Social media site TikTok has partnered with Strava, the subscription platform for active individuals, to launch a new pan-European initiative called the €100k Local Movement Fund.
The development aims to support local grassroots sports clubs, community groups, and active networks in the UK and across Europe, with the goal of effectively turning digital content discovery into real-world sports participation.
Strava maintains a digital community across more than 185 countries worldwide. TikTok is a short-form mobile video platform with international corporate offices in major hubs such as London, New York, Amsterdam, Paris, Berlin, and Singapore. The joint initiative went live today (June 23, 2026).
The partnership has been established in response to substantial growth in athletic and health-oriented media on short-form video applications. According to internal data from the platforms, publication volume utilizing the #Strava hashtag increased by 360% year-on-year. Audience surveys also indicate that nearly half of the global user base on TikTok identifies as fitness or sport enthusiasts, creating a distinct commercial overlap between the two software platforms.
Through the newly created fund, 20 creator-ambassadors from diverse regions and backgrounds across Europe will receive direct capital allocations. Alongside these financial resources, the chosen ambassadors will be granted TikTok advertising credits and promotional vouchers.
This assistance is designed to directly benefit neighborhood sports clubs, lower financial barriers to entry, and expand the reach of local mass-participation sport activities within community-led settings.
The collaboration relies on the distinct functional spaces occupied by each application.
- TikTok serves as an international discovery platform where individuals encounter new sports, training techniques, and outdoor lifestyle trends, such as the popular #NatureTherapy movement.
- Strava meanwhile functions as an operational tracking ecosystem where athletic achievements are documented and celebrated. Illustrating the scale of engagement, Strava reported that its international active community of more than 195 million users exchanged 14 billion Kudos over the last full season.
Natasha Ahmed-Walsh, Head of Public Policy, UK & Europe at Strava, said “Every day, content found online inspires motivation for real-world activity: whether that be taking the first steps on a running journey, joining a local community event, or otherwise. We believe the most powerful role technology can play is connecting people together and motivating people to be active. That’s the purpose of this partnership, and we’re proud to be working with TikTok to spotlight and further support the creators and communities already making it happen across Europe.”
Dr Nikki Soo, Safety and Well-being Public Policy Lead, Europe at TikTok, said “Inclusive communities on TikTok don’t happen by accident. They are built by creators who turn their own movement into inspiration for others to get active and connect with others. This partnership with Strava is about celebrating and amplifying that incredible, organic movement. By investing directly in these community leaders, we’re helping to ensure that the journey from discovering a new passion online to pursuing it offline is safe, accessible, and sustainable for everyone.”
In addition to the initial financial investment, TikTok and Strava have commissioned joint, independent research with Praesidio Safeguarding, an external consultancy firm specializing in digital protection. The upcoming academic and practical study will investigate how online content inspiration can successfully spark positive, real-world physical habits.
The research will also examine some of the operational best practices required for digital platforms to foster physical and mental wellbeing, helping ensure that the journey from online discovery to local community sport remains inclusive and safe for all participants.
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