Strava acquire The Breakaway cycling app.

Following April’s acquisition of RUNNA, Strava has acquired the core assets of The Breakaway, a cycling training app. The deal included the team that built The Breakaway, including co-founders Jordan Kobert and Kyle Yugawa (although his LinkedIn profile suggests otherwise).

Two significant acquisitions in two months signify that Strava is on a mission.

What was bought

The Breakaway is a connected training app for cyclists that analyses power data to provide insight with actionable next steps. It aggregates completed workouts from existing platforms and devices like Zwift, Peloton, Garmin, and Wahoo. The app breaks down efforts into twelve “Power Skills” (time intervals from 15 seconds to 60 minutes). It ranks your performances against a standard that adjusts for age and body weight, showing where they stand relative to “what’s possible” (your potential) across eight levels, from Beginner to World Class. The app then tracks personal records (PRs) for all these Power Skills.

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Next, the Breakaway also offers “Challenges” where riders can target specific power intervals to improve, providing recommended workouts and video tips. It aims to provide simple weekly targets and daily guidance through an AI-powered Coach, looking at data beyond just rides, such as HRV, to give a complete picture and help the athlete make decisions. The Breakaway also includes team features for motivation between friends or clubmates.

Why it was bought

According to Michael Martin, CEO of Strava, The Breakaway is a “perfect fit for the Strava subscription” because it helps riders accomplish their goals. Breakaway’s offerings motivate riders, such as personalised cycling training, innovative ride analysis, and achievement tracking tools. Strava noted that The Breakaway App users who connect to Strava upload twice as many activities as other Strava cyclists, indicating high engagement. The acquisition enhances the experience for Strava’s cyclists, considered key global community members. The deal also aligns with Strava’s mission of motivating people to lead an active life.

It’s reasonable to assume Strava wants The Breakaway as either a new revenue stream or a means to shore up its subscription revenues.

How it fits the Strava business model

The acquisition signifies Strava’s commitment to its ecosystem, accelerated growth and innovation. Integrating Breakaway’s features would complement Strava’s subscription model by adding inbuilt dynamic, goal-oriented training and analysis tools to encourage rider engagement.

Supposedly, The Breakaway heavily leverages AI to provide personalised coaching, analysis, and adaptive training plans. Breakaway’s vision is to become a “coach in your pocket” using generative AI to make the conversational and personalised aspects of coaching scalable and financially accessible. An AI coach can provide immediate, 24/7 feedback and adjust plans based on vast data, personal preferences, and even biofeedback.

Take Out

Yet another coach in your pocket but one which has the best possible data set behind it.

I’ve not used The Breakaway app, but I have looked at it. It appears good with several leading-edge components. Perhaps none are unique, already covered for many years by Wahoo/Sufferfest’s 4DP, strive.ai (2017), Xert, and others – but the whole package is unique. Breakaway’s tools could eventually be a great asset in attracting and keeping Strava’s subscribers, but I expect the app to be at arm’s length initially.

Then we must ask if Strava has the internal skills to integrate multiple external businesses? Marketing, technical integration, financing support…buying a company is not like going to the shops and choosing the best product. There’s a lot of work afterwards to get right and get a return on your investment (I’ve done it!).

Thoughts…

• Power signatures – Like many other platforms, the Breakaway considers your maximal powers at various durations. The interesting twist is that your powers are contextualised by age and sex, and your likely ultimate ability. They will almost certainly include decay variable factors.
• Achievements – Are highlighted for your rides based on power-duration breakthroughs and bests. This would give Strava subscribers more meaningful insights than a PR on a favourite segment.
• The AI coach looks like Garmin’s Suggested Daily workouts…but on steroids!
• Teams – hook up with friends. Why not? Let’s share 12 power PBs rather than just bragging about FTP!