Social fitness and mental health continue to trend within the active landscape

December 6, 2024

Karen Sweaney

Social fitness and mental health identified as trending within the active landscape

Strava, the digital global community of more than 135 million people across over 190 countries has this week released its annual ‘Year In Sport: Trend Report’, which identifies the trends that shaped the global active landscape in 2024.

The Strava app is familiar to outdoor exercisers who require in-depth analysis of their sessions and a social network to share them on. Over 30 activity types can be recorded from a smartphone, GPS watch, or fitness tracker, including runs, cycles, swims, hikes, and even golf. In July 2024, Strava created an F45 Training Club on the app that F45 members can join to connect with fellow members. They can also choose to appear on a global leaderboard, showcasing a ranked list of members.

Strava’s latest global data highlights a shift toward prioritising more balanced workouts with run clubs replacing nightclubs as social hotspots.

The findings reveal how people around the world are prioritising Social fitness and mental health with balance sought over burnout in fitness routines, and with a drive to seek social connection through workouts.

Findings show a huge rise in run clubs and group activities with ‘making social connections’ revealed as the lead motivator for people to exercise.

58% of survey respondents said they made new friends via fitness groups, while almost 20% of Gen Zers went on a date with someone they met through exercise - and were four times more likely to want to meet people through working out than at the bar. 95% say they’d cut back alcohol to achieve their fitness goals. [Those considered Millennials were born between 1981 and 1996 (ages 27 to 42 in 2023), while Gen Z were born between 1997 and 2012 (ages 11 to 26 in 2023)].

In 2024, perceptions of what it means to live an active lifestyle shifted with people favouring balance over burnout and prioritising shorter workouts and rest days in marathon training.

The days of pushing to the extremes at all costs were replaced by a more sustainable view of exercise, helping people to stay active for the long haul while prioritising mental health and recovery.

Strava revealed however that the focus on balance didn’t hold back progress with run club participation having increased 59% in 2024. 72% of 2024 run goals were met, as were 77% of ride goals. Strava also saw a 9% increase in the number of marathons, ultramarathons and century rides being logged this year.

Elaine Jobson, Chief Executive Jetts Australia participated on the Beyond Activ opening keynote panel discussion held in Sydney this week on 4^th December and addressed the challenges and opportunities that await the fitness and wellness industry in 2025 and beyond.

Jobson highlighted that Millennials and Gen Z now make up 80% of health club members and the rise of social fitness is especially noticed among Gen Z. Jobson suggested the fitness industry should be looking at innovative ways to create environments to facilitate this need for social connectivity.

Jobson noted “this demographic in particular has a different mindset when it comes to health and wellness, and they certainly have a different approach to working out - and fitness in general - than generations past.”

Chris Caldwell, Chief Executive of Snap Fitness’ parent company Lift Brands APAC also participated in the panel discussion on trends and highlighted the partnership recently launched between leading 24/7 fitness franchise Snap Fitness and parkrun Australia – aimed at getting communities more connected and active.

Caldwell highlighted “Running and strength training work together to improve fitness, prevent injuries, boost performance and promote positive mental health. That’s why we’ve partnered with parkrun Australia to support parkrunners every step of the way.

“We are looking forward to seeing our clubs participate in their local parkrun events and giving Snap Fitness members the opportunity to take part as a team. The more the merrier – it’s all about fun and participation.”

Zipporah Allen, Chief Business Officer at Strava advised “this year showed that people are taking control of their active lives and moving in a way that works for them. The rise of a more relaxed workout routine that’s rooted in social connection proves that working out is no longer about burning out.

“We love seeing the data that shows how women are thriving, younger generations are seeking connection through workouts, and older generations are still breaking records. At Strava, every effort counts and this year’s report highlights the incredible breadth and depth of achievements in our global community.”

On the collaboration with Stava, Tom Dowd, F45 Training Chief Executive shared "becoming the first global functional fitness franchise to collaborate with Strava in a unique way deepens the connections our members and Strava users have to their fitness and wellness journeys – all as a global, like-minded community.”

Mateo A Ortega, vice president of connected partnerships at Strava, says the integration reinforces Strava’s dedication to fostering active communities worldwide and enthuses "we're excited to open up new opportunities for athletes to connect, support each other and share their fitness journeys with Strava's global community."

Les Mills, the global fitness leader with decades of success adapting to changing consumer trends, has set its sights on what it calls ‘Generation Active’. This group aged 16-40, now makes up 80% of gym members, and will be the biggest driver of future growth for the fitness industry.

Forbes reported that “Gen Z and Millennials are changing the conversation around social clubs,” and seeking places to “work, play, work out, meet friends, relax and bring their families.”

More information on Strava latest report