How UCAN Uses Strava to Fuel Smarter, More Efficient Marketing

UCAN creates low-sugar performance nutrition products powered by its proprietary carbohydrate, LIVSTEADY™, designed for steady energy - without the crash. For endurance athletes logging long runs, intense rides, or preparing for race day, UCAN has become part of the performance nutrition conversation.

Behind the scenes, a lean, data-driven marketing team drives UCAN’s growth, where every move is intentional. In 2024, Strava became a key part of UCAN’s strategy to drive efficient, high-quality customer acquisition.

We sat down with Varun Sriram, Director of Partnerships at UCAN, to understand more about how they’re using Strava to achieve their marketing goals, and to get an insider’s look into how they approach marketing as an organization.

The Challenge

UCAN knows that not all clicks are created equal. While platforms like Meta deliver volume, the traffic often lacks intent and brings inconsistent conversion rates. As a brand that carefully tracks cost per sample and long-term customer value, UCAN needed a smarter, more targeted way to reach athletes who were likely to try, buy, and stay.

With limited internal resources - just six full-time employees running marketing - UCAN had to be selective. The team needed a channel that delivered results without draining time or budget.

Why Strava

UCAN first explored Strava in 2021, but by 2024, they were ready to go all in - they now had a proven sampling strategy and a clear view of who their ideal customers were. Strava stood out as a uniquely qualified platform - not only because of its fitness-first audience, but because of its ability to deliver mid-to-lower funnel results.

“Strava is where people are showing up with purpose,” says Varun. “They’re not just scrolling, they’re tracking workouts, setting goals, and investing in their performance. That mindset aligns exactly with who we’re trying to reach.” 

“We are a running brand,” continues Varun. “Being in the running community, everybody knows Strava. We were very aware of it.” Still, they waited until 2024 to launch their first Strava Sponsored Challenge, making sure their goals and strategy were dialed in.

Sampling Meets Strava: A Strategic Fit

UCAN launched an energy gel and discovered sampling through influencers and digital campaigns outperformed traditional discounting. After finding success on Meta, it was time to test that playbook on Strava. “If it’s working on Meta, in theory Strava should be even better,” Varun recalls. “Meta is trying to find people like the Strava consumer. That consumer already exists within Strava.”

Strava’s athlete-first data allowed UCAN to fine-tune targeting - zeroing in on high-value segments like endurance runners and marathoners. Insights from Strava’s Year in Sport trend report also helped shape messaging around emerging trends: rising interest in ultras, marathons – 43% of Strava users say they want to conquer a big race in 2025 and there was a 9% increase in count of marathons, ultras, or century rides in 2024 – and a growing focus on community and social fitness.

“These aren’t just racers — it’s people running for community, fitness, or lifestyle.” Varun also noted from Strava’s Year in Sport report that many modern runners are joining local run clubs not for training, but for social or wellness reasons – 48% of Strava users said they joined fitness groups and run clubs specifically to create social connections. These runners may not think they need energy gels — but UCAN sees a huge opportunity to educate this group about sugar-free fuel options that align with their goals.

The Approach and the Results

UCAN launched its first Strava Challenge in 2024. It was intentionally broad – log 120 minutes of any activity over two weeks – and drew 68,000 participants. A strong start, but the team saw room to sharpen focus.

“March 2025 blew March 2024 out of the water,” says Varun. “We tightened the challenge — made it run-specific — and it performed way better: more participants and better conversions.”

This insight is now guiding future campaign design, helping UCAN strike the balance between reach and relevancy.

The ROI: Quality Over Quantity 

At a $35K spend for the 2025 Strava Challenge, UCAN’s cost per sample came in under $7 - well below their $10–$15 target. The team projects 900–1,000 customers from that group, and the numbers continue to grow as the conversion tail extends. 

“With Strava, we’re under our $50 cost-per-new-customer target, and still seeing post-Challenge conversions months later,” per Varun. 

Strava’s high-intent audience delivered leads, as well as qualified prospects. Users weren’t just browsing, they were logging miles, training for events, and showing clear buying signals. 

What stood out most was how qualified the Strava audience proved to be. “Our assumption was that the Strava customer should be more qualified than the Meta customer,” says Varun. “If someone’s training on Strava and engages with our Challenge, they should absolutely be in-market for our product.”

The results affirmed that. UCAN tracked a longer conversion tail from Strava than other channels - extending well beyond 90 days - and saw a growing cohort of highly engaged customers. They responded with a Strava-specific post-Challenge email flow and are now considering even more personalized tactics, such as direct mail, to boost conversions.

With all core marketing (aside from Amazon and affiliate) run in-house, UCAN could pivot fast, tweaking copy, adjusting creative, and optimizing the campaign in real time. The collaboration with Strava’s team helped amplify those efforts, offering insights, trend reports, and strategic support to ensure every Challenge hit the mark.

What’s Next

Following its 2025 success, UCAN plans to run multiple Strava campaigns each year. “We hope to run another campaign in the fall — and likely make Strava a regular part of our calendar,” explains Varun. UCAN is now building a playbook for sustained growth on Strava. Next steps include expanding into cycling, refining Challenge timing, and optimizing messaging for different runner profiles. 

They’re also exploring more advanced targeting and segmentation options, using the platform’s insights to stay ahead of customer trends.

“Strava brings us the right people at the right time,” says Varun. “That’s a rare thing in marketing and something we plan to build around.”