How we combined Sponsored Challenges with Group Fitness: Lessons from our own Media Agency Team Challenge

We know how much active people love to be together when working out. Our Year in Sport Trend Report looked at this in detail – and group fitness is only getting bigger. Speaking of fitness, we also know that brands and users alike love Sponsored Challenges – rewarding people to get more active through brand engagement.

What if there was a way to combine Sponsored Challenges with Group fitness?

We chose to build a custom challenge to do exactly that – using the power of the Strava platform combined with a bespoke microsite running off the Strava API. Now, to choose an audience that would want to participate in group activities, are motivated to get active, be (slightly) competitive and like the idea of Strava Challenges. The answer? Media agencies. By immersing these agencies in challenges, they could better understand the user experience and, ultimately, feel confident recommending it to their clients. 

The Power of Social Fitness

The Media Agency challenge, tailored specifically for UK and US based media agencies, encouraged teams to log at least 20 active days on Strava between March 1st-31st. The goal was simple: get moving and engage with media teams, while competing for exciting prizes like entry tickets to the New York City Marathon and exclusive Strava swag. The results were impressive:

But what really stood out were the social dynamics at play. Group challenges, like this one, tap into the growing desire for social connections in fitness. According to Strava’s Year in Sport data, 59% of people are more interested in meeting new people through a fitness group than at a bar, with 55% of Gen Z ranking social connections as one of their top reasons for joining a fitness group. This shows that people aren’t just working out to stay fit—they’re working out to build relationships.

The Motivation for Group Fitness

Motivation is a key driver in any fitness challenge, and when it comes to group workouts, the collective energy is contagious. The sense of community and shared goals pushes individuals to perform better and stay committed to their fitness journey. This is reflected in our Year in Sport Trend Report data, which shows an 18% increase in the number of runs uploaded by groups of 10+ people. The team element of Strava’s Media Agency Team Challenge helped athletes stay motivated, while the friendly competition spurred them on to log more active days and push their limits.

The data also highlights the importance of inclusivity—group challenges allow for a sense of camaraderie, regardless of an individual's fitness level. Everyone is encouraged to participate, and the social aspect makes it less about individual performance and more about the collective effort. For brands, this approach fosters a deeper sense of connection with their audiences, making them more likely to engage long term.

How Brands Can Achieve the Same Success

Brands looking to create similar engagement can take a page out of Strava's playbook by implementing group challenges that cater to both competition and social interaction. Adidas, for example, successfully executed its “You Got This” campaign in partnership with Strava, leveraging Strava’s API for a seamless user experience. The campaign encourages users to run 100 days throughout the year, offering motivational support and celebrating community achievements along the way via a custom-built microsite, connected with Strava’s API. The sense of accomplishment and the social proof shared through the challenge makes it resonate deeply with participants.

New Balance’s "RunLock" challenge also tapped into the power of group motivation by encouraging users to lock in their runs and share their achievements. It wasn’t just about running a certain distance—it was about being part of a community, supporting each other, and celebrating collective progress. This made the challenge feel less like a solo pursuit and more like a shared experience.

In a nutshell

Strava’s Media Agency Team Challenge has proven that when people come together to achieve a common goal, the results can be impressive. Group challenges not only motivate individuals to push their limits but also foster a sense of community that makes fitness more enjoyable and sustainable. By following these steps, brands can tap into the growing trend of social fitness, reaping the benefits of increased engagement and stronger connections with their customers.