The New Social: mapping the communities people show up for
Run clubs, supper clubs, padel leagues, book circles. A field guide to the new social fabric and the rooms shaping consumer culture.
Communities do not fit a single template. Some gather before sunrise. Some gather around long tables. Some gather in Discord servers, cinemas, studios, bookshops or parks.
What they share is commitment. People return, recognize one another, exchange recommendations, and let the room shape what they buy, wear, read, drink and believe. Each room has its own etiquette, pace and trust. The work is not to interrupt it. The work is to understand where a brand naturally belongs, then show up with something useful enough to be welcomed.
Four patterns keep showing up.
YoY growth in run clubs across Europe – Strava 2026
Sweat clubs – where bodies move, brands belong.
Run crews, padel collectives, swim squads, cycling break-aways. The 5:30am crowd that screenshots their split, texts the group chat, and compares pace on Strava. They're your most loyal early adopters – meeting weekly, and talking daily online.
