Labelled the ‘network for athletes’, Strava has built up an active userbase of cyclists who sweat by the app. The phrase “If it’s not on Strava, it didn’t happen” is prolific in cycle communities and over two thirds of the Tour de France cyclists regularly track stage results on it.
Similar to Under Armour, Strava has built the community by marketing itself as the app for professionals. Fitbit and MyFitnessPal have both been sold as a fitness app for everyone, while Strava’s community is a lot more of a serious commitment. By not releasing any hardware, it has also remained platform agnostic.
For the first few years of Strava’s life, all activity was driven by cyclists. Compared to other apps available, Strava offered far more granular data input. It also featured a social element, in which cyclists could share activities and receive support and compete with the community.
The competition element has become the key factor drawing users back to the app. It has influenced many in the community to put more hours on Strava than any other social platform, with many cyclists painstakingly trying to stay “King (or Queen) of the mountain” on their local route.
In 2017, Strava added more social features, after noticing non-fitness activity on the platform. This could be seen as the first major breakaway from the activity-only mantra Strava sold to its users, and it was led by CEO James Quarles, who had been appointed a few months earlier from Instagram.
Under Quarles, Strava began moving into new forms of GPS tracking, like running and marathons, alongside stationary exercises like treadmill and rowing. It also put more of an emphasis on the social side of Strava, increasing activities posted from one billion in 2017 to three billion in 2020.
That focus on social has been dialled back since Michael Hovarth and Mark Gainey, the two co-founders, have returned to run the business. The duo relaunched Strava subscription service, called Summit, which features three segments: competition, metrics and discovery.
Strava is adding two million users per month, and argues that in comparison to other fitness tracking apps, users spend longer on its app. It is behind Fitbit and MyFitnessPal on raw numbers, but many of those on Strava would not migrate to any other platform, which provides Strava with an exclusivity edge.
We have collected data and statistics on Strava. Read on below to find out more. Explore further with our in-depth health & fitness app report.
Strava Key Statistics
- Strava generated $275 million revenue in 2023, a 25% increase on the previous year
- In 2023, Strava had 120 million registered users, with two million added every month
- Two billion activities were completed on Strava in 2022
- In December 2020, Strava was valued at $1.5 billion
Health & Fitness App Report 2025
Want to learn more about the health & fitness app industry? In our Health & Fitness App report, we cover financials, usage, downloads, and demographics by age and gender, alongside market share, engagement, and benchmarks.
Strava Overview
| Title | Title 2 |
|---|---|
| Launch date | July 2009 |
| HQ | San Francisco, California |
| People | Michael Hovarth (co-founder, CEO), Mark Gainey (co-founder, Chairman) |
| Business type | Private |
| License | Proprietary |
| Industry | Fitness |
Strava Revenue
Strava made $275 million revenue in 2023, a 25% year-on-year increase.
Strava revenue 2017 to 2023 ($mm)
| Year | Revenue ($mm) |
|---|---|
| 2017 | 34 |
| 2018 | 45 |
| 2019 | 60 |
| 2020 | 98 |
| 2021 | 167 |
| 2022 | 220 |
| 2023 | 275 |
Sources: Health & Fitness App Report, Bloomberg
Strava Users
Strava has 120 million registered users, a 26% increase on the year before.
Strava users 2016 to 2023 (mm)
| Year | Users (mm) |
|---|---|
| 2016 | 20 |
| 2017 | 28 |
| 2018 | 36 |
| 2019 | 42 |
| 2020 | 55 |
| 2021 | 76 |
| 2022 | 95 |
| 2023 | 120 |
Sources: Health & Fitness App Report, Company data
Strava Valuation
Strava was most recently valued at $1.5 billion in 2020, in a funding round led by Sequoia Capital and TCV.
Strava valuation 2019 to 2020 ($bn)
| Year | Valuation ($bn) |
|---|---|
| 2019 | 0.3 |
| 2020 | 1.5 |
Sources: Scale Fanatics, Yahoo Finance
Strava Age Demographics
Strava has a high percentage of Millennials using its app, accounting for almost half of all cyclists.
Strava cycling age demographics 2023 (%)
| Generation | Age demographics (%) |
|---|---|
| Gen Z | 17% |
| Millennials | 47% |
| Gen X | 29% |
| Boomers | 7% |
Strava Activities
There were two billion activities published on Strava in 2022.
Strava activities published 2018 to 2022 (bn)
| Year | Activities (bn) |
|---|---|
| 2018 | 0.6 |
| 2019 | 0.8 |
| 2020 | 1.1 |
| 2021 | 1.8 |
| 2022 | 2 |
Source: Company data
Strava Kilometres
Strava also publishes how many kilometres its users manage to complete in a year. In 2022, this surpassed 29.3bn kilometres.
Strava kilometres covered 2016 to 2022 (bn)
| Year | Kilometres (bn) |
|---|---|
| 2016 | 2.7 |
| 2017 | 5.5 |
| 2018 | 10.7 |
| 2019 | 11.2 |
| 2020 | 17.1 |
| 2021 | 32.1 |
| 2022 | 29.3 |
Source: Company data
Strava Connected devices
There are 400 connected devices, such as smartwatches and fitness trackers, which are compatible with Strava for tracking.
Strava connected devices 2016 to 2020
| Year | Connected devices |
|---|---|
| 2016 | 200 |
| 2018 | 300 |
| 2020 | 400 |
Source: Company data
Strava vs Competitors: Users
Strava is on the lower end of registered users in comparison to some health and fitness apps, but it does serve a more niche audience.
Health and fitness registered users by app 2023 (mm)
Want to learn more about wellness apps? Check out our Health & Fitness App Report
FAQ
How many Tour de France riders use Strava?
120 of the 176 Tour de France riders uploaded stage results to Strava (Inc)
How many kudos are given on Strava each year?
7.1 billion kudos were given on Strava in 2020
How many countries is Strava available in?
Strava is available in 195 countries
How many Strava users are located in the United States?
According to Inc, only 20 percent of Strava users are from the US
How many Strava users have climbed Everest?
Nine Strava users recorded their Everest climb in 2019 (Strava)
How many sports can you track on Strava?
Over 33 sports are available to track on Strava
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