Every day on TikTok, we see online inspiration spark real-world action. To celebrate and build on this, we are proud to be partnering with Strava, the app for active people, to launch a €100k pan-European Local Movement Fund. This new initiative will empower local clubs and communities by providing funding and ad credits to 20 creator-ambassadors who will serve as champions for their local fitness communities.
We see the journey from online discovery to real-world action every day on TikTok, from first-time runners finding a training plan to friends discovering a new hiking trail with #naturetherapy. For many, this journey naturally spans both platforms: discovery often starts on TikTok, while progress and achievements are celebrated on Strava. Last year alone, the global Strava community shared 14 billion Kudos.
Through the fund, we’re partnering with 20 creators such as Zahra Rose (@zahrarosea) and Esther De Souza (@estherdsza) who are active on both TikTok and Strava, representing diverse regions, backgrounds, and active journeys across Europe – who will serve as ambassadors for the programme. These creators are long-standing members of the local fitness communities they represent, and each will use their share of funding and TikTok promotional vouchers to directly support their neighborhood clubs and communities.
This weekend, we are kicking that work off in Brussels, with one of our creator- ambassadors receiving the Local Movement Fund, Zahra Rose, leading a free community fun run for local people to join. This event is a chance for the community to connect, move together, and celebrate the local clubs at the heart of their neighbourhoods. It’s exactly the kind of in-person connection this fund is designed to support.
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 make connections. 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. »
Commitment to Long-Term Physical Well-being
Looking ahead, this partnership is focused on supporting the long-term well-being and growth of these communities.That is why TikTok and Strava will also commission joint research in collaboration with Praesidio Safeguarding to explore how online inspiration sparks positive, real-world habits. The study will examine best practices for digital platforms to foster physical and mental well-being, ensuring that the transition from online motivation to offline community remains inclusive, and supportive 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. »
Les trophées Sporsora