Over the last four years the mobile team at Strava has shipped more than fifty releases across Android and iOS. Our release cycle has varied from over three months for huge monolithic features to less than a week for hotfixes of issues discovered shortly after releasing. Historically app updates and new feature releases have been tightly coupled. As demands on each release escalated we saw release dates slip and quality jump around due to making concessions trying to push a release out the door. After going through a particularly ambitious release in early Spring 2015 we needed to reassess how and when we release. Read on to learn how we made a drastic change in our release and development cycle and adopted an entirely new mindset when it comes to delivering features on Strava mobile.