Building sustainable growth loops and lasting habits — Anton Derlyatka, Sweatcoin

As 2025 progresses, many find their New Year's resolutions to exercise more have already faltered, a common struggle attributed to human nature, as explained by Anton Derlyatka, CEO of the fitness app Sweatcoin. Sweatcoin incentivizes physical activity by rewarding users with "sweatcoins" for walking, which can be exchanged for real-world rewards or donated to charity. On the Sub Club podcast, Anton discussed Sweatcoin's development and its innovative use of controlled virality and positive reinforcement to maintain user engagement, unlike other gamified apps that often rely on guilt-inducing reminders. The app's strategy involves influencer partnerships to boost downloads and organic traffic, and unlike conventional models, it reframes steps as currency to enhance user investment in their own progress. Initially free and supported by ads and brand partnerships, Sweatcoin has introduced a premium subscription tier offering an ad-free experience and advanced fitness tools, allowing it to grow its user base and transition to a paid model without high acquisition costs.