Strava Begins Collecting VAT, Tax Office Clarifies: Running Is Not Taxed!

The Directorate General of Taxes (DJP) has stressed that sporting activities, such as running, are not subject to tax. This was stated in an official DJP announcement on Instagram @ditjenpajakri. The statement was issued after the DJP appointed Strava as a collector of Value-Added Tax (VAT) on Trade Through Electronic Systems (PMSE). With Strava’s appointment, Strava users can now be charged tax. The DJP sought to correct public perception that the policy meant ‘even running is taxed’. ‘Running is not taxed. But when you subscribe to premium features on a sports app like Strava, that is when VAT is collected,’ the DJP wrote in an Instagram post on Friday (3/7/2025). The DJP explained that this is part of a gradual, comprehensive implementation targeting premium digital platforms, aimed at creating a fair taxation system. Furthermore, the DJP hopes that the levy from Strava users in Indonesia will genuinely contribute to state tax revenue. Strava’s appointment came alongside six other new entities: Envato Pty Ltd, Envato Elements Pty Ltd, The Nielsen Norman Group, Inc., Kling AI Pte. Ltd., Law School Admission Council, Inc., and PLAUD LLC. Strava is a GPS-based fitness tracking app and platform used to record, analyse, and share sports activities such as running, cycling, swimming, and hiking.