Strava should introduce a new feature called "Weekly Segment Goals" that encourages users to set achievable goals each week.
Users could select a segment that they want to focus on for the week, and then set a target time that they want to achieve on that segment.
Throughout the week, Strava could track their progress and provide feedback on how close they are to achieving their goal. At the end of the week, users could see how they did and if they met their goal. As the weather's not great so when I'm out cycling I'm not hitting my PB but I'm still improving ride after ride
This feature would encourage users to focus on short-term goals, rather than always striving for their personal best. It would also help users see more consistent improvement and progress over time, rather than just a few standout performances.