Matthew Lucier is the Global Film Lead at Strava, and when he first joined the team, he was the main person creating content. That made it easy to know what existed and find the perfect clip for the edit. As the popularity of Strava exploded, so did the creative output. The tools meant to hold it didn't keep up.

Strava is built for people who track everything—every run, every climb, every open-water swim. The creative team operates the same way: document it all, keep it, use it. But having everything means finding everything, and that's where the old system broke down.

Designers downloading one JPEG at a time. Filenames drifting as files passed between hands. A steady stream of requests, "do you have something for this?" not because the asset didn't exist, but because no one could locate it.

Shoots had happened. Content existed. Value never made it to the team.

Matthew had tried other DAMs. The issue was never the feature list, it was the logic. He wanted something that worked intuitively: visual, searchable, scalable from the first session. Air was the first tool that matched how his brain already worked.

The inbound requests dropped. People stopped asking Matthew what existed and started finding it themselves. And as Strava has grown its presence at events and brought in more freelancers, a single intake link for event shoots and freelancers solved the next problem too—no chasing down drives from six months ago.

Strava's athletes obsess over every split and every metric. The creative team finally has a system that keeps up with that same standard.

Watch the full video above to hear Matthew tell it himself.