How MUSH Fuels Brand Growth Through Strava’s Active Community

MUSH, known for its nutritious and ready-to-eat overnight oats and refrigerated protein bars, has gained a loyal following among health-conscious, active individuals. Since its launch in 2015, the brand has expanded to over 12,000 retail outlets across North America.

While often grouped with yogurt or oatmeal, MUSH redefined the space as a category-creator of overnight oats – a less crowded space with fewer competitors. However, educating consumers about this new category remains a challenge.

To better understand their marketing approach, we spoke with Sarah Kirk, MUSH’s Senior Director of Influencers & Partnerships. She shared insights into the brand's strategy, with a focus on how Strava played a key role in reaching their target audience.

How MUSH runs its marketing – and the role of Strava as a key channel

MUSH’s marketing strategy spans multiple stages: “We have a multi-tiered approach to drive awareness, that includes influencer marketing, social media, field marketing, and strategic partnerships like Strava,” Sarah explains. “MUSH also plays in numerous spaces to drive more product understanding, including paid social, rebate programs and in-store sampling.” 

MUSH’s core mission is to fuel positive energy through whole-food nutrition, aiming to inspire both physical energy and emotional well-being. “Our overnight oats target active individuals, typically Gen Z and Millennials,” Sarah adds. “Strava’s user base is a perfect match for our target audience.”

Strava’s 135 million engaged athletes and fitness enthusiasts align well with MUSH’s focus on convenient, nutritious and affordable meals. Sarah notes, “Strava’s users are always looking for ways to optimize their performance, making it an ideal partner.”

How MUSH’s sponsored challenge boosted awareness

Given the alignment between MUSH and Strava audiences, Sponsored Challenges – which incentivize users in an authentic way - offered an ideal way to grow brand awareness and engagement. These Challenges encourage users to engage in fitness activities like running or cycling, unlocking brand rewards. 

Last year MUSH hosted the “MUSH Morning Coffee Run” Challenge, where Strava users logged 300 minutes of activity over a month to earn MUSH products, running shoes, a New York City Half Marathon bib, and a Garmin watch. “Running a Sponsored Challenge with Strava is a beneficial brand boost, and Strava remains a valued partner” says Sarah.  

Sarah adds, “The Strava Challenge allowed us to do two things: drive digital and real-life awareness, and give people a chance to try our product as a reward. For a brand introducing something less familiar like overnight oats, getting people to try it is a game-changer. We see the highest conversion when consumers taste the product and realize how delicious and healthy it is.”

Measuring success: Data-driven decisions

MUSH takes a holistic approach to measuring success, combining data with consumer insights. “As a wholesale brand selling through retailers, attribution and ROI are harder to measure than a DTC equivalent,” Sarah explains. “We want to measure as precisely as possible, so we blend data and our own insight to give us direction.”

Staying ahead of market trends

Turning our attention to the future, MUSH stays on top of trends by constantly tracking consumer behavior and market shifts. With one in two Americans aiming to eat healthier, the brand tailors its messaging to emphasize whole-food nutrition. Data also reveals that 72% - 74% of Millennials and Gen Z prioritize high-protein intake, leading MUSH to expand its product line to meet this demand.

“We evolve with our consumers,” Sarah explains. “Strava helps us meet them where they are – out there, pushing their limits, and looking for the right fuel to keep them going.”

Beyond product innovation, MUSH removes common barriers to healthy eating: simplicity, affordability and convenience. With minimal clean ingredients, mid-range pricing and ready-to-eat options, MUSH makes it easier for consumers to make better choices.

The brand’s partnership with Strava also strengthens its strategy. “Given our success with Strava last year, I would love to work together again,” Sarah shares. “The platform’s growing popularity and ability to adapt to trends make it a perfect match for us. I think runners will forever be core to our strategy, and we see such a natural fit between our product and that audience on Strava,” she says. 

Sarah also highlights that Strava’s global reach is a marketing advantage: “The targeting and geographic capability that Strava offers is something I would look into even further as we approach new markets.”