Mars and Strava Partner to Promote Healthier Lifestyles for Pets and Owners

Mars and Strava's Exciting New Partnership

On April 8, 2026, Mars, Incorporated, a global frontrunner in pet care products, revealed a partnership with Strava, a well-known platform dedicated to fitness enthusiasts. This collaboration is poised to inspire millions of pet owners in the United States, enhancing interactions between them and their dogs through shared outdoor activities.

The idea behind this partnership stems from a compelling statistic: approximately 76% of Strava's users with pets claim that their furry companions are a significant motivation for them to stay active. However, only around 40% of urban pet owners perceive their neighborhoods as genuinely pet-friendly. The merger delineates a clear aim—to bridge this gap by fostering bonds among pet guardians while promoting healthier lifestyle choices for both pets and people.

The 'Pet Tag' Feature

As part of this collaboration, a new feature called 'Pet Tag' will be introduced on the Strava app. This innovation allows users to efficiently document every jog, walk, or adventure shared with their pets. By incorporating this tracking method, family-like bonds between pets and their owners will not only flourish but also be celebrated within the active community on Strava.

This initiative aligns perfectly with the commitment of the IAMS™ pet nutrition brand, which disseminates the message of supporting pet health and vitality through proper nutrition and active lifestyles. Edwin Padilla, the Global Brand VP for IAMS, expresses that “every outdoor adventure is better when pets are part of it.” Such affirmations reflect a mission to ensure that pets can accompany their owners on every outing, further motivating humans to adopt an active lifestyle.

Community Engagement and Challenges

Throughout the year, the IAMS brand has scheduled a lineup of exclusive challenges on Strava, designed specifically for the Pet Tag feature. This initiative encourages both pets and their parents to lead active lifestyles together. Participants can find these challenges in the Challenge Gallery of the Strava app and join them easily. To complete these challenges, users simply tag their activities as “with pet.”

Evelina Jarbin, Senior Director at Strava for Business, mentions that the new feature is aimed at giving recognition to pets that accompany their owners during outdoor activities. The initiative encourages the Strava community to embrace outdoor experiences, push boundaries, and tackle new challenges with their furry companions by their side.

Creating Pet-Friendly Urban Spaces

Another vital aspect of this partnership is the shared aim of the Mars BETTER CITIES FOR PETS™ initiative, which advocates for the design of urban spaces that can accommodate pets. By creating more green areas and places to dwell, work, and engage with pets, Mars is striving to enhance the quality of life for both animals and their owners. The partnership will leverage insights from Strava's community to pave the way for these advancements.

Mars aims to increase accessibility to pet-friendly spaces for over 10 million people and their pets by 2030, focusing on cities like London, São Paulo, Los Angeles, Bengaluru, and Bangkok. Globally, further collaboration with organizations such as C40 Cities propels this vision forward.

Ikdeep Singh, Global President of Mars Pet Nutrition, emphasizes the deep-rooted bond between people and their pets, declaring that the initiative aims to unlock healthier behaviors for everyone involved. By harnessing the collective energy of animal lovers on Strava, the partnership is set to create a thriving community where fitness flourishes alongside pet companionship.

About Mars, Inc. and Strava

Mars, Incorporated encompasses diverse pet care products and services, committed to nurturing the connection between pets and people. The company champions the Five Principles—Quality, Responsibility, Mutuality, Efficiency, and Freedom—encouraging more than 170,000 associates to foster a better world for pets, people, and the planet. On the other hand, Strava stands as a paramount application for active individuals. With a robust membership of over 180 million users across 185 countries, Strava enables fitness enthusiasts to track their workouts, achieve personal milestones, and connect with like-minded individuals.

The partnership between Mars and Strava signifies a strategic movement toward promoting wellness in one of the most cherished relationships in human life: that between pets and their owners. This collaboration is not just about fitness; it's about building stronger communities of pet lovers who can share their journeys together.