{"id":8665,"date":"2019-02-22T22:43:57","date_gmt":"2019-02-23T03:43:57","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-digit\/submission\/strava-out-running-the-competition\/"},"modified":"2019-02-23T08:04:26","modified_gmt":"2019-02-23T13:04:26","slug":"strava-out-running-the-competition","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/strava-out-running-the-competition\/","title":{"rendered":"Strava: Out Running the Competition?"},"content":{"rendered":"

Strava’s Value Proposition<\/strong><\/h2>\n

Strava is a growing fitness platform that claims to be \u201cthe home for your active life\u201d and although they don\u2019t publish their total user count, they have been adding a million users every 45 days while continuing to build out new features.[1]<\/a>\u00a0The freemium platform allows athletes to track, upload, share, compete, and build a community around fitness. This functionality creates tremendous value for athletes, both casual and professional, as well as brands who connect and advertise on the program, and finally for the ecosystem of other fitness apps that use Strava as a central platform. Strava has become the hub for a wide range of players in the fitness space from data import and analysis companies (Garmin, Fitbit, Tom Tom), to gyms (Flywheel, Peleton), to virtual reality fitness apps (Zwift), and many more.[2]<\/a><\/p>\n

Elements of the Platform <\/strong><\/h2>\n

Strava Labs<\/em><\/p>\n

Strava acts as a platform that amalgamates data across many different devices and apps, but what is truly innovative is that they continue to utilize this growing dataset to build new features. Strava Labs is Strava’s innovation division focused specifically on supporting developers and building prototype features for their userbase to test. Developers are encouraged to experiment with Strava\u2019s APIs and rich dataset to identify future full-fledged features. One recent introduction of Strava Labs is Flyby, a feature where runners and cyclists can look over a past workout and see the other users they passed by on the trail and connect with them on Strava.\u00a0Although this feature struggled initially with sufficient privacy controls, it has the power to make friendly faces on a run into digital workout buddies, and create a community around what is often an individual sport.[3]<\/a><\/p>\n

\"\"<\/a>
Sample screenshot from Strava Labs Flyby feature[4]<\/a><\/figcaption><\/figure>Advertising Without Ads<\/em><\/p>\n

Strava offers brands multiple innovative advertising opportunities to connect with target customers in unobtrusive ways. For example, other fitness products, such as Zwift\u2019s VR biking application, can utilize sponsored integration where an athlete shares a screenshot of their workout with a banner link allowing their followers to learn more about the app they use in training. This offers authentic sponsorship as well as reinforces Strava as the common platform to share workouts across all ecosystems.\u00a0Similarly, brands such as Lululemon and New York Road Runners can sponsor challenges and workout clubs such as the Lululemon \u201cGhost Race\u201d or the Virtual NYC Marathon where users can compete from anywhere in the world simply by uploading their data to the Strava platform.\u00a0This enables the brand to build awareness and a community while giving Strava an additional revenue stream.<\/p>\n

\"\"<\/a>
Screenshot of Zwift sponsored integration post\u00a0[5]<\/a><\/figcaption><\/figure>
\"\"<\/a>
Screenshot from NYC Virtual Marathon sponsored challenge\u00a0[7]<\/a><\/figcaption><\/figure>
\"\"<\/a>
Screenshot of Lululemon sponsored challenge\u00a0[6]<\/a><\/figcaption><\/figure> <\/p>\n

Data and Dating<\/em><\/p>\n

A final unique aspect of the Strava platform is that they have successfully created both a data collection and analysis platform as well as a social network specifically for athletes. Strava has become a Facebook for like-minded people, with some users even finding love on the app.[8]<\/a>\u00a0Strava has capitalized on this aspect of the platform, understanding its potential to make the platform stickier and even appointing a former executive from Instagram, James Qualres, as CEO. Strava must continue to bridge the widening gap here, ensuring they keep their hardcore athletes happy while supporting the social media aspects that create a strong community on the platform.<\/p>\n

Strava’s Revenue Model<\/strong><\/h2>\n

The potential for value creation through Strava is immense, especially as it\u2019s base of athletes, brands, and partner applications continues to grow. Their freemium model with additional advertising revenue give Strava the potential to capture a significant amount of this value, but also require careful consideration into price and product to avoid losing their most critical asset \u2013 the athletes.<\/p>\n

 <\/p>\n

Sources<\/strong><\/em><\/p>\n

[1]<\/a> Goode, Lauren. \u201cFitness App Strava Really, Really Wants to Be the Social Network for Athletes.\u201d\u00a0The Verge, 2 May 2017, www.theverge.com\/2017\/5\/2\/15511118\/strava-fitness-tracking-app-athlete-posts-social-network<\/a>.<\/p>\n

[2]<\/a> \u201cStrava Apps.\u201d\u00a0Strava, 2019, www.strava.com\/apps<\/a>.<\/p>\n

<\/a>[3]<\/a> Robertson, Andy. \u201c’Strava Flyby’ Connects Runners But Unexpectedly Exposes Run Data.\u201d\u00a0Forbes<\/em>, Forbes Magazine, 19 May 2015, www.forbes.com\/sites\/andyrobertson\/2015\/05\/19\/strava-flyby\/#371f71572356<\/a>.<\/p>\n

[4]<\/a> \u201cStrava Activity Playback.\u201d\u00a0Strava Labs<\/em>, www.labs.strava.com\/flyby\/<\/a>.<\/p>\n

[5]<\/a> \u201cStrava Case Study: Zwift – Grow Your Brand with Strava Business.\u201d\u00a0NYRR : Strava Business Case Study, www.business.strava.com\/cases\/zwift<\/a>.<\/p>\n

[6]<\/a> \u201cStrava Case Study: NYRR – Grow Your Brand with Strava Business.\u201d\u00a0NYRR : Strava Business Case Study, www.business.strava.com\/cases\/nyrr<\/a>.<\/p>\n

[7]<\/a> \u201cStrava Case Study: Lululemon – Grow Your Brand with Strava Business.\u201d\u00a0NYRR : Strava Business Case Study, www.business.strava.com\/cases\/lululemon<\/a>.<\/p>\n

[8]<\/a> Vernasco, Lucy. \u201cFinding Love on Strava.\u201d\u00a0Outside Online<\/em>, Outside Magazine, 16 Nov. 2016, www.outsideonline.com\/2055581\/finding-love-strava<\/a>.<\/p>\n

[9] \u201cSocial Fitness Platform Strava Introduces New Subscription Model.\u201d\u00a0SportTechie<\/em>, 1 Aug. 2018, www.sporttechie.com\/social-fitness-platform-strava-introduces-new-subscription-model-summit\/<\/a>.<\/p>\n

[10] \u201cFeatures for Athletes, Made by Athletes.\u201d\u00a0Strava, www.strava.com\/features<\/a>.<\/p>\n

[11] Quarles, James. \u201cA Letter to the Strava Community.\u201d\u00a0Strava<\/em>, 29 Jan. 2018, www.blog.strava.com\/press\/a-letter-to-the-strava-community\/<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

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