They should have more options, more tools, not just a step counter. Something interesting to unlock with money, as if it were a game. Many pay for strava, because it has valuable stats. The move to earn only offer rewards that always decrease. I wanted to make a partnership with a move to earn dapp and they offered me $1 a month to do contests. This way they will get thousands of users for sure.
What has the shoe in the braid?
What happens behind the scenes on Strava is not a simple thing at all. There are algorithms that have been researched for years to come up with things like optimum training load, fitness score. Being able to map routes requires a commercial license to use mapping tools which is also quite an initial sink.
The idea of move to earn is not lost, and as a unique selling point, it is certainly something that the likes of Strava does not have. However, it is my belief that putting financial incentives on something that doesn't necessarily need it (perhaps analogous to putting something on a blockchain that is not necessary) creates some perverse incentives with perverse outcomes.
There are plenty of products and services with no such financial incentives.