Strava moves key features from free to subscription-only

Strava, the ride-tracking application for cyclists and runners, has made a number of changes to its free service – now, users will have to pay a subscription for features such as leaderboards and segment analysis, and many are not happy with the decision.

In a blog post the complany explained that while the “Top 10 view” remains free for all users, overall segment leaderboards and analysis is now under it’s £4-per-month subscription fee.

Also removed for free users are matched runs – where users could analyse their performance on identical runs over time – and the training log on Android phones and Strava’s website.

Subscription users are seeing a range of new features to make the swap more attractive: planning and recommendations for routes on Android and Apple’s iOS devices, full workout history, Grade-Adjusted Pace (GAP) and workout analysis.

The company also says that a “whole new way to compete on segments” will be launching soon too.

Monthly activity trends and comparisons, and website route planning are also now only for paid members, (although the company says a “huge redesign” is coming soon). Many users took to Twitter to express their displeasure.

For all users, Strava is bringing improved synchronisation between Apple Watches and Apple Health, improved analysis of “power, cadence and swimming stroke rate” and the ability to crop your activities in case you “Recorded the drive home by accident,” for example. All activities now show elapsed and moving time.

In another post accompanying the update Strava founders Mark Gainey and Michael Horvath explained the decisions to move many free features under the subscription plan: “Dedicating Strava to the community is also a commitment to longevity. We are not yet a profitable company and need to become one in order to serve you better” they said.

“We plan to take what we earn from these changes and reinvest straight back into building more and better features – not devising ways to fill up your feed with ads or sell your personal information,” the post continues. Future feature development will now also be focused on subscribers.

Some users feel like this is a fair trade, however, with many arguing that the £4-per-month payment is worthwhile considering the cost of gym equipment and technology to use the app.

With that in mind, Strava has cut out its Summit brand and its Packs subscriptions to make it simpler for users to pay for the service. Now, there are only two payment plans: a free plan, and the single subscription model. Current non-paying members can get a 60-day trial before having to hand over any cash.