Strava Clarifies Subscription Price Changes in Formal Statement

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Strava Clarifies Price Changes in Formal StatementNurPhoto - Getty Images

After weeks of customer confusion, popular exercise tracking app Strava clarified its new premium subscription prices.

A statement on the company’s website read, “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.”

Cost of premium subscriptions are now based on your country. U.S. users now pay either $11.99 per month or $79.99 per year. While Strava is completely free to use, this subscription allows customers extra features such as goal setting, route planning, and advanced acitivity metrics. Strava has not upped the subscription cost since it released such features in 2009.

“Our intention was not to hide these pricing changes, we just moved too fast,” the company stated. “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.”

The price change controversy followed layoffs that affected nearly 15 percent of Strava’s workforce.

On January 23, the company also announced the acquisition of outdoor adventure app FATMAP, which has proprietary 3-D mapping technology. With this addition, Strava aims to boost its mapping and route planning features.

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