Strava Revenue & Ads
An activity tracker for runners, cyclists and walkers who log workouts, follow friends and compete on segments.
Hyunjong Choi
Published Oct 19, 2026Updated Oct 19, 202613 min readUGC engine
Est. monthly revenue
$15M
↓ 10.0% vs prev. period
Downloads / month
3M
↓ 3.9% vs prev. period
Rating
4.8
377.4K ratings · #1 in Australia
Meta ads running
330
331 found · median 28
Strava revenue and downloads trend
Est. monthly revenue
$15.1M ↓ 7.8% in 90 days
Jul 22, 2026: $16.4MOct 18, 2026
Monthly downloads
3.0M ↓ 1.6% in 90 days
Jul 22, 2026: 3.1MOct 18, 2026
Daily estimates from AppKittie, 89 days ending Oct 18, 2026. Revenue changed -8% and downloads -2% over the period. Meta ads live went from 182 to 318 between Sep 3, 2026 and Oct 18, 2026.
Strava Meta ads: 330 active, longest running 101 days
Top 13 by days live out of 331 found (3 video and 2 image creatives). Tap any one to open the original in the Meta Ad Library.
10 more Meta ads are locked
Unlock free
@ironbodzInstagramAd copy“Do you see a bird, a shoe or an upside down car? New half marathon pb = perfect Sunday 3 weeks until Prague Marathon Follow along @ironbodz #running #strava #PB #marathon #london”
@thefashionjoggerInstagramAd copy“HATERS WILL SAY I CAN’T DANCE LIKE THIS AFTER THE HALF MARATHON 1h:22’:33” Best feeling ever I almost forgot the leg pain!, ,, IL MIGLIOR MODO PER FESTEGGIARE DOPO LA MEZZA MARATONA @mezzamaratonaditalia #halfmarathon #running #funny #dance #strava”
@ameliafuraidaInstagramAd copy“Laporrun Pagi Recovery Run #strava #stravarun #kontenstrava #pelarikonten #tutorialstrava”
10 more creator videos are locked
Unlock freeAds from the Meta Ad Library via AppKittie, snapshot Oct 16, 2026. Store data from the App Store.
Number One in Five Countries, Ads in Three Languages
Strava: Run, Bike, Walk is the activity tracker from Strava Inc., where runners, cyclists and walkers log workouts, follow friends and race segments across more than 50 sports. As of Oct 2026 it makes an estimated $15M a month on 3M downloads, 250.0x the Health & Fitness median of $60K. 330 active Meta ads run at once, 11.8x the category median, and 12 of the 13 top creatives are written in Portuguese, French or German rather than English.
Key takeaways
- 330 active Meta ads out of 331 found, 11.8x the category median of 28, plus 1,559 Apple Search Ads creatives. The top 5 ads have all run 101 days.
- 12 of the 13 top ads are not in English: 5 Portuguese, 4 French, 3 German. Only 3 are video and 2 are images; 9 of 13 link to Google Play.
- 10 in-app purchases at 7 distinct prices, from $5.99 a month to $149.99 a year. The cheapest annual plan ($59.99) costs 83% of 12 months at the cheapest monthly rate, a weak push toward yearly.
- #1 in the Health & Fitness category in Australia, Belgium, Germany, Spain and Ireland, while 72.3% of lifetime Meta spend ($512K) went to the United States.
- 16 organic creator videos found, 13 sampled from 13 different creators, 9 on Instagram and 4 on TikTok. None repeats, which points to users posting on their own rather than a paid program.
Full teardown
Unlock 10 more Meta ads and 10 more creator videos
Unlocked. Everything on this page is open now.
Where Strava spends on Meta
Audience and spend estimates built on Meta Ad Library data (reported for ads shown in the EU, with other countries modeled), lifetime of the ads found. The biggest audience is 25-34, taking 30.0% of spend.
Est. spend
$512K
Reach
30.9M
Avg. CPM
$16.55
Ads delivered
334
Spend by age
Spend by gender
Top countries by reach
| Country | Reach | Spend | Share |
|---|---|---|---|
| United States est. | 17.4M | $369,930 | 72.3% |
| France | 6.8M | $66,106 | 12.9% |
| Germany | 5.3M | $57,399 | 11.2% |
| United Kingdom | 1.4M | $18,197 | 3.56% |
| Spain | 1 | $0.01 | 0.00% |
Rows marked est. are modeled by AppKittie from Ad Library coverage, not reported by Meta.
What Strava does differently
Thirteen creators, thirteen single posts
13 of 13
sampled creator videos from different creators
Ads in Portuguese, French and German
12 of 13
top ads written in a non-English language
Seven prices, weak annual discount
83%
cheapest annual as share of 12 monthly
The measurement gap
72.3%
of Meta spend in the US, #1 ranks elsewhere
1. Thirteen creators, thirteen single posts
AppKittie found 16 organic creator videos tagged to Strava and sampled 13 of them. All 13 come from different handles, 9 on Instagram and 4 on TikTok, and the top creator, @ironbodz, appears exactly once. The captions are runners' own moments: a half marathon personal best 3 weeks before Prague, an Indonesian tutorial on Strava story posts, an 80-day ultramarathon from Istanbul to Istanbul, and hashtag strings like #strava #stravarun. No caption carries a promo code or a partnership tag. This is user content in the literal sense, the app as a prop in the athlete's post. The activity map and stats screen may be the brag, and Strava is in the frame by default, with no partnership needed to get there.
2. Ads in Portuguese, French and German
Strava's 330 active Meta ads are 11.8x the Health & Fitness median of 28, and the top of the library is not aimed at English speakers. Of the 13 longest-running creatives, 5 are Portuguese, 4 French, 3 German and 1 English. The 5 Portuguese ads have all run 101 days; 9 of the 13 point to Google Play and 4 to the App Store. Copy is short and motivational, Pedale. Registre. Repita. or Chaque trajet compte., with 12 distinct lines across 13 ads, so each market gets its own words rather than a translation of one master line. Meta Ad Library spend estimates put a modeled 72.3% of $512K lifetime spend in the United States, 12.9% in France and 11.2% in Germany, so the English market may take most of the money even though the oldest ads speak other languages.
3. Seven prices, weak annual discount
Ten in-app purchases, 7 distinct prices. Monthly plans run $5.99, $11.99 and $19.99; annual plans run $59.99, $79.99, $139.99 and $149.99, a 2.5x spread between the cheapest and dearest yearly option. The cheapest annual, $59.99, is 83% of 12 months at the cheapest monthly rate, which is a small discount for committing a year. Most subscription apps push harder toward annual; Strava can afford not to because the product names show bundles doing the work instead: Strava + Runna Subscription (Annual), Strava Family Plan Subscription (Annual) and a Runna Standalone Subscription (Monthly). Revenue per download is $5.0 at 3M installs a month. Strava gives a committed user a reason to move up, a training plan or a family seat, rather than a cheaper year.
4. The measurement gap
Strava spends 72.3% of its $512K Meta budget in the United States but holds #1 category ranks in Australia, Belgium, Germany, Spain and Ireland, and its top ads run in Portuguese, French and German. With 7 price points from $5.99 to $149.99 and bundles with Runna, the question is which language, which market and which plan produce subscribers who renew, not just 3M installs a month.
How much does Strava cost?
10 in-app purchases, 7 distinct prices, annual plans from $59.99 to $149.99. Prices as listed on the US App Store, Oct 16, 2026.
| Monthly | $5.99 · $11.99 · $19.99 |
|---|---|
| Annual | $59.99 · $79.99 · $139.99 · $149.99 |
Strava vs the Health & Fitness median
| Strava | Median | |
|---|---|---|
| Est. monthly revenue | $15M | $60K |
| Downloads / month | 3M | 20K |
| Meta ads running | 330 | 28 |
| Rating | 4.8 | 4.7 |
| Lowest annual price | $59.99 | $49.99 |
Median of 147 Health & Fitness apps with active Meta ads in our set. See the Health & Fitness hub ›
What Strava users say about paying
Of the latest 200 reviews, 44 (22.0%) mention price, trial or subscription and 34 of those are negative, often about features that used to be free now sitting behind the paywall. The sample averages 3.25 against a lifetime 4.8.
Latest 200 US reviews, Aug 21, 2026 to Oct 16, 2026
Mention price, trial or subscription
22%44 of 200 reviews, 34 of them 1 or 2 stars
I was hanging out with my friend one day when she told me about this app, it looked like a useful tool to navigate my city for walking/biking so I decided to do…
I’ve been a Strava subscriber for over 10 years, and it still gets me out the door. It works whether I’m chasing a segment or just logging an easy day, the com…
How to measure a playbook like Strava's
With 330 active Meta ads in at least 3 languages, 72.3% of spend in the United States and 7 price points, Strava's playbook raises one question: which ad and which plan bring subscribers who stay.
- 01
Give every creator their own tracking link
Put one link in each creator bio, caption or landing page. Installs from that link count for that creator instead of showing up as organic.
- 02
Upload what you pay each creator
Add creator fees with a CSV cost upload and use the creator name as the campaign. You get cost per install for each creator next to your paid channels.
- 03
Connect RevenueCat to see who brings payers
Subscription events flow into the same report, so you see which creators bring people who start a trial and keep paying.
Measure this on your own app with Airbridge Core
From $40/mo · 30 days free · no sales call
How we built this teardown
- Revenue and downloads are third-party estimates from AppKittie, snapshot Oct 16, 2026. Store intelligence estimates for a single app can be off by 30% or more. Treat them as a range, not a figure from the developer. Daily revenue and download series cover 89 days ending Oct 18, 2026.
- Ads come from the public Meta Ad Library. "Days live" counts days since an ad first appeared. Spend and audience breakdowns start from Meta's EU transparency figures; country splits outside the EU are AppKittie models.
- Prices, ratings and ranks come from the App Store (US storefront) on the same date. Prices differ by country and by paywall offer. Review stats use the latest 200 US reviews from Apple's public review feed.
- Category medians are computed across 147 Health & Fitness apps with active Meta ads in our set of 860 subscription apps.
- Written by Hyunjong Choi. Ads, prices and estimates are refreshed every 30 to 90 days. Updated Oct 19, 2026.
Top Health & Fitness apps by estimated revenue
All 25 ›| # | App | Est. revenue / mo | Ads live |
|---|---|---|---|
| 1 | StravaStrava Inc. | $15M | 330 |
| 2 |  AllTrailsAllTrails, Inc. | $6M | 166 |
| 3 |  RunnaStrava Inc. | $4M | 1,100 |
| 4 |  CalmCalm.com, Inc. | $3M | 659 |
| 5 |  Cal AIViral Development LLC | $2M | 823 |
Similar apps
Fitbod
TrainingPeaksFrequently asked questions about Strava
How much does Strava make?
An estimated $15M a month as of Oct 2026, 250.0x the Health & Fitness median of $60K, with revenue -10.0% versus the previous period. These are AppKittie estimates, not figures reported by Strava Inc.
How much does Strava cost?
Strava is a subscription with 10 in-app purchases at 7 distinct prices on the US App Store. Monthly plans run $5.99 to $19.99 and annual plans $59.99 to $149.99, including Strava + Runna and Family Plan bundles.
How many ads does Strava run?
330 active Meta ads as of Oct 2026, out of 331 found, 11.8x the category median of 28, plus 1,559 Apple Search Ads creatives. The top 5 ads have each run 101 days.
Does Strava use influencers or creators?
AppKittie found 16 organic creator videos, 13 of them sampled from 13 different creators, 9 on Instagram and 4 on TikTok. None of the captions shows a promo code or partnership tag, so this looks like users posting on their own.
How fast is Strava growing?
Downloads were -3.9% and revenue -10.0% versus the previous period. In the 89-day trend window estimated revenue moved -7.8%, from $16.4M to $15.1M, while the count of active Meta ads rose 74.7% from 182 to 318.
Where is Strava most popular?
Strava holds the #1 Health & Fitness category rank in Australia, Belgium, Germany, Spain and Ireland. Its Meta spend, by contrast, goes 72.3% to the United States, 12.9% to France and 11.2% to Germany.
Who does Strava advertise to?
Meta Ad Library spend estimates show a 55.4% male, 43.3% female split, with 25 to 34 the largest age group at 30.0% and 18 to 24 next at 23.0%. Lifetime estimated spend is $512K reaching 30.9M people.
Who makes Strava?
Strava Inc. develops the app. It launched on the App Store on Mar 24, 2011, is 187 months old and was last updated on Oct 14, 2026.
Try Airbridge Core free (no sales call)
The install is visible, the subscriber is not. Airbridge Core closes that gap: connect Meta, TikTok, Google and Apple Ads, add one tracking link per creator, plug in RevenueCat, Superwall or Adapty, and each campaign shows revenue instead of installs. The Core plan is $40 a month after 30 free days. Start your free trial.
Start Core free
Hyunjong Choi LinkedIn
Go-to-market, Airbridge Core
Works on go-to-market for Airbridge Core, the self-serve attribution plan for subscription apps. Writes these teardowns from public App Store data, the Meta Ad Library and AppKittie estimates.
About Airbridge
Airbridge is a mobile measurement partner for Meta, Google, TikTok and Apple Ads, with native RevenueCat, Superwall and Adapty integrations. Subscription teams like NOICE cut measurement setup time by 75% after switching.