Chomps x Ikon Pass meets people in their moment

A lot of brand partnerships feel forced and make no sense. This feels different.

Chomps just locked in a year-long partnership with Ikon Pass, and instead of screaming “brand moment” with a huge ad campaign, this quietly solves a real problem: what do you eat when you’re cold, active, under-fueled, and halfway up a mountain.

Ski and snowboard days are best spent on the mountain. So whether you’re chasing air, or sneaking in one more run before last chair, ski days are about convenience and nutrition, not shitty $15 chicken sandwiches and soggy French fries.

Chomps is betting it doesn’t have to be that way.

The deal puts Chomps front and center across seven major U.S. mountain destinations in 2026, making them the exclusive meat stick vendor on select Ikon resorts.

We’re huge Chomps fans here and I eat multiple a week and always one with me on the swim deck when coaching. They’re a pick me up, not greasy and real protein; something to throw in a pocket without thinking.

The resorts include Steamboat and Winter Park in Colorado, Mammoth Mountain, Palisades Tahoe, Big Bear, and Snow Valley in California, plus Stratton in Vermont. Basically the Taj Mahal of ski resorts in the US.

The Strategy

But what’s interesting here isn’t just the retail placement—it’s the strategy.

Chomps is clearly leaning into real-life moments, not just shelf space. This partnership isn’t about being seen once as you head to the check-out line at the grocery store. It’s about being part of the rhythm of a mountain day, grabbing fuel between runs, eating it on the lift and moving on.

They’re backing these partnerships with on-mountain sampling events at Steamboat, Winter Park, Mammoth, and Big Bear starting in February. Two-day activations, real interaction, and actual taste tests. Another sign this isn’t just a logo swap but a push toward in-the-moment engagement when quality and convenience actually matter.

Zooming out, this move says a lot about where health, wellness, and outdoor brands are headed.

2025 had run clubs being sponsored by ASICS, and On.

Instead of asking consumers to plan perfectly, Chomps is meeting them where planning breaks down, on the mountain.

There’s also something refreshing about a brand choosing the mountain as its proving ground.

Ski towns are a demographic melting pot filled with serious athletes, casual vacationers, families, and people just trying to keep up—all in the same place, all needing energy in different ways. If a product works there, it usually works everywhere.

Bottom line: this partnership feels less like marketing and more like alignment with how brands are thinking about consumers. Chomps isn’t trying to reinvent how people eat on the mountain—it’s just making the right choice easier when the wrong one is usually closest and way more expensive.

And honestly, that’s how the best health and wellness partnerships should work.

Just remember, don’t litter!

Full Details here