Offer a cheaper premium option
I love Strava and at the moment I have a free membership but, of course I would love to have a premium membership but I just can't afford it. Also, I could never justify the cost as I would not use most of the premium features. All I would probably use would be the age group comparison for segments and I would love to have the trophy case as I enjoy completing challengers. As for power curve and training videos and all the other excellent premium features, well I would not use them. Right now Strava is either completely free or (for me) expensive. No in between. If there was an option for a cheaper lite version with a few selected features such as the ones I mentioned I, and I'm sure many dedicated but slightly less serious cyclists would be more than happy to pay a reasonable price for that. Please think about introducing Strava Lite Premium.