It is the cheapest, effective motivator/training tool I have and absolutely will continue to pay for it. Strava helps motivate me and my riding buddies to get smoother (faster), become stronger climbers, challenge each other and (against ourselves) constantly, etc. Being able to see where I lose or gain time. Use it a lot for planning rides in new areas when exploring/travelling, track my riding stats and connect socially to other riders all in one place.