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Strava’s 12th annual report has just been released: in 2025, young people massively swapped hours in front of TikTok and Instagram for sneakers, bikes, weights, and club races. The result? A historic decline in doomscrolling in favor of a more active, social, and real life.
Images: depositphotos.com, strava.com
Gen Z Rewrites the Rules: “Less Screen, More Movement”
More than half of 18-24 year olds state they want to use Strava even more in 2026… while planning to use Instagram and TikTok as much as or less than today.
Michael Martin, Strava CEO, summarizes: « This generation prioritizes lived experiences over hours spent in front of a screen. They are rewriting the codes, and we are building the platform that will accompany them. »
The figures speak for themselves:
- 14 billion kudos exchanged in 2025 (the equivalent of “likes” on Strava)
- Subscribers spend 1 hour moving for only 2 minutes in the app
- Nearly 1 million Strava clubs created (+ almost x4 in one year), including +5.8× for hiking clubs
Running Still King, But Walking and Strength Training Explode
- Running remains the #1 activity, boosted by competitions: Gen Z is 75% more likely than Gen X to run for a bib.
- Strength training becomes the signature sport for young people: they are 2× more likely than 45-64 year olds to cite it as their main activity, often for aesthetic reasons.
- Women are massively investing in gyms: +21% more strength training sessions recorded vs. men.
- 54% of users practice multiple sports, and walking becomes the #2 activity on the platform.
Money Follows Priorities
Despite inflation affecting 65% of them, Gen Z continues to invest:
- 30% plan to increase their sports budget in 2026
- 64% prefer to buy shoes or equipment rather than pay for a restaurant for a date
- 63% more than Gen X to splurge on connected objects (watches, rings…)
And love? 46% of respondents are keen for a first date… running or at the gym.
Holidays Rhyme with Movement
For Gen Z, sport + travel = inseparable (+23% vs Gen X). Their 2025 mantra? “Run, tan, apéro” (30% of responses).
This year, people flew less but explored their own country more (-22% international travel). When traveling far, it was for snow (65%), hiking (58%), or water sports (48%).
The Gear That Rocked in 2025
- Shoes: ASICS Novablast dethrones everyone, ahead of Nike Pegasus and HOKA Clifton
- Most used road bikes: Trek ahead of Specialized and Giant
- Gravel bikes: Specialized ahead of Trek and Scott
- MTB: Specialized ahead of TRek and Giant
- Watches: Apple Watch still #1, but COROS explodes
- Rings: Oura and WHOOP showing strong growth
- 72% of activities recorded directly via the Strava phone (ahead of Garmin and Apple Health
- AI gains ground: 46% would accept a virtual coach (especially Gen Z)
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The Cities and Regions That Move the Most
- Fastest metropolis: Copenhagen (5:30 min/km on average)
- Largest group run: South Africa and Colombia (18.5%)
- Most “photo-friendly” place: Uri, Switzerland (42% of activities with photos)
- France in the world’s top daily mountain steps: Haute-Savoie (7,989), Savoie (7,974) and Hautes-Alpes (7,972) – only the province of Gipuzkoa (Spain) does better.
In France, the most used running segment is the “1K X-run – Retour” in Paris, and for cyclists, the Longchamp circuit.
2025 marks a turning point: the generation that grew up with screens is putting them away to live outdoors, together. And Strava, with its 180 million users in 195 countries, has become the social network of real movement. Passive scrolling? Outdated. Sunday morning run club? The new cool plan.
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