Strava
Group workouts get people going.
What’s happening: Analyzing the activity data of 135M global users, Strava’s annual trend report highlights the rise of social fitness.
Link up. Seeking community and motivation, users are getting fit with friends.
- Run club participation increased 59% in 2024.
- 58% of respondents say they made new friends via fitness groups.
- Making “social connections” is the top reason Gen Zers join group workouts.
Providing a boost, group runs, rides, and hikes go 40% longer than solo outings, with respondents gaining improved performance and accountability from squading up.
Opt-out. Choosing health over happy hour, four times more people want to meet new friends through a fitness group than at a bar. And 95% say they’d cut back alcohol to achieve their fitness goals.
New goals. Hitting the weights, strength training was the fastest-growing activity among women in 2024. Thinking ahead, improving mental health is a focus for Gen Z in 2025, while Gen X is prioritizing longevity.
Punchline: Social fitness works wonders for physical health, mental well-being, and user engagement among brands that deliver digital and IRL community.
