Strava attempts to placate subscribers enraged by recent price rises

Top down view of Strava on iphone
(Image credit: Paul Brett)

Earlier this month Strava faced a backlash from users with many subscribers looking to abandon the fitness tracking app after it increased subscription prices by around 50 percent in the US, around 28 percent in the UK and by varying amounts around the world depending on location.

The price rises meant that the cost of Strava's subscription went up from $7.99 to $11.99 in the US and £6.99 to £8.99 in the UK for monthly users, with annual subscribers facing increases from $59.99 to $79.99 and £47.99 to £54.99. Considering Strava is a global platform, the varying and vastly different increases had certainly stirred debate within its user base.

As first reported by our colleagues at Cycling Weekly (opens in new tab), Strava which is recognized as one of the best cycling apps has attempted to appease users by issuing an apology over its handling of subscription increases and very confusing messaging.

Starva home screen on iphone and laptop

(Image credit: Paul Brett)

A statement recently released by Strava said, "we made a mistake by not providing enough information directly to our community and we sincerely apologize for the confusion and concern this has caused many of our valued subscribers." And also added, "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."

It also stated that, "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.” 

Although an apology is all well and good, it appears that the pricing increases will still go ahead with users seeing the updated pricing come into effect from 2 February 2023 and users who subscribed after 23 November seeing no price change. 

For many in the current climate switching from monthly to annual is not an option, so again, time will tell if users will continue to subscribe and pay the increase, move to the free version or look for another platform.

Paul Brett
Staff writer

Based in Edinburgh, Paul Brett is a staff writer for BikePerfect.com. He has been an avid cyclist for as long as he can remember, initially catching the mountain biking bug in the 1990s, and raced mountain bikes for over a decade before injury cut short a glittering career. He’s since developed an obsession for gravel riding and recently has dabbled in the dark art of cyclocross. A fan of the idea of bikepacking he has occasionally got involved and has ridden routes like the North Coast 500, Scotland and the Via Francigena (Pilgrim Route), Italy.


An award-winning photographer, when not riding a bike, he can be found at the side of a cyclocross track or a downhill mountain bike world championship shooting the action. Paul has been the founder, editor and senior writer for Proper Cycling magazine that has seen him travel the world interviewing some of the biggest names in mountain biking and writing about some of the biggest cycling brands.


Rides: Scott Spark RC Team Issue, Bergamont Grandurance Elite, Standert Kreissäge Team Edition


Height: 176cm


Weight: 85kg