A common misconception is that runners are in it for the health benefits. In truth, the only good reason to run anywhere is to feel like you've earned the beer you'll inevitably drink afterward.
The company also established a rewards program of sorts. Using the fitness-tracking app Strava, runners can earn credits for beer—6 cents per mile. That means every 100 miles earns a 16-ounce pour from the pub.
That might seem like a lot of work for a relatively minor payoff. But sometimes, all people need to improve their lives is a small carrot dangled in front of them—and it's even better if the carrot is an IPA.