20 creators across Europe will be given funding to back local sport clubs, while documenting their journeys

Zahra Rose TikTok Strava

TikTok and fitness platform Strava have launched a €100,000 (£86,000) Local Movement Fund to back creators and their local sport clubs and communities. 

20 creators will be given a share of the funding and TikTok ad credits to support their local sport organisations, and will create content on both platforms to document their journeys over the next four months. They are based across Europe and aim to represent a diverse set of regions, backgrounds, and active journeys. 

Zahra Rose (@zahrarosea) is one of the creators involved in the scheme, and said, “This funding will allow us to bring a lot more people together in real life. I’d love to host summer of movement events centered around the activities I love most - trail running, cycling, hiking and paddle-boarding - and introduce them to people who might never have tried them before and show them how fun movement can be. 

“A lot of outdoor sports still lack diversity, and often the biggest barrier isn’t ability, it’s access. If you don’t know anyone who does a sport, it can feel difficult to get started. I want to break down barriers and create those entry points, help people feel welcome and build connections through movement. I’m also really excited to spend time with the community, hear about their goals and understand how we can support them better.”

TikTok and Strava have partnered after a 360% growth in #Strava posts on TikTok, and research from the social video platform finding nearly half of its users identify as fitness enthusiasts.

Dr Nikki Soo, safety and well-being public policy lead, Europe, 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.”

Natasha Ahmed-Walsh, head of public policy, UK & Europe, 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.”

In addition to the creator partnerships, TikTok and Strava will commission joint research with independent experts at Praesidio Safeguarding to study how online inspiration can spark positive, real-world habits, as well as best practices for digital platforms to foster physical and mental well-being.