Strava finds new CEO after 10-month search

Michael Martin joins from YouTube as co-founder Michael Horvath steps down into advisory role

16:17, Monday 11th December 2023

Patrick Fletcher

Deputy Editor

Photo supplied by Strava

Michael Martin will be the new leader of Strava

Strava’s long search for a new leader has come to an end, with the digital fitness platform appointing former Nike and Disney executive Michael Martin as its CEO.

Strava has been on the hunt for a new CEO since February when Michael Horvath, who was one of the company’s founders back in 2007, announced his intention to step back from his second stint in the role.

After 10 months in limbo, it was announced on Monday, 11, December, that the post has now been filled, with Martin leaving his role as general manager of YouTube Shopping to head up the app used by millions of cyclists.

“In Michael Martin, I am confident we found a leader I can pass the baton to and who can build Strava’s momentum even further,” said Horvath, who will remain on board as an ‘Executive Advisor to the CEO’.

Horvath took five years away from his role as Strava CEO in order to care for his children and terminally ill wife, before returning to the post in 2019. His resignation plans in February came after the company reportedly laid off 15% of its workforce, and then had to clarify its new Premium pricing structure with an apology over the resulting backlash.

Still, the company, which is heavy backed by venture capitalist firms, has been on the push for expansion, notably acquiring the mapping tech platform FATMAP earlier this year.

In stepping down, Horvath noted that Strava had grown “well beyond the expectations we set for ourselves at the time [in 2009]” and that the baton should be passed to someone “with the experience and skills to help us make the most of this next chapter”.

That person is Michael Martin, who has held senior executive roles across global giants Disney, NBC, Nike, and, since 2022, YouTube.

"Michael Martin's experiences in some of the world’s most competitive digital markets and intimate familiarity with what it takes to delight hundreds of millions of consumers provide him with all the necessary gear to build on the many accomplishments of Strava's founders," said Michael Moritz, chairman of one of the VC intestors, Sequoia, who also sits on the Strava board.

In the world of fitness, Martin’s most relevant experience comes from Nike, where he worked as Head of Digital Products on the brand’s connected fitness portfolio, before managing its commercial operations in Greater China.

“I’m thrilled to join Strava. My experience has shown me that motivating people to become more active is a massive and universal challenge,” said Martin.

“I am in awe of what Michael, Mark and the Strava team have built. As a member of the Strava community, it is a dream to join this company and have the opportunity to take it to the next level in service of athletes everywhere.”

Strava has grown to a claimed 120 million users and says it has “ambitious plans to scale the product offering in 2024”. As well as acquiring FATMAP, the company recently launched a highly-anticipated Messaging service, as well as introducing a new Flyover feature for post-ride recaps.

Strava

Strava is an online app that allows users to track their activities and share them with others. It connects over 100 million athletes across a global online community.