Category: WBUR

  • Gen Z is trading drinks for yoga mats

    Every Friday at 6 p.m., Antonia Fantasia goes to a Solidcore class. Sometimes she’ll meet a friend for dinner or go shopping after the class, then she’ll go home to shower, put on a face mask and watch a movie with her roommates before she goes to bed early.

    Fantasia, a 26-year-old marketing manager in Boston who is a year sober, said this routine is new for her. She started taking group fitness classes a few years ago and scheduled her classes earlier in the morning so she had an excuse to not go drinking. Slowly, she stopped making excuses, stopped drinking altogether and created a new routine.

    Young people like Fantasia are moving from “barstools to barbells,” according to a recent study by Bank of America. Alcohol spending is at its lowest level in 40 years, while spending on fitness is up.

    For Gen Z and millennials, wellness is on the rise. The $2 trillion global industry is growing and expanding beyond its core categories, according to a report by consulting firm McKinsey & Company. Nearly 30% of Gen Z and millennials in the United States are prioritizing wellness more than they did a year ago, which is higher than older generations.

    With a demand for working out later in the day, fitness studios are staying open later. SoulCycle, a high-intensity indoor cycling experience, recently started offering classes at 10 p.m. in some locations in New York City. Group fitness classes are utilizing bright, flashing and loud music, bringing a nightlife atmosphere to it.

    “It’s like a party in there,” Fantasia said.

    Some studios are even partnering with local bars. Loco Taqueria & Oyster Bar in South Boston has hosted several Pilates classes during the day, before the evening rush.

    At Barre Groove, a Boston-based group fitness studio that offers trampoline-based cardio classes, some sessions include a complimentary drink at The Bosworth afterward. Alanna Perry, 36, the owner and founder of Barre Groove, started teaching group fitness classes at her local restaurants and bars after hours.

    “We would teach class in the space and slide drinks to everyone, and we turned it into a social aspect,” Perry said.

    Those collaborations form connections and community, Perry said. Brands will partner with fitness studios and offer freebies before or after the class.

    “We don’t want it to be just about class,” Perry said. “You have where you live, you have where you work and then you have where you build your community.”

    Emily Smith said she started noticing the trend of workout classes emulating nightlife five years ago in group fitness classes that utilize yoga mats such as pilates, sculpt or heated yoga.

    Smith, 30, is a sculpt instructor at The Handle Bar, is a Boston-based fitness studio that offers cycle, Pilates, sculpt, strength and flow classes across its nine locations. Sculpt classes are full-body workout classes utilizing dumbbells, Bala bangles, resistance bands and are heated with infrared heat.

    Smith has been teaching group fitness classes for nine years and taking them since 2013. She described creating a sequence for her classes like “choregraphing a dance.” She deliberately chooses workouts that match the beat of the music.

    “The highest intensity point of the sequence at that highest intensity point of the music helps everything feel really in sync,” Smith said. “It feels empowering.”

    Kara Lennon, 36, a Boston-based fitness instructor and content creator, goes to group fitness classes because of the friendships and community formed with like-minded people.

    “As a person that’s also been teaching and taking [them] for so many years, it’s how I’ve made some of my best friends,” Lennon said.

    Lennon also fostered connection another way. She started a women’s only small group training program based in Boston called “Hot Girls Lift Weights” in hopes of teaching women how to weightlift safely.

    Replacing nightlife with working out looks like it’s going to stay, said Carly Picarelli, 30, a social media manager from Boston. People are more health conscious and want to track that with Oura rings and Apple Watches, which weren’t around 10 years ago, Picarelli said.

    “I already did my fair share of drinking, so I’m definitely in a stage in my life where I’d rather go do a workout than go to the bar,” Picarelli said. “It just seems like a cultural shift where wellness is definitely on the rise, and this party lifestyle seems to just be declining fast.”


    This story is part of a partnership between WBUR and the Boston University Department of Journalism.

  • Gen Z is trading drinks for yoga mats

    Every Friday at 6 p.m., Antonia Fantasia goes to a Solidcore class. Sometimes she’ll meet a friend for dinner or go shopping after the class, then she’ll go home to shower, put on a face mask and watch a movie with her roommates before she goes to bed early.

    Fantasia, a 26-year-old marketing manager in Boston who is a year sober, said this routine is new for her. She started taking group fitness classes a few years ago and scheduled her classes earlier in the morning so she had an excuse to not go drinking. Slowly, she stopped making excuses, stopped drinking altogether and created a new routine.

    Young people like Fantasia are moving from “barstools to barbells,” according to a recent study by Bank of America. Alcohol spending is at its lowest level in 40 years, while spending on fitness is up.

    For Gen Z and millennials, wellness is on the rise. The $2 trillion global industry is growing and expanding beyond its core categories, according to a report by consulting firm McKinsey & Company. Nearly 30% of Gen Z and millennials in the United States are prioritizing wellness more than they did a year ago, which is higher than older generations.

    With a demand for working out later in the day, fitness studios are staying open later. SoulCycle, a high-intensity indoor cycling experience, recently started offering classes at 10 p.m. in some locations in New York City. Group fitness classes are utilizing bright, flashing and loud music, bringing a nightlife atmosphere to it.

    “It’s like a party in there,” Fantasia said.

    Some studios are even partnering with local bars. Loco Taqueria & Oyster Bar in South Boston has hosted several Pilates classes during the day, before the evening rush

    At Barre Groove, a Boston-based group fitness studio that offers trampoline-based cardio classes, some sessions include a complimentary drink at The Bosworth afterward. Alanna Perry, 36, the owner and founder of Barre Groove, started teaching group fitness classes at her local restaurants and bars after hours.

    “We would teach class in the space and slide drinks to everyone, and we turned it into a social aspect,” Perry said.

    Those collaborations form connections and community, Perry said. Brands will partner with fitness studios and offer freebies before or after the class.

    “We don’t want it to be just about class,” Perry said. “You have where you live, you have where you work and then you have where you build your community.”

    Emily Smith said she started noticing the trend of workout classes emulating nightlife five years ago in group fitness classes that utilize yoga mats such as pilates, sculpt or heated yoga.

    Smith, 30, is a sculpt instructor at The Handle Bar, is a Boston-based fitness studio that offers cycle, Pilates, sculpt, strength and flow classes across its nine locations. Sculpt classes are full-body workout classes utilizing dumbbells, Bala bangles, resistance bands and are heated with infrared heat.

    Smith has been teaching group fitness classes for nine years and taking them since 2013. She described creating a sequence for her classes like “choregraphing a dance.” She deliberately chooses workouts that match the beat of the music.

    “The highest intensity point of the sequence at that highest intensity point of the music helps everything feel really in sync,” Smith said. “It feels empowering.”

    Kara Lennon, 36, a Boston-based fitness instructor and content creator, goes to group fitness classes because of the friendships and community formed with like-minded people.

    “As a person that’s also been teaching and taking [them] for so many years, it’s how I’ve made some of my best friends,” Lennon said.

    Lennon also fostered connection another way. She started a women’s only small group training program based in Boston called “Hot Girls Lift Weights” in hopes of teaching women how to weightlift safely.

    Replacing nightlife with working out looks like it’s going to stay, said Carly Picarelli, 30, a social media manager from Boston. People are more health conscious and want to track that with Oura rings and Apple Watches, which weren’t around 10 years ago, Picarelli said.

    “I already did my fair share of drinking, so I’m definitely in a stage in my life where I’d rather go do a workout than go to the bar,” Picarelli said. “It just seems like a cultural shift where wellness is definitely on the rise, and this party lifestyle seems to just be declining fast.”

    This story is part of a partnership between WBUR and the Boston University Department of Journalism.

  • Endangered animals take a seat at Faneuil Hall

    Endangered animals take a seat at Faneuil Hall

    The Teatime Bench, one of the Wild Benches of Hope statues, near Quincy Market in Boston. (Andrew Burke-Stevenson for WBUR)

    Sheena Mitti and her father, Ronald, were visiting Boston from Uganda when they stumbled upon a statue of an elephant, rabbit and dog sitting on a bench at Faneuil Hall Marketplace. Sheena was instantly drawn to the elephant, and Ronald snapped a photo of her in front of it.

    For the Mittis, the fight for endangered animals is real — they see it every day. The benches made Sheena think of elephants she sees in Uganda.

    “It’s bittersweet,” Sheena said. “They’re becoming more endangered.”

    Ronald Mitti takes a picture of Sheena Mitti posing in front of “The Teatime Bench,” one of the “Wild Benches of Hope” statues near Quincy Market in Boston, MA on Thursday, March 5, 2026. Photo by Andrew Burke-Stevenson

    The Wild Benches of Hope – three bronze benches featuring animals across Faneuil Hall Marketplace – is a public art exhibit meant to bring people face to face with endangered wildlife. Married British-Australian artists Gillie and Marc Schattner created the exhibit in collaboration with Zoo New England.

    The benches feature Gillie and Marc’s characters Rabbitwoman and Dogman seated alongside endangered animals – a Masai giraffe, an African elephant and a hippo. The figures are reading and drinking tea. Visitors can sit on the benches and touch the animals.

    The couples’ work was deeply influenced by living in Africa, where the two became conservationists and naturalists, Marc said. For Gillie, it started when she was 9 and saw an elephant shot by a poacher in Zambia, where she lived until she was 12. Marc studied with famed primatologist Jane Goodall, working with the chimpanzees in Tanzania as soon as he turned 18, inspired by a documentary he had seen four years earlier.

    The two met later in life, and decided to merge their activism with their art and spread their message to places where people can’t see endangered animals.

    “Once you actually make a connection with wildlife, it’s there for the rest of your life,” Marc said. “You want to join charities, and you want to donate, and you want to do what you need to do to keep the planet healthy.”

    A passerby walks past “The Green Bench” at the “Wild Benches of Hope” statue near Quincy Market in Boston, MA on Thursday, March 5, 2026.

    The couple, who are based in Sydney, travel to Africa every year. In Australia they are deeply influenced by the animals around them, whether that’s kangaroos, wombats, wallabies or snakes. But they both said it is important for their art to focus on endangered animals, which is why they spend so much time in Africa studying and sketching animals, so they can figure out how to “bring them to light so they are real,” Gillie said.

    Public art is free, exposes the artist’s message to anyone who walks by and doesn’t require anyone to go to a gallery to experience it. The Wild Benches of Hope are nestled in the heart of downtown Boston, where tourists and people working in the financial district pass them every day. On the benches, there’s space next to Rabbitwoman and Dogman so people can sit there and “get to feel that they are close to those animals,” Gillie said.

    The exhibit is different from a gallery space where people are not allowed to touch the art.

    “If you can go to work and you can put a smile on your face, that makes a big difference to the rest of your day,” Marc said.

    The elephant in “The Teatime Bench,” one of the “Wild Benches of Hope” statues near Quincy Market in Boston, MA on Thursday, March 5, 2026. Photo by Andrew Burke-Stevenson

    Gillie said it’s important for animals to be whimsical and hopeful while they are spreading their serious message, which is why they have them drinking tea or reading a book.

    Installed in December, the benches will remain there for a year.

    While locals may have become used to seeing the bronzed animals on benches, the exhibit has been a hit with tourists.

    Nathalia Riordon, who works with children in a library in Canada, said the exhibit caught her eye because it looks like it could fit in a library.

    “The childish imagination makes it humanized,” Riordon said.

  • This app lets you rent clothes from people’s closets

    Katie Zaccardi doesn’t like to wear an outfit twice. So she uses an app to rent clothes.

    Zaccardi, a 25-year-old order management analyst who lives in Boston, logs onto Pickle when she needs clothes for weddings, ski trips and vacations. She traveled to Europe and Bali this summer, and said most of the outfits she wore on the trips came from Pickle.

    She rented a $1,700 ski suit for $100, a $500 matching shirt and pants set for $50 and a $700 matching set for $65.

    “Getting my hands on pieces that I wouldn’t typically want to drop a bunch of money on that are pretty expensive, and instead I can rent them for a reasonable price,” Zaccardi said.

    Pickle, a peer-to-peer fashion rental marketplace, launched in 2022 in New York and has spread across the country, including Boston, where it arrived in 2024 and now has 10,000 users.

    Katie Zaccardi has used Pickle to rent matching sets and a ski suit. (Courtesy Katie Zaccardi)

    Julia O’Mara, the company’s chief operating officer, described Pickle as Airbnb for your closet. The app lets users rent their clothing – women’s fashion and accessories, for now – to people all over the world. The user sets their own prices, with Pickle recommending that each rental should cost 10% to 20% of retail price. Pickle takes a 20% cut.

    The door-to-door delivery service offers same-day shipping in the same city or two days nationwide. Renters must agree to return items clean, ready to wear again. Users can post reviews of lenders and products, and renters are rated on their response times and rates.

    The app has grown with help from social media. Pickle has a relationship with small content creators or micro influencers based in New York, where the app would host small photo shoots of clothes, O’Mara said.

    A screen shot of Karissa McCarthy’s dress listing on the app Pickle. Her dress is available for other users to rent. (Courtesy Karissa McCarthy)

    Karissa McCarthy, 31, associate director of ad operations at STAT, a Boston Globe science news publication, found the app through a fashion influencer she followed who put her closet up for rent on Pickle.

    McCarthy mostly lends out her clothes rather than rents others’ and has made over $5,000 renting out her clothes She described Pickle as a side hustle that supports her shopping addiction and money for the weekend.

    McCarthy said she loves the interactions with people who use the app. All of her clothes have returned in great condition with zero bad experiences.

    “The community of girls is really great,” McCarthy said. “I love when girls leave reviews on my closet.”

    Holly Nichols, 25, who works in medical device sales, was looking for a skirt that was sold out everywhere in 2023 when she found it on Pickle. She has been on the app ever since.

    She likes to use Pickle when she has to go to events. She also said she “buys an outfit for every occasion” and then will rent the item out on the app and cover the cost of buying it.

    “I definitely like to think of using my clothes as an investment,” Nichols said.

    Weddings and ski trips are a big expense, especially because the outfits are only worn a couple times a year, which is why some users prefer to rent them.

    Ski suits are trending in fashion right now but even the most affordable ones can cost at least $1,000. Pickle users are renting one for $100, O’Mara said.

    “You’re not turning to full retail prices, and you’re keeping up with some of these trends and participating in them in a really circular and sustainable way,” O’Mara said.

    This story is part of a partnership between WBUR and the Boston University Department of Journalism.

  • Labor union protests in Boston, calling for Tufts student to be released from ICE custody

    A union leader led a chant for a crowd of more than 200 people, including Boston Mayor Michelle Wu and state Attorney General Andrea Campbell, who gathered in downtown Boston Tuesday evening to protest the arrest of Tufts University doctoral student Rümeysa Öztürk by immigration agents.

    “Come for one, face us all,” said David Foley, president of the Service Employees International Union, Local 509. The crowd shouted back: “Free Rümeysa, free them all!”

    Öztürk, a member of Foley’s SEIU local, was surrounded and handcuffed last week by six plainclothes immigration officers and taken in an unmarked SUV near Tufts in Somerville. She is a Turkish national and Fulbright Scholar studying on an F-1 visa. A neighbor’s doorbell camera captured the arrest on video.

    At the rally, held near the John F. Kennedy Federal Building, Wu said, “Boston will never back down to bullies.”

    The mayor, who was recently summoned to Washington, D.C. to be grilled before Congress about Boston’s immigration enforcement policy, on Tuesday said, “We are in dark times.”

    She added, “We are asking unthinkable questions about whether we still live in a democracy with rule of law, where we’re protected for our individuality and our humanity, or if we are living in a time when bullying and intimidation are how our government operates.”

    Öztürk is currently being held at a detention center in Basile, Louisiana. Documents filed in federal court in Boston late Tuesday revealed more of Öztürk’s ordeal in ICE custody. On the day of her arrest, agents picked her up at about 5:15 p.m., took her to Methuen, then to Lebanon, New Hampshire, and finally to an ICE field office in St. Albans, Vermont, at 10:28 p.m.

    A federal judge in Boston issued an order that night that Öztürk not be moved from Massachusetts. But it was already too late; she was being held in Vermont by then. At 4 a.m. the next day, ICE took her to the Burlington International Airport and flew her to Louisiana, arriving at 2:35 p.m., court records show.

    Prosecutors are defending the detainment of Öztürk, arguing in the federal court filing Tuesday that the Massachusetts court does not have jurisdiction in the case.

    State Attorney General Andrea Campbell, speaking at the rally, called this moment a “constitutional crisis.”

    “It’s not an on or off switch, it’s the turning of a dial,” Campbell said, “and we’re heading in a very dangerous direction, if what can happen to Rümeysa can remain and can stand without us organizing and mobilizing every single day. So you better believe I’m unafraid. Bring it on.”

    Boston was one of at least a dozen cities where union members held rallies Tuesday. Many state senators and city council members attended the rally downtown. A group of Öztürk’s peers and friends spoke in turn about her academic excellence and community contributions, demanding her return.

    Laura Beretsky, a Somerville resident and grant writer for MIT, said it was important to stand up for anybody detained by the government without due process. She wore a pin that said, “Dissent is Patriotic.”

    “If we don’t stand up, it’s not long before they’ll come after the rest of us, too, just because we express a view that is not in line with the current administration’s,” Beretsky said.

    Steven Thomas, another Somerville resident who works for MIT’s alumni association, expressed outrage: “This is not the country that I think I live in,” Thomas said. “And now I do. I’m furious. They snatched a young woman off the street. No due process.”

    He said there’s danger of a slippery slope. “It’s all sending the message: you’re at risk, so keep your mouth shut,” he said.

    In another arrest of a union member, SEIU Local 925’s Lewelyn Dixon, a University of Washington lab technician and legal green card holder, was detained at Seattle-Tacoma International Airport, returning from a trip to the Philippines in late February.

    SEIU President April Verrett said the union is not going to be silent.

    “Let us use our power to build the America that we were promised, the one that they are trying to snatch away from our dreams,” she said.

    Verrett also talked about the concept of freedom.

    “We dealt with the dreams deferred too long,” Verrett said. “We’ve got to seize this moment and make it ours. We’re right here. We’re not backing down. We want Rümeysa back. We want Lewelyn Dixon back. We want every single person who has been detained. We want them back.”

    This story is part of a partnership between WBUR and the Boston University Department of Journalism.

  • Library services threatened by Trump funding cuts

    By

    Anna Rubenstein

    and

    Chloe Jad

    Boston Public Library president David Leonard said he worries about future funding and hopes Congress will act to preserve the Institute of Museums and Library Services. (Jesse Costa/WBUR)

    Libraries across Massachusetts are worried about how they’ll provide vital services such as interlibrary loans, e-books and access to databases in the wake of an executive order President Trump signed Monday.

    The state gets $3.6 million in federal funding for library services, and the Massachusetts Board of Library Commissioners distributes that money to local libraries to supplement their budgets. This funding pipeline was disrupted this week when Trump ordered the entire staff of the Institute of Museums and Library Services to be placed on paid leave for 90 days, effectively halting the processing of grant dollars.

    Maureen Amyot, director of the state library board, said concern had been building since the Trump administration’s first pause on federal funding in January, but she and her colleagues were still shocked when Monday’s executive order came down.

    Amyot and her board worry they’ll have to cut funding to local libraries if the federal money doesn’t start flowing again soon. Any cuts would disrupt services that libraries must provide to the public under state law, she said.

    Local libraries are primarily funded by local property taxes to operate, but they depend on federal dollars to pay for statewide services, like databases and e-books, that interconnect every library. Without those federal dollars, libraries would not be able to afford those services on their own, and the state would not be able to make up the difference, Amyot said.

    While the order leaves the grants in limbo, Amyot said, the staff also wonders what will come next from Elon Musk’s Department of Government Efficiency, which is firing workers across federal agencies.

    “It’s such a fluid situation right now – everything is changing – that we’re just sort of in a holding pattern,” she said.

    Libraries across the state are awaiting word from the Massachusetts library board about funding cuts or delays. Their level of concern varies depending on how much they rely on federal money. In a community like Waltham, the public library is fully funded by the city, while federal funding helps pay for staff salaries in Amherst.

    All libraries rely on federal funding — which is passed through the state board — to finance a host of services. One of the biggest concerns is for the interlibrary loan system, a digital catalog that allows people to request books, DVDs and other materials from other libraries in the state, saving money and shelf space for their home library.

    Libraries can also apply directly for funding through the state library board’s three grant categories — Explore, Impact and Inspire — provided by IMLS’s federal dollars. Before Monday’s executive order, Amyot said the board was set to award 18 libraries with smaller “Explore Grants,” which come in $4,000 and $7,500 checks totaling $93,000 in awards. They allow smaller libraries to implement things like English learning classes, citizenship resources and preservation services.

    Jean Canosa Albano, assistant director at Springfield City Library, said her library is scheduled to receive one of those grants. It would help purchase materials for people who want to gain U.S. citizenship and improve English language skills, highly desirable resources in her community.

    Now, they have to wait.

    “If we did not have [MBLC’s] expertise or the services they help provide, we would not be able to quickly rush in and fill that void that will be left,” Albano said. “We don’t have those funds elsewhere.”

    Another concern is funding for information access. That’s secured through June 30, but librarians worry about how they’ll pay for databases and subscriptions after that date, especially for patrons who can’t afford to subscribe to periodicals they enjoy. The impact is expansive: Last year, Massachusetts residents downloaded over 9 million texts, according to the MLBC, and 60% of database usage comes from schools.

    “These databases are not only for researchers but also for families who are going to buy their next car [looking] up Consumer Reports,” said Sharon Sharry, director of Jones Library in Amherst. “It’s the way people can afford information.”

    The statewide e-book and summer reading programs are also paid for with federal funding, and many libraries say they would not be able to fund them locally.

    Boston Public Library has received several hundred thousand dollars to support things like curriculum development and digitization of resources, such as an online high school program for adults. BPL president David Leonard said he worries about funding for next year and hopes Congress will act to preserve IMLS.

    “Is this something that Congress can act on, because support for libraries and museums nationwide has generally been a very bipartisan act?” Leonard said. “We just don’t know.”

    Librarians hope politicians representing Republican-leaning states will step up to protect funding. In response to Trump’s initial order for IMLS to be “eliminated to the maximum extent,” a bipartisan group of senators sent a letter to the administration defending federal funding for both cultural institutions.

    “We are so lucky to live in Massachusetts, where library services are supported by our state officials,” Sharry said. “On the flip side, we are kind of left preaching to the choir … What we really need are people in the red states to advocate.”

    Andrea Fiorillo, head of public services at the Reading Public Library, said her library is using a $20,000 grant for a program called “Rooted in Reading,” which explores community gardening. She pointed out that federal funding for libraries constitutes a miniscule portion of the federal budget.

    “That comes out to about 87 cents per person per year,” said Fiorillo, who co-chairs the Massachusetts Library Association’s intellectual freedom committee. “What libraries turn around for our communities with that little bit of funding is almost miraculous. We take our tiny little bit and we just create these vibrant community centers.”


    This story is part of a partnership between WBUR and the Boston University Department of Journalism.

  • Meet the micro influencers thriving in Boston

    By Mara Mellits

    Micro influencers are documenting all aspects of Boston's culture. Pictured clockwise from the top left are Christina Pinto, Madelyn Grube, Kimmy Chen, Chloe Jensen and Joe Maselli. (Courtesy Christina Pinto, Madelyn Grube, Kimmy Chen, Chloe Jensen, Joe Maselli)
    Micro influencers are documenting all aspects of Boston’s culture. Pictured clockwise from the top left are Christina Pinto, Madelyn Grube, Kimmy Chen, Chloe Jensen and Joe Maselli. (Courtesy Christina Pinto, Madelyn Grube, Kimmy Chen, Chloe Jensen, Joe Maselli)

    Micro influencers are popping up all over Boston, sharing details of their days, favorite restaurants and workout routines to their online followers.

    Micro influencers are content creators who have small followings — typically fewer than 100,000 people and usually more than 10,000, according to the e-commerce company Shopify. Many have specific niches or types of content they produce, like food, fitness or fashion.

    With more people starting channels every day, it’s virtually impossible to figure out how many influencers are out there. Most of them are on the more popular social media apps TikTok and YouTube, but others are also using smaller social media apps such as Beli or Strava. Some do it as a hobby, but some turn it into a full-time job, making money off of sponsorships and advertisements. One micro influencer found her roommate off of TikTok, posting a video about moving to Boston. She had tons of direct messages from people reaching out, needing roommates.

    “You just never know that one [direct message] that could turn into a lifelong friend and a place to live,” said Christina Pinto, a 23-year-old micro influencer.

    Abbie DeCamp, an associate teaching professor at Northeastern University who specializes in internet culture, said Boston has an outsized influencer culture thanks to the sheer volume of young people, restaurants and cultural institutions here.

    Many of those who make content about food use Beli, an app started by Harvard alums that lets users rate and compare restaurants. Meanwhile, many fitness influencers use Strava, an app that records details about users’ runs — times, distances and paces. Both apps allow followers to add photos and comments on posts.

    These apps are adding to the economy too. In Massachusetts, TikTok contributed $610 million to the GDP and generated around $140 million in federal, state and local tax revenue in the state, according to TikTok.

    It is these interactions — logging scores or leaving comments – that help communities form, DeCamp said.

    “Anywhere there’s a community, there are going to be people that have more social power in that community,” DeCamp said. “At the highest levels of that social power, that’s where we start to call people influencers.”

    The lifestyle influencer

    Chloe Jensen, 26, is sick of people calling Boston “boring.” She set out to prove them wrong with her TikTok account, where she makes videos for her nearly 10,000 followers romanticizing Boston by recording her weekends, making fashion guides and offering tips for rainy-day activities.

    Jensen, who works in biotech, uses her 45-minute commute to edit content. On the way home, she answers emails about brand deals. Her weekends are spent filming. Balancing her job with her craft is tough, she said, but she’s eaten her way through Boston and even partnered with the Red Sox a few times to spotlight their new jerseys.

    “We’re going to see a big shift from our traditional advertising media forums,” Jensen said. “Especially in cities like Boston, leaning into the micro influencer network is such an effective and affordable way to get the word out and hype around your business or product.”

    The fitness influencer

    Madelyn Grube, 24, has been posting on TikTok for six years. Two years ago she switched to making solely fitness content, which is when her videos started to gain traction. She now has over 2,000 followers. She makes videos centered around training for running, with lots of her content centered on marathon training.

    “By just focusing on one thing that I was passionate about, it was authentic to me,” said Grube, who works as a business system analyst. “It was something I truly enjoyed doing.”

    She’s maintained a community of Boston runners, some of whom follow her on Strava. She’s hesitant to expand her Strava following because of privacy concerns, so she keeps it to a closer group.

    The foodie

    In 2017, Kimmy Chen began posting on Yelp. In 2021, she switched to Instagram. In 2024, TikTok. Then came Beli.

    The 23-year-old food content creator balances school, work and social media. She enjoys posting about food and has logged a new restaurant on Beli every week for two and a half years. Chen has over 4,000 followers on both Instagram and TikTok, and said it’s important for her to support small family-owned businesses.

    “Having my food account sparks a different sort of passion and interest of mine in a different capacity,” Chen said. “I definitely do see myself doing it long term.”

    The financial analyst’s days

    Joe Maselli, 23, who works in finance, started posting to TikTok in February. His content focuses on his daily routines and financial habits. He said he wants to show his 1,000-plus followers  how to live a balanced life.

    Some of his videos show his morning routine – what he eats, his workout and the start to his day. His family owns an ice cream shop, and he films himself making sundaes, cleaning tables and working the register.

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    “[It’s] parts of my life that are exciting, boring, that I want to share with the world and maybe inspire people to get up earlier, save more money or just try something new,” Maselli said.

    The newbie

    After moving to Boston six months ago and ending her relationship with an ex-boyfriend, Christina Pinto decided to go all in on TikTok, where she has over 3,000 followers.

    Coming from a small town in Pennsylvania, Pinto didn’t know a soul in Boston. She wanted to showcase her “type B, very chaotic, not perfect” life.

    “There are so many influencers on the app that showcase such a perfect life, and it just never resonated with me,” Pinto said.

    She said she intentionally posts “rage bait videos” — that are intended to make people angry, such as a video where she parks in a handicapped spot — in order to boost her engagement.

    “If you want to grow yourself and get your name out there, I found the easiest way to do it, and I’m not afraid to do it,” Pinto said.


    This story is part of a partnership between WBUR and the Boston University Department of Journalism.

    This story was originally published on November 2, 2025.