Making space: Jessica Milloy on the rise of Asian Girls Run
Breaking cultural barriers in running
In today’s newsletter I chat to Jessica Milloy founder of Asian Girls Run about why she set up a niche running community and how it has empowered women who are often excluded from sport.
The rapidly-growing running group aims to create a safe and welcoming space for Asian women to discover the joy of movement. Set up in 2024, the group now spans two London locations and has supported hundreds of women from complete beginners to marathon finishers.
I spoke to Jessica about why she set up the group, the barriers Asian women face in accessing sport, and how running has become a lifestyle for many of her members.
Why did you start Asian Girls Run?
I’m half Chinese, and I’ve worked as a personal trainer, so I’ve always been in the fitness world. I started running by myself, training for races and triathlons, but I noticed I wasn’t seeing many women- especially Asian women - at events. It made me wonder: where are they? That question stuck with me. I wanted to create a space where women like me could feel comfortable starting their running journey, so I launched Asian Girls Run in July 2024.
What was the response like when you first launched?
Honestly, I wasn’t sure if anyone would come - but 30 women signed up to our first session. We kept it very accessible, offering two-and-a-half kilometre beginner-friendly runs. From there, we’ve slowly built up to 5k, 10k, and even half marathons. Some of our members ran the London Marathon this year, which is an amazing achievement considering most of them had never raced before joining us.
How big is the group now?
In less than a year, we’ve grown to over 200 members. We now have two run clubs: one in New Malden and one in East London. Each location is chosen to be close to densely populated Asian communities, so that it’s easy for women to come along. We also now have four qualified run leaders who help support and lead sessions.
How do you define ‘Asian’ in the context of the group, and who typically takes part?
We welcome all women to run with us, but the core mission is to encourage more Asian women to get active and prioritise races. Most of our members are East Asian - mainly because I’m Chinese and we started in New Malden, which has a large Korean community. That’s how the group has naturally developed. We’ve had a few South Asian women join, and I’ve spoken to them directly to make sure they feel included. Reaching more of the South Asian community is something I’m actively working on. Ultimately, while we have ‘Asian’ in the name, the group is open and welcoming to all women who want to run.
How is the group funded?
Our New Malden group received seed funding from Kingston Council and support from the New Malden Partnership. The East London club was funded by the London Marathon Foundation. I did have to have some awkward conversations to get that first grant - one board member questioned why I was starting a group aimed at Asian women and accused me of being exclusive. I had to explain that if I didn’t call it what it is - Asian Girls Run - I wouldn’t reach the women I was trying to support. The group exists because there’s a gap, and our success has proved there was a real need.
What are some of the cultural barriers Asian women face when it comes to running?
There are quite a few. In many Asian families, sport isn’t seen as something that holds value. There’s a strong focus on academic success or traditional careers—being a doctor, playing the piano, getting good grades. Physical activity is often seen as a distraction from that. Mental health also isn’t widely discussed, and caring responsibilities across generations usually fall heavily on women, even more so than in other cultures. So taking time to exercise can feel indulgent or even selfish.
And how do those issues show up in the women who come to your group?
Many are incredibly self-conscious. They’ve never exercised in public before. A lot are shy and worried about being judged - especially by men. But being part of a women-only group changes that. Over time, I see them grow more confident, not just as runners, but in themselves.
It’s been emotional, honestly. One ex-pat said that in Hong Kong life was so structured that even exercise was a scheduled 15-minute slot on a spreadsheet. There was no joy in it - just something to tick off. Coming here and finding a space where you can laugh, run, chat, and feel part of something has been transformational for them. They’ve never had fun with movement before, and now they do.
You talk a lot about joy and mental health—how important is that in what you’re trying to do?
It’s central. Our runs are deliberately social - we finish with coffee or matcha and time to talk. That’s when people open up. I want women to feel stronger physically and mentally, and that only happens when they feel safe and supported. We did a survey recently and almost everyone said they feel happier and more secure since joining.
How has the RunThrough Foundation supported you?
Their 10k Foundation race last year was our first ever race as a group. They gave us 10 free places, and for several women, that was their first ever race and their first time running 10k. It was such a special moment. RunThrough has continued to champion us - they’ve helped make races more affordable, which is huge. When you're new to running, paying £30 or £40 or more for an event can feel like a big risk. So bringing down the cost helps break down those barriers. Diversity is also at the heart of what they do, they want to support as many diverse communities as possible which really aligns with Asian Girls Run.
Has the group become more than just a running club?
Absolutely. Our WhatsApp group is buzzing. Members meet up outside of official runs - doing long runs in Richmond Park, training together mid-week. That’s what makes me happiest. Running is no longer something separate; it’s part of their lives now. It has value for them.
And what’s next—are you hoping to expand further?
We just launched our East London club and it’s been a huge success. I’d love to expand to other cities eventually. But for now, we’re focusing on strengthening what we have - offering more structured sessions for women who want to build speed or distance, while still keeping that weekly free social run at the heart of it. That’s how people start and that’s what keeps them coming back.
If anyone is interested in getting involved or starting up an Asian Girls Run in a location near them, please get in touch via the website asiangirlsrun.com
RunThrough Foundation 10k returns to London on August 3rd.
Pick of the Week
This newsletter is coming to you straight from Love Trails Festival which is running this weekend! It’s an amazing mix of runs, talks, beach trips, yoga and music set in the stunning Gower Peninsula in Wales. It’s my third consecutive year at the festival and so far it has not disappointed. My full review will follow in the newsletter next week.
Thanks for reading this week’s newsletter. Send feedback to lilycanter@yahoo.co.uk or suggest topics you’d like me to cover.
