Free version works for me. Phone app is fine, but since I have a Garmin anyway, I like that better. You can be as invested in it as you want. I have created segments on many of the hills and areas I frequently ride. It is fun to keep up with how my times compare to each other and to what others who happen to ride them do. I was surprised to see a few weeks ago that I was within a couple of seconds of the fastest time on a tough hill on one of my frequent routes. It encouraged me to go all out next time and take over the KOM for that segment. I'm ahead of people I know could destroy me if they tried and they probably will, but it's a couple of miles from my house and I could afford to totally commit to it while they would normally be on a longer ride when they hit it. Usually I see my best time as something like 135th out of 200 on a popular segment.