Fitness app and athlete network Strava just launched a new campaign called “Strive,” which focuses on their definition of an athlete. As a means to expand their user base and get more people excited about physical activity, the Strive campaign has defined an athlete as “anyone brave enough to lace up their shoes and break a sweat.”
This works in tandem with the app’s expansive reach to include seemingly every variety of quantifiable activity. Since so many physical activities are focused on the individual, Strava is trying to add a social element to keep people motivated and interested in what can be a mundane task. Also, for those that enjoy a fun fact: “Strava” is in fact Swedish for “Strive.”
Strava is essentially a social platform for athletes, with a few different perks added. It works with a variety of GPS devices to track a session of running, cycling, hiking, swimming, skiing and quite a few other activities.
Strava is immensely popular in the running and cycling communities of certain areas. In fact, last April the app had a scandal with a cyclist that had allegedly used performance enhancing drugs to claim a number of top rankings on the app.
And about a month ago, two hikers used Strava to track their ascent to the top of Mount Everest, the two’s first time attempting the feat without supplemental oxygen. This allowed Strava users could watch their stats as they looked to scale the world’s highest mountain.
With Strive, Strava is looking to expand their platform’s capabilities to include just about anyone. The world of social fitness tracking is relatively young, but the more users, the more interesting it could get.
You can watch Strava’s promotional video for the new campaign below.