I'm not in a club, so I've not tried this, but I heard about a "negative splitting" run, where all the runners start their watches and set out together, and then after a set time (say 30 mins) everybody turns round and runs back, so that the person with the best negative split wins. Sounded quite good to me...
(Obviously, there would be a temptation to "sandbag" on the way out, but that would be against the spirit!)