How Can UK Cycling Shops Create Engaging Content for Strava Users?

Strava has evolved from a simple social network for athletes into a powerful marketing tool. It has become a platform where people share their triumphs, seek encouragement, and build a community around a shared interest - cycling. For businesses, especially UK cycling shops, Strava provides a unique opportunity to connect with an engaged and passionate audience. But how can you create content that resonates with Strava users?

The key is to understand the Strava community and its dynamics. This involves knowing how users utilise the app, the kind of content they appreciate, and how they interact with each other. With this understanding, a cycling shop can create content that peaks interest, fosters engagement and ultimately drives sales.

Strava: A Community of Athletes

Strava, the social network for athletes, centres around community engagement. It's not just about logging miles or tracking speed; it's about sharing experiences with like-minded individuals. For a cycling shop, this is an appealing audience to tap into.

The Strava community is a mix of professional cyclists, amateur enthusiasts, and beginners. They use the platform to record their rides, share photos and stories, challenge each other, and even join virtual clubs. Understanding these user behaviours is the first step to creating content that resonates with them.

For instance, you might consider creating content that caters to the different user levels. Perhaps a series of articles offering advice for beginners or a blog series featuring profiles of professional cyclists. You could also explore hosting challenges on the app, where users compete to complete specific goals.

Leveraging Strava Challenges

One of the key features of Strava is the challenges. Users can join a challenge and compete with others for the top spot on the leaderboard. The challenges vary from covering a certain distance in a given time to climbing a specific amount of elevation. This offers a unique opportunity for a cycling shop to engage with the Strava audience.

As a cycling shop, you could create a Strava challenge that encourages participants to visit your store or buy your products. For example, you could create a challenge where participants need to cycle a certain route that passes by your shop. Or you could create a challenge that involves using a specific product you sell, like a particular brand of bike or cycling gear.

Creating a Strava Club

Strava clubs are another avenue to engage with the community. Clubs are groups of users who share a common interest or goal. They provide a platform for users to interact, share experiences, and even plan rides together.

Creating a Strava club affiliated with your cycling shop can deepen your relationship with your customers. It allows you to regularly interact with them, share updates about your store, and invite them to events or challenges. More importantly, it helps you build a community of loyal customers who are regularly engaged with your brand.

Collaborating with Influencers

In the age of social media, influencers can have a significant impact on brand awareness and customer engagement. Strava is no exception. There are many influencers, professional athletes or not, who have huge followings on the platform.

Working with these influencers can significantly increase your brand's visibility on the platform. The influencers can create content featuring your products or services, write testimonials, or even host a challenge on your behalf.

Offering Free Content

Lastly, offering free content can be a powerful way to engage with the Strava community. This can be in the form of tips and advice, training plans, or cycling routes. The key here is to offer value to your audience.

For example, you could create a blog post on the best cycling routes in your area, complete with Strava links. Or you could offer a free training plan for a popular local race. By offering valuable content for free, you are not only engaging with your audience but also positioning yourself as a trusted expert in the field.

Utilising Strava for Marketing Campaigns

Strava is a unique social media platform that allows businesses a distinct way to engage with their target audience. Cycling shops can tap into this resource by creating engaging content that caters to Strava's active community of athletes. One way to do this is by utilising Strava for marketing campaigns.

To start, brainstorm how you can incorporate your store and products services into appealing Strava challenges. Consider tying in major cycling events, like the Tour de France, to pique user interest. For instance, creating a challenge that mirrors a particular stage of the race would likely draw in participants. Use this opportunity to not only promote the challenge itself but also your shop and the products you offer. This could involve offering discounts or incentives to challenge participants, or even creating a Tour de France theme in-store.

You also have the opportunity to offer sponsored challenges. This would involve your business financially supporting a challenge. In return, your brand is featured prominently throughout the challenge, increasing your brand awareness amongst potential customers. This tactic enables you to position your store as being actively involved in the cycling community, reinforcing a positive brand image.

Remember, the key to successful marketing campaigns on Strava is to offer something of value to the users. This could be a unique and exciting challenge, exclusive discounts, or valuable tips and advice related to cycling.

Partnering with Strava Influencers

Another successful strategy to increase brand awareness and engagement on Strava is to employ influencer marketing. Influencers on Strava, much like on other media platforms, have a significant following of dedicated users who trust their opinions and advice.

The first step is to identify potential influencers that align with your brand. These could be professional cyclists, local athletes, or popular Strava users. Once you have a list, reach out to them to propose a partnership. This could involve them becoming brand ambassadors for your shop, promoting your products or services, or endorsing your Strava challenges.

Collaborating with influencers means that your brand is promoted directly to a large, engaged audience of potential customers. The influencer’s endorsement of your brand makes consumers more likely to trust and consider your business over competitors. It also shows your business is connected with the cycling community, enhancing your brand image and credibility.

Remember, it’s important to allow the influencer some creative freedom when promoting your brand. They know their audience best and how to create engaging content that will resonate with them.


In conclusion, Strava offers a unique platform for UK cycling shops to connect and engage with a passionate community of cyclists. By understanding the Strava community, implementing creative marketing campaigns, and partnering with influencers, your business can increase its brand awareness and draw potential customers.

Remember, the key to success on Strava, like any other social media platform, is to offer valuable and engaging content. This could be in the form of Strava challenges, expert cycling advice, or exciting collaborations with popular Strava users. By doing so, your business can form a strong connection with the Strava community and establish a loyal customer base.

Whether it's through Strava clubs, sponsored challenges, or working with influencers, take advantage of the many opportunities this platform provides to promote your products and services, maintain a positive brand image, and learn from best practices. Always keep in mind that your content marketing strategy should align with your business goals, and be flexible and innovative as the Strava community continues to evolve.