TECHNOLOGY
Gravel cycling and women’s sport represent significant growth areas for Strava
The second initiative which Strava has debuted is Quick Edit. As Strava becomes more like a social media platform
for some users, it means that people are sharing more information than ever. For active women, having control over what is shared with the Strava community that cheers them on – like what time a run is logged – is important. Quick Edit makes it easier to make the most common edits
– like activity name, and privacy settings – so users can hide their start time, map, or other workout stats. “I love that my community can keep track of my progress over time and they can give me those all important kudos along my journey,” says Allen.
“But I don’t need everybody knowing exactly where I am or what time I go out in the morning. Some of those patterns are just not something that everybody needs to know about me. “So with this update, you can very quickly decide who actually sees those activities. Is it public, just for followers, or is it just for you.”
PHOTO BY MARKUS SPISKE VIA UNSPLASH
have which we feel like we can uniquely close as a platform.” Although this is described by Martin and Allen as “building for her” it will offer benefits to all users on Strava. “We know that when we can solve the problems ‘for her’, we make it easier for everybody in the world to live their best active lives,” adds Allen.
Beyond the app As Strava grows, it sees itself as needing to do more than just provide product updates when it comes to driving inclusion. In 2022, the brand entered into an official partnership with
the Tour de France. “We already had 70% of the pro peloton uploading to
‘GRAVEL CYCLING IS STILL THE FASTEST GROWING SPORT.’ partnership.”
The first of these initiatives is Night Heatmaps. “Running [or exercising in general] in the dark can be super
scary, even if you’re familiar with the area, but especially when you’re not,” says Allen.
“It can be stressful when trying to figure out where you’re going or what route to take. Am I actually headed to the safe or the sketchy part of town? Am I going to see other people out there? Is this a route that people actually travel on?” To navigate this, Night Heatmaps show only activities between sundown and sunrise – so athletes can get an idea of which roads, trails, and paths are well-trafficked after hours.
Since Night Heatmaps filter for after-hours routes, it can be a helpful tool for female athletes training before sunrise and after sunset.
“In the future, we’re going to use that information and that data to power more relevant routes depending on what time of day,” adds Allen.
24 | September 2024
In support of that partnership, Strava also launched the Strive for More initiative. Strive for More is a commitment by Strava to promote and support women in movement and sport. Over the course of three years, Strava will be contributing $1 million and teaming up with athletes, advocates and non- profit organisations to change the status quo for women globally and across sport types. “Strava will continue to push forward and drive impact for women’s equality in sport,” adds Allen. “On Strava, anyone can find or create their active community.
“That translates into our fierce commitment to increase representation on our platform and in our communities, and is integral to who we are. “We will continue to find new ways to collaborate with partners with a similar passion to elevate the importance of women’s sports.”
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Strava. Why was it important for us to launch an official partnership in 2022?,” poses Allen. “Well, that was the year that the women came back to racing after 30 years away. “We saw that as a really unique moment for us to leverage our platform and our voice in that
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