Strava and Apple Design the Newest Fashion Trend

Whenever Apple makes an announcement, it seems like the digital world stops. This week all thumbs quivered in anticipation of the release of details about the Apple Watch. A world away from Paris Fashion Week, the real haute accessory was being announced for technophiles. But, if you think this is a post about the Apple Watch and all of its features, don’t worry – it’s not.

Shortly after the main event it was also announced that Strava, creators of the GPS tracking site/app for runners and cyclists, was among a small group of third party developers who had been tapped to design an app specifically to leverage the “fitness” functionality of the new watch.

Wearable Tech. So Hot Right Now

Activity trackers like Nike Plus, Fitbit, and Garmin are driving the “wearable tech” craze. Some of the incumbents have partnered with global athletic brands (see: MapMyFitness and Under Armour) while some are getting left in the dust. Rest assured, these companies wouldn’t invest the resources if they didn’t see this as being an integral part of their future.

It came as no surprise then that Strava, a San Francisco based company who doesn’t actually make anything, would be excited to pair up with Apple on this new piece of technology. According to the information I’ve read, the watch will display real-time data, but needs to be accompanied by an iPhone. This will undoubtedly change in the future, but for now the functionality it provides is really just “neat” as opposed to “must have.”

Whatever the watch does, it doesn’t really matter. It’s not about the watch, or even the app. Strava already had an app. This move was about showing a vision of where technology is headed, and further emphasizing the desire for data collection, personalization, and the need to consider what a mobile app can do for your own business.

The reality is that not every business has the budget, time or resources to develop an app. And wearable technology might not have a relevant place in a company’s business model. We do know, however, that any business stands to benefit from emphasizing data collection and exploring the use of technology to solve business problems.

We’ve discussed the Internet of Things previously; wearable technology offers another stamp of approval. Gadgets are cool, but when a company creates real value to businesses and consumers, that’s where they become a necessity. Real-time data from wearable technology has myriad benefits across a number of verticals, such as healthcare, sports/performance, military, and education, to name a few.

Ryan McGrath is a Marketing Consultant at G.1440. He has no intention of purchasing the Apple Watch and doesn’t use Strava because he prefers to enjoy his cycling. His friends use it and constantly ask why he doesn’t. He can be reached at