ACTIVITY TRACKING
days, we’ve tried to make the product useful and engaging whatever your ability level. We feel that, if we could make it good enough for the pros, it will engage anyone.
customers engaged? If people aren’t engaged we don’t have a business, so that’s where we put our focus. Our members are very active and also very engaged: 30 per cent of Strava users are active every single day, and it’s through us that they’re living out their athletic lives. We have a mantra that we have to do three things really,
really well: connect, motivate and entertain. So we try to keep it fresh and continue to develop new features. Strava is a much more fun place when you have lots of
friends and followers – the social impact of your friends will help to keep you engaged – so we make it very easy for users to grow their own network. One thing we defi nitely know from our data: once
you’ve been for three or four rides or runs, you’re hooked. We don’t tend to lose people, which means the product is engaging enough to keep people motivated. It’s a good indicator that, if we can get people into the exercise habit, it keeps them exercising.
streams of revenue? At the moment we’re not profitable, but we’re confident of getting there in the near future. The core experience is free for users, but we also have a Premium level – which offers more features, perks and benefits – that costs £3.99 a month or
What are your current How do you continue to keep your
£39.99 a year. Our aim is to keep growing our Premium member base, so that these members support everything else and bring us into profitability. We’re actively working on features at the moment that will further enhance the Strava Premium experience. But equally, when we do come up with a great feature, there’s always the temptation to make it available to everyone to help keep our whole user base engaged. In addition, a small but growing part of the business
is letting Strava athletes purchase gear as a reward for completing one of our challenges. This ranges from limited edition cycling jerseys to tech T-shirts for runners. The unique part of our model, though, is that people have to earn that shirt through sweat and hard graft. We think that’s much more compelling than a standard shop model. Strava Metro is another strand. We realised three years
ago that we were collecting amazing data about where people run and ride – data that would be very useful to town planners if they were, for example, doing an analysis of where they should be improving infrastructure and making changes. Hopefully the end result of sharing this data will be that roads will become safer. We talked to the Oregon Department of Transport
Data from Strava
Metro can help town planners analyse transport routes
in the US fi rst, and then the UK’s Transport for London approached us. They want to know the main cycling arteries into and out of the city, and which junctions are avoided. Previously the only way to measure this was by standing by the roadside with clipboards, but we can supply them with minute-by- minute roll-ups of any stretch of road. One thing that separates us is that we
don’t have ads in our product. We had a founding principle that we wouldn’t litter the
52 Read Health Club Management online at
healthclubmanagement.co.uk/digital
May 2015 ©
Cybertrek 2015
PHOTO:
SHUTTERSTOCK.COM
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