What moved (Aug '25 – Jul '26)
| Metric | Aug 2025 → Jul 2026 | Change |
|---|---|---|
| Awareness | 27% → 38% | +11pp |
| Consideration | 17% → 24% | +7pp |
| Investigation | 16% → 24% | +8pp |
| Claimed Usage | 13% → 20% | +7pp |
| Preference | 8% → 15% | +7pp |
What's behind the growth
Strava has been building its brand at a global scale.
Its 12th annual Year in Sport trend report in December 2025 showed clubs on the platform nearly quadrupling to 1 million worldwide, and in July 2026 it struck new integrations with adidas (adiClub rewards for GPS-tracked activity) and Samsung (pre-installed on new Galaxy Watches).
In Australia specifically, Strava has become the platform major sports and consumer brands build localised activations around the country's marquee running events.
The TCS Sydney Marathon achieved World Marathon Major status in 2025, the first Australian race to join Berlin, Boston, Chicago, London, New York and Tokyo, and the Nike Melbourne Marathon Festival runs its own official training series.
Nike itself ran the "Road to Running Royalty" Challenge in Sydney Harbour from August 2025, offering entry to a Nike panel event for completing four segments.
Strava's clubs feature has also become a hub for community-building beyond the events themselves: for example AU beer brand Better Beer runs an active club of over 3,100 members, self-described "official beer of the Nike Melbourne Marathon Festival & TCS Sydney Marathon," with its own history of challenges and race-ticket giveaways.
Strava has also become a genuine presence in social media trends: the "Strava fridge trend," where runners overlay their Strava stats onto videos of grabbing a drink from a convenience-store fridge post-run, has racked up individual TikTok videos with more than a million views, and Strava itself published an official tutorial showing fans how to make one.
