There is a phenomenon going on around Austin. And I think you need to know about it because it applies to you, matters to you, and has the power to give you power. So lean in.

There is a running store here, called Rogue Running. It’s not just a shoe place, or a place to pick up Gu or a pair of shorts. It has a vibe; it has community. It’s on the east side, which is hip to begin with. It’s next to a seriously decent coffee shop. The people who work there know their stuff; they love running like we do. They have training groups with cool people, led by cool people – in fact, Rogue is how I trained for my first 50K on trails. I left my usual people, went rogue and branched out with a whole new crew. There is a rogue spirit over there - off the beaten path, free wheeling, don’t fence me in. I like it. It’s why I love to run on dirt. And the Rogue people put on very cool trail races, the righteous kind with pancakes and kegs at the end. See what I mean?

They have started a movement. It’s called Just F-ing Run. JFR. It’s serious, and fun, and that’s why it has to have the F word. Because sometimes you just need it for emphasis. It’s a movement, a mantra, it’s a way of life. JFR is written in chalk on racecourses here in the capital city. I’ve seen it in shoe polish on a car’s rear window. I bet soon it will be on billboards, and pulled on a banner behind a plane. Maybe it will become as popular and meaningful as the Ironman tattoo? I want it on my socks, my gloves, and my pace band. I will buy the t-shirt and the little white sticker that looks like the initials from some cool town, where you have to get up close to see what it stands for. Watch for it at your next marathon, I’m sure it’s going viral.

Too cold outside? Want to stay home and whine and eat crap and watch tv? JFR

In a fight with your girlfriend? Needing clarity? JFR

Troubles at the office? Seriously stressing? JFR

Holiday blues? Feeling Grinchy? JFR

Big hill in a race giving you a panic attack? Put your head down and JFR

Still have ten more miles? Quitchobitchin and JFR

Alarm goes off early, contemplating snooze button? Get up and JFR

Things can’t get any worse? Try something better. JFR

Hungover and cloudy? Only one option: JFR

Stuck at your in-laws house? JFR (long)

New baby robbing your sleep? Pass off that bundle of joy and JFR.

Tired of being on the road and eating hotel breakfasts? JFR

No gas for your fartlek? Whatever. JFR

Can’t figure out what to do next? Easy. JFR

Bloated, PMSing and creating enemies everywhere you go? JFR (alone)

Big interview or speech today? Need to find your mojo? JFR

At your breaking point? Don’t say it, don’t do it. JFR

Need quality time with your best friend? JFR

Want to know if your new crush has staying power? JFR (with him/her)

Need a reason to get up tomorrow? JFR

Sick of screens? Turn them off and JFR

Worried you don’t have what it takes? You do. JFR (until you remember)

Job rut rendering you passionless? JFR

Writer’s block? JFR

Marital woes? JFR

Divorce drama? Stop talking about it. JFR

Postpartum pudge and new mommy identity crisis? JFR

Teenagers driving you loco? JFR

Menopausal mood swings? Sweat it out. JFR

Long flight later today? Lace up first and JFR

Last in the pack at the track? Suck it up and JFR

Running rival breathing down your neck? Don’t look back. JFR

Out of shape and you know it? It won’t get any easier. Love yourself enough to JFR.

Never run a step in your whole life? Self-consciousness be damned! JFR

Never thought you could call yourself a runner? You can if you simply JFR

Totally on board with this? Of course you are, you JFR

Comment and add to the list!

And if you see me struggling in my next race, stride alongside and whisper words of wisdom to me. j…f…r

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