Strava, a fitness tracking app company, has apologized for the way it handled a recent subscription rate increase.

The company raised prices by up to 28% in the UK and even more in some other territories, leading to confusion among users who were not properly informed of the change. Strava has now switched to a system of “consistent pricing by country” so that all subscribers in a country will pay the same monthly or annual price. Strava acknowledged that it “made a mistake” by not providing enough information to subscribers and caused “confusion and concern.”

The new prices for UK customers are £8.99 per month, for US customers $11.99 per month, and for Irish customers €7.99 per month. Strava stated that it will continue to periodically assess its prices and hopes to better reflect the work it takes to provide the best experience for its users.

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