I am really pleased to be able to have been invited again to contribute to the IMA Europe Newsletter through 2025. This year Phil has asked me to run a series of articles looking at brands that bridge the gap between loyalty and incentives, and in episode 1 I’m taking a look at one of my favourite brands, Strava.
The Heart of the Matter: Emotional Connection Through Fitness
From the moment I first laced up my shoes and hit the pavement with Strava by my side, I knew there was something special about this app. It wasn’t just about logging miles or tracking stats; it was about the emotional connection it fostered with my fitness journey. Every goal I set, every milestone I reached, and every challenge I conquered felt like a victory not just for my body but for my soul.
Strava has a way of making me feel seen, heard, and celebrated in ways that go beyond mere numbers on a screen. The virtual high fives, the supportive comments, and the sense of community that surrounds me every time I log a workout are like a warm hug after a long day. It’s this emotional connection, this feeling of belonging to something bigger than myself, that keeps me coming back to Strava day after day, eager to share my triumphs and support others on their journey.
Goal Setting: Turning Dreams Into Reality, One Step at a Time
One of the things I love most about Strava is its emphasis on goal setting. Whether it’s aiming for a new personal best, conquering a challenging route, or simply staying consistent with my workouts, Strava helps me turn my fitness dreams into achievable, actionable goals. But here’s where Strava truly shines – it doesn’t just stop at setting goals; it helps me stay motivated and accountable every step of the way. The gentle nudges to keep going, the virtual badges for hitting milestones, and the sense of accomplishment when I reach a goal are like fuel for my fitness fire. It’s this combination of aspiration and achievement that keeps me inspired.
In the vast landscape of fitness apps, there’s one that holds a special place in my heart – Strava. It’s not just a tool for tracking workouts; it’s a companion on my fitness journey, a source of motivation, and a platform that has transformed my approach to running and cycling. In this article, I will explore how Strava fosters member loyalty through emotional connection, goal setting, social sharing, and the ingenious use of third-party incentives. It’s not a traditional points based scheme and it’s not (really) selling anything. But it does make you feel good, and that emotional connection is incredibly valuable.
Social Sharing: One Workout at a Time
As much as I cherish my solo workouts, there’s something truly special about the social aspect of Strava. The ability to share my workouts, cheer on friends, and connect with like-minded individuals has added a whole new dimension to my fitness journey. The comments, kudos, and shared experiences create a sense of camaraderie and support that transcends virtual boundaries, making me feel like part of a global fitness family.
But what I love most about Strava’s social sharing feature is how it fosters genuine connections and encourages me to celebrate the successes of others. The sense of community, encouragement, and shared passion that permeates every interaction on Strava is like a breath of fresh air. It’s this sense of togetherness, this feeling of being part of something bigger than myself, that makes my workouts not just about me but about us.
Gamification: Making Fitness Fun and Rewarding
Let’s talk about gamification – the secret ingredient that turns my workouts into a playful adventure on Strava. The thrill of earning badges, climbing leaderboards, and unlocking achievements adds a layer of excitement and challenge to my fitness routine that keeps me engaged and entertained.
But here’s where Strava’s gamification truly shines – it’s not just about the rewards; it’s about the journey. The process of setting goals, tracking progress, and pushing myself to new heights is as rewarding as the badges and achievements themselves. It’s this blend of challenge, fun, and personal growth that keeps me hooked. The most rewarding element is seeing that you are a local legend for even a small section of your ride. What a feeling!
Third-Party Incentives: The Cherry on Top of an Already Sweet Deal
Now, let’s talk about the icing on the cake – Strava’s ingenious use of third-party incentives to reward my behaviours and goals. The thrill of receiving discounts on my favourite gear, freebies at local cafes, or special offers from partner brands adds an extra layer of excitement and motivation to my fitness journey. It’s like getting a pat on the back from the fitness gods, a little extra push to keep me going when the going gets tough.
But what I love most about these third-party incentives is how they align with my goals, interests, and preferences. By teaming up with partner brands that share my values and passions, Strava adds a personal touch to my fitness experience, making me feel seen, appreciated, and valued as a member of the Strava community. It’s this attention to detail, this commitment to enhancing my fitness journey in meaningful ways, that sets Strava apart and drives strong performance of their incentives and offers.
In Conclusion: My Love for Strava Knows No Bounds
Strava is a great app for anyway looking to track and improve their fitness. But it is also a really clever, rewarding and valuable loyalty solution. From the emotional connection it fosters to the goal setting, social sharing, gamification, and third-party incentives that keep me motivated and engaged. Strava is a great example of a brand that has bridge the customer strategy gap across loyalty and incentives.
