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Strava

Brief

Insight

Strava is the world’s largest fitness-tracking community, but it still had a reputation problem. Too many people saw it as a tool for “serious athletes.” All data. All distance. No room for the joy, chaos, or messiness of movement. Our job was to help Strava connect with a broader, more casual audience—and encourage them to start moving more, without the pressure.

Most people don’t run to win. Or ride to compete. They move for headspace. For energy. For joy they didn’t know they needed. But Strava’s reputation for hardcore data was feeding imposter syndrome. And that was keeping a lot of everyday movers from even opening the app.

Idea

More Than You Expected

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Don’t sell the workout. Celebrate what happens because of it. The unexpected wins. The feel-better days. The clearer head. Throughout the campaign, we shared stories of real people discovering joy through movement and used in-product features to show how Strava helped make it stick.

Bringing the idea to life

We put an emotive twist on Strava’s signature data: Real metrics met real feelings. We crafted playful, human-first messages that spotlighted the surprising benefits of movement, from better sleep to better moods.

  • Developed a multi-phase campaign across owned channels, in-app ads, and email.

  • Targeted free users with relatable, insight-led messaging that made them feel seen.

  • Positioned a 60-day free trial as the invitation to move — and feel — more.

Where we ended up

  • With a campaign that moved the needle — and the people.

  • Strong engagement with in-app and email messaging.

  • Greater resonance with casual users (and less intimidation).

  • Helped drive uptake of the 60-day trial by leading with benefits, not benchmarks.

My role in it all

  • Developed copy across campaign phases from awareness to consideration.

  • Shaped a voice that felt motivating but never exclusive.

  • A/B tested concepts and messaging to guide performance insights.

  • Helped reframe performance data as emotional value, not just numbers.

Credits

Creative Direction: Stephanie Hunter • Copywriting: Danielle Houston, Holly Robson, Stephanie Hunter

Art Direction: Gabriella Bajkai • Animation: Renato Cassis • Project Management: Andrea Velasquez • Agency: Superside • Strava Design Lead: Jess Schiazza • Strava Copy Lead: Sarah Rhodes • Growth Marketing: Lucy Reddan • Design Ops: Rob Carberry

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