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Amateur cyclists can test themselves against Amgen Tour of California professionals


 new partnership between AEG and Strava

Strava Provides Cycling Fans and Participants with Route Maps, Training Day Challenges and Ability to Share, Compare and Compete During Major Races

SAN FRANCISCO, Calif. - April 11, 2011 - North America's top cycling event just got more social for riders and fans. Today, Strava, creator of powerful Web and mobile applications for avid athletes, and AEG, one of the leading sports and entertainment presenters in the world, announced that Strava will power social fitness for Amgen Tour of California fans. Strava is a social platform that allows athletes to compete with each other and interact as a part of an online community. The addition of this technology to AEG's cycling event websites makes them valuable resources for training and racing information.

This three-year partnership adds Strava's event maps and compare-and-compete GPS technology to the websites for the Amgen Tour of California, its Stage 7 "ride the route" event, L'Etape du California, and the Leadville Qualifying Series. As an added benefit to all registrants, Strava is supplying complimentary premium memberships to all race participants and will also offer training and race-day challenges.

"We are excited to partner with AEG to bring the sport of cycling even closer to the fans," said Michael Horvath, CEO of Strava. "Strava's GPS maps and online competitions allow avid cyclists to follow their favorite pros, compare and compete, and gain deeper insight into their own training."

Amateur riders can compare their distance, speed, heart rate and elevation gain against professional riders such as Ted King, a U.S. pro with the Italian powerhouse Liquigas-Cannondale team and Levi Leipheimer of Team Radio Shack, the three-time Amgen Tour of California champion. Many fans will be inspired to pre-ride segments of Amgen Tour of California, L'Etape du California, and Leadville courses to track their fitness and compare performance on climbs and sprint with others.

"Strava has developed a powerful tool for serious cyclists to test themselves in a competitive format against professionals and other local riders," said Andrew Messick, President of AEG Sports. "With Strava's technology, we are expanding the social aspect of our websites which will give fans of the Amgen Tour of California an interactive experience that is unique to the world of cycling."

Strava provides an easy-to-use GPS-based solution for athletes, who now represent nearly 25 percent of all U.S. households, according to the Simmons National Consumer Survey. Strava uses unique segmentation technology to provide a range of comparison and competition data, enabling athletes to track milestones and compete with themselves and others to improve performance. In March, Strava also launched an iPhone application that allows athletes to easily and seamlessly upload their workouts and races to their Strava account. In the twelve months since launch, the company has grown more than ten-fold through simple word-of-mouth.

For more information about the 2011 Amgen Tour of California, please For more information about Strava, the new mobile application and up-to-date news on professional cyclists, please visit