Medibank has announced it will be teaming up with Strava – a social platform for athletes – marking an exciting collaboration between Australia’s leading health insurance brand and the innovative social platform.

To kick things off, Medibank is launching an interactive, performance-based rewards program – the Medibank Strava Club – with the first set of challenges designed with the help of Medibank ambassador and 2011 Tour de France winner Cadel Evans.

Accessed via Medibank’s member rewards platform, Live Better, and using real-time GPS tracking data and mobile technology, the Medibank Strava Club will offer users weekly incentives and prizes based on their performance.

The first initiative to launch via the Medibank Strava Club is ‘Cadel’s Winter Cycling Challenge’ – a four-week program aimed to test riders’ determination and commitment.

Each week, a winner will be rewarded with premium cycling gear, with the overarching challenge winner and a friend given the opportunity to ride alongside Cadel on the iconic Great Ocean Road in an all-expenses paid trip.

Medibank’s general manager of marketing, Fiona Le Brocq, said: “Through innovative technology and the use of health data, Strava has successfully captured the attention and imagination of everyday athletes – both here in Australia and internationally.

“We’re delighted to team up with Strava and hope that together we can help inspire Aussies to get active outdoors – with some extra incentives along the way.”

Mateo Ortega, head of integrations at Strava, said: “We share Medibank’s approach of inspiring individuals and communities to be active through the power of data. We’re excited to have Medibank on board as one of our 18,000 API partners who are using Strava as a platform for innovation.”