TikTok is seeking to further promote physical exercise and community engagement, with its latest initiative being a partnership with fitness tracking app Strava to jointly launch a pan-European "Local Movement Fund" totaling 100,000 euros (approximately $114,000). The fund aims to support local clubs and groups, specifically by providing funding and advertising credits to 20 creator ambassadors, who will serve as advocates for local fitness groups.

TikTok run club

Running and fitness have become major trends on TikTok, where users share tips, progress logs, and inspiration, driving high engagement within the app. Now, TikTok hopes to extend this online enthusiasm into actual community action, gaining support through positive development and further leveraging the app to promote participation.

As TikTok explains: "Through the fund, we will collaborate with 20 creators, such as Zahra Rose and Esther De Souza, who are active on both TikTok and Strava, representing different regions, backgrounds, and athletic journeys across Europe, and who will serve as ambassadors for the program. These creators are long-standing members of the local fitness communities they represent, and each will use their share of the funding and TikTok promotional credits to directly support clubs and groups near their communities."

TikTok will also launch customized TikTok Run Club merchandise and other products to help boost engagement.

The program will kick off this week in Brussels, where creator ambassador Rose will lead a free community fun run for local residents to participate in.

"This activity is an opportunity for community members to connect, exercise together, and celebrate the local clubs that are at the heart of the community," TikTok said. "This is exactly the kind of offline connection the fund aims to support."

In addition to the fund, TikTok says it will partner with Strava to launch a series of studies exploring how online inspiration can drive positive real-world habits.

"The research will examine best practices for digital platforms to promote physical and mental well-being, ensuring that the transition from online motivation to offline communities is inclusive and supportive for everyone," TikTok added.

This move could help enhance TikTok's value as a tool for connecting local fitness communities, while also providing valuable PR material for an app that is often criticized.

For marketers in the fitness space, this promotion is also worth noting, as the initiative is likely to boost in-app local activity around fitness, thereby opening new opportunities to reach exercise-enthusiastic users.