SAN FRANCISCO (BRAIN) — Cycling and running route tracking app Strava is now licensing some of its data to advocacy groups and government agencies looking for insights into road and trail use.

Two weeks ago Strava announced the free availability of "heat maps" of running and cycling routes recorded by its members. The heat maps are color-coded to show the level of traffic on various roads and trails and are viewable at labs.strava.com/heatmap.

On Wednesday the company announced Strava Metro, which uses some of the same data and is processed to remove personal information and restructured to be compatible with geographical information systems (GIS) used by government agencies.

Several organizations are already using the data, including the Oregon Department of Transportation and the cities of Alpine Shire, Australia; Arlington, Va.; Glasgow, Scotland; London and Orlando, Fla.

"The service empowers advocacy organizations and government agencies to understand cycling activity in local communities and make better-informed decisions when planning, maintaining and upgrading bicycling infrastructure," the company said in a press release.

Strava members submit more than 2.5 million new GPS-tracked activities each week.

"Bicycling safety is a top concern to our members worldwide, especially when they're riding through metropolitan areas with a high concentration of motor vehicle traffic," said Michael Horvath, co-founder and president at Strava. "Strava Metro delivers an innovative way for us to serve Strava members and non-members alike by helping to make their daily commutes and weekend rides smoother and safer."

Licensing pricing is based on the number of Strava members in the requested geographic area.

More information: metro.strava.com.