Jakarta, ThedailyID — Strava says it will absorb Indonesia’s digital value-added tax (VAT) instead of passing the additional cost on to subscribers, ensuring that membership prices remain unchanged.
“We plan to comply with this new policy by directly absorbing the additional costs resulting from the implementation of the VAT,” a Strava spokesperson told CNN Indonesia on Wednesday, July 8.
“There will be no increase in Strava subscription prices, and our free service will remain unchanged,” the spokesperson added.
The announcement follows the Indonesian government’s decision to designate Strava as one of several international digital platforms required to collect value-added tax (VAT) on digital services under the country’s electronic commerce (PMSE) tax framework.
Strava has gained popularity in Indonesia as running, cycling, and other fitness activities continue to attract more participants.
“We understand that Strava plays an important role in connecting communities across Indonesia that share a passion for staying active through sports and physical activities,” the spokesperson said.
The company believes maintaining current subscription prices is the best way to support its mission of encouraging Indonesians to lead healthier and more active lifestyles.
Earlier, Indonesia’s Directorate General of Taxes (DJP) appointed Strava and six other companies as new digital VAT collectors.
The newly appointed companies include Envato Pty Ltd, Envato Elements Pty Ltd, The Nielsen Norman Group Inc., Kling AI Pte. Ltd., Law School Admission Council Inc., and PLAUD LLC.
These companies operate across various digital sectors, including fitness services, digital content, education, and artificial intelligence.
According to DJP Director of Public Relations Inge Diana Rismawanti, the government expanded the list of VAT collectors in May 2026 as part of efforts to keep pace with the rapid growth of the digital economy.
“The appointment of these new companies reflects the expanding scope of VAT collection on cross-border digital services as digital business models continue to evolve,” she said.
