On the podcast, I talk with Anton about building sustainable viral growth loops at scale, how to effectively gamify user incentives, and why emotional connections drive more value than economic ones.

Top Takeaways:

 🚀 Building sustainable virality through strategic growth loops

Sweatcoin’s explosive growth didn’t happen by chance. Anton detailed how they engineered a viral engine through a combination of influencer-driven groundswell, controlled user-to-user invites, and strategic use of organic boosts. By balancing short viral spikes with long-term retention strategies, Sweatcoin has maintained stability and continued scaling without relying on traditional paid acquisition.

🎮 Gamification redefined: Turning steps into currency
Unlike traditional gamification tactics, Sweatcoin reframes users’ steps into a virtual currency, creating a balance they feel emotionally invested in. This subtle but powerful shift motivates users to keep walking—not just for rewards but to maintain and grow their “wealth.” It’s less about streaks and badges, and more about building perceived value.

❤️ Emotional connections outweigh economic incentives
Anton shared a fascinating insight: Sweatcoin users valued their own coins up to 50 times more than they’d pay for someone else’s. This shows the power of emotional connection and personal investment. By helping users see value in their own activity, Sweatcoin taps into a deeper motivational layer than just financial incentives.

🔄 Retention through positive habits, not guilt
Sweatcoin’s success is partly due to its focus on positive reinforcement rather than guilt-based nudges. By emphasizing natural daily habits and offering fun, valuable incentives, Sweatcoin maintains high retention without making users feel pressured or judged. This approach resonates with a broader audience, including the 70% of people who struggle with intrinsic motivation for fitness.

📈 From freemium to subscription—scaling with intent
Instead of starting with hard paywalls, Sweatcoin built a value-packed free tier that users love. This created a loyal, engaged user base before introducing premium features like ad-free experiences and advanced fitness tools. By establishing this solid foundation, Sweatcoin avoids the pitfalls of high customer acquisition costs and effectively bridges the gap from free to paid without alienating users.

About Anton Derlyatka:

👟 Co-founder & CEO of Sweatcoin, the app that turns movement into currency—used by 180M+ people worldwide.

🎯 Anton built one of the most viral fitness apps by rethinking incentives, gamification, and how people form habits.

💡 “We’re not born to be active—we’re born to be lazy. The challenge is building an experience that makes movement rewarding.”

👋  LinkedIn

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