Strava Tightens Data Access Rules as IPO Plans Approach

As AI companies seek larger datasets to train their models, many have increasingly relied on web scraping, often ignoring established internet standards such as robots.txt files that signal which parts of a website should not be accessed by automated crawlers. In response, websites have begun restricting access to data and pursuing licensing agreements with AI firms. Fitness and social tracking platform Strava is now taking similar action by tightening access to its website and introducing fees for developers.

To reduce unauthorised scraping, Strava is strengthening security measures and will require users to log in before viewing certain information. Previously, public profiles and fitness club listings could be accessed without authentication. The company is now placing that content behind a login wall to better protect its data from AI scraping.

Strava is also changing its API access model. Developers previously entered through a free tiered program and could request additional access as their applications grew. Under the new system, developers will pay a flat monthly fee of $11.99, although pricing may vary by region.

The company said its developer community has grown from 185,000 members last year to 241,000 this year and stressed that it remains committed to supporting developers. Strava also plans to add support for Model Context Protocol (MCP). This developing standard allows AI assistants and applications to access external data in a structured manner while giving Strava more control over what information is shared.

In addition, the company will retire some API endpoints that allow third-party apps to access specific data, including club information. The move is intended to strengthen user data protection. Strava had already tightened API policies in 2024 by prohibiting AI training use cases and limiting how third-party apps display other users’ information, changes that drew criticism from some developers.

While many developers may accept the subscription fee, the removal of certain API endpoints could still affect apps that depend on them. To help with the transition, Strava is providing a 90-day grace period before the changes take effect.

CEO Michael Martin warned that unchecked AI scraping could seriously harm the open internet.

“AI companies are ruthlessly scraping public websites, given their endless need for training data, which is degrading site performance across the board,” Martin said, adding that scraping activity has repeatedly affected Strava’s performance and that some companies have attempted to access data through the API despite restrictions.

Martin said Strava has declined requests from major AI firms seeking licensing agreements. He specifically accused Perplexity of routing scraping activity through aggregator services after being denied direct access, an allegation similar to claims previously made against the company.

He also pointed to server strain caused by poorly built AI-powered applications that generate inefficient API requests. Similar concerns have been raised elsewhere in the industry, including by Meta, which restricted third-party chatbot activity on WhatsApp.

The timing of these changes comes as Strava prepares for a potential IPO after confidentially filing earlier this year. The company’s focus on protecting and controlling its data may help reassure investors. Unlike Reddit’s API pricing strategy, which many developers found too expensive, Strava believes its flat-fee approach will allow developers to continue building on the platform while ensuring stronger data protection.

“We want the users to feel that they own their data and feel comfortable with how we are controlling and securing it. But we want the developers to continue to flourish and grow,” Martin said.