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The Strava Effect

Strava Banner

Graphic courtesy of Road Bike Culture

There is no doubt that Strava has driven the phenomenon of social cycling, and sociable competition.  Millions of cyclists track and share their rides on the Strava website.  And in doing so, many strive to better their times on each ride, thereby hopefully outdoing their friends on a favorite sector, or even claiming a coveted King of Mountain or Queen of Mountain crown.

How many millions exactly?  With secrecy typical of a Silicon Valley start-up, Strava does not disclose precisely how many users it has, preferring to say that it has “tens of millions”, with a million joining every 40 days.  Wikipedia reports that as of March 2015 there were an estimated 1 million active Strava users.  Extrapolating from Strava’s own estimate of the rate at which people join, there are about 126 million active users today.

Not bad for a company which was founded in 2009.

Rapha festive500 Banner

Graphic courtesy of 2wheelchick.blogspot.my

Companies selling cycling-related products have noticed the ever-increasing popularity of Strava, and are using the app to connect with existing and potential customers.  One such company is Rapha.  In 2010 Rapha launched the #Festive500, an event in which participants challenged themselves to ride 500km / 311mi between Christmas Eve and New Years’s Eve.  That year there were 84 participants.

In 2011 Rapha started offering woven fabric roundels to everyone who successfully completed the #Festive500 challenge.  Strava was an obvious partner because their app made it easy for participants to record their rides and track their progress, and for Rapha to manage the challenge, from sign up to verification that participants had successfully completed the challenge.

Rapha Patches

Roundels courtesy of Rapha

To say that this partnership is a success is an understatement.  The modest number of  #Festive500 participants, 84 in 2010, had mushroomed to 83,130 in 2017.

Rapha Feastive 500 (1)

Data courtesy of Strava and Rapha

There were 19,120 successful finishers for the 2017 Rapha #Festive500.  That is a lot of roundels for Rapha to ship out.  Each one creating a link between Rapha and a cyclist.

In recent years Rapha has capitalised on the increasing popularity of the #Festive500 by offering prizes for the best #Festive500 stories.  The 2017 prizes included a Rapha Travel trip and Leica D-Lux camera, a 3T Exploro Team road bike, a Wahoo Bolt GPS Bundle, and a Wahoo Kickr Snap turbo trainer.  The winning entries can be seen here.

In 2017, the year-on-year growth in #Festive500 participants leveled off.  Perhaps because of the very cold winter in the northern hemisphere.  That has not deterred the folks at Rapha.  They have already asked roadies to make the #Festive500 their end of year challenge for 2018.

I wonder what the 2018 roundel will look like?

About alchemyrider

I left Malaysia in 2008 as a non-cyclist. I am back home now with two road bikes and all the paraphernalia that goes with being addicted to cycling.

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