Strava began in 2009 as a GPS tracking app used by competitive runners and cyclists training for major races.
Nearly two decades later, Strava has expanded to include more than 50 sport types, from weight training to boating to backcountry skiing, as its community has grown to 200 million users in more than 185 countries.
“A lot of these people aren’t singularly runners or cyclists,” said Strava chief marketing officer Louisa Wee. “They are showing more diversified, active lives.”
For Wee, who joined Strava in 2025 with a background in subscription marketing at Netflix, Pluto TV, and FabFitFun, the challenge is continuing to broaden the app’s appeal while retaining its core audience of training athletes.
