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Strava, an app that tracks athletes’ runs, rides and routes using GPS from a smartphone or watch, has raised $18.5 million led by Sequoia. Sigma West and Madrone Capital Partners also participated in the round, bring Strava to $50 million raised in all. Strava is an interesting company because it’s providing a service to the athletes that download the app, but also anonymizes and then uses the data it collects to help cities like London understand where natural pedestrian and riding routes are. This is a great example of how the internet of things makes it possible to collect cheap and actionable data.