Strava are urging sportive riders to ‘make one day each month a fondo day’ after revealing the story behind their Gran Fondo Challenges.

Each month, the ever-popular route-mapping and ride tracking website is challenging riders to complete a Gran Fondo Challenge – riding a set distance in one ride.

And the reward for any rider who completes the 130km challenge in July is the option to purchase one of the Strava Gran Fondo jerseys – with the next six jerseys unveiled.

The series, Strava says, draws inspiration from events such as l’Etape du Tour and l’Eroica to promote adventure, exploration and camaraderie on the bike.

Billed as a means of breaking the monotony of your regular loops, the challenges still hold the same underlying goal – to get out and ride.

Strava say: “Fondo is a mindset. While there is a concrete goal associated with completion, a truly successful fondo means doing more than just covering the distance requirement.

“It means deviating from the normal routine. It means going on an adventure.”

The next six limited edition jerseys, made by Cuore, will offer Strava users the chance to compete for their own maillot jaune during the Tour de France, while a red jersey will coincide with the Vuelta a Espana in September.

The jerseys feature a textured stretch fabric on the sleeves and side panels, elastic waist grippers on the back and hidden headphone loops which trace up the inside of the jersey.

For more information, or to join the challenge, visit: http://www.strava.com/challenges/gran-fondo-07