Strava taps Malay to run deeper into local fitness communities

Strava has expanded its platform to include 10 additional languages, as part of its ongoing global growth strategy and push towards deeper localisation.

The newly added languages include Malay, Thai, Vietnamese, Tagalog, Turkish, Polish, Swedish, Danish, Norwegian Bokmål and Czech, bringing the total number of supported languages on the platform to 24.

The move is aimed at enhancing accessibility and engagement across key international markets, enabling users to experience the app in their native languages while fostering stronger connections within local fitness communities.

According to Louisa Wee, chief marketing officer at Strava, the expansion marks a significant step in making the platform more inclusive and globally relevant.

“The expansion is a key part of our broader global growth strategy, which includes regional partnerships, localised content libraries, and market-specific challenges and programs launching later this year," she added. 

Dialling into Malaysia, Wee told A+M that introducing Malay as a newly supported language runs in tandem with its ambition to help more people connect with each other through shared experiences, rooted in being active. "This is incredibly exciting because it’s the first step in us providing more value for active Malaysians."

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"However, providing a native language app experience is not all we’re doing. We are going to be investing in connecting with local athletes and clubs, such as running clubs, regionally relevant initiatives, and much more," she said. "We can’t share everything just yet, but there is still more to come for active enthusiasts in Malaysia, so stay tuned."

Strava, which has over 195 million users globally, positions itself as more than just a fitness tracking app, but a community-driven platform where users can connect, stay motivated and achieve their personal goals.

With the new language support, free users will be able to access localised features such as activity tracking across more than 50 types of sports and the ability to connect with friends. Meanwhile, subscribers can unlock additional tools including personalised workout recommendations, route discovery and planning features, as well as deeper performance insights.

The addition of Malay in particular signals Strava’s intent to strengthen its presence in Southeast Asia, where fitness communities continue to grow rapidly alongside increasing digital adoption.

As competition intensifies in the fitness app space, localisation is becoming an increasingly important lever for platforms looking to build relevance and long-term engagement in diverse markets.

Strava is not the only platform having Malaysia in its expansion plans. Last year, Taobao doubled down on its “Go Lokal” strategy in Malaysia as it ramped up localisation efforts designed to make the platform more inclusive and accessible to Malaysian shoppers. Following the successful rollout of its English-language interface in 2024, the eCommerce giant introduced a Bahasa Melayu version of its app reflecting its growing commitment to meet consumers where they are.

The new Bahasa Melayu interface builds on Taobao’s growing investment in Malaysia, offering a more user-friendly experience with features such as AI-powered translations, automatic Ringgit (RM) currency conversions, and trilingual customer support. 

Wellness in Malaysia is undergoing a profound shift, moving beyond rigid routines and solo workouts toward a more social, communal and culturally grounded approach. Ogilvy Malaysia’s new Future of Health & Wellness report finds that millennials and Gen Z are redefining fitness, health and wellbeing as a lifestyle intertwined with community, culture and self-expression - opening up new opportunities for brands to connect in more meaningful ways. For brands, the shift signals an opportunity to embed themselves within communities rather than simply selling products. 

Daytime socialising is also on the rise, replacing traditional late-night culture. The “12PM is the new 12AM” trend sees young Malaysians participating in coffee raves, sauna parties, and wellness-focused brunches, favouring energising and restorative experiences over hangovers and blackout nights.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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