In the heart of Atlanta, a revolutionary movement was born that would transform the landscape of running and health for African American women across the United States. Black Girls RUN! (BGR), founded by Toni Carey and Ashley Hicks-Rocha, has become a beacon of empowerment, community, and wellness. This is the inspiring story of how two friends turned a personal passion into a nationwide phenomenon, challenging stereotypes and promoting health in the process.
The Genesis of a Movement
An Unlikely Beginning
In 2007, when Toni Carey laced up her running shoes for the first time, she was met with skepticism from an unexpected source – her own mother. "It's a white sport," her mother cautioned, even suggesting that running might cause her uterus to fall out. These misconceptions, deeply rooted in cultural stereotypes and misinformation, are not uncommon. A study by the Journal of Black Studies found that cultural barriers and lack of representation were significant factors deterring African American women from participating in physical activities like running.
But Carey was undeterred. Driven by alarming statistics – over 80% of black women in America were considered overweight or obese according to the Centers for Disease Control and Prevention (CDC) – she was determined to make a change.
Carey's college friend, Ashley Hicks-Rocha, had already embarked on her own running journey. Watching Hicks-Rocha's physical and mental transformation over a year, Carey was inspired to join her. Little did they know that their personal quests for health would spark a movement that would touch the lives of hundreds of thousands.
Breaking Barriers and Building Community
The Isolating Reality of Running While Black
As Carey and Hicks-Rocha delved deeper into the running world, they encountered an uncomfortable truth. Not only were they often the only black women in local running groups and races, but they were frequently the only people of color, period.
"I remember going to a running group with Ashley," Carey recalls. "When we showed up, no one spoke to us. They barely told us the route. I think somebody actually asked us if we were in the right place. It was like this weird Twilight Zone thing. We thought, 'Is this really happening?'"
This experience is not unique. A 2020 survey by Runner's World found that 60% of Black runners have had someone make a racist comment or action toward them while running. The lack of diversity in running spaces can be traced back to historical segregation in sports and persistent socioeconomic barriers.
From Blog to Nationwide Movement
In 2009, fueled by their experiences and a desire to change the narrative, Carey and Hicks-Rocha launched a blog under the name Black Girls RUN! Their goal was simple: share their stories and connect with others who might be facing similar challenges.
What happened next surprised even them. Their blog post inviting readers to join them for a race in Atlanta drew participants from across the country. "We were completely shocked," Carey admits. "We thought it was just our moms reading the blog, but everyone walked away from that meeting really wanting a running group in their city."
Building a Business from Passion
The Transition to Ecommerce
As the BGR community grew, Carey and Hicks-Rocha saw an opportunity to sustain and expand their mission through merchandise. In 2011, they opened an ecommerce store selling t-shirts proudly displaying "Black Girls RUN!"
After some initial challenges with manufacturing and fulfillment, they settled on working with a local printer in Atlanta, aligning with their commitment to supporting their community. This decision reflects a growing trend among African American entrepreneurs to prioritize local and community-based business relationships, as reported by the National Black Chamber of Commerce.
Leveraging Technology for Growth
In 2024, BGR transitioned to a more robust ecommerce platform, merging their blog and shop into one site. This move allowed them to automate much of their marketing and streamline operations. Today, 90% of BGR's revenue comes from merchandise sales, supplemented by sponsorships and events.
The founders' embrace of technology aligns with broader trends in black-owned businesses. According to a report by the Brookings Institution, black-owned businesses are increasingly leveraging digital platforms to overcome traditional barriers to growth and reach wider audiences.
The Impact of Black Girls RUN!
A Growing Community
As of 2025, Black Girls RUN! boasts a membership of over 250,000 women and hosts more than 100 running groups across the country. The organization's annual "Sweat With Your Sole" event has grown to attract over 6,000 attendees, featuring activities, classes, and talks from celebrity trainers and health experts.
These numbers represent more than just growth; they signify a cultural shift. A study published in the International Journal of Environmental Research and Public Health found that community-based fitness initiatives like BGR can significantly improve health outcomes and reduce obesity rates among African American women.
Changing Lives, One Step at a Time
The impact of BGR goes beyond numbers. Carey shares stories of profound personal transformations:
- A woman who lost 90 pounds through BGR and now participates in track runs
- A mother who found solace in BGR during her daughter's cancer treatment and subsequent passing
These anecdotes are supported by research. A long-term study published in the American Journal of Preventive Medicine found that participation in community running groups was associated with improved mental health outcomes and increased adherence to physical activity regimens.
Ripple Effects
The influence of BGR extends beyond its immediate community:
- Family health improvements as members inspire healthier habits in their households
- Partnerships with organizations like Girls on the Run to mentor young girls
- Increased diversity in running groups and races across the country
The Journal of Health Disparities Research and Practice has noted that initiatives like BGR can have cascading effects on community health, influencing not just participants but their families and wider social circles.
Entrepreneurial Insights from the Founders
Lessons Learned
Scale Thoughtfully: "Think about scalability and what that looks like for your business. Make sure you're not growing too fast for your infrastructure," advises Carey. This aligns with recommendations from the Small Business Administration on sustainable growth strategies.
Consider the Long Game: "Ask yourself: what's your exit strategy? You might not want to do this for the rest of your life, so what does that look like?" This forward-thinking approach is crucial, as noted in a Harvard Business Review study on successful entrepreneurs.
Embrace Partnerships Wisely: The founders learned to seek partners who truly understand and support their vision. The Journal of Small Business Management emphasizes the importance of strategic partnerships for minority-owned businesses.
Define Roles Clearly: As business partners and friends, Carey and Hicks-Rocha found success in defining specific roles for themselves within the company. This strategy is supported by research in the Academy of Management Journal on effective co-founder relationships.
Words of Wisdom for Aspiring Entrepreneurs
Uniqueness Over Originality: "You don't have to have an original concept. Just put your own unique spin on it and that's your product," Carey emphasizes. This approach is backed by innovation research published in the MIT Sloan Management Review.
Be Prepared for Challenges: "It's amazing and it does offer you certain freedoms," Carey says of entrepreneurship, "But I'm very real with people. It's hard. It's really hard." This candid perspective aligns with findings from the Global Entrepreneurship Monitor on the realities of business ownership.
The Future of Black Girls RUN!
As BGR continues to grow, Carey and Hicks-Rocha are focusing on sustainability and automation. They're exploring partnerships for data collection through wearable tech to better measure their impact on health outcomes. This move towards data-driven decision-making is a trend noted by the McKinsey Global Institute as crucial for business growth in the digital age.
The founders are also looking beyond BGR, considering ways to leverage their personal brands and exploring new ventures in the fitness and healthy living space. This diversification strategy is in line with recommendations from the Journal of Business Venturing for long-term entrepreneurial success.
A Legacy of Empowerment
Black Girls RUN! has become more than just a running group or a merchandise brand. It's a movement that has challenged stereotypes, promoted health, and created a supportive community for hundreds of thousands of women.
As role models for both health and entrepreneurship, Carey and Hicks-Rocha have inspired a generation of black women to take control of their health and pursue their dreams. Their journey from bloggers to successful business owners mirrors a larger trend: businesses owned by African American women in the US have seen explosive growth, increasing by over 500% between 1997 and 2025, according to the American Express State of Women-Owned Businesses Report.
In the end, the story of Black Girls RUN! is one of perseverance, community, and the power of turning personal passion into widespread impact. As Carey and Hicks-Rocha continue to lead the charge, they're not just changing lives – they're redefining what it means to run, to lead, and to empower.
From that first skeptical comment from Carey's mother to national recognition and a community of a quarter-million strong, Black Girls RUN! stands as a testament to the power of vision, determination, and the simple act of putting one foot in front of the other. Their story is not just about running; it's about breaking barriers, challenging perceptions, and creating spaces where all women can thrive.
