What Strides does

Strides, operating as Goals LLC, is a privately held B2C software company founded in 2013 and headquartered in Ohio, USA, with Kyle Richey as founder and CEO. The company builds a single-product iOS goal and habit tracking application under the Strides brand, currently available on iPhone, iPad, and Apple Watch, with an upcoming native Mac app. The app supports manual logging through four tracker types—Habit (yes/no logging), Target (goal value by date with pace line), Average (rolling or time-period averages), and Project (milestones with checklists and percentages)—backed by an iCloud-sync architecture, daily-goals filtering, progress reports, and accountability-partner sharing. A complementary free product, "On the Right Path," delivers a SMART goal-setting video course that anchors the marketing funnel.

The business operates a freemium model. The free tier caps users at three trackers, while Strides Plus—an optional premium subscription offered monthly, annually, or as a one-time lifetime license—unlocks unlimited trackers, cross-device sync, advanced reports, tagging, archiving, exports, goal notes, and privacy controls. Distribution is exclusively through Apple's App Store, with no Android or web product and no public API; growth is driven organically through App Store discovery, word-of-mouth, the free course, and a 30% affiliate program that recruits coaches, influencers, podcasters, therapists, and personal trainers as partners across 100+ countries. No paid advertising is used.

Goals LLC is bootstrapped, has not raised institutional venture capital, and operates with a small team (11-50 employees). Reported cumulative scale signals include 2M+ lifetime users since 2013 and a 4.8-star App Store rating. Revenue is not publicly disclosed, and the company does not monetize user data, operating ad-free and relying solely on subscription and lifetime-license revenue.

Name

Strides

Legal name

Goals LLC

Website

https://stridesapp.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Strides (operating as Goals LLC) is a bootstrapped Ohio-based software company that since 2013 has built and operated an iOS goal and habit tracking app for individual consumers. It serves users in 100+ countries via a freemium model, monetizing through an optional Strides Plus subscription.

Ownership category

akta.pro rank

Headquarters

HQ city

Troy

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Strides Plus Subscription: Optional premium subscription (monthly or annual) that unlocks unlimited goals and habits, cross-device sync, data backups, advanced progress reports, tags and filters, archiving, data export, goal notes, privacy lock, and accountability features
2. Lifetime Plan: One-time payment option providing unlimited access to all premium features forever, offering customers a perpetual license alternative to recurring subscription
3. Affiliate Program Commission: 30% commission on all revenue from referred customers including monthly, annual and lifetime plans across 100+ countries where Strides is used

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Strides is an iOS-based goal and habit tracking application that lets individual users set SMART goals, log daily habits, and monitor progress across four tracker types (Habit, Target, Average, Project). The free tier supports up to three trackers; the Strides Plus subscription unlocks unlimited trackers, cross-device iCloud sync, advanced reports, tags, archiving, data export, and accountability partner features. The product is distributed through the Apple App Store across iPhone, iPad, Apple Watch, and an upcoming Mac app, with a free companion SMART goal-setting course and an affiliate referral program as supporting offerings.

Product overview

Strides is a single-product habit and goal tracking ecosystem built around the Strides: Goal & Habit Tracker app (iOS/iPadOS/watchOS with an upcoming Mac app). The core app is available free for up to three trackers, with Strides Plus as a premium subscription unlocking unlimited tracking, cross-device iCloud sync, and advanced analytics. Adjacent offerings include a free companion course called 'On the Right Path' (a structured SMART goal-setting video course) and an Affiliate Program enabling partners to earn 30% commission referring paying subscribers. The product portfolio is unified around personal productivity and behavioral accountability, with no separate platform, API, or module products.

Differentiator

Problem solved

Functional benefit

Brands

• Strides Plus: Premium subscription plan that unlocks unlimited goals and habits, cross-device sync, data backups, progress reports, tags and filters, archiving, data export, goal notes, and privacy lock features.

Products and services

• Strides: Goal & Habit Tracker iOS app for iPhone, iPad, and Apple Watch with an upcoming Mac app that lets individual users track goals and habits using four tracker types (Habit, Target, Average, Project), view progress reports, streaks, success rates, and share progress with accountability partners.
• Strides Plus Premium subscription tier for the Strides app that unlocks unlimited goals and habits, cross-device iCloud sync, data backups, advanced progress reports, tags and filters, archiving, data export, goal notes, and privacy lock. Available as monthly subscription, annual subscription, or one-time lifetime purchase.
• On the Right Path (Free Goal Setting Course) A free step-by-step video-based course that teaches SMART goal setting, including values identification, life scoring, goal prioritization, tracking systems, and accountability, designed as a standalone companion to the Strides app.
• Strides Affiliate Program Referral program open to influencers, coaches, bloggers, personal trainers, podcasters, physicians, therapists, consultants, and business owners that pays 30% commission on revenue from referred customers purchasing monthly, annual, or lifetime Strides Plus plans.

Quantifiable outcome

• 2M+ users have used the app successfully for goal and habit tracking
• +1 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Affiliate Partners NetworksupportingChannel Partner/ Reseller/ DistributorStrides operates an affiliate program partnering with team leaders, influencers, coaches, bloggers, personal trainers, podcasters, physicians, therapists, consultants, and business owners who help spread awareness and refer new customers in exchange for 30% commission on all revenue from referred customers including monthly, annual and lifetime plans.

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Way of Life: Habit tracker focused on building/changing habits with journaling and streak visualization. Comparable product category with a similar individual-user, self-improvement value proposition.
• Habitica: Gamified habit and goal tracker with RPG mechanics, cross-platform (web, iOS, Android). Comparable on goal/habit tracking core, accountability features, and freemium monetization, though differentiated by gamification.
• Habitify: Cross-platform habit tracker with streaks, reminders, and subscription pricing. Competes head-to-head with Strides on habit-tracking UX and individual productivity users.
• Streaks: iOS habit and goal tracker app with a similar single-platform, freemium model and premium tier. Most directly comparable on product surface, tracker paradigms, and target user (iPhone self-improvers).
• Productive: iOS habit and routine tracker offering daily planning, streaks, and reminders. Directly comparable in category, platform focus, and consumer self-improvement target audience.
• Loop Habit Tracker: Android-only open-source habit tracker. Comparable product functionality and target user; serves as a reminder of the Android gap Strides has yet to address.

Emerging players

• Todoist: Cross-platform productivity and task management app with goal-tracking features. Adjacent category with overlapping target users interested in personal productivity and routine building.

Broad incumbents

• Apple Health: First-party Apple platform that increasingly bundles habit, mindfulness, and medication tracking for free. Sets a baseline of free functionality against which Strides' paid features must justify their price.
• Notion: Broader productivity and personal-management platform that increasingly absorbs goal-setting and habit-tracking templates. Not a single-purpose habit app, but a competing destination for the same user intent.
• Google Fit: Android's native health and activity platform. Material to Strides because it represents the free, OS-integrated alternative Strides will compete against once it ships an Android app.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/StridesApp
• Facebookfacebook.com/stridesapp
• Instagraminstagram.com/strides.app
• LinkedInlinkedin.com/company/stridesapp

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Strides