With the TCS London Marathon just around the corner, the city’s already buzzing with that unmistakable pre-race energy. And this weekend, New Balance is adding something special to the mix: the New Balance Townhouse, a community space opening up in central London for runners, supporters, and anyone feeling the marathon spirit. Set in a townhouse just off Oxford Street (14 Cavendish Square, W1G 9DB) the space opens its doors from 8AM on Sunday, turning into a relaxed, welcoming basecamp for race day.
Here’s what to expect if you swing by:
A Place to Watch, Rest, Refuel, and Celebrate
The Townhouse will be streaming the marathon live, so you can grab a coffee and follow the race in real-time – whether you’re waiting for a friend to pass mile 18 or just want to see how the elites handle the course. There’s a Runner’s Café offering free snacks and drinks, with recovery in mind. If you’re fresh off the finish line, this is a solid spot to sit down, refuel, and take a breather.
One of the most thoughtful touches? Free medal engraving for finishers. Just show up, and they’ll personalise your medal on the spot – no sign-up, no charge. You’ll also find a Cheer Zone where you can design your own banners, a Nail Bar for express manicures (yep, seriously), and a chill Recovery & Yoga area complete with massage guns, ice boots, and stretches to get your legs feeling semi-human again.
Why It’s Worth Stopping By
More than just a hangout, the New Balance Townhouse is about building a bit of community around one of London’s biggest sporting moments. It’s relaxed, useful, and genuinely thoughtful – a space where everyone’s welcome, whether you’re running the marathon or cheering from the sidelines. So if you’re in the area on Sunday, pop by. Even if it’s just for a coffee, a stretch, or a chat with someone who knows exactly how your legs are feeling.
What makes the New Balance Townhouse really stand out is how it brings people together, not just runners, but supporters, fans, and anyone drawn in by the energy of marathon day. It’s a reminder that running isn’t just about the race, it’s about community. Whether you’re catching up with friends, making a banner for someone special, or just stopping in to soak up the vibe, it’s a space that feels personal and connected. For those who’ve long been in touch with the brand, it’s another sign of New Balance’s genuine support for the culture around running, not just the performance, but the fun, the people, and the shared experience that makes race day unforgettable.
