Strava is extremely frustrating. I've been a paid user for 10+ years. They do add features from time to time, but it's amazing how slowly it happens. There's a forum on their web site for user feedback and suggestions, but it seems like they pay little attention to the users. So many of their users that I know feel like a run or bike ride didn't happen if they don't record it on Strava. It's a super addictive and sticky product, yet Strava seems to squander this loyalty by ignoring their customers.

Route building and personal heatmaps are some of my favorite features, but there's so much that could be added (like a simple search). To some degree their customers are spread out over so many market segments beyond the original biking and running that they started with. Each segment has their own needs and wants. Then there's all the hardware (watches, power meters, trainers, etc..) that needs to be integrated and supported.