On your marks: TikTok, Strava establish six-digit fund for running creators

TikTok and Strava are sprinting across Europe to find the continent’s most exciting run clubs. That’s the gist of the Pan-European Local Movement Fund, a €100,000 pool that has been allocated for running creators and their associates.

The six-digit fund will be split among 20 European creators, who will highlight their local run clubs and fitness communities. Payouts will take two different forms, with the so-called “creator-ambassadors” receiving both direct funding and ad credits.

A TikTok Newsroom post notes that Strava has become the go-to social platform for runners, who delivered 14 billion “kudos” to their fellow athletes in 2025 alone. Strava has responded to that surge by hiring execs to lead the development of social and commercial features, but it’s not the only platform populated by distance runners. Some of the recipients of Local Movement Fund payouts, including Esther da Souza and Zahra Rose, are active on both TikTok and Strava.

By supporting those fleet-footed creators, TikTok plans to increase its library of running-related posts. To kick off the Local Movement Fund, Rose is hosting a fun run in Brussels and inviting Belgian run club members to participate.

“Inclusive communities on TikTok don’t happen by accident. They are built by creators who turn their own movement into inspiration for others to get active and make connections,” said Dr. Nikki Soo

, TikTok’s Safety and Well-being Public Policy Lead for Europe, in a statement. “This partnership with Strava is about celebrating and amplifying that incredible, organic movement. By investing directly in these community leaders, we’re helping to ensure that the journey from discovering a new passion online to pursuing it offline is safe, accessible, and sustainable for everyone.”

Soo is smart to call out the safety concerns associated with running influencers. Like with many other sports, running is picking up some much-needed spectators by inviting well-known creators to marathons and other high-profile races. At the same time, there are questions about how well those creators can follow racing rules. The 2024 NYC marathon disqualification of Matthew Choi only fueled that skepticism.

TikTok wants its Strava partnership to focus on good vibes and healthy exercise. To that end, the two apps have commissioned research from Praesidio Safeguarding. The firm will uncover the practices platforms can use to promote physical and mental well-being as their communities translate digital passions into real-world activities.

Past TikTok fitness trends have been associated with negative health effects, but the app is prioritizing safety as it invests six figures in European athletes. That’s a choice that certainly deserves some kudos from all of us.