Go BackTribes on the Rise: The Secret Fires That Ignite Brands
Imagine a group of people gathered around a fire. The flames give light and warmth, but the real power of the fire is different: it brings people together. In prehistoric times, this togetherness meant survival. Wolves roamed the forests, storms shook the shelters, rival clans threatened the weak. Alone, a human was fragile. Together, a tribe could endure.
Thousands of years later, the wolves are gone. But the instinct remains. We may not fight with spears anymore, yet we still look for our tribes: communities that reflect our values, passions, and dreams. Some gather on yoga mats, some on tennis courts, and others online playing games. What changes are the names and rituals; what stays the same is the human need to belong.
And for brands, this ancient truth is more important than ever. Indeed, the economy is not just about demand and supply, products or prices. It is about meaning. People buy things not only for what they do, but for what they say about them. A sneaker is not just rubber and fabric; it is a ticket into the runner’s circle. A drink is not just sugar and fizz; it is laughter with your bestie.
Tribes are powerful because they shape identity. Even people outside a tribe often admire it. You don’t need to surf to admire surfers, or to practice yoga to wish for its calm. This is called aspirational power, and it makes tribes valuable to brands far beyond their size.
But not every tribe is the right match. How to choose the right tribe for your brand?
How to Choose the Right Tribe for your brand
Table of Contents
- How to Choose the Right Tribe for your brand
- The Most Growing Tribes That Are Shaping Culture Now
- Pickleball: Joy Across Generations
- Padel: The Sport of Energy and Flash
- Hot Yoga: Transformation Through Heat
- Hyrox: Fitness as Challenge and Community
- Parkrun: The Ritual of Belonging
- Choose the right tribe for your brand: Which Fire Will You Sit Beside?
- About The Author
There are four things to look at when deciding which tribe your brand should join:
- Aspirational Power
Does the tribe inspire people, even those outside it? If yes, your brand can gain a halo effect that spreads widely. - Purchase Interest
Does the tribe actually want what you offer? Nutella won’t convince bodybuilders, no matter the spin. - Shared Values
Tribes live by values. Vegans value compassion, gamers value mastery, park runners value inclusion. If your brand’s values don’t rhyme with theirs, no campaign will work. - Growth Momentum
Tribes have life cycles. They grow, they peak, they fade. Zumba has declined. Digital nomads shrank after the pandemic. Meanwhile, padel is rising fast. Joining a tribe too late means missing the fire when it burns brightest.
The Most Growing Tribes That Are Shaping Culture Now
Now that you understand how to choose the right tribe for your brand, it’s time to get to know some of them. Here is where the real energy lies: the tribes that are not only alive, but booming. Each of these is more than a pastime. Each is a culture in motion. Let’s explore some of the tribes that are growing the most according to GWI.
Pickleball: Joy Across Generations
Pickleball is not just the fastest-growing sport in the US, it’s a social revolution with a paddle. Participation has risen over 35% since 2023, making it a force that unites unlikely groups: retirees who once filled Florida courts now play alongside Gen Z newcomers. The age mix is its magic. It’s rare to find a tribe where grandparents and grandchildren share the same ritual with equal passion.
For brands, this is gold. Pickleball radiates inclusivity, fun, and connection. To join it, a brand must avoid pretension and embrace joy. It should be about community tables after the game, about lighthearted competition, about smiles over trophies. Skechers, Tesla, and DoorDash already see the fire and feed it. In Europe, the tribe is still in its early growth, making now the perfect moment to enter before the wave crests.
Padel: The Sport of Energy and Flash
If pickleball is warmth, padel is electricity. It blends tennis and squash, and participation has exploded by 56% globally since 2023. Today, over 25 million players hit balls across 45,000 courts worldwide, and the market is expected to grow at nearly 13% annually through 2028.
Padel’s essence is adrenaline. Fast rallies, loud smashes, laughter echoing in enclosed courts. Its tribe is younger, wealthier, and more male-skewed than pickleball’s, but no less passionate. Brands like CUPRA, Aperol, and Spotify already use padel’s energy as a stage for their own boldness. For brands that want to look modern, competitive, and dynamic, Padel represents a great territory to play in, one that will boost brand equity.
Hot Yoga: Transformation Through Heat
Step into a studio where the air is heavy, the mirrors fog, and bodies move in rhythm at 40°C (105°F). Hot yoga is not just exercise, it’s ritual. It attracts wellness seekers who crave both intensity and intimacy, who see health not as a quick fix but as a lifelong journey.
This tribe values mindfulness, style, and self-care.
The projected global growth rate of nearly 7% through 2026 shows its momentum. For brands, hot yoga offers rare closeness: the studio is a sacred space where people are vulnerable, determined, and open.
Wellness brands like Lululemon, Alo Yoga, and Manduka can extend their presence inside studios. Hydration and nutrition brands like Coconut Water, Smartwater, or electrolyte-focused startups fit perfectly in post-class rituals. Even skincare companies like Glow Recipe or Aesop can claim relevance, helping participants care for overheated skin. For tech players, wearables like Garmin or WHOOP could measure performance and recovery in extreme conditions.
Hot yoga is still largely unexplored. For the right brands, it represents a new territory to own with a great growing potential.
Hyrox: Fitness as Challenge and Community
Hyrox is what happens when endurance running meets functional workouts, wrapped in a global race format. Eight runs, eight workout stations, one shared challenge. Tickets sell out fast, so fast that people compare it to getting seats at a Taylor Swift concert.
The tribe is diverse but leans slightly older and more female than CrossFit, with nearly 40% of participants being women. What makes Hyrox special is the balance: it is inclusive (anyone can start) yet demanding (everyone is tested). The values are community, achievement, and grit. Red Bull already rides this wave, proving how powerful the space is. For brands seeking to connect with ambitious, health-driven people, Hyrox offers a powerful platform. Red Bull has already partnered with the movement, leveraging its broader wellness and endurance culture appeal.
Both in the US and Europe, this tribe represents a great potential for brands that want to engage health-conscious, ambitious people who see fitness as both lifestyle and community.
Hyrox is a fire burning hotter every season. It is becoming the new trendy way to train, much like CrossFit was a few years ago.
Parkrun: The Ritual of Belonging
Not every tribe needs intensity. Parkrun is proof that simplicity can be revolutionary. Every weekend, in over 2,000 locations across 22 countries, people gather to run (or walk) five kilometers together. No medals, no pressure, just milestones and community.
Parkrun is about consistency, friendship, and shared ritual. It is inclusive: children, seniors, first-timers, and marathoners all move at their own pace, side by side. Its partnerships (Vitality, Persil, Lidl) work because they echo its values: health, family, and accessibility. For brands, Parkrun is a chance to be part of something deeply human, where love and gratitude flow naturally.
Choose the right tribe for your brand: Which Fire Will You Sit Beside?
In the past, marketing was about shouting louder than others. Today, it is about speaking to the right circle at the right moment.
When a brand enters a tribe, it is not simply selling. It is saying: We are one of you. And when that happens, loyalty becomes deeper than discounts.
So, picture again that fire in the dark. Around it are pickleball players, padel fans, yogis, Hyrox athletes, park runners. Each tribe has its own spark, its own rhythm, its own dreams.
As a brand, your choice is clear: will you stand in the cold, or will you join the circle?
Because in the end, tribes are not just about people. They are about meaning. And meaning is the strongest currency any brand can ever trade.
About The Author
Matteo Rinaldi is a Senior Marketing Strategy Consultant and Co-Founder of Human Centric Group, with global experience driving double-digit growth for brands like Danone, Carlsberg, Revlon, PepsiCo, and Visa. Having worked across multiple continents, he specializes in leveraging cultural insights for impactful brand strategies. A passionate educator, Matteo teaches marketing worldwide, shaping future industry leaders. Previously, he worked with L’Oréal and Coca-Cola HBC. He is also a best-selling author in marketing.
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