Runna, the London-based coaching app that helps runners build personalised training plans, has been snapped up by US fitness giant Strava in a deal expected to deliver a multimillion-pound payday for its co-founders.
Although the terms of the deal remain undisclosed, it is understood that early investors are poised for a windfall—reportedly receiving returns of up to 30 times their original investment.
Runna was founded just over three years ago by university friends Ben Parker and Dom Maskell. What began as a personalised coaching arrangement between the two has grown into a 150-strong team with backing from prominent investors including Jam Jar Investments, the venture capital fund launched by the founders of Innocent Drinks. The app, which launched to the public in March 2022, has raised £8 million to date.
The acquisition marks Strava’s first UK buyout. The company, which has more than 150 million users in 185 countries, was valued at $1.5 billion following a 2020 funding round led by Sequoia Capital. With running now the fastest-growing activity on Strava—over one billion runs were logged on the platform last year—Runna’s technology is seen as a powerful complement to Strava’s expanding ecosystem.
Strava CEO Michael Martin, who took the reins in January 2024, praised Runna’s user-centric approach to coaching “For runners, it’s about their goals—and they want personalised guidance. Strava hasn’t historically been strong in that space. Runna is a standout platform, with best-in-class features and a brilliant team. They’ve achieved incredible results in a short period and have helped runners truly progress.”
Runna’s origin story is one of organic growth and smart restraint. Maskell initially paid Parker, a professional running coach, £80 per month for tailored plans with pace targets and regular check-ins. Impressed by the results, Maskell began developing a software version—only to realise he lacked the expertise in athletics. He invited Parker to join the project and by mid-2021, the pair had quit their jobs and secured £100,000 in angel funding from ultra-athlete and former Made In Chelsea cast member Joshua Patterson. A subsequent crowdfunding round raised £484,000.
Since its launch, Runna has reportedly seen “steady and consistent” growth, boasting over 3,000 paying subscribers as of 2023. A monthly subscription costs £15.99, while annual plans are priced at £99.99.
Crucially, Runna has been profitable since 2023—an anomaly in the tech space. Despite raising venture capital, the company says it has largely self-funded its expansion through subscriber revenue.
“We raised our Jam Jar round, but we’ve barely touched it,” said Maskell. “We’ve had multiple offers to raise bigger rounds, but we’ve turned them down. Big funding pushes you to overspend and grow inefficiently. We prefer to hire only when there’s a real need.”
That philosophy has translated into solid financials. Runna’s most recent accounts, filed in January 2024, showed cash reserves of £8.2 million.
Post-acquisition, Runna will retain its London base and plans to continue international expansion. It already has a small team in Boston and had been eyeing a West Coast office prior to the Strava deal. Strava, headquartered in San Francisco, reported $275 million in revenue in 2023.
Martin confirmed that 2024 had already exceeded expectations: “It’s been the most successful year in Strava’s history. We’re seeing 50 per cent year-on-year growth in new users—the fastest since the pandemic. Runna’s acquisition positions us perfectly to build on that momentum.”
The deal signals a shift in how digital fitness platforms are evolving—moving from passive tracking to active coaching. For the founders of Runna, it’s a validation of their vision and a major milestone in their journey from side project to global acquisition.
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Strava acquires UK running app Runna in multimillion-pound deal