Venus Williams backs the walking app WeWard

WeWard, an app that offers real-world rewards for walking, announced Wednesday it’s signed tennis champ Venus Williams as an investor and ambassador for the app.

The app, which offers users points called Wards for steps taken, lets users track their movements or import pedometer data from tools like iPhone’s Apple Health, Android’s Google Fit, or Fitbit. When they’ve racked up enough Wards, they can be redeemed for gift cards, charitable donations, or even cash deposits to user bank accounts.

“We’ve decided to do something very simple,” says cofounder and CEO Yves Benchimol. “We just give cash to people to walk.”

In addition to tangible rewards, users can also collect virtual trading cards scattered at particular places on the map in a manner familiar to players of games like Pokémon Go, encouraging people to explore their surroundings on foot while racking up steps. About 6.5 million of the cards, dubbed WeCards, are collected every day. 

Users can also compete with friends, or within virtual leagues based on their activity levels, tracking their performance on virtual leaderboards and receiving virtual gold, silver, and bronze medals based on their rankings. The app has also hosted competitions around regions and countries, centered around events like the Olympics or Super Bowl, where players’ steps are added to totals for their locations.

“Some people are way motivated by beating their friends and compete with their friends,” Benchimol says. “Others want to beat all the community.”

So far, WeWard has distributed $20 million to its users and generated $1 million in charitable donations, according to the company. With the Venus Williams deal, users will be able to access special challenges and rewards linked to the tennis player, including sports tickets and Garmin watches. 

“A large part of staying well and active is simply by moving your body whichever way you can, and with WeWard, walking becomes a fun and rewarding experience,” Williams said in a statement. “I’m excited to be part of a movement that encourages people to take that first step towards a healthier, more active lifestyle.” 

Williams also recorded a video demonstrating her use of the app to track her steps, and WeWard pledged $25,000 to support the global antipoverty charity CARE, which both WeWard and Williams have supported in the past. And through a special “Venus Williams Championship” challenge, users will be able to contribute their steps to a collective total, triggering larger donations up to $40,000 as particular walking milestones are met.

The app is free, with those rewards and donations paid for by ads and in-app affiliate shopping links, many of them to health, travel, and activity-oriented vendors like Nike, Columbia, Blue Apron, and Expedia. Users who follow those links can typically earn additional Wards through their purchases. But the company’s not in the business of selling location or activity data, Benchimol emphasizes, with that information collected solely to power step tracking and game experiences like WeCard collecting.

WeWard naturally aims to help its users meet their own walking goals, and users typically increase their step counts by about 25% thanks to the app, Benchimol says. He’s hopeful the company can get that number closer to 50% within the next five years. Since the app bases rewards on step counts, users can walk indoors or outdoors, around the block or on a treadmill at a gym, as they see fit.

“At the end, what matters is just the number of steps, and the fact that you are active every day,” Benchimol says.

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