In 2027, The National Running Show will mark its 10th anniversary and as part of the celebrations we are featuring an in-depth series with key brands - Miles & Milestones: 10 questions for running brand success.
“"The National Running Show brings together every corner of the running community. It's a chance to meet runners face-to-face, hear their stories, share our latest products and celebrate the sport we're passionate about.” - Fractel UK Brand ManagerUK Brand Manager Morgan Cvetkovic-Jones
Fractel is an Australian running brand known for lightweight performance headwear, sustainability, and community. Founded in 2018 by Matt Niutta, Fractel specialises in premium, eco-conscious running caps and apparel crafted from recycled materials. Named after the natural repeating patterns of fractals, the brand champions outdoor adventure while also supporting environmental conservation organisations.
In this Q&A, we sit down with UK Brand Manager Morgan Cvetkovic-Jones to find out more about the origin and aspirations of the company.
1. How did Fractel start and what problem were you trying to solve for runners?
Fractel was created to make performance headwear runners actually want to wear. We saw a need for gear that blends high-tech performance with a strong community spirit, proving you never have to choose between the two.
2. What was the major first milestone in the evolution of the brand?
Building a passionate community around the brand was a huge milestone. Seeing runners worldwide choose Fractel, not just for how the products perform, but because they connect with our values, made it special.
3. What has been the biggest challenge the company has faced and how did you overcome it?
Growing in a busy market means staying true to our core values. We do this by building top products, listening closely to our community, and letting their feedback guide how our brand grows.
4. Fractel is often described as 'community-powered'. How does community feedback affect company strategy and/or product design?
Our community shapes almost everything we do. From refining fits and fabrics to launching new products, we listen closely to feedback to make better gear for real runners. That involvement goes beyond product feedback, too. Through our custom program and special inline collections like Ngurrumbaa—created with Gomeroi artist and storyteller Kayleb Waters-Sampson—our community helps shape the stories we tell as a brand.
5. You fund major prize purses for para-athletes. Do you feel this push toward 'professionalising' para-sports makes local weekend races more welcoming for everyone?
Running should be open and celebrated for everyone. By giving para-athletes more visibility and recognition, we help make the sport inclusive and welcoming, and we are proud to be part of that.
6. Is fit a critical technical feature? How does a precise fit impact a runner's efficiency during high-intensity sessions or trail runs?
A properly fitting product ensures comfort and stability, allowing you to focus on running rather than adjusting gear. The E-Series, recognized by Women's Running, exemplifies this with a design tailored for female head shapes, offering features like a ponytail opening for a forgettable, high-performance experience.
7. What measures do you take to ensure ethical production of your products?
We team up with trusted makers, focus on responsible production, and use recycled materials across much of our range. Making fewer, better products built to last is key to how we work.
8. With your focus on UPF 50+ protection, how do you ensure the rating remains effective after multiple washes and high-sweat usage?
We use high-grade performance fabrics, independently tested for UPF 50+ protection, built to keep their technical edge through regular training, racing, and washing
9. There are many new brands in the running space. How do you capture potential customers' imagination and attention without compromising?
By staying authentic and letting our community do the talking, we focus on creating exceptional products, building genuine relationships within the running world, and telling stories that celebrate the people who get out the door day after day.
10.Why is it important to Fractel to be part of The National Running Show community?
The National Running Show brings together every corner of the running community. It's a chance to meet runners face-to-face, hear their stories, share our latest products and celebrate the sport we're passionate about.