Challenge Family partners with Muuvr: athletes can cash in activities for race entries

Challenge Family has announced that athletes now have the opportunity to enter its iconic events and purchase official merchandise via Muuvr’s industry-first Marketplace. Through the new partnership, triathletes of all levels can log their swims, ride and runs to earn rewards that can be exchanged directly for Challenge Family products, whether they’re looking for coveted entry slots, race gear or memorabilia.

In addition to earning Muuvs to exchange for real-world rewards from Challenge Family, the two brands have worked closely together to offer athletes – known as ‘Muuvrs’ – a new route to motivation via the Challenge Family World. Hosted within the Muuvr App, Challenge Family World is a dedicated space for Muuvrs to connect with Challenge Family’s series of unforgettable long and middle-distance events through race previews, professional athlete tips, exclusive advice, inspirational content and engaging challenges.

Available for free on iOS and Android, the Muuvr app analyses users’ workout activities and rewards them with ‘Muuvs’. The amount of Muuvs earned is based on a sports-science algorithm that measures the time, distance and intensity of a workout, benchmarked against every user’s unique activity level. This puts everyone’s earning potential on the same level regardless of age, gender or ability.

Athletes can seamlessly connect the app to their favourite fitness tracking platforms including Rouvy, Zwift, Apple Fitness and Fitbit, and to a wide range of devices from smartphones to bike computers and fitness watches, including Google, Garmin and Wahoo.

Muuvs can be used to buy sporting goods and services via a range of reward partners – with the latest addition being Challenge Family and its brand partners, including Abus and Cádomotus.

Commenting on the partnership between Challenge Family and Muuvr, Jort Vlam, CEO, Challenge Family said, “Our partnership with Muuvr will take participation in Challenge Family events to a new level as we become the first race series to actively reward athletes for taking part. Just by logging their training and racing to earn ‘Muuvs’ they will be able to redeem these for all, or part of, their race entries, as well as selected items from the Challenge Family Shop.

“This partnership dovetails perfectly with our commitment to ‘All About The Athlete’, creating a new dimension of athlete experience. Challenge Family has a proven history of being a pioneer in our sport and we’re proud to work with the Muuvr team right from the beginning to help develop this exciting new approach to participation for every ability.”

Jan van Berkel, four-time Ironman Switzerland Champion and European Business Development Manager, Muuvr, added, “We’re delighted to partner with Challenge Family to offer a world-first for the triathlon community. Now, through consistent training and activity tracked on the Muuvr app, athletes can directly earn their entry into some of the most iconic triathlon events in the world. This initiative rewards effort in regular training and empowers athletes to turn their hard work into a golden ticket to compete.”