well.
When you’re happy with yourself, you’re more likely to want to share that happiness with others. It can be as simple as giving someone a nod on a run or complimenting someone’s outfit walking on the sidewalk, that can brighten another person’s day.
Leggggs: What do you personally find to be the biggest barrier to taking time for yourself to become a better person in this world?
JW: On the surface, I’d say knowledge and support are the biggest barriers, but diving deeper, having time for health and wellness is a privilege. Despite what your favorite running/fitness influencer says, some people just do not have the time or energy to make fitness/health a priority because they’re more focused on surviving and making sure basic living needs are met.
Leggggs: Very well put. And very, very good to remember.
How’d Unseen start? Why? What need is the club is filling in the community?
JW: It started with just the idea of what I wanted the group to become and just inviting people one by one (yes I know I could’ve grown it faster with IG ads but whatever).
In hindsight, I’m glad I came into the city as an outsider because it allowed me to see the gaps in the community like the lack of representation along with comfort & safety for “slower” runners just overall highlighting more culture because it was always here just nobody really tried tapping into it.
Leggggs: What’s the Unseen cadence? How often are yall meeting up?
JW: Monday Evening (Either at Groundfloor SF or Corner of Stanyan & Beulah) at 6:15-6:30pm.
But be on the lookout for revamped weekend runs too.
Leggggs: What’s the club motivation? Racing? Community? Vibes?
JW: Community and diversity will always be at the core of the group, and with that comes a totally different energy and creativity. Even with racing we emphasize how it’s an opportunity to strengthen bonds within the group as well as connect with other communities around the world.
Leggggs: How do you keep club runs exciting?
How do you keep veterans stoked? And what do you do to shock and awe the newcomers?
JW: I think running in The Mission neighborhood or other neighborhoods makes people curious because we’re not tied to just one area.
A big moment was the first time we wore our singlets at the Twilight 5000 by Tracksmith. This saw people reposting locally all the way to New York, and then following up with merch that appeals to runners and non-runners alike just helped gain more traction (singlets will never be widely sold just fyi). For our Monday runs, we try having food from local spots in the neighborhood just to support and keep money in the neighborhood as best we can.
Leggggs: What do you look forward to most when it comes to running as a club? When’s that moment during a group run that you go, “holy shit look at this”?
JW: Seeing the number of people showing up grow from week to week is great, but when individuals who are back of the pack express how they felt welcome or didn’t feel judged for being slower, that means the absolute world to me and lets me know we’re on the right track.
Leggggs: If i’m comin’ to town and looking for a group to run with, would I easily be able to find you? (How do people find out about you?)
JW: I feel like most people hear about us via word of mouth (especially those who come from across The East Bay). But of course Instagram and Strava are great tools as well.
Leggggs: What should people be prepared for if they’re coming to run with the club for the first time?
JW: Just know you can just show up anytime you want. We don’t have memberships or fees. You can expect someone who’s your speed to be there, and, if not, we will collectively slow down. Nobody is there trying to flex.
On the topic of showing up: expect people to show up 5 minutes before the run starts. It may look like no one is showing up, but right before meet-up time, everyone just converges from all directions, or people even catch up mid-run.
Leggggs: What’s the main benefit of joining a run club? Of joining Unseen? Maybe one we can’t read out of the pages of Runner’s World…
JW: The benefit of joining a run club is finding people who are as crazy as you for thinking running long distances is fun. When it comes to Unseen, you’re going to show up and see people who are like you, and you’ll meet some of the most creative and passion driven individuals ever, which makes for interesting and unique conversations.
Leggggs: If a person were looking to join a running club, what are some tips you would have for them to make sure they are finding the right one?
JW: First, decide what YOU want from a running club:
Do you like a more chill social vibe or do you want something more performance based?
Be sure to check out as many clubs as you can and don’t think you have to choose just one since every club has something different to offer.
I’ve found you know you’re in the right place when you naturally relate to the people outside of running and can be yourself.
Leggggs: What’s the running scene like in the Bay area?
JW: The whole Bay Area is geographically set up to be easily explored by foot; with a lot of paths and trails within the cities or close by that allow you to run undisturbed for miles.
There are many competitive runners and track clubs in the area which can either be inspiring or intimidating based on who you are.
I think we’re in the middle of a big culture shift into emphasizing community and pushing for more safe & inclusive spaces which I believe will make the Bay Area more of a premiere running destination in the very near future.
Leggggs: If I were to move to the bay area tomorrow, what should my first steps be in becoming an active participant in the local running scene? (who do I need to talk to? What clubs should I keep an eye out for? Shops? Where do you meet new people? etc.?)
JW: I’d say start with hitting up some of the local running stores like Renegade Running in Oakland, A Runner’s Mind in San Francisco. They can guide where you’d feel most comfortable running based on your experience.
Also, Tilted Brim is a streetwear store in The Tenderloin neighborhood; the owners are runners and can give you a Bay Area native’s guide to culture and happenings. Also, go for some solo runs around Lake Merritt, Golden Gate Park, Ocean Beach, etc.
For food just walk around The Mission and you’ll find anything you’re craving.
Leggggs: Do you feel as though running is an accessible sport? If so, why? If not, what does it have to do to improve its accessibility, if anything?
JW: In theory yes but in reality no. Without even going into the expense of participating in races, the truth is not every city or neighborhood has the proper infrastructure to run safely. Most of your popular running areas in America tend to be affluent suburban neighborhoods and tend to not be very accessible without a personal vehicle.
Leggggs: What do you personally see as the biggest barriers to a person wanting to start running? And what can Unseen do to help?
JW: I’m going to go in a different direction and speak on the social/psychological side because if you don’t see anyone who looks like you participating in the sport it can make you hesitant to really dive in because of comfort and safety.
A friend/mentor of mine made sure I kept accessibility in mind when deciding where to meet. Our most popular runs is our Mission Monday 5k which isn’t in a running hotspot (which I think adds to the appeal), but it’s easily accessible via public transportation, bag drop is available for people who come straight from work, and we don’t have memberships or dues that need to be paid so we get people who randomly showing up on the regular.
So by eliminating as many barriers as possible it really helps with the overall diversity of the group and participation in the sport.
Leggggs: God I effing love that. The whole idea of needing to see someone like you doing this… Plus this Monday 5K sounds rad.
Okay—Anything else you’d like to mention? Meetups? Collabs? Etc.
JW: Brand collabs/events for this summer are already in the works. Usually I’ll just drop hints weeks or even months out to make sure people keep the dates open.
Leggggs: So we gotta stay tuned to your IG for that. Noted.
Any shoutouts? Thanks? Props? Secret projects? Etc.
JW: Thank you to my friends and family for supporting purely off faith. Shoutout to Groundfloor Social Club for providing space for us, especially during the winter months. Without name dropping, big thanks to the other founders and veteran leaders in the global running community who’ve been in my corner mentoring me and giving me advice, props and shoutouts along the way. It really helps my mental health when my imposter syndrome sometimes gets the best of me.
As far as “secret” projects go there are conversations happening all the time, but overall, year one was about creating space, year two we’re looking to TAKE space and be a lot more forward with our message.
If you find yourself in the Bay Area, I would implore you to join Unseen for a run.
For more information and to keep up-to-date with the club:
Leggggs 