Brands

Year in Sport: Key Highlights Brands Might Have Missed

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.

We made friends through fitness

Share of people who say social connections are their top reason for joining a fitness group

55%

Gen Z

48%

Overall

Share of people who say they made new friends through a fitness group in 2024

66%

Gen Z

58%

Overall

of Gen Z said they went on a date with someone they met at a group fitness activity

of Gen Z want to do more workouts with friends

increase in running clubs on Strava

of Gen Z said they went on a date with someone they met at a group fitness activity

of Gen Z want to do more workouts with friends

increase in running clubs on Strava

Why it matters

Group fitness is having a cultural moment

There is a genuine shift in how folks are viewing fitness. Group run clubs in particular are becoming firmly established as one of the ways Gen Z are meeting one another. Brands need to be aware of this change and adjust their marketing strategies to meet active people where they are.

Burnout is dead. Balance is in.

In 2024, moderation was king. 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.

Gen Z focus on mental health

Mental health is a goal for 2025

65%

Gen Z

59%

Millenials

58%

Gen X

58%

Overall

Gen Z prioritise their mental health and cite it as a major goal for 2025.

Ideal workout time according to 57% of those surveyed

Median activity duration

Ideal workout time according to 57% of those surveyed

Median activity duration

Ideal workout time according to 57% of those surveyed

Median activity duration

Despite the emphasis on balance, people are still chasing ambitious goals, aiming to conquer big races and events.

And 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.

Why it matters

Sustainable fitness

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.

Barriers are for hurdling over

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.

Growth of women cyclists using Strava year on year

more likely for women to achieve a crown on a Strava segment

more likely for indoor workouts to be uploaded by women

Growth of women cyclists using Strava year on year

more likely for women to achieve a crown on a Strava segment

more likely for indoor workouts to be uploaded by women

Looking ahead, equity in sports is a mixed bag. Our survey showed that there is optimism about gender equality in sports, but 1 in 4 women identified a lack of flexibility in their schedules as a barrier to being active.

There is no doubt that the landscape is becoming more equitable for women, but barriers are gradually being broken down, rather than disappearing.

Equal participation

of people surveyed are optimistic about gender equality in sports

of women surveyed share that optimism

of people surveyed are optimistic about gender equality in sports

of women surveyed share that optimism

of people surveyed are optimistic about gender equality in sports

of women surveyed share that optimism

Why it matters

Brands reaching across demographics

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. And gym usage is growing fast. We've seen a 25% increase in women logging weightlifting activities – brands are surely looking at how to appeal to this growing demographic.

Marathons vs half marathons

Share of runners who have uploaded a marathon

Men

Women

Share of runners who have uploaded a half marathon

17%

Men

16%

Women

Year in Gear

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, we’ve got the data to show what stood out. But more than that, we’ve even got the truth on what Gen Z thinks about correct sock length...