When its clients get slimmer, Seattle startup EveryMove gets bigger




Posted on June 4, 2014 at 1:45 PM

Updated Wednesday, Jun 4 at 1:45 PM

If you've been working hard this year to get into shape for the summer, a Seattle startup thinks you should be rewarded. In fact, every time you burn calories with EveryMove, its bottom line gets a little fatter.

EveryMove, which launched in late 2012, now has nearly a quarter of a million people using its fitness-based loyalty and rewards program. That's enough growth to double the size of its staff and prompt a recent move to larger office space. It's also raised just over $6 million in two rounds of series A funding. A website redesign will happen soon.

CEO Russell Benaroya says his company is now the largest integrator of a rapidly growing ecosystem of fitness-tracking apps and devices. He adds that EveryMove is just starting to exercise its impact on its industry.

"Ultimately, where we are moving is allowing consumers to really get that good driver discount for health," Benaroya said. "That has not existed. That is the path that we are on, and we are the first company that has brought together health plans, employers and brands in one environment, in one place."

How does that arrangement work? No matter what activity you like to do -- running, yoga, walking, gym membership, etc. -- you can earn points via EveryMove's software platform, which now supports more than 200 fitness apps and mobile devices. Those points build towards gift cards from the company's merchant partners, or toward donations for several charities. And they also can apply to breaks on health insurance premiums offered by employers who have signed up for EveryMove.

Since its launched, EveryMove has bulked up to partner with 150 brands, six healthcare providers and a number of businesses, including major Seattle employers like Zillow. All of those partners "are saying that when you're doing things in your life that are healthy and active, we want to be here to support you," Benaroya said. "We're finding a lot of interest by these brands to become a part of this community."

That business strategy necessitates keeping up with the latest tech trends, including wearable computing and its obvious fitness-based components. That keeps Marcelo Calbucci, EveryMove's chief technology officer and a Seattle startup veteran, busy to make sure the platform experience is smooth for consumers.

"There has been an explosion of mobile apps and an explosion of wearable technology," Calbucci said. "And there is more and more out there, and the things that work for one person may not work for another, and EveryMove is trying to make sure that everybody is included in this platform."

The goal is to take EveryMove into international territories, and to finish Benaroya's personal goal of improving the lives of 10 milion people in 10 years. "I have about five years to go," he said.