Social Fitness and Community

People are increasingly using fitness activities as a way to build social connections and community.

Themes

Experiences Over Material Goods , The Power of Community and Connection

Timeframe

near-term

Subcategories

Consumer Behavior Market Trends Physical Health Social Cohesion

Impact areas

Community Building Fitness Industry Social platforms

Detailed Analysis

The rise of group fitness activities, particularly running clubs, is a significant trend. Strava data shows a 59% increase in running clubs in 2024, with 18% more runs uploaded in groups of 10 or more. This shift towards social fitness is driven by a desire for connection, with 55% of people stating that social connections are their top reason for joining a fitness group. This trend is particularly strong among Gen Z, with 40% wanting to do more workouts with friends in 2025.

Context Signals

Increased matched activities on Strava Overflowing Strava club rosters Growth of walking clubs (52%)

Edge

Potential for integration with social platforms to enhance community building Development of specialized fitness programs designed for group participation Opportunities for brands to leverage social fitness trends in marketing campaigns

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