Product details

Strava is a fitness tracking application available for a wide range of sports. It offers various services to its community of users worldwide. Over the course of 15 years, Strava has established itself as a key player not only in sports performance tracking but also as a social network among athletes, clubs, and sporting events. In 2024, Strava is at a turning point in its history. While the brand has successfully retained over 120 million users globally, it faces several strategic challenges with an increased competition, a lack of differentiation from other offerings in the market, a small number of subscribers to its paid service, and the departure of its co-founder and CEO Michael Horvath in 2023. The appointment of Michael Martin as the new CEO in early 2024 marks the beginning of a new era and potentially a fresh start for Strava. But what is the right way to go? Which problems should be tackled first? This case examines the various strategic challenges facing the brand and the potential opportunities to be seized.