If you’re not aware, Strava is like a more aggressive version of Nike+, designed specifically for cyclists and runners. It tracks workouts via sport-specific apps for smartphones and from connected GPS devices like Garmin. Its interface and community are leagues beyond competitors in its verticals; this is most evident in Strava Challenges, which draw their own community and brand support.
My cycling buddy Ilya noticed an awesome new beta feature over the weekend: Strava Nutrition. Based on the looks of the sign-up page (accessible only after sign-in), it’ll use your workouts to customize a nutrition subscription program so you never run out AND have the right food for your particular training regimen. Presumably this is another way for them to monetize the platform, on top of the paid annual membership model.
When launched, this will be an amazing opportunity for Skratch, Nuun, Osmo, CLIF and others to drive trial, and probably a lower-cost option for distribution, with built-in marketing and fulfillment.