New recruits. According to Strava, run club creation on its platform is surging, with the US up 4x YoY, France leading Europe at 6.5x, and Brazil growing 8.8x.
Run rate. Running crews now account for 39% of all Strava groups, with most of Gen Z joining for social connection. Packing physical and mental benefits, those who train together perform better and are less stressed than those going it alone.
Groupthink. While run clubs aren’t new, the motivations are. For younger generations, weekly jogs are about relationships, self-expression, and culture as much as performance.
Looking ahead: Still climbing, social fitness won’t stop at running; expect its ethos to spread through outdoor clubs, rec leagues, and HYROX challenges.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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