The only reason I subscribe to Strava premium is for the route creation. It is very easy to use, and I really like how easy it is to export routes to my watch. However, not everyone in my running club has a GPX-enabled watch. Here are some ideas that might make Strava more appealing to running clubs wanting to use Strava as a mapping platform (currently we use other services for map curation and creation).
Route libraries - it would be nice for clubs to have their own library of strava routes easily accessible via the 'clubs section' of strava. These might be private (routes created by the club for club members to follow), or they might be publicly accessible.
Customisable cue sheets - I've just noticed that the "print" option generates a nice cue sheet with a small map. It would be very helpful if there was an option to edit some of the auto-generated cues. The ability to add, for example, "Stretch Point = Sydney Harbour Bridge Steps" or the ability to correct auto-generated cues would be great.
Annotations - My club still prints maps for run leaders. Often mapping software makes it hard/impossible to read a street name. It would be nice to annotate the occasional landmark or street name so people can maintain their bearings.
Ability to change print view - the current print layout is nice and compact. Having the option to have a full size 'A4' map, with cue sheet on separate pages would make the printed layout more legible.
I understand that some of the above features may be redundant for those of us with GPX watches, but catering to clubs that still print maps for members would make strava more inclusive and even more of a one-stop-shop for route planning.