First I needed to know the number of signed up users of Strava. This is pretty straightforward, head off to https://www.strava.com/athletes/6161562 and keep increasing the number at the end until Strava says it can’t find a user. Last March there were 8.2 million users, now there are about 14.4 million, not a bad increase for just over a year.
Next I wanted to capture the active users and the premium users. Since I’m a techy, I can automate this process using the Strava API and a .NET wrapper around it. So I decided to sample 1 in every 10,000 users, giving me about 1,440 sample users which should give the results a reasonable accuracy.
After pulling down that data, the first thing I noticed was that 47 of my requests had returned ‘Not Found’ errors. In fact, most of these were grouped together, suggesting Strava decided to restart their numbering with larger IDs at some point. So the total number of users is probably just shy of 14 million.
Premium Users
Of the 1.393 users I had left, 28 were Premium users, so approximately 2% of all users. This figure is pretty close to last year’s figure so I’m happy to believe it. That equates to 280,000 premium users or $16.6 million in revenue for Strava.As an aside, I’m a Premium member, but not because Strava offers particularly compelling features for Premium users, but mainly to show my support for a website that is exceedingly useful and fun. I suspect Strava could differentiate between free and Premium a lot more to increase the percentage of Premium users. Take a look at all the functionality available at veloviewer.com.
Active Users
The Strava API doesn’t let me get activity data for other users, so I’m not able to find out how active users are directly. But it does provide an Updated field, which I’m hoping gets updated when a user uploads an activity (the Strava API docs are a little vague on this point). Using last year’s definition of an active user being someone who has done something in the last 24 days, how many active users are there? I found 181 users where that Updated field was in the last 24 days. That’s about 13%, or 1.8 million active users. The percentage is again fairly close to last year’s figure so I’m happy to go with it.Gender
I found 806 men and 270 women and 317 blanks. Ignoring the blanks, that almost exactly a 75% / 25% split between men and women.By Country
I think my sample is too small to draw accurate conclusions from the home countries of Strava users, but lets play with the numbers anyway. 463 had blank entries for the country which leaves 930 users with a country specified. I’ve removed countries with less than 5 users in my sample and then adjusted for population. Below I’ve highlighted the countries where more than 2% of the population have signed up for Strava. It seems like there is massive potential to increase usage in many countries, although that may depend on whether there is a culture of recreational running and riding in these countries (China and India being the obvious biggest potential markets). And little old blighty, the UK, is top of the pile. Go UK!| Country | Population | Sampled users | Approximate Strava users | % of population |
| Australia | 24,309,330 | 35 | 527,000 | 2.2 |
| Austria | 8,569,633 | 5 | 75,000 | 0.9 |
| Belgium | 11,371,928 | 6 | 90,000 | 0.8 |
| Brazil | 209,567,920 | 74 | 1,114,000 | 0.5 |
| Canada | 36,286,378 | 25 | 376,000 | 1.0 |
| Chile | 18,131,850 | 6 | 90,000 | 0.5 |
| Colombia | 48,654,392 | 9 | 135,000 | 0.3 |
| Denmark | 5,690,750 | 5 | 75,000 | 1.3 |
| France | 64,668,129 | 35 | 527,000 | 0.8 |
| Germany | 80,682,351 | 18 | 271,000 | 0.3 |
| India | 1,326,801,576 | 5 | 75,000 | 0.0 |
| Ireland | 4,713,993 | 9 | 135,000 | 2.9 |
| Italy | 59,801,004 | 37 | 557,000 | 0.9 |
| Japan | 126,323,715 | 9 | 135,000 | 0.1 |
| Mexico | 128,632,004 | 6 | 90,000 | 0.0 |
| Netherlands | 16,979,729 | 32 | 482,000 | 2.8 |
| New Zealand | 4,565,185 | 9 | 135,000 | 3.0 |
| Philippines | 102,250,133 | 8 | 120,000 | 0.1 |
| Poland | 38,593,161 | 5 | 75,000 | 0.2 |
| Portugal | 10,304,434 | 16 | 241,000 | 2.3 |
| Romania | 19,372,734 | 6 | 90,000 | 0.5 |
| Russia | 143,439,832 | 12 | 181,000 | 0.1 |
| South Africa | 54,978,907 | 16 | 241,000 | 0.4 |
| South Korea | 50,503,933 | 14 | 211,000 | 0.4 |
| Spain | 46,064,604 | 46 | 692,000 | 1.5 |
| Switzerland | 8,379,477 | 7 | 105,000 | 1.3 |
| Taiwan | 23,395,600 | 14 | 211,000 | 0.9 |
| Ukraine | 44,624,373 | 6 | 90,000 | 0.2 |
| UK | 65,111,143 | 153 | 2,303,000 | 3.5 |
| US | 324,118,787 | 233 | 3,508,000 | 1.1 |
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