The fitness industry could be on the brink of its biggest upheaval in years as tensions rise between Strava and Garmin.
Fitness tracker and social platform Strava has filed a lawsuit against tech company Garmin alleging infringement of patents covering its segments and heatmap features.
Filed on September 30, the complaint claims Garmin copied Strava’s proprietary technology without authorisation and breached a cooperation agreement signed nearly a decade ago.
Strava’s lawsuit focuses on two key patents. One covers segments, timed stretches of road or trail used to compare performance, and the other covers heatmaps, which show popular routes based on user activity.
Strava claimed Garmin copied these ideas in its own features, including Trendline Popularity Routing, Garmin Segments and other course-building tools.
The complaint also points to a 2015 Master Cooperation Agreement between the two companies, which set rules for data sharing and feature use. Strava said Garmin broke this agreement by using the technology beyond what was initially agreed upon. .
What’s the play and why now?
Garmin, which is currently a sleeve sponsor of Southampton FC, is expected to argue that the technologies in question existed before Strava’s patents, with similar mapping and routing tools appearing as early as 2013. If Garmin can prove this, the case could shift from an infringement dispute to a question of whether Strava’s patents are even valid.
As first reported by DC Rainmaker, a fitness tech blogger, the dispute is also about control of the user experience. Strava’s segments are key to its social platform, while Garmin’s strength lies in its hardware and the ecosystems built around its devices.
While both companies state syncing between Garmin devices and Strava will continue, the lawsuit casts doubt on the future of this integration in consumer fitness.
If relations deteriorate, users could face reduced functionality, such as limited segment visibility or route recommendations, while smaller partners and developers might see tighter API access, especially if Strava seeks to stop Garmin selling most of its devices.
Strava’s decision to sue appears strategic. Under pressure to boost monetisation and safeguard its competitive advantage, the company is stressing the value of its technology through patent assertion. This strategy aims to appeal to investors and potential acquirers, particularly in anticipation of new funding or a public offering.
Industry implications
The Strava and Garmin dispute highlights larger tensions in connected fitness. Data is becoming the new currency in sport and the line between partner and competitor is blurring.
Apple, Fitbit, Whoop and others have faced similar questions about who owns athlete data and how open their systems should be. This case could set a precedent for open APIs, licensing and shared innovation in sports technology.
