Can This Startup Commercialise Wellness Culture For Matchmaking?

A brand new dating app targeting individuals with a passion for fitness, is hoping to leverage the extraordinary success of matchmaking apps, by carving a new niche for itself.

SWEATT, which launched in the US this week, is one of a growing number of startups looking to follow in the footsteps of the phenomenally successful dating app Tinder – a billion dollar business attracting over 50 million users globally.

But while Tinder is focused on quantity and variables like geography and gender, SWEATT has been designed to pair individuals who share similar mindsets.

Tapping into the new wellness-centric culture, SWEATT Founder Dan Ilani, believes the app incorporates unique features that speak to those who live it.

“Fitness is so much more than the time we spend working out. Our commitment to fitness dictates so many of the choices we make on a daily basis. Chances of compatibility are heightened when you choose to date people with shared interests, lifestyles and mindsets,” he says.

In addition to basic profile information, users of SWEATT can list their top two fitness activities, favourite time of day to work out, average number of workouts per week and preferred ‘fuel’. SWEATT then uses the information to create intelligent matches, taking into consideration that the fitness community comprises a spectrum of people, ranging from “weekend warriors” to those who live it seven days a week.

The launch of platforms like SWEATT not only highlights the influence wellness is beginning to have on wider lifestyle choices, but also the number of opportunities that exist for startups wanting to break into the market.

Modifying an already successful business model to cater to the wellness community is a strategy many new businesses are implementing in order to make their mark on the industry.

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