Mars and Strava app partner to encourage active lifestyles for humans and their pets

Mars and its pet nutrition brand Iams are partnering to help humans and pet companions move more together, backed by Iams’ nutrition innovations. The new “pet tag” on Iams’ Strava app enables millions of people to track every walk, jog, or outdoor activity with their pet. Strava is used by athletes to track running, cycling, and hiking via GPS. 

“Every outdoor adventure is better when pets are part of it. That’s why we’re tireless in our commitment to delivering advanced nutrition through Iams with high-quality animal protein so pets can keep up with active lifestyles, inspiring more movement for people and their canine companions,” says Edwin Padilla, Global Brand VP of Iams.

Mars adds that Iams will launch a series of challenges to encourage active lifestyles for pet parents and their pets on the Strava platform.

Growing pet-human activity

Mars reports that 76% of Strava users with pets say that their companions motivate them to get moving. However, only 40% of the urban pet adopters feel that their neighborhoods are pet-friendly.

ADM’s recent study warns 59% of US pet dogs are overweight or obese, posing an increased risk for chronic inflammation and metabolic disorders. The company’s Priome supplement, containing Bifidobacterium animalis CECT 8145, demonstrated metabolic health benefits.

Additionally, one of the most prevalent but least successfully treated medical conditions in veterinary medicine is feline obesity. To address this, Akston is leading clinical research at Cornell University’s College of Veterinary Medicine, US, to assess its once-weekly GLP-1 protein designed to help cats regulate their appetites for better weight management.

Mars and Iams aim to solve people’s desire to move with their pets with a “pet tag,” first launching in the US. They also seek to bring pet parent communities together to track and celebrate their pet’s participation in walks, runs, or hikes. 

Participants can navigate the Challenge Gallery in the Strava App or on the website to participate in community challenges. When joined, they can navigate the monthly Iams challenges while tagging each qualifying activity with “with pet” by completing an activity.

Evelina Jarbin, senior director of Strava for Business, says millions of people already bring their pets along for walks and workouts logged on Strava. The pet tag could help people get outside, stay active, and take on new challenges with their pets.

Mars aims to grow pet-friendly spaces

Mars shares that the partnership will also bring insights to help design and advocate for more welcoming urban environments for pets and humans, revealing how they move through cities.

Additionally, the collaboration adds to its Better Cities for Pets program to encourage more pet-friendly spaces with more greenery. With this and its partnership with C40 Cities and global expansion, Mars aims to increase pet-friendly spaces for 10 million people around the world by 2030, starting in London, São Paulo, Los Angeles, Bengaluru, and Bangkok.

Ikdeep Singh, global president of Mars Pet Nutrition, comments: “The bond between people and their pets is one of the most powerful relationships, with more than one-third of pet parents saying their pet is the most important part of their lives.”

“It’s that connection that motivates Mars to create more opportunities for people to experience the benefits of life with pets. By bringing together the global activity community on Strava with our expertise in pet care and nutrition, we’re celebrating that bond and giving pet parents new ways to move, explore, and stay active alongside their pets. And when cities make space for pets, they unlock healthier behaviors for people too.”

Pet nutrition support 

Nutrition developments for pets are also rising to support their well-being. Innova Market Insights data reveals a 26% compound annual growth in global pet food launches between 2021 and 2025, with Europe accounting for almost half of the total launches. Top positionings in 2025 include high sources of protein and digestive or gut health. The use of prebiotic and postbiotic ingredients in pet nutrition is on the rise.

We recently met with experts from AstaReal AB, dsm-firmenich, ADM, and Beneo to uncover the future of pet nutrition. 

Clasado Biosciences, Essentia Protein Solutions, and Symrise also told us about the increasing demand for premium, personalized, and science-backed pet health solutions that mirror human wellness trends.

This month, IFF launched PureStrong, a canine-derived probiotic designed to support dogs’ gut health using a targeted single strain.