Strava responds to price hike – but new cost remains unclear and will vary ‘depending on region and preferred platform’

"Prices may change to better reflect new features and market conditions"

Strava app logo on a smartphone

Strava has issued a statement in response to significantly raising its price for premium subscribers – but the cost of the popular cycling app for many users worldwide remains unclear.

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As originally reported by BikeRadar, Strava has increased the monthly subscription cost for premium users from £6.99 to £8.99 in the UK, representing a 28 per cent rise. Some pay-monthly users have also reported paying £5.99 previously, with the new monthly price reflecting a 50 per cent increase. For annual subscribers, the yearly fee has risen from £47.99 to £54.99.

Nearly a week later, with some users only originally notified via an automated email from Apple, Strava’s statement confirms “prices may change to better reflect new features and market conditions”.

In the statement, the ride tracking and training app says “price changes will vary depending on region and preferred platform”, with a separate support post for users outlining the territories affected.

According to Strava, users in Australia, Brazil, Canada, France, Germany, Indonesia, Spain, the United Kingdom and the United States, who subscribed before 23 November 2022, will see their subscription price change on 2 February 2023 “or later”.

Strava initially notified some users via an automated email.
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Users who subscribed after 23 November 2022 will see no price change, presumably as they signed up at the now-increased cost.

“You will receive notice of your updated price 30 days before your subscription renewal date and your subscription will automatically renew at the updated price unless you cancel at least a day before,” reads the support post.

“The renewal price shown on your Account Page may not be updated until changes go into effect. To learn more or cancel, review your subscription.”

However, the cost of Strava remains unclear for many users outside of the UK.

Neither Strava’s support post nor its press statement clarifies the new pricing structure, though the statement does state: “While our subscription price has largely remained constant for the past years, we also take local market conditions into consideration.

“When costs and plans are adjusted, we’re always working to improve your experience and invest in the value delivered to you on a daily basis. Pricing decisions will continuously be evaluated to ensure we are offering the best value of our growing features to our community.

“Price changes will vary depending on region and preferred platform.”

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Strava remains free, with a limited feature set, for non-premium subscribers.

Strava’s statement in full

Why your subscription price changed

As we continue to invest in your experience, our prices may change to better reflect new features and market conditions. The decision to change our price was not taken lightly and we want to share why this is happening.

Our priority is giving you a unique experience for a holistic view of your active lifestyle. This happens through delivering you value on a daily basis through new features, product updates and services. In the past 10 years, Strava has added countless new features including support for more than 40 sport types, Beacon, route recommendations, an online route builder tool, global and personal heatmaps, segment leaderboards and custom goals and progress. These additions are made based on your valuable feedback, what we are hearing from the active community and research.

While our subscription price has largely remained constant for the past years, we also take local market conditions into consideration. When costs and plans are adjusted, we’re always working to improve your experience and invest in the value delivered to you on a daily basis. Pricing decisions will continuously be evaluated to ensure we are offering the best value of our growing features to our community.

Price changes will vary depending on region and preferred platform.