More than malls: How SM active hub turns everyday spaces into running communities

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SM Active Hub offers 20 running paths in 18 malls all over the Philippines for runners of all levels

In today’s competitive retail landscape, success is no longer measured solely by foot traffic – it’s also about impact, inclusion, and innovation. SM Supermalls is leading the way by transforming mall spaces into dynamic wellness hubs through SM Active Hub, a nationwide initiative that’s putting movement at the heart of the Filipino lifestyle.

With a growing network of running paths, community clubs, and major race events, SM Active Hub is reshaping malls into platforms for health, connection, and purposeful engagement benefitting consumers, partners, and communities alike.

A SEA OF SMILES. Members of local running communities gather for a morning of movement and camaraderie, showing how SM Active Hub continues to turn mall spaces into vibrant wellness destinations across the country

Across 20 running paths in 18 malls nationwide, SM Active Hub offers everyday Filipinos the space and flexibility to stay active through early morning jogs, post-work runs, or weekend fitness routines – all in a secure and accessible environment.

Retailers are seeing the value too: increased dwell time, broader audience engagement, and a stronger mall ecosystem anchored in holistic well-being. From first-time joggers to seasoned racers, the program welcomes all fitness levels, creating a seamless link between lifestyle and location.

EMPOWERED STRIDES. Thousands of women kick off the Women’s Run PH at SM Mall of Asia, celebrating strength, sisterhood, and movement in one of the country’s most vibrant all-female running events

At the core of SM Active Hub is community. With over 45 running clubs and more than 100,000 members nationwide, it’s the largest mall-based running network in the country. Notable figures like Pat Rubin of RWP Run Club and coach Rio dela Cruz have helped shape this movement, mentoring new runners and co-leading events that foster camaraderie and consistency.

“SM gave us a home to build something real,” says Rubin. “We’ve grown from one casual run to a movement that spans cities.”

This expansive community isn’t just beneficial for health, it’s also a powerful touchpoint for brand visibility, CSR, and civic engagement for tenant partners and sponsors.

GOTTA RUN ‘EM ALL. Participants proudly show off their medals after finishing the Pokémon Run at SM, where fun, fitness, and fandom come together in one electrifying event

From marathons to movement moments: anchoring major events

SM Active Hub continues to be the venue of choice for high-impact events, driving foot traffic while reinforcing the malls’ role as lifestyle destinations. This 2025, the calendar is packed with headline-making runs:

• Pride Run 2025 – A historic first, co-presented by SM Supermalls, the multi-leg Pride Run will unite LGBTQIA+ communities and allies at:
  • SM Seaside City Cebu (Cebu Leg – June 22)
  • SM Lanang Premier (Davao Leg – June 29)
  • SM Mall of Asia (Manila Leg – June 29)
• Manila Marathon 2025 (August 10, 2025) – One of the country’s most anticipated city races, showcasing Metro Manila’s iconic landmarks while supporting sports tourism and community-building.

These events not only promote health but also contribute to local economic activity, tourism, and brand storytelling offering business partners unique engagement platforms with high visibility and meaningful resonance.

RUN FOR THE PLANET. Runners take off at the crack of dawn during the Galaxy Earth Day Run at SM Mall of Asia, championing sustainability, health, and collective action for the planet.

Retail with purpose: A new model for urban wellness

As cities prioritize walkability, wellness, and green spaces, SM Supermalls is evolving in step, proving that retail centers can serve a greater purpose. With SM Active Hub, the company offers a retail model rooted in relevance, supporting mental, physical, and community wellness throughout the year.

For brands and businesses, it’s a chance to align with a program that’s deeply local yet scalable, health-focused yet inclusive, and powered by both movement and meaning.

Ready to move and make an impact? Find your running community or partner opportunity at an SM Active Hub near you. – Rappler.com

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