Social Fitness and Community

People are increasingly using fitness activities to build social connections and community, driving growth in group workouts and fitness clubs.

Themes

Experiences Over Material Goods , The Power of Community and Connection

Timeframe

near-term

Subcategories

Consumer Behavior Physical Health Social Cohesion Sports & Recreation

Impact areas

Community Building Fitness Industry Social Networking

Detailed Analysis

The rise of social fitness is transforming the workout landscape. Strava data reveals a significant increase in group activities, particularly running clubs, with a 59% growth in 2024. This trend is fueled by a desire for connection, with 66% of people citing social connections as their primary reason for joining fitness groups. This shift towards social fitness is evident in the increasing popularity of group runs, matched activities, and the overflowing rosters of Strava clubs.

Context Signals

+18% more runs uploaded with groups of 10+. Most popular time for weekday group runs: 6-7 p.m. Most social cities (percentage of runners with matched runs) highlight global adoption.

Edge

Integration of social features within fitness apps will become increasingly important. Fitness-focused dating apps or features within existing platforms could emerge. Brands can leverage this trend by sponsoring group activities and creating community-building campaigns.

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