Strava puts popular “Year in Sport” recap behind an $80 paywall - Ars Technica
December 19, 2025 at 5:45 PM
Strava puts its viral Year in Sport recap behind an $80 subscription, sparking backlash from longtime users
Strava’s annual Year in Sport—a shareable, animated roundup of each athlete’s highlights—has gone subscription-only for the first time since its 2016 debut. The $80/year paywall surprised many who relied on the free, feel-good summary to celebrate progress and community support.
Why athletes are upset
- Many say the move undermines the social spirit that made the feature go viral.
- Some argue they’re being asked to pay to view insights generated from their own data (power, heart rate, etc.).
- Others worry the change will limit how often Year in Sport clips are shared across social media.
What Strava says
- A company spokesperson said Strava provided advance notice.
- Core features—uploading activities, finding community, sharing, and giving kudos—remain accessible without a subscription.
Business context
- Sensor Tower estimates Strava’s monthly active users have nearly tripled since 2020, reaching about 50 million in 2025.
- PitchBook values Strava at roughly $2.2 billion (May 2025).
- CEO Michael Martin told the Financial Times the company intends to go public, noting Strava’s uncommon growth profile at scale.
Pattern of unpopular moves, critics say
- 2023: Annual subscription price jumped from $60 to $80.
- 2024: Mixed reaction to the company’s AI effort (“Athlete Intelligence”).
- 2025: Strava sued Garmin for patent infringement, then dropped the case within a month.
Community impact
- Some paying athletes say the change creates awkward tiers among friends. One longtime triathlete said sharing the recap now feels like ‘flexing’ because many peers can’t access their own.
Bottom line
Paywalling a beloved, highly shareable recap may drive upgrades, but it risks eroding goodwill—and the organic social buzz that helped fuel Strava’s growth.
Reported by Ars Technica on December 19, 2025.
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