Abstract
Social media has had a positive impact on and revolutionised the world in which we live today. Since the advent of social media, the fitness industry has experienced substantial growth as it has allowed for greater access to information surrounding nutrition and exercise, made it easier to connect with fitness experts such as personal trainers or dieticians, and has allowed for marketing to target individuals to increase the revenue of the industry (Australian Fitness Academy, 2018, p. 7). It has not only changed the way people work, connect and go about their everyday lives, but it has also allowed people to form online and in-person communities that enable and empower individuals to create new, positive and meaningful relationships. Gen Z has been extremely receptive to these changes given they are the most influenced by social media.
The impact of social media on the fitness industry and Gen Z is undeniable and will be discussed in more detail below. This paper fits within the stream of communities and social media as it discusses the impact social media has on the fitness industry through the creation of communities.
Introduction
Over previous years, we have seen a rise in numerous fitness trends on social media, with the trend of run clubs booming online (Wallen, Francis, 2024, p. 1). Individuals have been seen to take to social media platforms such as Instagram to set a location for others to run as a large group, often with hundreds, sometimes even thousands showing up in attendance (Wallen, Francis, 2024, p. 1). A major sense of community is fostered through these run clubs, along with them providing individuals with the opportunity to feel empowered, supported and a part of something greater (Wallen, Francis, 2024, p. 7).
The generation that is engaging in these run clubs most regularly is Gen Z, those born between 1997 and 2012 (Dimock, 2019, p. 5). Gen Z has an extremely high usage of social media, with research showing 89% of the Gen Z population has Instagram (Smith, 2024, p. 9). Instagram and Facebook are both platforms known to be the primary sources of the run club trend. Therefore, the high usage from the Gen Z population shows the influence social media has on this generation (Wallen, Francis, 2024).
Social media has allowed for the promotion of run clubs as a wholesome activity that can increase social networks, along with fitness levels (Randell, 2024). Run clubs have been given the nickname of ‘sweatworking’ because of this (Randell, 2024).
The positive impact social media has had on the fitness industry, specifically since/through the cultivation of run clubs.
Social media has had a major positive impact on the fitness industry globally. Fitness influencers are taking over the internet, promoting products, brands, diets and more (Vitality Health Club, 2024, p. 3). These fitness influencers have not only increased the revenue of the fitness industry but have also made it trendy and highly sought after to live a healthy lifestyle filled with exercise, nutrition and balance (Vitality Health Club, 2024, p. 4). Influencers are creating content that individuals can relate to, making them feel heard and not alone (Azeoo, 2025, p. 2). This helps build trust between the viewer and the creator (Azeoo, 2025, p. 2). This trust can then be used to promote and sell fitness-related products or programs.
“Social media platforms have transformed into hubs for fitness communities” (Vitality Health Club, 2024, p. 4). These platforms are increasing accountability while providing ongoing support for individuals wanting to better their health (Vitality Health Club, 2024, p. 4).
Social media has lowered costs for the fitness industry as nowadays, health and wellness businesses can easily market and target a niche audience on social media to optimise their brand performance (Social Made Simple, 2023, p. 3). Before, social media marketing tactics cost a premium, but today it is easy to engage in marketing without a third party, allowing for money to be spent elsewhere in the business (Social Made Simple, 2023, p. 3).
Since the cultivation of run clubs, the fitness industry has seen an increase in sales surrounding running gear and paraphernalia, as social media has increased participation in the sport of running (Hughes, 2024, p. 11). Companies as big as Nike have introduced Run Club apps, which led them to achieve an 18% increase in revenue (Hughes, 2024, p. 12). KIC Run Club has collaborated with New Balance, which has led to a 23% increase in revenue (Hughes, 2024, p. 13). HOKA has gone viral for their running sneakers and has since been able to open several more stores globally whilst also partnering with run clubs (Hughes, 2024, p. 15). Run clubs have created a space that people feel they can attend with no judgment (Mateo, 2022). It not only boosts both mental and physical health but also provides a sense of belonging (Mateo, 2022, p. 4).
Social media and the rise of run clubs have increased spending on and attendance at running events, such as the HBF Run for a Reason (Slattery, 2024, p. 18). Races are selling out faster than ever before, with individuals wanting to challenge themselves and push their limits (Slattery, 2024, p. 18).
Social media has evidently had a positive impact on the fitness industry, providing opportunities for both businesses and individuals. The perception of running is changing over time, and as it does, the fitness industry is benefiting from it.
How social media facilitates the creation of new communities.
Social media is the root of many of our connections. It has provided a platform for engagement, connection and community, along with knowledge and information. Today, in the 21st century, the majority of the population uses social media as their life depends on it, as it is easily accessible with the widespread use of smartphones.
Social media has facilitated the creation of new communities by allowing people to join interest-based groups and share their passions and hobbies with others (Araya, 2022, p. 3). It provides people with the opportunity to meet those they may not have met otherwise in person (Araya, 2022, p. 3). Since the creation of run club communities via social media individuals have met several likeminded people as everyone is encouraged to bring friends, talk to each other and even stay for a coffee after the run. They provide support, motivation and a sense of belonging. Social media makes it easy to organise meetups and events. This is just one example of a community that has been created through social media.
Social media can encourage people to speak out more and be bolder than they would be in real life, as it gives them somewhat of a shield to hide behind (Araya, 2022, p. 1). Along with social media comes a feeling of anonymity that pushes people to express themselves more without fear of judgment. Without social media, individuals may find it hard to put themselves out there and approach strangers in person. It can be hard to find people who share similar interests with you without social media until you get to know them on a deeper level, hence the positive impact social media has had in creating new communities (Araya, 2022, p. 3). Social media has provided an effective and efficient way to connect with those most similar to us. Some people are even calling run clubs the new dating app, with people meeting their life partners just by taking a chance to try something new and engaging in the community (Domb, 2024, p. 3).
Social media has also allowed for collaborations, which has also helped form new communities. Run clubs are regularly working together with local brands such as activewear, cafes or any health and fitness-related business (Flynn, 2024). Rise And Run Club, based in Cottesloe, Western Australia, has collaborated with Perth athleisure brand Leelo Active several times, which brings together both the running community and Leelo Active’s athleisure community to engage people with similar interests (Rise And Run Club 2024). This co-branding is a smart marketing strategy that benefits not only the participating brands by increasing their reach and diversifying their target market but also the community as they broaden their social networks.
Without social media, people would not be able to connect as simply as they can today. Communities would not be formed as easily, and people would find it difficult to locate those with similar interests.
The generation of Gen Z is most influenced by social media and is more receptive to change.
There is no doubt that social media plays a major role in the everyday lives of Gen Z individuals (Serbanescu, 2022, p. 61). Gen Z is addicted to technology, and their screen time is only increasing (Serbanescu, 2022). Gen Z has been found to spend “more time on their phones than on any other devices combined” (Serbanescu, 2022, p. 64). The top platforms used by Gen Z during this time consist of Instagram, TikTok and Pinterest (Kastenholz, 2021). With Gen Z spending the most time on their devices, it has led to them being the most influenced by social media. Brands often target their content towards the younger demographic as they know they are readily browsing social media platforms (Serbanescu, 2022, p. 64).
Research has also shown that Gen Z is one of the most receptive demographics to change (Richmond, 2024). Gen Z has been described as having an ‘agile mindset,’ with a vast ‘knowledge of ever-changing technology’ (Richmond, 2024, p. 4). Another study conducted in 2009 concluded that “the younger generation is more tolerant than their elders” when it comes to several societal issues (Pew Research Center, 2010, p. 6). Since growing up with technology is not something new to Gen Z, they have built more trust around it than other demographics who have only been introduced to it in the past few decades.
Gen Z are more easily influenced when it comes to their health and wellness. Due to their high reliance on social media and the digital world, they are seeking and trusting health advice provided on the internet (Jiao et al., 2023). Gen Z is also prone to following wellness trends seen online and purchasing numerous wellness products to achieve a healthy, social-media-worthy lifestyle (Segel, Hatami, 2024).
The pure extent of the impact social media has had on Gen Z has been clear, as they are the largest age bracket attending the new trend of run clubs (Cheng, 2024). This shows that the generation is willing to engage in new activities to promote new connections (Cheng, 2024).
Gen Z are highly influenced by social media, and their receptiveness to change allows them to live a flexible life that can better their well-being (Richmond, 2024).
Conclusion
Social media has transformed the fitness industry by expanding reach, enabling real time event co-ordination and fostering community engagement. It has forever changed the way the fitness industry will operate by positively impacting it through the cultivation of run club communities which have been embraced by the Gen Z generation. It has facilitated the creation of new communities, with those being run clubs and fitness groups globally (Pascoe, 2023, p. 1-2). These communities have empowered individuals to engage in physical activity while stepping outside of their comfort zones and making new connections. Running is now viewed in a more positive light, as opposed to previous years. Individuals today, specifically Gen Z, see it as a social activity where you can network and meet others with similar values and interests to you. Run clubs are about more than just showing up for a run. They are about commitment, motivation and accountability (Vitality Health Club, 2024, p. 4).
Social media has provided the fitness industry a major boost in revenue, media coverage, and promotion of brands and businesses to allow them to scale rapidly (Social Made Simple, 2023).
Gen Z has been extremely receptive to new communities, especially run clubs created on social media, and they are not slowing down any time soon. Running has taken over the Gen Z population for the better.
Social media is our future, and we need to use it to our advantage.
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Hi Shannon Kate, You’re right to ask; it is incredibly difficult to police these issues today. Predatory behaviour isn’t exclusive…