Show notes
17th March 2024 The Spokesmen Cycling Podcast EPISODE 349: Turn on Strava for everyday journeys, it could reshape streets for the better SPONSOR: Tern Bicycles HOST: Carlton Reid GUEST: Tom Knights, Strava Metro LINKS: https://www.the-spokesmen.com/ https://www.ternbicycles.com https://twitter.com/CarltonReid https://press.strava.com/articles/stravas-metro-reaches-significant-milestone-of-10-year-anniversary https://metro.strava.com Carlton Reid 0:13 Welcome to Episode 349 of the Spokesmen cycling podcast. This show was engineered on Sunday 17th of March 2024. David Bernstein 0:28 The Spokesmen cycling roundtable podcast is brought to you by Tern bicycles. The good people at Tern are committed to building bikes that are useful enough to ride every day and dependable enough to carry the people you love. In other words, they make the kind of bikes that they want to ride. Tern has e-bikes for every type of rider. Whether you're commuting, taking your kids to school or even carrying another adult, visit www.ternbicycles.com. That's t e r n bicycles.com to learn more. Carlton Reid 1:03 I'm Carlton Reid. On today's show, I'm talking with Tom Knights. He's the senior manager of partnerships and marketing for Strava Metro. This is a super-useful active travel city-making dataset-service from the athlete tracking app. And if you bristled at the word athlete, because you think there's no sport in transport, listen on ... Strava metro was very, very insistent in 2020. About how successful cycling and and walking in all active mode because of the pandemic and the blog posting was, you know, we're very pained to say this. However, you know, it's really, really, we're going crackers with the amount of cycling as you know, the bike boom, yeah, what did go amazing. Now, the bike industry right now is famously and woefully massively down in the dumps. So what have you seen with usage? So what has happened since 2022? actual usage of bicycles not just, you know, we know the sales are bad. Is the usage bad also? Tom Knights 2:21 Yeah, that's a really good question. And actually like to say the kind of the free, the free, free call to Strava Metro kind of suddenly going free was actually very well timed, unfortunately, under very difficult circumstances globally. One of the reasons like I say, we kind of made Strava Metro free wasn't actually because of the pandemic and the looming kind of crisis. And obviously, this switch to human powered transportation. It was like, almost like an unfortunate timing, but but obviously beneficial for cities and all the planners that start to use this data. So yes, we definitely saw this huge boom during the kind of 2020 21 era. And thankfully, because a lot of cities and a lot of regions and governments had the foresight to start investing in protecting cycle lanes in safe routes, which we know is one of the biggest barriers to people actually kind of picking up a bicycle. Lot of those initiatives have stayed, and we hope that they've stayed because actually, they've been able to see some of the Strava activity straight through Strava Metro, and then use that against other data sources to start to understand actually, is this being used in terms of trends, and overall, we've definitely seen more of a normalisation but again, what we are seeing is obviously, people looking for alternatives to either commute, and then well, kind of 2024 the word commute looks a bit different than maybe it did in 2019. But anything that's a utility trip, and essentially through safe and accessible infrastructure. That's what we know. And I'm sure you know, from all the kind of conversations you've had over the years, that's the biggest driver to people, making it feel safe. So, long story short, yes, we've definitely seen a normalisation now, in terms of growth Carlton Reid 4:06 Normalisation, that sounds like quite a bit of a euphemism for, for what? Tom Knights 4:12 So I guess the new the new normal as it were, so we've definitely seen that growth. And then now what we've seen, like I say, as people who are consistently cycling now, and then obviously, we hope that through infrastructure improvements into society into communities, that will then also encourage even more folks to pick up a bicycle on that front. Carlton Reid 4:33 I'm gonna carry on digging here, because I think it's quite important. So that graph that was on the Strava Metro, I remember it well, the human powered transportation one Yep. Yeah. So I mean, that was that was great. But, you know, so when you've been normalisation, is that graph, it went up like crazy. And do you mean by normalisation that it went down so well usage is down or has plateaued, Tom Knights 5:00 so not I mean, it's difficult to say but I wouldn't say plateau because we're always seeing kind of growth. And that's what's so exciting a and I can't necessarily kind of say a lot more about the Strava core Strava world because of course, that's a different kind of department as it were. But in terms of the Metro world, and what we're seeing in terms of cycling, in general, we've just seen that spike from 2019 to 2020, that continued growth into 2021. And now what is is probably more of that kind of continuous steady growth. As opposed to that, we I wouldn't say we've definitely seen any kind of drop off as it were on that front. Carlton Reid 5:34 So it's interesting, because we now have metrics that we just didn't have, you know, 10, 15 20 years ago, from an industry perspective, used to be able to track sales of number of bikes, and but you never knew whether, actually people even though a few bikes sold, actually, people might actually be riding more, potentially. So now we have metrics from from people like you, where you can not only track the number of bikes sold, but you can also track roughly whether people are using those bikes. So that's fascinating information from a market point of view. And the way I'm going from on that is you've got some high end holiday companies, you know, Glorious Gravel going to Sri Lanka, Namibia, all these amazing places with people who got clearly a lot of money and a fair bit of time. Yeah, still getting out there cycling. So when we haven't seen that end shift at all. But no, that's the rarefied end, isn't it? That's like, Yeah, from from a metro point of view. Tom Knights 6:42 Yeah, definitely. I mean, I in terms of, you know, think travel and tourism, that is obviously a kind of luxury. And, you know, for kind of people a having the kind of means to kind of jump on a plane or to kind of visit and take the time off. And that's great, though, for kind of seeing that, that boom, because we want people to kind of get an introduction to cycling in general. And if that means discovering it on a holiday tour, fantastic. Hopefully, that then translates into cycling into work maybe two or three days a week, or suddenly dropping a car trip once a week, because they've discovered the joy of cycling. But I think January what we're hoping, though, is we see this bike boom, fueled by better and safer streets. That's, that's our kind of main concern is that, if you build it, I know, you've heard this phrase a lot before, you know, if you build it, people will come. And we know that from Strava Metro data, when you look at the kind of streets where there's been investment, the Before and After Effects is amazing. See this kind of increase in trips. Now, of course, you might say, Well hold on Strava growth. But actually, what we're seeing is that Strava Metro data alongside Eco-counter or Telraam data, you can start to kind of normalise and build a model. And I think that's what we're we're hoping that people can start to, as you mentioned, all these amazing datasets start to pull these together, and then really build this picture to kind of tell a different story than perhaps maybe the negative stories are saying in terms of, you know, cycling booms over or no one's using this bike lane, etc. Carlton Reid 8:10 And this is an obvious question, okay. And this is a question that I'm sure you are incredibly well used to batting away, and you know, you're gonna get it. And you, you could almost do it yourself. So that is in your documentation. It's all about athletes. Of course, when you put that into Strava Metro, you're talking about non lycra. I know you discuss this on your blogs, but just just tell me now, why I would be wrong to suggest that Mamils, women on bikes and lycra why the data is robust, even though you talk about athletes? Tom Knights 8:53 Yeah, no, you're quite right. And it's a, it's a really good point. And I suppose, from the data point of view, we're not looking at, we look at those as activities and people and trips so that the athletes is more of a kind of Strava kind of communications in a playful way to call our community athletes, and you've probably seen various different messages over the years about, you know, if you're an athlete, you're on Strava. And, and essentially, there is a lot of truth in that, you know, we want anyone who moves through human powered transportation, or through moves and find their joy in discovering movement ways we would define as an athlete, you know, anyone who is doing that, now appreciating the world of transportation planning and bike lanes and commuting, you might not think, you know, cycling across the Waterloo Bridge in the morning at 830. You're an athlete, but essentially, from a metro point of view, what we're looking to do is see these community based trips as data points, like say that can be used for improving infrastructure on that front. And I think the way that actually I would position it personally is often thinking, well, everyone who uploads a ride on to Strava is a human powered counter, because through through Metro That's going towards some kind of better cause in terms of funding and reviewing active travel investment. But I do understand your point about you know, Mamil. And you know, a lot of drivers growth in the early days was fueled by that amazing core set of athletes. And you know, I grew up in this town called Dorking, which you're probably familiar with, from the classic ride, sorry, and I'm very familiar, you know, the weekends kind of seeing, you know, the the kind of, I say the kind of more sportive rides coming through the town. But actually, what that served is actually an inspiration for more people's go. Actually, that was quite fun. I should try that. And I think the data we're seeing through Year in Sport that we've done anecdotally, through Metro data, that actually we've got a lot more 18 to 34 year olds, who are now also discovering the joy of active transportation. And again, Metro data is telling us that it's not just, you know, the weekend, you know, the Saturday morning at 10am, in the Surrey Hills or on the the kind of Yorkshire Dales it's actually taking place on the streets of Manchester, or the streets of London, etc. And I think that's what we're hoping is that story through community or athletes, as you know, we're calling it that that helps planners to see that trend is is not just, you know, the kind of Lycra brigade Who are you know, cycling and I would all use what the same people that are cycling at the weekends, you know, on the kind of right sorry, classics or up in the Yorkshire Dales are also the same people that are using bike lanes. And equally as important when we're thinking about counting. Carlton Reid 11:30 Of course, you're not getting the invisible in American terms, it's called the invisible cyclists. So these are often Latino. Basically poor people on bikes, who are definitely not going to be using Strava. But going to using bikes, and then they call them invisible cyclists, because they're not on bicycles that perhaps an enthusiast would ride, but they are using bicycles and all power to their elbow, but power to their knees. Now, you're not capturing them. So if you're not capturing a significant number of people who are using the roads, does that not suggest that you're missing an important chunk of people who are not using? You just can't capture everybody? And how important is that? Tom Knights 12:27 Yeah, really, really good point. And I guess a couple of bits on that is that essentially no data set, you know, the world is accurate, you think about a, you know, a bicycle counsellor on the embankment or, you know, in the middle of Manchester, or even in the rural area, you know, if someone doesn't go through that specific kind of counting station, as it were, you're not being picked up in the count. And I think that's what Strava Metro is really kind of aiming to do is essentially colouring the map with all the blank spots that aren't being picked up. And being free, which is, again, one of these kind of opportunities to kind of get this data into the masses, allows transportation planners allows Safe Streets advocates, anyone who's focused on transportation equity and environmental racism to dive into that data and go, Okay, looks like actually, there's people going through this counting station here. But actually, Strava Metro is also showing us that people are going down this route. So what's interesting what's going on there. And again, you're quite right to call out that the heat map, for example, in, you know, maybe underrepresented areas, or places that don't necessarily have the same political will have, you know, more affluent areas who have perhaps built cycle lanes or made their streets more attractive from things like heat islands, you think about kind of cities outside of the UK that suffer a lot from high temperatures, you know, the streets are not necessarily designed for being walkable and bikable. That's what we're really hoping we can also use the Strava data to show what's not happening, as well as what's happening. And again, a lot of the work that Metro is involved in is ties back into this kind of social impact piece. It's not just, you know, we obviously want this data to be used by, you know, transportation planners, but we're also hoping we can start to, you know, work a lot more with, you know, say advocacy groups, anyone likes easy, bold environmental racism and transportation equity, to really kind of look at that data, and metrics looks, it's been designed that anyone including myself, I'm not a geospatial professional, but I can see, you know, through a map and looking at certain areas where people are cycling and when they're not cycling, but also we want to build a product and I can't really, you know, say I'm not necessarily holding the Strava product side, but we want to build an experience, which is all encompassing for everyone on there, but I definitely understand your point about the barriers to entry, you know, just in general, you cycling you need to have a bike to join Strava you need a mobile phone that supports you know, obviously your Strava although we do have connections with lots of fitness devices, but again, that comes at a cost, but hopefully, the more people that learn about Metro and the authenticity and the kind of the fact that it's free. The fact that Strava is free to join, it gives people a sense of empowerment that actually, I can change something that's happening on my street. And that's a big part of the messaging that, you know, I'm working on, and certainly have been working…
Full show notes at the publisher