Macadam

What Macadam does

Macadam is a Barcelona, Spain-based private company founded in 2022 that operates a consumer mobile application paying users in euros for walking. The app, available globally on iOS (App Store ID 1633296501) and Google Play, uses device-level step-counting APIs to convert physical activity into tiered coin rewards — 75 coins per 10,000 steps, scaling to 200 coins at 20,000 steps. Accumulated balances can be redeemed as cash deposits to a linked bank account or donated to partner charities, with the charitable giving angle positioning the product within the gamified wellness category alongside competitors such as Sweatcoin.

Under the hood, Macadam is a lightweight self-serve mobile application with no disclosed backend architecture, proprietary ML, or third-party integrations beyond standard app store distribution and social login/follow mechanics. The gamification layer centers on coin balance accumulation, tiered reward thresholds, and a 'Follow him!' social layer that allows users to follow other walkers and engage in community events. There is no enterprise sales motion, API, SDK, or B2B channel exposed; the product is purely B2C.

Macadam's business model is freemium with an undetermined monetization mechanism. Coins paid out to users must be funded by some form of value capture — likely advertising, anonymized activity data licensing, affiliate brand promotions, or sponsored challenges — but the specific revenue mechanics are not publicly disclosed. The app is free to download with no disclosed premium tier, subscription, or paywall. Marketing runs exclusively through organic social channels (Instagram @macadam.app, TikTok @macadamapp) and app store placement. The company employs 51–100 people and is led by CEO Benjamin Daudignac, CTO Baptiste Villain, CRO Charlotte Glorieux, and Head of Finance & Analytics Tornike Goliadze.

Name

Macadam

Website

https://macadam.app

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

51–100 employees

Short description

Macadam is a Barcelona-based mobile app that converts users' daily steps into coin rewards redeemable as euro payouts to bank accounts or donations to charities, targeting individual consumers seeking financial incentive to walk more.

Ownership category

akta.pro rank

Product category

Move-to-Earn Fitness App

akta.pro primary industry

Digital Payments & Money Movement (ACH/SEPA/FPS, Bill Pay, P2P) (FSAGAAAF)

akta.pro secondary industry

Loyalty, Points Currency & Stored Value Payments (THALAHAK)

Keywords

• Move-to-earn app
• Step counter rewards
• Walking monetization
• Rewarded fitness app
• Charity donation app

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. User Activity Monetization: Revenue is generated through user engagement and activity on the platform. The exact monetization mechanism is not explicitly disclosed in available materials, but the model appears to leverage advertising, data insights, or affiliate partnerships with brands to fund user reward payouts.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Macadam operates a single consumer mobile application that tracks users' daily steps and converts walking activity into coins (75 coins per 10,000 steps, up to 200 coins per 20,000 steps). Accumulated coins can be redeemed as euro payouts to the user's bank account or donated to partner charities. The app is free to download via Google Play and the Apple App Store (app ID 1633296501) and includes social/community features and promotions.

Product overview

Macadam is a single mobile application that gamifies physical activity by rewarding users with coins for every step they take. Users can convert accumulated coins into real money transferred to their bank accounts or opt to donate their earnings to selected charitable organizations. The app is available on iOS and Android platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Macadam (mobile step-counter app) A free mobile application for iOS and Android that tracks users' daily steps, awards coins (75 per 10K steps up to 200 per 20K steps), and lets users redeem coins for cash payouts to their bank account or for donations to charities. Built for individual consumers seeking motivation to walk more.

Quantifiable outcome

• Users can earn up to 200 coins for 20,000 steps, which can be converted to monetary value

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Emerging players

• Walken: Walken is a step-counting move-to-earn app with a gamified runner character and token rewards. Comparable self-serve mobile consumer mechanic, but with tokenized economics rather than euro payouts.
• STEPN: STEPN pioneered move-to-earn with a Web3/crypto token model for outdoor walks. Comparable move-to-earn mechanic and self-serve mobile distribution, though with a crypto/Solana token twist that Macadam does not employ.
• Betterwalk: Betterwalk is a walk-to-donate app converting steps into charitable contributions. It overlaps with Macadam's charity-rail use case and consumer step-tracking category but is smaller and more niche.

Direct peers

• Winwalk: Winwalk is a move-to-earn app paying users small cash or gift rewards for steps. Comparable in core mechanic (step → monetary reward), platform (Android-focused), and target audience.
• Sweatcoin: Sweatcoin is the leading move-to-earn app, converting outdoor steps into a virtual currency redeemable for goods, cash, and donations. It is the most directly comparable consumer product to Macadam in terms of mechanic, target user, and distribution model.
• Charity Miles: Charity Miles sponsors corporate donations per mile walked. Directly comparable to Macadam's charity-rail mechanic, with the same target user and a similar activity-tracking mobile app experience.
• StepBet: StepBet gamifies step goals with monetary stakes and prize pools across group challenges. It is comparable to Macadam in combining step counting with financial outcomes and self-serve mobile app distribution.

Broad incumbents

• Fitbit (Google): Fitbit combines wearable hardware with step tracking and reward challenges. Comparable activity-tracking and gamification but as part of a broader hardware and wellness platform rather than a pure move-to-earn play.
• Apple Fitness+: Apple Fitness+ sits on top of Apple's native Activity rings and HealthKit data. It is a broad incumbent in activity tracking and rewards (streaks/badges) but is part of a much wider Apple services portfolio rather than focused on cash incentives.
• Google Fit: Google Fit is a first-party step and activity tracker built into Android. It overlaps with Macadam as a step-tracking platform but lacks a cash-reward mechanic, making it a broad incumbent rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/macadam.app
• TikToktiktok.com/@macadamapp

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Macadam