Strava Finds New CEO in Google Exec Michael Martin

The social fitness platform plans to scale its product offering in 2024, including an upcoming Year In Sport global initiative

Strava, the fitness-focused social engagement community serving over 120 million athletes, has named Michael Martin its new CEO, which follows the news that Strava co-founder Michael Horvath would step down as the digital platform enters its next growth stage. The appointment comes as Strava plans to scale its product offering in the new year, including the upcoming launch of its “Year In Sport” global initiative.

Martin, who currently serves as the general manager of YouTube Shopping, a subsidiary of Google parent Alphabet Inc., will join Strava’s board of directors after assuming his new role on January 2, 2024. He comes to Strava after having driven growth at Disney, NBCUniversal and Nike, where he served as the first product leader overseeing Nike Run Club, Nike Training Club, Nike Adapt and the Apple Watch Nike+.

Strava and Nike forged a partnership this year, where the platform integrates with Nike’s Run Club and Training Club apps. Nike members can sync their workouts with Strava, and both communities can access Nike’s exclusive fitness content with tips, guidance and motivation from its coaches.

“I am incredibly proud of what the Strava team has accomplished, especially during the past four years during which we built our subscription with the needs of our community in mind and strengthened our foundation for future growth,” Horvath said. “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. I look forward to supporting him as Executive Advisor to the CEO.”

The social fitness platform recently unveiled in-app messaging, allowing users the option to send and receive messages and start Strava group chats with other fitness enthusiasts. 

“My experience has shown me that motivating people to become more active is a massive and universal challenge,” Martin said. “I am in awe of what Michael, Mark (Gainey) 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.”