Olivex

What Olivex does

OliveX is a digital health and fitness company that builds gamified fitness experiences combining immersive audio storytelling, blockchain-based move-to-earn mechanics, and AI-enabled hardware, serving both individual fitness consumers and B2B enterprise customers including gym chains and fitness brands. Founded in 2017 and headquartered in Hong Kong with offices in London and Sydney, the company operated a sprawling multi-product portfolio spanning audio-based running apps (Zombies, Run!, now divested), blockchain-integrated fitness games (Dustland Runner, Dustland Rider), augmented-reality fitness games (DEFY Disrupt), mental wellness apps (Breathonics), the proprietary DOSE ERC-20 utility token, AI-powered at-home fitness hardware and software (KARA Mirror, KARA Smart Fitness), and B2B gym management software (Volution). Core technical components included the Sol Cycle Bluetooth sensor-based cycling game engine, Proof of Workout technology linking real-world exercise to in-game progression, NFT reward mechanisms, and a Sandbox metaverse LAND parcel for partner brand engagement.

The company generated revenue across multiple streams: consumer app subscriptions and in-app purchases via a freemium model, B2B SaaS licensing of Volution to gym chains including Anytime Fitness (256+ gyms) and Gold's Gym (700+ studios, 3M members), NFT and token sales (a single Dustland Runner sale generated USD 487k), KARA Mirror hardware sales, and content licensing partnerships with brands such as Marvel, Les Mills, Myzone, and Stages. OliveX listed on the National Stock Exchange of Australia in August 2020, raised approximately USD 7.5M in cumulative funding led primarily by Animoca Brands, but delisted in 2023 and subsequently underwent leadership changes and the November 2025 sale of Zombies, Run! IP back to co-creator Naomi Alderman. The company remains operational but is in a contracting state with an unclear strategic direction.

Name

Olivex

Legal name

OliveX Holdings Limited

Website

https://olivex.ai

Company type

Public

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

OliveX builds gamified fitness apps and blockchain-based move-to-earn experiences for individual consumers and B2B gym operators. It serves users across 173 countries through running/cycling games, the DOSE token ecosystem, and gym management software.

Ownership category

akta.pro rank

Product category

Fitness Software and Apps

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Sporting & Athletic Goods, Nec (3949), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Smart Fitness & Training Devices (Connected Fitness Sensors, Smart Jump Ropes, etc.) (CRACAQAH)

akta.pro secondary industries

Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG), Endurance & Running/Cycling Training (HSADAAAG)

Keywords

• Gamified fitness apps
• Move-to-earn blockchain games
• Fitness metaverse platform
• Gym management software
• Audio running adventures

Headquarters

HQ city

Hong Kong

HQ country

Hong Kong SAR China

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. App Subscriptions and In-App Purchases: Zombies, Run! and other fitness apps generate revenue through freemium model with premium subscriptions for additional content, missions, and features. Users can purchase virtual items and premium content within apps.
2. NFT and Token Sales: Dustland Runner NFT sales (second NFT launch achieved USD 487k in sales per NSX announcement). DOSE token trading on centralized exchanges (Huobi Global listing). Revenue from token sales and trading.
3. B2B Gym Software Licensing: Volution platform revenue from licensing gym management software to fitness chains including Anytime Fitness (256+ gyms) and Gold's Gym (700+ studios). Enterprise SaaS licensing model.
4. Hardware Sales: KARA Mirror complete hardware and software solution for at-home fitness with AI technology. Revenue from physical fitness equipment sales.
5. Content Licensing and Partnerships: Licensing of fitness content and technology to partners including Les Mills (streaming content), partnerships with Marvel for branded content, and fitness brand integrations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

OliveX operates a gamified fitness ecosystem that combines audio-based running games, move-to-earn blockchain fitness games, and AI-powered at-home fitness hardware. Its consumer portfolio includes Zombies, Run!, Dustland Runner, Dustland Rider, DEFY Disrupt, and Breathonics, unified through the proprietary DOSE ERC-20 utility token. For B2B customers, the company offers the Volution gym management software platform and the KARA Mirror smart fitness hardware solution.

Product overview

OliveX is a digital health and fitness company operating a multi-product ecosystem built around gamified fitness experiences, blockchain technology, and the move-to-earn model. The portfolio spans audio-based fitness apps (Zombies, Run!), blockchain-integrated fitness games (Dustland Runner, Dustland Rider, DEFY Disrupt), mental wellness apps (Breathonics), proprietary cryptocurrency (DOSE Token - ERC-20), AI-powered hardware/software fitness solutions (KARA Mirror, KARA Smart Fitness app), a fitness metaverse platform within The Sandbox, and gym management software (Volution). The ecosystem is unified through the DOSE Token as the utility currency, enabling interoperability across products for NFT purchases, item unlocks, and special game modes. The company operates across 173 countries and has made strategic acquisitions including Six to Start (creator of Zombies, Run!), Volution (gym software), and Sol Cycle (blockchain cycling). Partnerships with Marvel (Marvel Move), Les Mills, Gold's Gym, Myzone, and Stages extend the ecosystem's reach into mainstream fitness.

Differentiator

Problem solved

Functional benefit

Brands

• Zombies, Run!: Ultra-immersive running game and audio adventure co-created with novelist Naomi Alderman. Every run becomes a mission with immersive audio drama.
• Dustland Runner
• Dustland Rider
• DEFY Disrupt
• Breathonics
• DOSE Token
• KARA Mirror
• Volution
• Six to Start
• Marvel Move

Products and services

• Zombies, Run! Ultra-immersive running game and audio adventure where every run becomes a mission. Users listen to audio drama while running and collect supplies to grow their base, with a freemium premium subscription model for individual fitness consumers.
• Dustland Runner World's first Proof of Workout audio game where real-world running progress advances the narrative and earns DOSE tokens and NFTs as rewards, used to upgrade and progress the adventure for individual fitness consumers.
• Dustland Rider Gamified fitness platform that integrates with a physical exercise bicycle using Bluetooth Power/Speed sensors via the Sol Cycle game engine, monitoring physical output and progressing the player through game narrative as they work out.
• DEFY Disrupt

Quantifiable outcome

• Active users across 173 countries
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability7 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered major, core and minor.

• MarvelmajorStrategic or Co-development Partner · 19 April 2023Partnership to develop Marvel Move - Super Hero fitness adventure featuring X-Men, Thor, Hulk, Daredevil, and Doctor Strange in interactive audio adventures.
• Huobi GlobalmajorTechnology or Integration · 26 April 2022Entered into agreement for DOSE token listing on Huobi Global exchange, a major milestone for DOSE and the move-to-earn ecosystem.
• Sol Cycle / Huo Xing Limited (Redline)coreStrategic or Co-development Partner · 29 November 2021Acquisition of Sol Cycle blockchain cycling game including associated licences, material contracts, intellectual property and media from Huo Xing Limited Company and founder Scott Williams.
• RCFC LtdminorStrategic or Co-development Partner · 29 July 2021Asia's first football NFT deal with Hong Kong professional football club RCFC Ltd. Developed and launched NFTs in the NFT field for health and fitness.
• Six to StartcoreStrategic or Co-development Partner · 28 July 2021Acquisition of Six to Start, world-renowned UK-based game developer and fitness company creating Zombies, Run! (world's best selling smartphone fitness app) and The Walk.
• Gold's GymmajorStrategic or Co-development Partner · 27 July 2021Volution fitness platform joined Gold's Gym Global Vendor Program, making enterprise technology available to Gold's Gym's 700+ studios across six continents with three million members.
• Les MillsmajorStrategic or Co-development Partner · 26 July 2021Milestone partnership to stream Les Mills group exercise content using OliveX's web-player platform. Les Mills is renowned for creating cutting-edge, scientifically proven workouts.
• LAPLAPminorGTM or Marketing Partner · 21 February 2021Strategic partnership to collaboratively grow the Fitness Metaverse with vision to bring those not on blockchain to blockchain through knowledge sharing, education and referral programmes.
• MyzonecoreStrategic or Co-development PartnerPartnership with globally significant fitness brand to unlock access to millions of fitness-focused consumers unexposed to web3 through OliveX's Sandbox metaverse presence.
• StagescoreStrategic or Co-development PartnerPartnership with globally significant fitness brand to unlock access to millions of fitness-focused consumers unexposed to web3 through OliveX's Sandbox metaverse presence.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• STEPN: STEPN pioneered the move-to-earn fitness model with its Solana-based GST token, paying users to walk, jog, or run outdoors. Directly comparable to OliveX's Dustland Runner and DOSE token-based move-to-earn mechanic in combining physical activity with crypto rewards.
• Lympo: Lympo operated a fitness data ecosystem with move-to-earn token rewards on the Algorand blockchain. Directly comparable to OliveX in combining gamified fitness apps, health data, and tokenized rewards; OliveX even retains a legacy Lympo Squat app in its portfolio.
• Sweatcoin: Sweatcoin rewards users with cryptocurrency (Sweat Economy) for verified physical activity and has built a large global user base. Directly comparable to OliveX in incentivizing exercise through token rewards and operating in the move-to-earn category.
• Aaptiv: Aaptiv delivers audio-based fitness training with on-demand workout classes led by trainers. Directly comparable to OliveX's Zombies, Run! and Dustland Runner audio-driven running experiences and premium content licensing model.
• Zwift: Zwift offers gamified indoor cycling and running experiences that combine real-world exercise with virtual worlds and structured training. Directly comparable to OliveX's Dustland Rider and Runner, which similarly blend physical exertion with narrative gameplay and progression.

Others

• Animoca Brands: Animoca Brands is a major Web3 investor and OliveX's lead strategic backer. Comparable as an ecosystem participant and partner in the Web3 gaming and metaverse space that OliveX's fitness metaverse targets.

Broad incumbents

• Strava: Strava is the leading social fitness tracking platform with subscription services and a large global active community. Comparable to OliveX in providing fitness motivation, social engagement, and gamified experiences for runners and cyclists.
• Peloton: Peloton operates a connected fitness platform combining hardware (bike, treadmill), subscription content, and AI-driven workout experiences. Comparable to OliveX's KARA Mirror hardware-plus-software model and broader connected fitness ecosystem.
• Tonal: Tonal provides AI-powered smart home fitness equipment with on-demand strength training content. Comparable to OliveX's KARA Mirror as a premium, AI-driven connected home fitness hardware solution.

Emerging players

• Gala Games: Gala Games operates a Web3 gaming platform with play-to-earn mechanics across multiple game titles. Comparable to OliveX's fitness metaverse and Dustland Runner blockchain gaming model in the Web3 gaming ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/olivexai
• Facebookfacebook.com/olivexai
• LinkedInlinkedin.com/company/famfitgames

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries5 records

Funding overview

Funding rounds3 records

Investors18 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments4 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Olivex