Could Wellness Be an Onramp to Web3? Moonwalk Fitness’ Caitlin Cook Thinks So

Moonwalk Fitness, a wellness-focused Web3 project, is employing a unique approach to onboarding users: gamified fitness. Launched earlier this year on iOS and Android, the app allows users to bet on their ability to meet daily step goals. Users choose from various games with differing durations, step counts, and buy-in prices, paying a fee in USDC, BONK, or SOL. Successful completion earns back the buy-in and a share of a prize pool funded by those who fail to reach their goals. This “carrot and stick” approach incentivizes fitness.

Caitlin Cook, Moonwalk Fitness’ Director of Growth, highlights the app’s global appeal, emphasizing its accessibility. The variable buy-in system eliminates financial barriers, catering to diverse economic situations. Games range from small BONK amounts to several USDC dollars, ensuring broad participation. Cook notes strong adoption in Southeast Asia and Africa, regions often overlooked by crypto projects that primarily focus on affluent markets. The app’s four largest markets are currently France, the U.S., Nigeria, and Vietnam.

Cook contrasts Moonwalk Fitness’ approach with the tendency of many crypto projects to target affluent users. She points out the app’s potential to reach a significantly larger market: “If you have legs that work, you can use this product.” The app’s impact is seen in various heartwarming examples, from Venezuelan grandmas walking together to organically formed Turkish walking groups. The app’s appeal extends even to already active individuals who appreciate the added incentive of earning money from their existing routines. Cook illustrates this with the example of Nigerian users who are already highly active and excited by the opportunity to monetize their daily walks. This gamified approach transforms an ordinary activity into a potentially lucrative and engaging experience.