The platform has introduced a new AR Lens integration, one that will be partnering with the fitness app, Strava. Through this integration, users can give the interaction and visual update to other users of their activity on Strava.
The new Stava integration will provide new options of overlays in which data from the said app is then integrated into your Snap camera display to help you with new forms of engagement and interaction with your fitness progress.
According to Snap ,

With a few taps, the Strava Activity Lens lets Snapchatters take a Snap or post a Story that instantly tells the tale of recent workouts. Whether you're walking around the city with friends or training for your next race, this AR experience helps you better tell the story of every effort on Snapchat.

With over 100 million registered Strava users, the new integration will provide further exposure potential for Snap's tools, which may also, importantly, help Snap increase its appeal among older audiences.

Last month, Snapchat CEO Evan Spiegel distributed a 4,000-word memo to employees detailing key areas to refocus on to bring the business back on track following the huge challenge facing the company as it navigates new data privacy rules and a global economic slowdown.

According to The Verge, within the same, Spiegel elaborated on what he intended to concentrate on.

"Increasing our penetration in at least one new large country or demographic" and onboard more 30- to 40-year-olds. The move of feeding more users into the Map and Spotlight sections of Snapchat "makes our service more appealing to our community, less likely to be replicated, and more resistant to competition, and expands our opportunity to monetize over time."

For a long time, Snapchat has focused on solely younger audiences. But today, Snap realizes that if it is to fully utilize every available opportunity, it will have to diversify.
 
A recent collaboration with Strava fits the bill perfectly: Strava presents a complementary ingredient to the fitness enthusiast community, mainly including older users, but also gets connected to the Snap Map, and thus to some other engagement features of Snap.
The user can share their Strava activity through your Strava profile, or through a specific Lens in Snapchat:

"Find the Lens in Snapchat's Lens Explorer or on Strava's Public Profile. Your most recent workout will appear automatically, or you can toggle through different activities to share.".

It's a good initiative, and worth noting Snap's continued efforts to boost appeal with older users, and what that could mean for related brand and marketing activity.