• by Colin Kirkland , June 24, 2026

TikTok and popular fitness-tracking app Strava are launching a €100k pan-European “Local Movement Fund” in which both companies will fund local clubs and fitness communities, while tapping creator-ambassadors specializing in exercise content.

According to the announcement, the influx of wide-ranging fitness-driven user content, hashtags (#naturetherapy), and niche exercise trends on TikTok can manifest physical action recorded on Strava.

“Discovery often starts on TikTok, while progress and achievements are celebrated on Strava,” the announcement states.

Per the initiative, TikTok and Strava are partnering with creators who are active on both platforms and represent diverse global regions, backgrounds, and “journeys across Europe.

As long-standing members of local fitness communities, these creators will serve as ambassadors for the program, using their share of funding and TikTok ad credits to “directly support their neighborhood clubs and communities."

TikTok will also launch custom products, like “TikTok Run Club” merchandise, to help promote participation in the program, which is set to launch this week in Brussels, with creator-ambassador Zahra Rose (@zahrarosea) leading a free community fun run.

In addition to the fund, TikTok and Strava will launch a research series designed 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,” TikTok states.