Strava unveiled an array of exciting new features and updates during its annual Camp Strava event on Thursday. The San Francisco-based company is intensifying efforts to enhance its social fitness app for both free and premium users, with a strong emphasis on artificial intelligence (AI).
A recurring issue within the Strava community has been users allegedly cheating to secure top spots on leaderboards, which are fundamental to Strava's competitive spirit. These leaderboards allow users to challenge each other on predefined routes known as “segments.” Cheating could involve users setting records on e-bikes or motorbikes instead of traditional pedal bikes.
Strava currently has mechanisms for users to manually flag questionable leaderboard activities. Last year, the company refined its algorithms to enhance leaderboard credibility by filtering out incorrectly labeled activities—for example, when users mistakenly tag a run as a bike ride—or addressing inaccuracies caused by faulty GPS data.
Now, Strava is taking a significant step forward by implementing advanced machine learning techniques. These new algorithms will automatically detect and remove “questionable” activities as they are uploaded. Strava claims that by training these algorithms on millions of historical activities, it can better define what constitutes “normal” behavior.
This enhancement responds directly to demands from the Strava community, where discussions around addressing “digital doping” are prevalent.
When asked about the differences between the newly upgraded AI tools and the existing automated leaderboard integrity systems, Chief Product Officer Matt Salazar described it as a “step-change” in Strava's application of AI and machine learning to bridge existing gaps. “Last year, we implemented new logic rules for auto-flagging tools, and now we are leveraging these advanced technologies to deliver one of our most requested features,” Salazar stated.
Additionally, Strava announced the private beta of a feature called “athlete intelligence.” This generative AI tool will analyze user data to create tailored summaries and guidance on performance and fitness goals, available exclusively for premium subscribers. While Strava did not disclose whether this feature uses OpenAI’s GPT-X models or another technology, Salazar confirmed that they are testing various options for a broader release.
In response to user demand, Strava is also introducing dark mode, identified as the app's second most desired feature according to feedback from the Strava Community Hub. The addition of dark mode—expected to launch later this summer—will allow users to use the app in a permanent dark mode or sync it with their device settings. This feature will be accessible to both free and premium users.
Strava is also launching a “family plan,” encouraging group subscriptions by offering discounts for up to four members, including the primary subscriber. Interestingly, the term “family” does not require actual family ties or shared addresses; anyone living within the same country can be part of a plan, broadening the potential user base.
“The family plan will offer Strava athletes more opportunities to find motivation and will provide a cost-effective option,” Salazar remarked. However, the naming might confuse some, as “group subscription plan” might convey the nature of the offering more clearly.
Details about the new plan, including pricing discounts and account sharing mechanics, remain vague. Strava plans to initiate this offering in select countries, beginning with Australia and Canada, followed by a wider international launch later in the year.
These announcements come during a transitional time for Strava, following co-founder Michael Horvath's recent resignation as CEO for the second time; he was succeeded by former YouTube executive Michael Martin in January. Alongside this change, Strava also welcomed a new Chief Technology Officer.
Despite previous criticism regarding premium pricing transparency, Strava seems focused on enhancing its value to users, utilizing established social networking strategies to distinguish itself from data-heavy fitness tracking services like Apple Fitness and Garmin. Following the rollout of in-app messaging last year to create self-contained communities, these updates further develop the app's capabilities, offering a mix of universally available and premium features.
To attract a wider demographic, Strava is planning to introduce “night heatmaps,” which will highlight popular routes taken during nighttime hours. This feature aims to provide safety insights, especially for women and others concerned about jogging in less frequented areas after dark. “Studies indicate that women participate in sports at significantly lower rates than men, while also lacking time to dedicate to an active lifestyle,” Strava mentioned in a recent blog post. “By focusing on women’s needs, we’re ultimately benefiting the entire Strava community.”
In tandem, Strava will also roll out a “quick edit” feature, enabling users to easily conceal specific workout metrics, location details, and more from public visibility. While “quick edit” will be free, the night heatmaps will be offered as a premium feature, requiring a subscription of $12/month or $80/year.
Though Strava has not disclosed the number of active users among its 125 million members or the gender distribution, prior reports indicated that women are 23% less likely than men to record activities before sunrise and 8% less likely after sunset. Salazar noted promising growth among certain demographic groups, emphasizing that the number of Gen Z women using the platform has doubled compared to this time last year.
Overall, Strava appears committed to enhancing engagement and delivering valuable tools for its users, paving the way for a more inclusive and user-friendly networking experience.
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