The Power of Community: Unlocking Success on Strava

Founded in 2009, Strava is a platform designed to help athletes track their workouts, discover new routes, and connect or compete with fellow athletes. Strava is often referred to as the network for athletes, having built an active user base of cyclists and fitness enthusiasts who swear by the app.

STRAVA OR IT DIDN’T HAPPEN

Strava uses a bootstrapping strategy known as 'come for the tool, stay for the network,' transitioning from a single-player utility to a vertical social network to boost engagement. According to Strava’s 2024 report, 72% of users upload activities directly via the mobile app— an impressive figure that underscores the platform's widespread adoption.

The COVID-19 pandemic accelerated Strava's growth, culminating in its $110 million Series F funding round, which valued the company at $1.5 billion. Since then, the platform has expanded from 70 million members to over 135 million nowadays.

Strava’s meteoric rise can be attributed to its ability to foster a vibrant social community of athletes who engage, motivate, and inspire one another. With millions of users actively using the app, the question arises: How are brands effectively engaging with Strava's highly active and connected audience?

2024 'Year In Sport' Trend Report highlights:

Three main pillars were the focus for this year in sports regarding Strava statistics:

1. Getting Social while we sweat
2. Burnout is out, balance is in
3. Barriers are for hurdling over

Getting social while we sweat highlights a shift in the fitness community, where socializing now revolves around movement rather than nightlife. This trend emphasizes how people are choosing physical activities like group runs over drinking, aligning with the growing preference to 'drink less, move more,' while prioritizing health and connection.

The rise of slow running clubs further supports this shift, showcasing a community-driven approach where the pace takes a backseat to the shared experience. It reflects a broader community obsession, where the joy of movement and camaraderie outweighs performance metrics.

Examples of such Strava communities include the RunTheWorld Club founded by Emily Willcox and Cri Cri Run founded by Cristina García Hombravella — one that I’m proud to be a part of.

With its athlete-specific audience, Strava content resonates more than mainstream social media and is the perfect platform for long-term community growth on Strava. Sports communities are becoming more and more common on and off Strava. Encouraging and motivating content tends to have the highest engagement and resonance with the Strava audience.

Sport doesn’t always have to mean chasing performance or risking burnout. It’s about finding balance. Embracing shorter exercises, appreciating a medium pace (The average pace of a run might be slower than you think: at 6:22 min/km), and recognizing that you don’t need to be a pro to enjoy movement. Activities like walking and CaCo’s (Caminar y Correr (is Spanish is a mix of walking and running) have risen to the top five most popular sports on Strava, reflecting this shift toward accessibility and sustainability.

This balanced approach also emphasizes mental health, encouraging individuals to choose the right pace and moments while enjoying the social and communal aspects of fitness. Fitness is no longer just about personal bests; it's about the joy of movement, shared experiences, and a holistic approach to well-being.

Female athletes are leading the charge in building social connections through physical activity, often creating and engaging in run clubs that serve as safe, supportive spaces.

This shift also reflects broader progress toward equality in sports, where women are claiming their place and redefining norms. Strength training has emerged as the fastest-growing sport among women, highlighting a cultural shift from the outdated "skinny" ideal to celebrating strength and empowerment. These trends illustrate how women are not just participating but thriving and reshaping the narrative around fitness and community.

Half Marathon is a great race distance to focus on if you're looking to engage with a female audience. There's near equal participation at this distance in terms of the share of Strava runners who have uploaded a half marathon.

?About the author: My name is Javier Faus, and I'm an MBA candidate at IESE Business School. With previous experience in consulting and venture capital, my current focus is on understanding how consumers engage with athletic brands and gain a deep understanding of the brands themselves. I have been a sports enthusiast for as long as I can remember, and my goal is to unite my two passions: business and sports.

You can reach me here:

LinkedIn: https://www.dhirubhai.net/in/javierfausm/

Mail: [email protected]