[Edaily Reporter Kim Ji-woo ] Mr. Kim, a 30-something office worker based in Yeongdeungpo-gu, Seoul, stops by a CU Running Station on his way to go for a run at Yeouido Hangang Park after work. He leaves his bag in the store’s locker, changes into his workout clothes in the changing room, and then heads out for a run. If needed, he buys a T-shirt or a towel, and after his workout, he purchases bottled water or a protein drink. “Since the convenience store has lockers and a changing room, I end up buying something while I’m there,” Mr. Kim said.

BGF Retail(282330)CU, a convenience store chain operated by BGF Retail, has established its “Running Station”—designed specifically for runners—as a new convenience store model that is attracting young customers. With sales of not only bottled water and sports drinks but also apparel and cosmetics increasing significantly, the Running Station is seen as serving as a “base camp” that captures consumer spending both before and after runs.

According to industry sources on the 21st, CU currently operates a total of 21 Running Stations nationwide, including 20 in Seoul and one in Jeju. Last March, CU unveiled its CU Hangang Renaissance Yeouido No. 3 store, located near the Han River in Yeouido, Seoul, as a “Running Station.” The store features lockers, changing rooms, and a powder room, as well as a curated zone for running products, a photo zone, and a space to try out wearable devices. This allows runners to handle all their pre- and post-workout preparations and rest in one place.

CU has been expanding its Running Station network, focusing on stores near the Han River where runners congregate. While converting existing stores into Running Stations, the company also opened nine new locations over the course of a year, from June of last year to June of this year. In June, it expanded its operations beyond the Han River by renovating the Jeju Yongdu Coast store into a Running Station.

These running-specialized stores are proving effective in attracting customers in their 20s and 30s. As of last June, sales from customers in their 20s and 30s accounted for 56.6% of total sales at the 20 Running Stations, exceeding half of the total. This indicates that the younger generation, who enjoy running as a regular hobby, has established itself as the stores’ core customer base.

The influx of runners has also led to an increase in non-food sales. Last month, sales of apparel and accessories at Running Station rose 346% compared to the same month last year, while cosmetics sales increased by 145.3%. This is attributed to growing demand for items such as clothes, socks, and towels to change into before and after exercise, as well as products needed for facial cleansing, sun protection, and grooming after a workout. In essence, running-related consumption at convenience stores has expanded beyond simply purchasing water or beverages to include non-food items for exercise preparation, recovery, and returning to daily life.

Sales of food and beverages consumed before and after exercise also increased. In June, sales of protein drinks at Running Station rose by 206.2% compared to the same month last year. Sales of bottled water and sports/electrolyte drinks also increased by 123.7% and 120.3%, respectively, while sales of convenient nutritional foods such as cereal bars and protein bars rose by 89.1%.

CU is also launching dedicated products in response to the running craze. Last month, it released two varieties of “Run & Cool,” a functional ice cream containing BCAA—an essential amino acid—and taurine. A key feature is its tube-style packaging, designed for easy consumption during outdoor activities such as running, hiking, and cycling. CU also recently launched the “CU Runner Box,” a packaged meal kit. It includes an Impact Time energy gel containing 3,000 mg of amino acids, along with a hard-boiled egg, chicken breast, and protein truffle mushroom soup from Suppro Co.,Ltd.

CU is also expanding its engagement with the running community. Last April, CU introduced “CU Running Members,” which integrates its proprietary PocketCU app with the running platform “RunDay.” Just two months after the service’s launch, the number of subscribers exceeded 20,000, and users’ cumulative running distance reached approximately 65,000 km.

CU’s initiative comes as the number of convenience stores in the industry nears saturation, leading specialized stores targeting specific tastes and lifestyles to emerge as a key differentiator. The Running Station is also seen as a strategy to utilize existing store space to increase the frequency of visits and length of stay among young customers, while expanding cross-selling opportunities from beverages to apparel and beauty products.

A BGF Retail official stated, “Customers who enjoy running perceive convenience stores as convenient hubs they can use before and after their workouts,” adding, “We will continue to introduce stores, products, and services tailored to changes in our customers’ lifestyles.”