CamelBak: Powering Global Engagement with Strava Challenges

When hydration innovator CamelBak set out to deepen engagement with runners and cyclists worldwide, they wanted to convert that motivation into meaningful customer relationships.

Through two global Strava Challenges in summer 2025 — one for cyclists, one for runners — CamelBak did exactly that, achieving remarkable participation, high completion rates, and tens of thousands of new customer leads. We spoke with Jakob Ludwig, CamelBak’s Marketing Manager for Europe, to gain the insights.

The Background: A Natural Fit Between Athletes and Innovation

CamelBak has been synonymous with performance hydration since 1989. Known for pioneering hands-free hydration systems, the brand continues to expand its footprint among endurance athletes and outdoor enthusiasts.

When Jakob joined the brand’s European team, Strava was already part of his personal life as a cyclist. It quickly became clear to him that the platform offered a powerful business opportunity too.

“The reach you have is so narrowly targeted to the users that you want to reach,” said Jakob. “From a business perspective, this is definitely a huge advantage versus different channels or different applications.”

CamelBak launched its first Strava Challenge in 2023, seeing strong engagement globally. Building on that success, the brand returned in 2025 with two new Sponsored Challenges — one designed for cyclists and another for runners — each paired with a limited-time 20% discount reward and premium gear giveaways.

1. CamelBak Podium Challenge

Dates: July 18–27, 2025
Objective: Promote the latest Podium bottle among cyclists while driving traffic and sign-ups for CamelBak’s new Direct-to-Consumer (DTC) site in Europe.
Reward: Participants were challenged to ride for 200 minutes in July to unlock a personal 20% discount code and enter to win one of three Podium bottle packages.

Not only did the Challenge engage CamelBak’s core cycling audience, it also converted activity into measurable growth.

“Both of the Challenges we did this year exceeded our expectations,” Jakob shared. “The cycling Challenge, in particular, was about reaching those who may have heard of the Podium bottle but hadn’t had a second or third touchpoint yet.”

That strategy paid off. The cycling Challenge alone generated 17,000 new email subscribers, with an impressive 66% open rate — a major win for CamelBak’s growing DTC platform.

2. CamelBak 17.6K Run Challenge

Dates: August 23 – September 1, 2025
Objective: Build on CamelBak’s trail running legacy by aligning with one of the world’s most prestigious endurance events — UTMB Mont-Blanc in Chamonix, France.

Participants were asked to run 10% of the UTMB distance (17.6 km) in August to unlock their 20% discount and a chance to win one of three Zephyr Pro vests.

Together, the two 2025 Challenges delivered over 2,400 new CamelBak Strava Club members - an impressive growth figure that demonstrates how Strava continues to strengthen brand communities in a social yet purposeful environment.

The Strategy: Turning Sweat into Sign-Ups

CamelBak’s approach was simple yet powerful: use Strava Challenges to reward activity, connect directly with participants, and invite them deeper into the brand ecosystem.

The reward — a 20% discount — was intentionally compelling. CamelBak rarely offers discounts, which made the offer especially motivating for Strava’s athletic audience.

“The reward click-through rate for our Challenges was significantly above the Strava benchmark,” explained Jakob. “That’s due to a combination of a strong offer, positive messaging, and the fact that our community knows we don’t often run discounts.”

Beyond clicks, CamelBak ensured that every interaction counted. Users who clicked out from Strava to the CamelBak website were tagged and segmented by interest — cycling or running — allowing for tailored follow-up communications and regional campaigns.

“Users were segmented so we could communicate more specifically based on their activity and market,” Jakob said. “It’s about building ongoing engagement rather than just one-off sales.”

Inside the CamelBak Marketing Engine

CamelBak’s marketing organization has evolved alongside its brand portfolio. Following the relocation of its headquarters from Petaluma to Irvine, California, and its integration with brands like Fox Racing, Bell, and Giro, the company built a more agile, globally connected marketing structure.

“In addition to CamelBak’s domestic market, the US, there is also a large focus on Europe.”

This structure allows regional teams like Ludwig’s to run tailored activations — just like 2025’s Strava Challenges — that resonate with specific communities while supporting global brand goals.

Why Strava Works for CamelBak

CamelBak views Strava as a niche and high-value marketing channel, one that bridges the gap between awareness and action.

“Strava’s audience is so specific — cyclists, runners, triathletes,” Jakob explained. “Even if you’re not personally using the app, from a business perspective, it’s a highly advantageous platform because it connects you directly with the people who care about your category.”

Unlike broader social media channels, Strava provides contextual engagement: users are already in an active mindset when they encounter brand content, which increases receptiveness and conversion.

“Strava is not traditional social media,” Jakob said. “It’s social, yes, but it’s centered on shared activity. That’s what makes it unique.”

The Long Game: Building Lifetime Value

CamelBak’s marketing team doesn’t stop at lead generation. Each new sign-up is part of a broader strategy to grow customer lifetime value (CLV) by nurturing relationships beyond the initial purchase.

“The focus is on medium-term ROI - engaging customers, sharing our values, and keeping them connected to the brand over time,”Jakob explained.

To achieve this, CamelBak is investing in structured post-challenge engagement — from personalized follow-ups and tailored athlete content to exclusive community updates. The goal is to turn one-time participants into lifelong brand advocates who see CamelBak as part of their journey.

Beyond 2026, the brand hopes to potentially expand its Strava presence with more frequent Challenges and cross-brand collaborations with sister brands like Giro or Fox Racing, while exploring ways to connect digital engagement with real-world activations and events.

The Takeaway: Movement Meets Momentum

By aligning its brand values with Strava’s athlete community, CamelBak turned collective movement into measurable momentum. The 2025 Challenges built relationships, communities, and a robust pipeline of new customers.

From tens of thousands of new leads to millions of logged activities under its brand name, CamelBak’s 2025 Strava Challenges show how performance brands can transform sweat equity into sustained business growth.

In Jakob’s own words: “Both of the Challenges we did this year exceeded our expectations. Strava’s ability to reach exactly the right athletes — with the right message — made all the difference.”