# Strava CMO Wins Walkers Without Losing Runners

> Strava's CMO expands community while keeping hardcore runners.
- Title: Strava CMO Wins Walkers Without Losing Runners · Adweek
- Summary: Strava's CMO expands community while keeping hardcore runners. Strava's CMO Louisa Wee retains core runners by supporting diverse activities like hiking and…
- Keywords: strava, louisa wee, hardcore runners, walkers, community, fitness apps, strava cmo, CMO, Wins, Without, Losing, Runners
- Source: Adweek — https://adweek.com/brand-marketing/how-stravas-cmo-is-winning-over-walkers-without-losing-hardcore-runners
- Author: Alison Weissbrot
- Published: 2026-10-26T10:00:00+00:00
- Read time: 1 min
- Topics: strava, louisa wee, hardcore runners, walkers, community, fitness apps, strava cmo
## Strava's Growth
Strava began in 2009 as a GPS tracking app for competitive runners and cyclists.
## 200 Million Users
Strava now has 200 million users across 185 countries with 50+ sports.
## CMO Louisa Wee
Louisa Wee joined Strava in 2025 with background in subscription marketing.
## Broadening Appeal
Wee focuses on diverse activities like hiking and weight training to attract non-runners.

> A lot of these people aren't singularly runners or cyclists. They are showing more diversified, active lives.
## Community Strategy
Strava uses shareable cards for social media and direct messaging connections.
## Partnerships
Strava partners with authentic users like Wiz Khalifa and Olympic athletes.

> Wiz Khalifa is an authentic, highly enthusiastic Strava user. He's taking some of our social shareables and he's having so much fun.
## Fitness Competition
Strava competes with wearables and apps like Peloton for holistic health tracking.

> We think of ourselves as additive. If you are wearing a watch and going on long runs or bike rides, you're probably doing something else that might not be captured on that device.
## Social Channels
Strava uses Instagram for inspiration and TikTok for holistic health communities.
## Non-Runner CMO
Wee logs five sports but doesn't run, helping Strava support diverse activities.

> I am actively logging five sport types: weight training, hiking, walking. I do seasonal sports, whether that's swimming in the summer or skiing in the winter. I just don't run.
## Key takeaway

Strava's CMO Louisa Wee retains core runners by supporting diverse activities like hiking and weight training.