TikTok and Strava, a tracking app for running and cycling, have launched a €100,000 pan-European Local Movement Fund, providing funding and TikTok promotional vouchers to 20 creator-ambassadors who will direct the resources toward local fitness clubs and communities across Europe.

According to an announcement, the program targets creators active on both platforms who represent diverse regions, backgrounds, and fitness disciplines. Among those selected are Zahra Rose (@zahrarosea) and Esther De Souza (@estherdsza). Each ambassador will use their share of the fund to support the neighborhood communities they already represent.

Brussels Kickoff

TikTok and Strava launched the initiative this weekend in Brussels, Belgium, where ambassador Zahra Rose led a free community run open to local residents.

The companies cite existing user behavior across both platforms as context for the initiative. TikTok says discovery often starts on its app, while Strava serves as a space to track progress and celebrate achievements. Last year, the global Strava community shared 14 billion Kudos.

“Inclusive communities on TikTok don’t happen by accident,” said Dr. Nikki Soo, Safety and Well-being Public Policy Lead for TikTok in Europe. “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.”

Research Component

TikTok and Strava will also commission joint research with Praesidio Safeguarding to study how online content drives real-world physical activity. The research will examine best practices for digital platforms supporting physical and mental well-being, and assess how the transition from online motivation to offline participation can remain inclusive.

“We believe the most powerful role technology can play is connecting people together and motivating people to be active,” said Natasha Ahmed-Walsh, Head of Public Policy for the UK and Europe at Strava. “We’re proud to be working with TikTok to spotlight and further support the creators and communities already making it happen across Europe.”

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