On the Oct. 18 premiere of Shark Tank’s 16th season, Destin George Bell, 26, pitched his gamified fitness app, Card.io, securing a $150,000 investment from FUBU founder Daymond John and venture capitalist Rashaun Williams.
The app, which launched in 2022, combines fitness tracking with a social, team-based game experience, transforming outdoor workouts into competitive turf battles.
Card.io has already attracted a following of over 25,000 users across 70 countries.
Bringing Gamified Fitness to a Global Audience
Inspired by his struggle to stay motivated during the pandemic, Bell created Card.io to make running more engaging, according to CNBC Make It.
Card.io tracks users’ distance, pace, and calories while layering a game-based overlay onto their routes, similar to popular apps like Strava and Pokémon GO.
With features allowing users to “claim” portions of their neighborhoods, Card.io encourages friendly competition among friends and local running clubs, making each workout session a fun and engaging experience.
During the episode, Bell initially countered the sharks’ offer of $150,000 for 15% equity with a proposal for a 10% stake.
He ultimately agreed to the initial offer after consulting his mother, who encouraged him to seal the deal with John and Williams.
“They’re both accomplished Black men who have achieved what I aspire to do, so having them invest in my company is a dream come true,” Bell shared.
Building a Brand with Community at Its Core
Bell’s journey with Card.io hasn’t been without its challenges. Moving to Austin, Texas, to pursue the idea, he experienced financial hardship before the app gained traction.
He eventually left a content creator role with NBA 2K to focus fully on Card.io, which has since attracted interest from corporations like Oracle NetSuite and individual investors, including Niantic, the creator of Pokémon GO.
Card.io has grown from an idea to a brand dedicated to making fitness enjoyable and accessible for diverse communities worldwide.
Feature Image Credit: @abc/@christopherwillard
