Year in Sport 2025: What It Means for Brands

In 2025, the world didn’t just keep exercising, it redefined what “being active” means. As shown in Strava’s 12th annual Year in Sport report, across over 180 million Strava users in 185 countries - plus survey insights from more than 30,0000 people, both Strava users and non-users - a clear shift stood out: “doom-scrolling” is out, “movement” is in.

And this wasn’t a subtle drift. It was a generational pivot. Younger people, especially Gen Z, turned away from passive screen time and toward real-world experiences: from running and racing to strength training, hiking, joining clubs, and forming new communities rooted in motion rather than media.

For brands and marketers looking to connect with active people, this report is a goldmine. If you meet people where they are (outside, on the move, and connecting socially), the Year in Sport data becomes a roadmap for more resonant campaigns, smarter product decisions, and deeper audience engagement.

Our favourite stat? More than 50% of Gen Z said they expect to use Strava more in 2026. And more than that – they see Strava as a force for good.

Why it matters for brands:

Athletes aren’t thinking in single-sport silos, and your campaigns shouldn’t either. This means opportunity for:

• Multi-sport footwear and apparel 

• Strength and recovery products 

• Hiking, walking, and adventure-focused gear 

• Creative that reflects everyday movement, not just peak performance 

The more versatile your product, the more relevant you become across a broader set of athlete behaviors.

Why it matters for brands:

Three major implications: 

• Mobile-first is now movement-first. 

If your brand isn’t optimized for mobile attention spans, you’re invisible.

• Consumers want personalization. 

AI coaching, individualized training recommendations, and smart wearables all point to a future where athletes expect tailored guidance and gear. 

• Showing up on Strava gets people moving. 

Challenges, sponsored segments, and mobile-friendly content drive visibility, as well as action and positive association. 

Brands that blend lifestyle, technology, and personalization will win the loyalty of athletes who expect both performance and convenience.

Communities drive loyalty. Brands can plug into this by: 

• Launching club-based Challenges 

• Partnering with creator-led or ambassador-run Strava Clubs 

• Creating limited-edition drops tied to club achievements

• Designing campaigns that reward shared effort, not just individual performance 

Where communities thrive, brands can build deep, lasting engagement.

Why it matters for brands:

Fitness isn’t a niche, it’s a lifestyle. Gen Z sees: 

• Movement as identity 

• Gear as self-expression 

• Fitness as a social connector 

Brands that lean into lifestyle positioning, not just performance, will resonate deeply with this audience.

Why this matters for brands

Localization matters. Global movement patterns are becoming hyper-local. Brands should: 

• Tailor messaging geographically 

• Highlight location-specific product benefits 

• Run regionally relevant Challenges

• Partner with local clubs and creators 

Act local, even when you think global.

2025 showed us that fitness is no longer a hobby, it's a culture.

People are exercising to build identity, connection, and community around movement. They’re investing in gear, seeking outdoor experiences, and choosing movement over mindless scrolling.

For brands, the opportunity is clear: Show up where people are already moving. Support their goals. Fuel their communities. Celebrate their milestones. Whether through Strava Challenges, Clubs, Segments, or creator partnerships, the brands that help people move together will be the ones that earn long-term loyalty.

📚 Download the full report here 📚