As people continue embracing more active lifestyles, it’s only natural that dogs would fold into daily movement seamlessly, with pets tagging along runs, walks and hikes.
Now, fitness tracking app Strava is leveraging the connection between pets and fitness in a new partnership with Iams pet nutrition brand, owned by Mars, Inc.
Throughout the year, the Strava app will feature a series of Iams-branded challenges designed to encourage active lifestyles for pet parents and their pets.
At the heart of the partnership is Strava’s “With Pet”’ tag, which was added in late 2025. As users complete challenges, millions of U.S. dog owners can now track every walk, jog or outdoor activity that includes their furry companions.
Challenges include covering a 5K distance using the tag, with qualifying activities ranging from kayaking, skateboarding and snowshoeing to running, walking and hiking. Those who complete the challenges will earn virtual Iams badges on their Strava profiles.
“Millions of people already bring their pets along for walks and workouts logged on Strava,” Strava for Business senior director Evelina Jarbin. “With the Pet Tag we’re officially bringing kudos to our four-legged friends within the Strava community — helping people get outside, stay active, and take on new challenges with their pets.”
Users who complete challenges will also get access to exclusive discounts on Iams products for their pets.
To participate in any of the monthly challenges, users can navigate to the Challenge Gallery within the Strava App or on Strava.com. To complete the challenges, participants must tag each activity using the “With Pet” to earn the badge and reward.
The collaboration is a component of the Mars Better Cities For Pets program, with a mission to help more cities become pet-friendly through more green spaces, and places to live, work and play with pets. Mars has a goal of increasing access to pet-friendly green spaces for 10 million people and pets around the world by 2030, starting in London, São Paolo, Los Angeles, Bengaluru and Bangkok.
The Iams initiative is also integral to the brand’s effort to keep dogs moving and healthy by collaborating with Strava’s community of active people. But the pet nutrition brand is far from the only company investing in the longevity of some of the most beloved four-legged pets out there.
The longevity science sector is now expanding deeper into dog wellness, as breakthroughs in canine aging science are leading to new products — from smart collars to microbiome-based supplements — to help extend the lives of dogs.
