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March 2020

The Power of Patience

It seems like the entire planet has hit the pause button in the last few weeks, and we're all a bit impatient. Especially now, the story of Strava's patient, focused approach to growth feels timely and inspiring. 

In a recent appearance at Stanford's Entrepreneurial Thought Leaders series, Strava co-founder and executive chairman Mark Gainey described the "inch wide, mile deep" strategy that guided the company.

All along, he says, the ultimate goal was to build a "virtual locker room" for athletes of all stripes. But Strava's go-to-market strategy was laser-focused on a particular segment of passionate road cyclists. Strava started by engaging in grassroots outreach and deep conversations with those cyclists, and only expanded after they had, as Gainey puts, "nailed that niche."

In February, a little more than a decade after Strava launched, it hit 50 million users, including runners, swimmers, skiers, climbers and  yes plenty of cyclists. 

Strava Finds its Niche

11 MIN | March 4, 2020


When Stava launched in 2009, its go-to-market strategy focused exclusively on a niche group of passionate road cyclists. Strava co-founder and executive chairman Mark Gainey explains how building loyalty with a niche customer base gave them the credibility to later scale into other categories.
"Pick an idea and just start rolling with it, just start having conversations, and you'll be amazed at where it takes you. 

Mark Gainey, co-founder and executive chairman of Strava

WATCH: Strava Finds its Niche
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