AI companies have grown into data-hungry entities as their models require ever-larger datasets to train on. To meet that need, many AI startups defy long-standing internet conventions — like respecting robots.txt files, which signal to automated crawlers which parts of a website are off-limits — and scrape data aggressively. This has forced websites to restrict access to their data and, in some cases, strike licensing deals with AI companies. Fitness and social running company Strava is making a move in this direction by restricting its website and introducing fees for developer access.
To stop scraping, the company is increasing security around its website and will now only allow authenticated users to view certain data. Earlier, users were able to see details like public profiles and fitness club listings without logging in. The company is putting all that data behind authentication to protect it from unauthorized AI scraping.
On the API front, developers could previously start building apps on Strava through a free, tiered access program — applying for basic access first, then requesting more as their app grew. Now the company is adding a flat $11.99 per month fee for all developers, though it noted the price may vary by geography.
Strava said its developer community has grown from 185,000 members last year to 241,000 this year, and the company plans to continue supporting them. As part of that, Strava also plans to add support for Model Context Protocol (MCP), an emerging standard that lets AI assistants and apps access external data in a structured way, giving Strava more control over exactly what gets shared and how.
The company is also planning to retire some API endpoints — discrete access points that let outside apps pull specific data, like club details — to protect user data. Strava had already tightened API rules in 2024, banning its use for AI training and limiting third-party apps from displaying other users’ data. Those changes drew backlash from developers who said their apps would be severely affected.
While some developers may accept paying a subscription fee, sunsetting certain API endpoints could still impact dependent apps. Strava is giving developers a 90-day grace period before making these changes.
In an interview with TechCrunch, Michael Martin, Strava’s CEO, said unchecked AI scraping could be the death knell of the public internet.
“AI companies are ruthlessly scraping public websites, given their endless need for training data, which is degrading site performance across the board,” Martin said. We’ve had multiple instances in the last several months where performance has been diminished and, in some cases, impaired. Beyond scraping the public sites, they’re also trying to use our API to get access to our data, ignoring API terms.”
He noted that Strava has refused overtures from leading AI labs seeking data licensing deals. He specifically singled out Perplexity, saying the AI search startup routed its scraping through aggregator services to obscure its origin despite being turned away. This is consistent with Perplexity having been accused of similar behavior elsewhere in the past.
Martin also flagged server overload caused by poorly built vibe-coded apps, whose API calls are often inefficiently structured and generate a disproportionate load on Strava’s systems. It’s a pattern: when Meta banned third-party chatbots from WhatsApp last year, it made a similar argument about system overhead.
The timing probably isn’t coincidental. Strava confidentially filed for an IPO earlier this year, and its move to protect its data may be intended to signal data discipline to prospective investors. The comparison to Reddit’s 2024 crackdown on API access is one Martin was quick to address. Unlike Reddit, which priced API access by the number of calls (making it unaffordable for many app developers), Strava is betting a flat fee keeps the developer ecosystem intact.
“We want the users to feel that they own their data and feel comfortable with how we are controlling and securing it. But we want the developers to continue to flourish and grow,” Martin said.
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