Recently Strava raised its subscription fees in a rather odd and confusing way (see the forum thread at the end of this story for details).
Essentially, the increases were different in different countries and different depending on when your subscription started. And, somewhat bizarrely, the exact amount of the price hikes were not revealed. Until now.
We may never get the full story as to why they implemented things in this way (the relative strength of the UK pound may or may not be a factor) but there is finally a bit of clarity to some of it. Basically, they want people to be on the annual subscription rather than the monthly subscription.
Check out your price for annual or monthly subscription here.
People who subscribed before 23rd November 2022 will see the updated pricing (starting from 2n2 February 2023). Those who subscribed after 23rd November won’t experience a price hike at all.
For UK users, the new price will be £8.99 monthly (up from £6.99), or £54.99 annually (up from £47.99).
Strava Press Release:
Clarifying Subscription Pricing Confusion
We updated our subscription pricing. Our messaging was very confusing. So we’re providing more clarity.
In an effort to roll out pricing updates for our subscription, we made a mistake by not providing enough information directly to our community. We sincerely apologize for the confusion and concern this has caused many of our valued subscribers.
Our intention was not to hide these pricing changes, we just moved too fast. We also missed the opportunity to inform long-standing monthly subscribers that, by shifting from paying monthly to annual, they can avoid a significant price increase altogether.
Strava is fully committed to our community. This commitment means not allowing our subscribers to receive an automated email about changing subscription costs, or to read or hear about price change confusion elsewhere as that’s unacceptable. We hear and understand your frustration, and we aim here to make subscription rates clear to our community.
At Strava, we’re constantly working to innovate and improve the experience for all active people. Over the past 13 years we have added significant value to the Strava subscription, including features and experiences for route discovery and planning, tracking progress over time, improved privacy controls, more activity types and even prehab and mobility. We will remain committed to future investments to provide even more value to subscribers.
Since launching Strava in 2009, this is our first time increasing prices for all-access subscribers. As Strava has grown to include over 100 million people with over 8 billion uploads, the cost of supporting our active community at scale has also grown. In addition to continuously releasing and improving features our community relies on, going forward, we will periodically assess our prices. As a result, they could change in the future to better reflect the work it takes to build the best experience.
We sincerely hope that every member of our community can feel the value our team has added to Strava over the years to make your experience better. We are incredibly grateful for the support of our subscribers, and we thank you for being part of the Strava community.
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