Strava is a near universal tool for cyclists the world over and has many uses from KOM bragging to serious training tool.

Despite (or perhaps because of) the restrictions of the platform, creativity has never been lacking. From user and segment names, ride titles and, of course, ride drawings.

Photographs arrived more recently and now comes "content" from clubs and, before too long, from individuals.

Thirty "Beta Clubs" from Bicycling Magazine and Canyon Bicycles to Rapha and USA Cycling will be trialling the ability to post articles and pictures into your activity feed if you are a member of their club.

"The Beta Clubs mark the first time that content other than an activity could show up in your feed," announced Strava.

Strava describes it as a big step towards its target of "serving every need of the athlete."

In some respects the move is reminiscent of the evolution of LinkedIn, the business networking site, from a place where you stuck your resume to its current form with, apparently, 130,000 LinkedIn Pulse articles posted every week.

There is no word on whether ads will start appearing in the activity feed.

In alphabetical order the fairly US/UK-centric cycling related Beta Clubs are: Bicycling Magazine, BikeRadar, Canyon Bicycles, Chain Reaction Cycles, CLIF (of bars fame), Cycliq, MyCervelo, Oakley, Rapha, Sigma Sport, Strava, Studio Velo, USA Cycling, Wahoo Fitness and Wiggle.

"Only these clubs can post for now because we trust them to be awesome — they are going to show us and the rest of the Strava community what it means to run a great club."

In the announcement, Strava said that before too long they will "open the ability to post content to all clubs and athletes".

It will be interesting to see how this evolves.

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