An achievement system tracks users' offline activities and awards achievements to users for participation in particular offline activities. The achievements that are awarded for particular activities and/or to particular users may be sponsored by merchants, who may compensate an achievement system provider for the opportunity to sponsor the achievements. To award users achievements, the users' offline activities are tracked. When a user participates in an offline activity for which achievements are available, the user is awarded an achievement. The achievement may be stored in an achievement profile for the user. In some embodiments, achievements earned by users may be converted into other benefits and alternative awards.