Rise in 'Social Fitness'

Burnout is out. Balance is in

In 2025, fitness is all about connection, balance, and shared experiences. Strava’s 2024 Year in Sport report, which analyzed data from over 135 million users across 190 countries, reveals a seismic rise of “social fitness” with group activities, run clubs, and community-driven workouts replacing traditional gym routines and even nightlife. This trend underscores a broader cultural movement: fitness is now as much about building relationships as it is about breaking personal records.

Wellness is my anchor—it’s the one thing that’s stayed steady in my whirlwind of shifting passions, and I’m so excited to see it transform into a communal philosophy.

Run Clubs Are the New Nightclubs

Rub clubs are now the preferred “third space” for socializing, replacing bars and nightclubs as the go-to spot for meeting friends, and even dating. Nearly one in five Gen Z respondents reported going on a date with someone they met through exercise. I’ve personally witnessed marriages from run-clubs (within a year even).

The appeal of group activities isn’t just social—it’s practical. Strava’s data shows that people who exercised in groups of 10 or more increased their activity length by 40% compared to solo workouts. Whether it’s a mid-run coffee break or a post-hike conversation, these social interactions are making fitness more sustainable.

Brands are also tapping into this shift, creating partnerships that blend fitness with connection. Take No Bad Days, one of my personal favorite New York run clubs - they just hosted an event with Pop Up Grocer and gave way a few pairs of the new Saucony Ride 18s. Meanwhile, New Balance sponsored Endorphins launched its own social running app, proving that fitness is as much about community as it is about personal goals.

As Strava’s Chief Business Officer, puts it, “Working out is no longer about burning out—it’s about moving in a way that works for you and finding joy in the process.” Whether you’re hitting the pavement with a run club, recovering in a cryotherapy chamber, or tracking your progress with an Oura Ring, the message is clear: wellness in 2024 is less about pushing limits and more about balance, connection, and sustainable habits.

The Year in Gear

Fitness gear also saw notable trends in 2024. The Nike Pegasus was the top running shoe, while Apple Watches dominated among 5k runners and Garmin Forerunners were preferred for longer distances. Carbon-plated “super shoes” became more accessible, with a 14% year-over-year increase in races completed in high-performance footwear.

Brands like Vivobarefoot are taking over, promoting foot health, improve biomechanics, and reduce environmental impact by mimicking how early humans walked, barefooted.

Fashion trends also emerged, with coordinated workout outfits becoming a universal favorite. Blue was predicted to be the new black for 2025, though generational divides persisted on sock length—Gen Z favored crew socks, while Gen X preferred no-show styles.

Wellness as a Lifestyle

The rise of social fitness is part of a larger wellness movement that shows no signs of slowing down. The global wellness industry is now worth $6 trillion (for context the pharma industry is worth $1.6 trillion). High-end social wellness clubs, such as Othership, The Well, Remedy Place, cater to the wealthy with offerings like hyperbaric oxygen chambers and AI-driven personalized wellness regimens.

Whole Foods founder John Mackey recently co-created Love.Life in LA, with memberships around $50K a year. They cater to the “quiet luxury” demographic by offering exclusive, high-touch experiences with access to a physician-led team of multidisciplinary experts and comprehensive diagnostic tests, assessments, and the most expansive range of fitness equipment and recovery modalities.

The tech scene is catching up, democratizing access to these modalities via AI driven apps, like Dr. Mark Hyman’s Function Health , giving access to 100+ lab tests and insights from top doctors for $499. I love that they give you your biological age vs chronological age - it’s pretty cool to see that people are actually aging backwards by making lifestyle changes.

Now scientists and billionaires are leading influencers, like Huberman Labs and Bryan Johnson, making wellness knowledge more accessible than ever.

Wellness Events

In 2024, wellness events have become a cornerstone of the industry, blending education, experience, and social connection. From hyper-local run club meetups to large-scale wellness festivals, these events cater to a growing demographic of health-conscious individuals seeking both knowledge and community. For example, Love.Life hosted a grand opening event in August 2024, featuring guided tours, wellness workshops, and interactive sessions with health experts.

I recently attended Eudemonia, a new conference intersecting between cutting-edge science and the woo woo, where I personally met Dr. Mark Hyman, Calley Means, The founder of Seed, Sakara, famous yoga instructors like Yoga with Adrienne, renowned doctors/spritualists like Dr. Zach Bush, and even Timbaland who is releasing a meditation album this year.

The popularity of these events reflects a broader cultural shift toward experiential spending. As people prioritize experiences over material goods, wellness events offer a unique blend of personal growth and social interaction. They also provide an opportunity for brands to engage directly with their target audience, showcasing their products and services in a meaningful context.

Wellness as the New Quiet Luxury

The rise of elite wellness clubs and events underscores a growing trend: wellness as the new quiet luxury. For the affluent, investing in health is no longer just about looking good—it’s about optimizing every aspect of life to perform at the highest level. Clubs like Love.Life cater to this demographic by offering exclusive, high-touch experiences that combine cutting-edge science with personalized care. The result is a lifestyle that prioritizes longevity, vitality, and community—a far cry from the impersonal, symptom-focused healthcare of the past.

As John Mackey, CEO and co-creator of Love.Life, aptly put it, “The new future of health is about highly personalized care that is focused on the mind, body, and spirit.” This philosophy is reshaping the wellness industry, making it more inclusive, innovative, and impactful than ever before. Whether through elite wellness clubs, brand partnerships, or immersive events, the message is clear: wellness is no longer a luxury—it’s a way of life.