Six to Start
Six to Start is a London-based independent game developer (founded 2007) that creates narrative-driven fitness mobile apps, primarily Zombies, Run!, a zombie-themed audio adventure with 10+ million users across iOS and Android, monetized via freemium subscriptions, gift codes, and branded merchandise.
- Company typePrivate
- Founded2007
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Six to Start does
Six to Start is an independent game developer founded in 2007 and headquartered in London, United Kingdom, operating with a team of 11–50 employees. The company specializes in narrative-driven mobile applications that combine audio storytelling with physical activity, anchored by its flagship product Zombies, Run! — a zombie-themed fitness app that transforms walking, jogging, and running workouts into immersive audio adventures using GPS tracking, scripted mission briefings, and dynamic enemy-chase mechanics. The product portfolio includes the flagship Zombies, Run! app (500+ missions across multiple story seasons), the Zombies, Run! 5K Training beginner program, and the Venture sub-brand offering sci-fi, fantasy, and horror adventure content, including cross-IP collaborations such as X-Men: Munroe & Wagner.
The company operates a product-led go-to-market model, distributing exclusively through the Apple App Store and Google Play Store globally, with a freemium tier and paid subscription membership for full mission-library access. Revenue is generated through app subscriptions, gift codes, and branded merchandise sales via a direct e-commerce storefront. Marketing relies on app-store optimization, multi-platform social media engagement (Twitter/X, Facebook, Instagram, YouTube, TikTok, Threads), and email newsletters. The company has accumulated 10+ million players and a 4.8/5 App Store rating across 40,000+ reviews, making it the self-described largest smartphone fitness game by player base.
Six to Start was co-created by novelist Naomi Alderman and was previously acquired by blockchain company OliveX around 2021, which had planned to shut down the developer. In November 2025, Alderman exercised a contractual buyback clause to repurchase the Zombies, Run! rights, returning the product to independent founder ownership. The company continues to release new episodic content (e.g., the 2025 'Back From The Dead' 8-mission arc) and operates as a privately held, founder-owned entity with no disclosed institutional investors beyond an early 2017 investment from Nesta Ventures.
Six to Start firmographics
Firmographics- Name
- Six to Start
- Legal name
- Six to Start
- Website
- https://sixtostart.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Six to Start is a London-based independent game developer (founded 2007) that creates narrative-driven fitness mobile apps, primarily Zombies, Run!, a zombie-themed audio adventure with 10+ million users across iOS and Android, monetized via freemium subscriptions, gift codes, and branded merchandise.
- Ownership category
- akta.pro rank
Six to Start industry classification
Industry- Product category
- Fitness Mobile Apps
- NAICS
- Sports and Recreation Instruction (61162), All Other Amusement and Recreation Industries (71399)
- SIC
- Services-Prepackaged Software (7372), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Online/Remote Personal Training & Programming (HSADAAAM)
- akta.pro secondary industries
- Endurance & Running/Cycling Training (HSADAAAG), Serious Games & Simulation Studios (Training, Defense, Enterprise) (MPAFAAAH)
Keywords
Where Six to Start is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Six to Start business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- App Subscription (Membership): Subscription-based model providing access to premium story missions, workouts, and exclusive content. Users can purchase individual missions or subscribe for full access.
- Merchandise Sales: E-commerce sales of branded merchandise including t-shirts, mugs, fitness gear, water bottles, and accessories through the company's own storefront
- Gift Codes: Digital gift code purchases for memberships, allowing users to gift subscriptions to others
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free tier with limited access |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Six to Start product offering
Product offeringCore offering
Six to Start develops and publishes story-driven mobile fitness apps that transform walking, jogging, and running into immersive audio adventures. Its flagship product Zombies, Run! gamifies workouts through narrative missions, optional enemy chase mechanics, and a 500+ mission content library, distributed as a freemium subscription on iOS and Android and complemented by branded merchandise sales.
Product overview
Six to Start is a fitness gaming company that develops a portfolio of narrative-driven mobile apps centered on transforming physical exercise into interactive audio adventures. The core product Zombies, Run! uses zombie apocalypse storytelling with dynamic chase mechanics to gamify workouts, supported by a subscription model and available on iOS and Android platforms. The offering includes the flagship Zombies, Run! app (with 500+ missions and 10+ million players), the beginner-focused 5K Training module, and the multi-genre sub-brand Venture featuring sci-fi, fantasy, and horror content. The company operates under a story-driven membership model with merchandise sales complementing the digital products.
Differentiator
Problem solved
Functional benefit
Brands
- Zombies, Run!: Zombie-themed fitness app that transforms workouts into audio adventures with story missions and chase sequences.
- Venture
Products and services
- Zombies, Run!
Quantifiable outcome
- 10+ million players have joined the platform
- +1 more outcomes
Companies that use Six to Start
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Six to Start technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Six to Start partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Apple (App Store)coreApple App Store distribution partnership for the iOS version of Zombies, Run!, providing access to Apple's subscription services and payment infrastructure
- Google (Play Store)coreGoogle Play Store distribution partnership for the Android version of Zombies, Run!, providing access to Google's subscription services and payment infrastructure
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Six to Start competitors and assessment
Company assessmentDirect peers
- Aaptiv: Audio-based fitness subscription app offering guided跑步, cycling, strength, and yoga workouts. Directly comparable to Zombies, Run! as an audio-first, on-demand fitness experience sold via mobile app subscription.
- Charity Miles: Free app that turns walking, running, and cycling into charitable donations via corporate sponsorship. Direct peer in the gamified-fitness-for-motivation category, though with a philanthropy hook rather than a story hook.
Broad incumbents
- Nike Run Club: Free Nike-owned running app with audio-guided runs, training plans, and GPS tracking. A broader incumbent in the same running-app category, with vastly larger scale and marketing budget than Six to Start.
- Strava: Dominant social fitness tracking platform for runners and cyclists, with subscription tier. Competes for the same end user (recreational runners) via GPS tracking, community, and challenges.
- Peloton App: Peloton's digital fitness subscription offers audio and video guided runs, strength, yoga, and more. A broad incumbent fitness subscription app overlapping with Zombies, Run! in the audio-guided running category.
- Apple Fitness+: Apple's subscription fitness service with audio-guided walks, runs, and trainer-led content integrated with Apple Watch. A major incumbent in the same audio-guided workout category, with deep ecosystem lock-in.
Emerging players
- Niantic (Pokémon GO): Pokémon GO and Niantic's broader portfolio (Ingress, Pikmin Bloom) gamify walking and outdoor activity through mobile AR. Highly comparable as location-based, story-driven games that motivate physical movement, though using AR rather than audio.
- SuperBetter: Mental wellness and habit-building app using game mechanics (quests, power-ups, allies) to drive real-world behavior change. Comparable as a gameful-design-for-real-world-activity product, though focused on resilience/wellness rather than跑步.
- Fit Radio: Audio fitness app delivering DJ-curated workout music for running, cycling, and gym sessions. Adjacent peer in the audio-driven fitness subscription category, though focused on music rather than narrative.
- Ring Fit Adventure (Nintendo): Nintendo's Ring Fit Adventure gamifies exercise through a story-driven adventure controlled via a fitness accessory for the Switch. Strong conceptual parallel to Zombies, Run! as a narrative gamification of physical activity, though on console rather than mobile.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Six to Start social profiles
Digital presenceSix to Start financial estimates
Financial estimateRevenue estimate
Valuation estimate
Six to Start leadership team
Management profileNumber of profiles
Profiles3 records
Six to Start funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Six to Start M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Six to Start
What does Six to Start do?
Six to Start develops and publishes story-driven mobile fitness apps that transform walking, jogging, and running into immersive audio adventures. Its flagship product Zombies, Run! gamifies workouts through narrative missions, optional enemy chase mechanics, and a 500+ mission content library, distributed as a freemium subscription on iOS and Android and complemented by branded merchandise sales.
Is Six to Start a public or private company?
Six to Start is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Six to Start founded?
Six to Start was founded in 2007. It employs 11 to 50 people.
Where is Six to Start based?
Six to Start is headquartered in London, United Kingdom, in the Europe region.
How does Six to Start make money?
Three revenue lines are on record. App Subscription (Membership) is the primary driver. The others are merchandise Sales and gift Codes.
Who are Six to Start's main competitors?
Direct peers on record are Aaptiv and Charity Miles. Broad incumbents are Nike Run Club, Strava, Peloton App and Apple Fitness+. Emerging players are Niantic (Pokémon GO), SuperBetter, Fit Radio and Ring Fit Adventure (Nintendo).
Does Six to Start have an API?
No public API is recorded for Six to Start.
What industry is Six to Start in?
Six to Start's product category is Fitness Mobile Apps. Its primary akta.pro industry code is HSADAAAM, Online/Remote Personal Training & Programming, with a secondary code of HSADAAAG, Endurance & Running/Cycling Training. Its NAICS code is 61162 and its SIC code is 7372.