I don't mind the cost so much, but the way they went about increasing the price about a year ago was preposterous. They were inept at being sneaky and then tried to clarify their new policy with a post in the Strava club on the website, rather than issuing a press release. They badly botched the roll-out in the UK and seemed intent on destroying their reputation in a spectacular own goal. A lot of people in the industry were looking at them at the time and wondering WTF? Why would anyone invest in a company making moves that clumsily? I remain a subscriber, but they lost a lot of respect and good will from me and I am sure from many others.

The subscription issue was obviously huge with their company, as they conducted a big subscription push about 18 months or more ago, admitting that they were not turning a profit. The odd thing was, that at the time, they had such a large amount of goodwill and reputation built up with their users that it seemed almost impossible that it would be destroyed, and yet they managed to do just that with a few dumb moves. Had they just been upfront about things and communicated clearly, I am certain they could have ridden their accumulated goodwill to profitability without resorting to weird pricing tiers and their awful geographical roll-out.