TikTok and Strava launch joint fund: a new loophole for driving traffic to fitness and nutra

The platform TikTok has teamed up with the world's most popular fitness tracker, Strava. Together, they have launched a pan-European fund called the Local Movement Fund with a €100,000 budget, which will go toward supporting local sports clubs and running communities. 

As part of the program, 20 fitness creators from various European countries will receive direct funding and ad credits from TikTok. 

The partnership was driven by a massive surge of interest in sports content. According to the companies' internal statistics, the number of posts with the #Strava hashtag on TikTok grew by 360% over the year, and nearly half of the platform's total audience describe themselves as fitness fans. 

The companies hired an independent agency, Praesidio Safeguarding, to study how online motivation translates into real-world habits. This means TikTok is seriously exploring this niche, rather than just riding the trend for PR. 

What this means for traffic arbitrage  

When TikTok pours money into a specific niche, the algorithms start artificially pushing similar content to the top — the platform needs to demonstrate maximum engagement. 

For media buyers working in the health, fitness, nutra, and sports info-product verticals, this opens up three promising directions: 

1. UGC creatives with organic reach. Native videos that mimic real runs, workouts, and logging results in Strava will receive massive organic reach without the risk of bans for an aggressive approach. The algorithm is currently fully on the side of fitness content. 

2. Warming up audiences via Strava screenshots. Integrating screenshots from the app showing real tracks and burned calories into your ad funnels exponentially increases the trust of the European audience. It works as social proof — people see a real route and believe in the result.

3. Cheap leads for info-products. Weight loss courses, workout programs, and meal plans can be promoted under the guise of an official pan-European trend. The cost per acquisition (CPA) will be lower because the platform itself pushes fitness content into recommendations. 

For affiliate marketers, this is a signal — now is the best time to enter the health, fitness, nutra, and info-product verticals targeting Europe. The algorithms are on your side, reach is higher, and moderation is softer.