The family of an American man who died trying to beat his speed record are suing Strava for encouraging him to speed.

William ‘Kim’ Flint, from Oakland, had just lost his Strava ‘King of the Mountains’ title on a local downhill stretch when he crashed into a car nearly two years ago, apparently trying to keep his record.

A lawsuit was filed in San Francisco on Monday by his family against the San Francisco-based Strava -- a website that hosts virtual races and rewards winners who use a GPS system to track their own time on short stretches of road against competitors.

"His family basically wants justice for him," Susan Kang, the Flint family's attorney told abc news.

Flint’s speed in Grizzly Peak was at least 10 miles above the posted speed limit of 30 mph. He had learned via Strava that another cyclist had clocked a better time. He was fatally injured when he suddenly braked to avoid a car and his bike flipped over.

The lawsuit accuses Strava of negligence.

"They assume no responsibility. They don't put cones out. They don't have anybody monitor and see whether a course, or a specific segment, is dangerous," said Kang. She added that if Strava knows a segment is dangerous, it should be removed from the site.

Strava spokesman Mark Riedy issued a statement saying, "The death of Kim Flint was a tragic accident, and we expressed our sincere condolences when it occurred in 2010. Based on the facts involved in the accident and the law, there is no merit to this lawsuit."

According to prosecutors, the man who killed a pensioner in San Francisco and could now face up to six years in jail was also tracking his speed using Strava.