Strava 2024 Year In Review - Key Trends & Opportunities

Strava Logo

It’s that time of year when our favourite apps unleash the data they have captured during the year to show us latest trends and insights. 

With 135 million users worldwide, I’m always interested in what Strava has to show us and what it might mean for organisations in the sport, fitness and recreation sectors. 

Here are a few of the key takeaways which from the 2024 Year in Review Report. 

𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 𝐈𝐬 𝐭𝐡𝐞 𝐍𝐞𝐰 𝐂𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐀𝐝𝐯𝐚𝐧𝐭𝐚𝐠𝐞

Strava saw a 59% rise in running clubs and 18% more group runs with 10+ participants. Group activities are not only about connection—they’re longer and get 40% more kudos than solo ones. This shows the growing demand for community-focused experiences. 

𝐁𝐮𝐫𝐧𝐨𝐮𝐭 𝐈𝐬 𝐎𝐮𝐭, 𝐁𝐚𝐥𝐚𝐧𝐜𝐞 𝐈𝐬 𝐈𝐧

The ideal workout length? 45–60 minutes, according to 57% of respondents. Strava’s median activity duration is 53 minutes, reflecting a shift toward sustainable, consistent exercise. 

𝐁𝐢𝐠 𝐆𝐨𝐚𝐥𝐬 𝐊𝐞𝐞𝐩 𝐔𝐬 𝐌𝐨𝐯𝐢𝐧𝐠

43% of Strava users are planning to conquer a major race or event in 2025. This shows that events remain a critical motivator for participation, driving training consistency and long-term engagement.

𝐖𝐨𝐦𝐞𝐧 𝐀𝐫𝐞 𝐎𝐯𝐞𝐫𝐜𝐨𝐦𝐢𝐧𝐠 𝐁𝐚𝐫𝐫𝐢𝐞𝐫𝐬, 𝐛𝐮𝐭 𝐆𝐚𝐩𝐬 𝐑𝐞𝐦𝐚𝐢𝐧

1 in 4 women report a lack of schedule flexibility as a barrier to being active, and their activities are 40% more likely to be indoors than men’s. This highlights opportunities to innovate around time efficiency and safety. 

𝐀𝐠𝐞 𝐚𝐧𝐝 𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐋𝐞𝐚𝐝 𝐭𝐡𝐞 𝐖𝐚𝐲

Meanwhile, Boomers and Gen Xers are leading the pack in distance and performance—reminding us that fitness spans generations.

In 2024, they captured more KOMs and QOMs on Strava segments than Millennials and Gen Z as well as logging longer average weekly running and cycling distances than Gen Z. 

What opportunities might this present to a population more aware of health and fitness as we get older? 

𝐓𝐡𝐞 𝐁𝐢𝐠 𝐏𝐢𝐜𝐭𝐮𝐫𝐞

As the Australian Sports Commission Ausplay data continues to trend towards increased participation in non-organised sport and physical activity, the Strava report complements a lot of what we are seeing locally. 

How are you tapping into these trends and what does it mean for your member and participant product offerings?