A few days ago, Strava upset its users over some restrictive API changes. It might seem odd for one app’s users to fume over an API, but at the heart of the matter is the inherent messiness of fitness data.

Here’s a typical scenario. Say you’re all in on Garmin’s platform. You use their watches for running and strength training. Then, you pick up a Peloton bike for indoor cycling. Well, Garmin devices aren’t compatible with Peloton bikes because the two companies haven’t struck a direct deal with one another for data sharing. So, to get your heart rate on the Peloton bike, you buy a chest strap. And then you decide to train for a race, so you sign up for one of those digital coaching platforms — the kind where a personal trainer reviews...

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