Consumers are spending less time scrolling and more time moving. With hundreds of millions of athletes, Strava has become the world’s largest team where movement, community, and culture intersect. In this session, Evelina Jarbin, Senior Director of Strava for Business, shares insights from Strava’s Year in Sport data and explores how active communities are reshaping culture—and how brands can create experiences, drive authentic engagement, and deliver real ROI.