OMR Morning Run: Community, Culture, and a New Business Mindset
The first official OMR Morning Run – initiated by Avalon Advisory founder Nicki Lange – became a cultural moment and was even featured on the OMR main stage.
Running Together, Building Culture – The OMR Morning Run and Its Impact on the Business Community
It was early. It was cold. And yet it became one of the most memorable moments of this year’s OMR Festival in Hamburg: the first official OMR Morning Run, initiated by Nicki Lange, founder of Avalon Advisory. What started as a spontaneous idea turned into a cultural highlight – officially registered, structured via sign-up form, and supported by the OMR community. It even made its way into Roland Eisenbrand’s “State of the German Internet” keynote on the OMR main stage.
From Film Screening to Running Culture
The night before, as part of his “WHAT IF WHY NOT” film tour, Nicki hosted a private pre-OMR screening in Hamburg. The event attracted a diverse crowd – from creatives to investors and brand builders. The discussion was centered around mindset, culture, and how movement can inspire change – in business and beyond.
Early the next morning, a dedicated group of runners met at Hamburg’s Alsterufer for the official OMR Morning Run. It wasn’t an add-on to the conference – it was a standalone format, shaped by community spirit, with clear structure, an open invitation, and a shared purpose: run, connect, move forward.
Image credit: Roland Eisenbrand via LinkedIn
A Cultural Moment on the OMR Main Stage
The fact that this run was far more than just a side event became clear when Roland Eisenbrand mentioned it in the OMR keynote “State of the German Internet” - on the main stage, in front of thousands of visitors. His words: “I thought I knew everything about running - and then I met Nicki Lange.” A casual remark, but one that highlighted how deeply the moment resonated with OMR’s core: authentic connections, cultural relevance, and new energy.
Why It Matters – Movement as a Business Mindset
The OMR Morning Run demonstrated what Avalon believes in: culture is built through shared experiences. Movement creates dialogue – not just physical, but mental and relational. In a time when business feels increasingly digital and transactional, running brings back real conversation.
This wasn’t a side event. It was a signal for a new kind of leadership culture. One where mindset, health, and community take center stage. At Avalon Advisory, we’re proud to help shape that shift.