In reply to John Rushby:
I did a lot of research into this in January after getting a Bluetooth LE HRM.
The only suitable solution I found was to use the Endomondo Pro App (£2) and export the GPX traces into Strava. A bit of a ballache, but Strava don't seem to have anything on the horizon to support any non-Zepher Bluetooth on Android.
(my Bluetooth HRM cost £25, half the price of the Zephyr).