• by Teresa Buyikian , January 3, 2025

As consumers embrace “dry January” and make yearly resolutions to improve their health in 2025, Chipotle returns with its Strava app partnership to encourage customers to meet their fitness goals.

The partnership is expanding internationally this year, with in-app challenges to win free food running across 25 cities in North America and Europe, including New York City, London, Paris and Toronto. Strava has more than135 million users in over 190 countries.

The Chipotle x Strava: The City Challenge consists of 25 “Chipotle segments, which are portions of roads and trails created by the Strava community where athletes can find competition by chasing the fastest times on the leaderboard,” per the brand. From now until the Jan. 31, customers will be able to compete for “Local Legend Status,” which is an award for anyone who completes the segment the most times. The Local Legend in each city wins free Chipotle Lifestyle Bowls for a year. The segments in the competition represent the top 25 cities that eat the most Chipotle and are viewable here.

“Last year, we learned about the lengths that our fans will go to for free Chipotle. Participants logged more than 9.25 million miles on ‘Chipotle segments,’ the equivalent of circling the planet more than 370 times,” said Chris Brandt, chief brand officer, Chipotle. “After seeing the passion our fans had for the initial launch with Strava, we had to increase access to the competition and raise the stakes.”

New to the collaboration this year, every city with a Chipotle segment will also compete to see who can collectively complete the highest mileage. The city that wins will receive a BOGO entrée offer for everyone who lives there, valid for in-store orders for one yet-to-be-announced day. 

Those consumers who are not a part of the Strava app community aren’t left behind. Jan. 10., known to many as “Quitters Day,” when many people tend to abandon their New Year’s resolutions, has been rebranded “No Quitters Day” by Chipotle. Customers who opt in to the new “Goals, Gym, Guac,” motivational text community via SMS here before Jan.9 will receive “exclusive content from top creators, motivational texts and affirmations” and free food. On Jan. 10, all community members will be texted with instructions to receive one of 50,000 free Lifestyle Bowls.