Year in Sport: Key Highlights Brands Might Have Missed

Every year, Strava’s Year in Sport trend report delivers a treasure trove of data for anyone who’s paying attention to the global trends among active people. For brands focused on sports, fitness, and wellness, this report is one of the best resources for understanding trends in fitness and how people are moving, connecting, and thriving. How? Because it’s powered by a year’s worth of activity data from over 135 million global users and insights from a survey of more than 5,000 active people worldwide.

For marketing teams, the trend report is your cheat sheet for building campaigns, shaping product strategies, and finding ways to connect authentically with your audience in 2025 and beyond. Here are the biggest takeaways from 2024 and why they matter for your brand.

Fitness as a social connector

In 2024, fitness wasn’t just about staying active – it was about building relationships. People are increasingly turning to sports and group workouts to find community, and Gen Z is leading the charge:

• 66% of Gen Z said they made new friends through a fitness group

• 58% of all surveyed reported the same.

• The fastest-growing social sport? Running, with a 59% increase in running clubs on Strava.

Walking clubs weren’t far behind, seeing a 52% growth, while women drove much of this surge in group activities with an 89% increase in club memberships compared to 2023. Women’s group morning activities on weekends were also 20% higher than men’s.

Fun fact: 1 in 5 Gen Z participants reported going on a date with someone they met through a group fitness activity. Clearly, fitness is becoming a multi-dimensional social space.

Why it matters: Community is a driving force in fitness, and brands can leverage this trend by fostering group engagement through club challenges and events. Whether it’s creating virtual running groups or sponsoring walking challenges, there’s untapped potential in aligning with the social side of sport.

Working out in groups isn’t just more fun – it’s more motivating. In 2024, Strava data revealed that group activities received significantly more “kudos” (the Strava equivalent of likes) compared to solo activities:

• Road cyclists in groups of four or more saw 121% more kudos than solo cyclists.

• Mountain bikers in groups of four or more earning 70% more kudos than solo riders.

• On the running side, runners in small groups of up to three people earned 35% more kudos than solo runners, while larger groups got 95% more kudos.

• Trail runners in groups of four or more earned 70% more kudos than solo runners.

Being social doesn’t just bring kudos – it brings performance benefits too. Across almost all activities, group outings tended to be longer than solo sessions, providing additional training time and accountability. Forty-three percent of people surveyed say they join group activities to improve their performance, and 34% say groups help hold them accountable to their training plans.

Why it matters: Community-driven fitness not only motivates participants but amplifies engagement. Brands sponsoring group activities or integrating social features into their products can tap into this enhanced visibility and sense of camaraderie.

In 2024, moderation was king. Shorter, balanced workouts became the norm, with 57% of people surveyed saying their ideal daily workout is an hour or less. Rest days were also prioritized:

• Half-marathon trainees on Strava averaged 62 rest days during their training cycles.

• Marathon trainees took 51% of rest days in the 16 weeks leading up to their race.

• Cross-training led to better outcomes, with runners who cross-trained being 10% more likely to hit their goals.

The shift towards balance was driven in part by a focus on mental health. Exercise as a tool for improving mental well-being was especially important for Gen Z, with 65% citing it as a top motivator. This emphasis on mental health extended across generations, with 59% of Millennials and 58% of Gen X echoing similar sentiments.

Why it matters: This shift towards balance underscores an opportunity for brands to position themselves as allies in sustainable fitness journeys. Products and campaigns emphasizing recovery, cross-training, or mindful exercise will resonate with this growing audience.

Despite the emphasis on balance, people are still chasing ambitious goals. 43% of Strava users are aiming to conquer big races or events in 2025. Alongside mental health, improving longevity emerged as a key motivator, as well as reaching big fitness goals. While younger generations are prioritizing mental well-being, older generations are increasingly focused on long-term health:

• 63% of Gen X see exercise as a way to live longer, compared to 52% of Millennials and 47% of Gen Z.
  

Why it matters: Brands can inspire their audiences by aligning with these aspirations. From offering long-term training programs to creating mental health-focused fitness content, there’s a chance to connect meaningfully with different generations.

Barriers like safety concerns and packed schedules remain hurdles for many. For women, these challenges can be particularly acute, but 2024 showed that women’s resilience is unmatched:

• Women’s share of cyclists on Strava grew by 11% in 2024.

• Women were 20% more likely than men to achieve a crown for the fastest time on a Strava Segment.

• There was a 25% growth in the number of women uploading weight training activities.

• Women were 40% more likely than men to log indoor workouts, including runs and rides.

Looking ahead, equity in sports is a mixed bag. While 61% of respondents expressed optimism about gender equality in sports, 1 in 4 women identified a lack of flexibility in their schedules as a barrier to being active.

Why it matters: Brands can play a pivotal role in addressing these barriers. Flexible workout programs, family-friendly initiatives, and tools for safer outdoor activities can make a big difference in driving participation.

Strava users love their gear, and 2024 brought a wealth of insights into the brands and products they rely on most. From running shoes to GPS trackers, here’s what stood out:

Top Running Shoes:

1. Nike Pegasus

2. HOKA Clifton

3. Asics Gel Nimbus

1. Top Tracking Devices for Running:

2. Apple Watch Series

3. Apple Watch SE

4. Garmin Forerunner 245

Top Bike Brands:

• Road: Trek

• Gravel: Specialized

• Mountain: Specialized

Top Tracking Devices for Cycling:

1. Garmin Edge 530

2. Garmin Edge 830

3. Wahoo ELEMNT BOLT V1

Interestingly, 72% of Strava users rely on the app directly for tracking their activities. However, for races and longer distances, GPS watches dominate:

• 92% of marathon runners used a GPS watch.

• 85% of half-marathon runners did the same.

Why it matters: Understanding gear preferences can help brands tailor their offerings and partnerships. Highlighting the use of your products on platforms like Strava can also boost visibility and credibility.

Fitness fashion saw its own trends in 2024, with coordinated outfits leading the charge. 60% of Strava users endorsed color-coordinated workout wear, with Gen Z leading the pack at 71%.

Other notable trends:

• High or crew socks: Favored by 57% of Gen Z, compared to 48% of Millennials and 30% of Gen X.

• Oversized workout t-shirts: A hit with 57% of Gen Z, but only 20% of Gen X.

• Scrunchies or headbands: Popular among 54% of Gen Z, 48% of Millennials, and 29% of Gen X.

• Jewelry while working out: Endorsed by 37% of Gen Z, 26% of Millennials, and just 12% of Gen X.
  

Why it matters: Fitness fashion isn’t just about looks – it’s a reflection of identity and community. Brands should pay attention to these trends and explore ways to connect with younger, fashion-forward audiences.

That was the story for 2024: Seeking balance without letting up on our goals, prioritizing the fundamentals that will set us up for years of success, and building connections through fitness. Hopefully, these insights give your brand a clear view of what’s ahead in 2025. Use this data to inspire your campaigns, refine your product strategies, and engage authentically with your audience.

Here’s to moving forward – together.