The Power of Community: How Building a Loyal Tribe Can Transform Your Brand (And How Strava Did It Right)

Hey there, Mavericks!

Today, we’re diving into a game-changer in the marketing world that every brand needs to understand: Community Building. The brands that are winning right now aren’t just selling products—they’re creating thriving communities where customers connect, engage, and feel a genuine sense of belonging. They’re building spaces that bring people together around shared passions, values, and goals. And one brand that’s nailing this is Strava.

Strava isn’t just an app; it’s a movement. It’s built a global community of fitness enthusiasts who connect, motivate, and celebrate each other’s achievements. It’s more than just tracking workouts—it’s about belonging, inspiration, and pushing limits together. So, let’s look at why community building is essential for brand growth, how Strava has mastered it, and how you can use the same principles to take your brand to the next level.

Why Community Matters: Turning Customers Into Brand Advocates

Here’s something fundamental about human nature: People want to belong. We’re wired to find connection and camaraderie, and when brands provide a place where people feel understood and valued, magic happens. A strong brand community goes beyond simple customer engagement. It turns customers into advocates who promote your brand, defend it, and grow it from within.

Strava gets this. Instead of just tracking runs or bike rides, Strava creates a space for connection, where users celebrate each other’s victories, challenge each other to improve, and foster a global network of encouragement and support.

The Numbers Speak for Themselves:

• 66% of community members feel more loyal to brands that engage them, showing how much stronger the brand-customer bond becomes through community. (Source: Higher Logic)
• 78% of Strava users are likely to recommend the app to friends or family because they feel part of a community that supports their fitness journey. (Source: Community Roundtable)
• Strava’s community-driven approach has helped it grow to over 95 million users worldwide, demonstrating the power of building connections that go far beyond the app.

These numbers show just how powerful community building is. And the best part? You don’t need to be a fitness app to make it work.

The Benefits of Community-Driven Marketing

Strava’s success is a testament to the power of community-driven marketing. Here are the key ways in which a brand community can amplify your business:

1. Creates Unbreakable Loyalty

Strava’s community has turned fitness tracking into something personal and shared. Its users aren’t just customers—they’re members of a global tribe. When you feel a part of something bigger, loyalty follows naturally. This is the kind of loyalty that’s hard to disrupt because people aren’t just using the app; they’re invested in it.

2. Drives Engagement and Interaction

Strava’s app encourages users to “kudos” each other’s workouts, join clubs, and participate in challenges. This engagement keeps the community active and connected, and Strava doesn’t have to constantly sell to its users. The users drive the activity, not just the brand.

3. Boosts Organic Advocacy

The more engaged users are, the more they talk about it with friends and family. Strava’s community is a natural referral engine, with users sharing their progress on social media or inviting friends to join challenges. Community-driven brands don’t need to rely solely on ads—their users spread the word.

4. Provides Real-Time Feedback

Strava has a massive data resource in its community. By analyzing community insights and gathering direct feedback, Strava can continuously improve and adapt to what users need, keeping their offerings fresh and relevant.

How Strava Built a Global Community (And How You Can Too)

If you’re inspired by Strava’s community success, let’s break down the strategies that helped them create a loyal, engaged audience worldwide. Here’s how you can build a brand community that transforms your customers into advocates.

1. Define Your Brand’s Purpose and Values

Every great community starts with a purpose. Strava’s mission is to help people “unlock their potential through fitness and community.” This clear purpose attracts people who are passionate about fitness and who want to connect with others who share that passion. When people identify with your brand’s purpose, community building becomes second nature.

• Example: Lululemon’s focus on wellness and mindfulness in fitness aligns closely with Strava’s approach, creating spaces where customers feel they’re part of a meaningful movement.

2. Create a Place for Connection

Strava uses its app as the primary community space, with features that encourage interaction, sharing, and support. Clubs, challenges, and local meetups give users more than just a reason to use the app—they give them a reason to stay engaged and connected to others.

• Social Media Groups: Facebook or LinkedIn groups can work well for brands whose audience is active on these platforms.
• Dedicated App Features: For brands like Strava, in-app features create a seamless community experience. Consider how your product can offer community-building elements.

3. Encourage Engagement and Recognize Members

Strava does an exceptional job of making every user feel part of something. Features like giving “kudos,” sharing achievements, or joining challenges keep users engaged and recognized. The more you make your members feel seen, the more invested they become in your brand.

• Celebrate Member Achievements: Share user milestones, give shoutouts, and encourage members to celebrate each other. This is a big part of Strava’s success—users feel a shared pride in their progress and each other’s.
• Create Challenges: Strava’s monthly challenges encourage engagement and provide members with goals to reach together. Brands can create similar challenges, whether it’s completing tasks, reaching milestones, or achieving shared goals.

4. Involve Your Community in Brand Decisions

One of the most effective ways to build community loyalty is to make members feel like they have a voice. Strava constantly evolves based on user feedback, implementing features that improve the experience and make users feel valued.

• Beta Testing: Strava often tests new features with a subset of users. Invite your community to try new offerings before they’re officially released and provide feedback. This turns customers into insiders and makes them feel valued.
• Run Surveys and Polls: Ask your community for input on potential products or features. When customers feel involved, they feel ownership, and that leads to loyalty.

5. Celebrate Your Community with Rewards

Strava’s community members receive badges, rewards, and public acknowledgment for their achievements. Recognizing and rewarding members not only encourages engagement but also fosters loyalty.

• Offer Exclusive Perks: Whether it’s early access to new products, member-only content, or physical rewards, offering perks is a great way to show appreciation.
• Feature Member Stories: Highlight community stories in newsletters, social media, or the app itself. Strava often shares user success stories, fueling inspiration across their global community.

Learning from Strava: The Blueprint for Building a Loyal Community

Strava has shown that a strong community can be the backbone of a brand’s success. It’s not just about delivering a product; it’s about creating a shared experience where users feel connected to each other. This “tribe mentality” makes Strava more than just an app—it’s a home for fitness enthusiasts who feel a part of something bigger.

Here’s the bottom line: Building a community around your brand can transform it from a product people buy to a movement people join. When customers feel they’re part of a like-minded community, they’ll go out of their way to engage, advocate, and help spread the word.

Wrapping It Up: Building Your Own Brand Tribe

Alright, Mavericks, here’s the takeaway: Community isn’t just a nice-to-have—it’s the secret to building loyalty, advocacy, and long-term growth. When you bring people together around shared values and interests, you’re not just building a customer base—you’re creating a family that stands by you through thick and thin.

So, whether you’re a startup or a global brand, take a page from Strava’s playbook. Start building spaces where your customers can connect, share, and celebrate. Give them a purpose, let them be part of the journey, and watch as they turn into your strongest advocates.

Until next time, keep building, keep connecting, and let your brand create something meaningful.

Cheers,

Marketing Maverick

Rishi