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For others, their daily hour of allotted outdoor exercise time was one of the only things that got them through the monotony of lockdown, with people taking up running, following fitness influencers on social media and signing up for Peloton in their droves. Fitness app Strava was one of the businesses that boomed amid the new normal, gaining roughly two million new members a month during 2020.

Strava’s Give Kudos campaign by Stink Studios, 2018