Strava is responding to the price hike – but the new cost is still not clear around the world

Strava issued a statement in response to dramatically raising its price for premium subscribers — but how much the popular cycling app will cost many users around the world is still unclear.

As BikeRadar originally reported, Strava has increased the cost of a monthly subscription for premium users from £6.99 to £8.99 in the UK, which is up 28 per cent. Some pay per month users have also reported paying £5.99 previously, with the new monthly price reflecting a 50 per cent increase. For annual subscribers, the annual fee has increased from £47.99 to £54.99.

Roughly a week later, with some users originally only notified via an automated email from Apple, Strava’s statement confirms that “pricing may change to better reflect new features and market conditions.”

In the statement, the flight-tracking and training app says, “Fare changes will vary depending on region and platform preferred,” with a separate support post for users outlining affected regions.

According to Strava, users in Australia, Brazil, Canada, France, Germany, Indonesia, Spain, the UK and the US, who signed up before November 23, 2022, will see their subscription price change on February 2, 2023 “or later”.

Strava initially notified some users via an automated email.
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Users who signed up after November 23, 2022 will not see any price change, and are presumed to have signed up at the now increased cost.

“You will receive a notification of the updated price 30 days before your subscription renewal date and your subscription will automatically renew at the updated price unless you cancel at least 1 day in advance,” the support post reads.

The renewal price shown on your account page may not be updated until the changes take effect. To learn more or cancel, see your subscription.

However, Strava’s cost remains unclear to many users outside the UK.

Neither Strava’s support post nor its press release elaborates on the new pricing structure, though the statement does mention: “While our subscription price has remained largely flat over the past years, we also take local market conditions into account.

As costs and plans adjust, we’re always working to improve your experience and invest in the value delivered to you every day. Pricing decisions will be continually evaluated to ensure we’re delivering the best value for our growing features to our community.

Pricing changes will vary by region and preferred platform.

Strava remains free, with a limited feature set, for non-premium subscribers.

Strava’s full statement

Why did your subscription price change?

As we continue to invest in your experience, our pricing may change to better reflect new features and market conditions. The decision to change the price was not taken lightly and we want to share why this happened.

Our priority is to give you a unique experience to get a comprehensive view of your active lifestyle. This happens by delivering value to you on a daily basis through new features, product updates and services. In the past 10 years, Strava has added countless new features including support for over 40 sports, a beacon, route recommendations, an online route builder, global and personal heat maps, sector leaderboards, and custom goals and progress. These additions are made based on your valuable feedback, what we hear from the active community and research.

While our subscription price has remained largely constant over the past years, we also take local market conditions into consideration. As costs and plans adjust, we’re always working to improve your experience and invest in the value delivered to you every day. Pricing decisions will be continually evaluated to ensure we are providing the best value for our growing features to our community.

Pricing changes will vary by region and platform preferred.

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