It started as a simple idea: what if movement could be made playful, social and rewarding? In just a few years, that idea has grown into one of Estonia’s most successful digital health stories. FitSphere has transformed the way Estonians move, compete and connect through physical activity. Today, the app has reached over 160.000 users, equal to 12% of the entire country’s population. For a nation of 1.3 million, that’s impressive.
When Karl Vihul, the energetic CEO behind FitSphere, talks about the platform, he rarely uses the word “fitness.” He speaks instead about vitality, play and inclusion. His mission, he says, is to “add healthy years to people’s lives through engaging communication and motivation.” That vision has struck a chord in a country that loves data, innovation and community-driven solutions. Launched in June 2021, the app now acts as Estonia’s digital heartbeat of movement.
FitSphere works on a simple principle: it rewards users for being active. Whether walking, cycling or swimming, every movement counts. The app hosts thousands of challenges, from step competitions to cycling races and active minute streaks. Over 2.000 challenges have been completed since the launch and each one has created a ripple of motivation across workplaces, schools and municipalities. A recent study by the Estonian Competence Centre for Physical Activity confirmed what many already sensed. The app is changing habits. Estonians are moving more together.
The average FitSphere user is 36 years old, proof that the platform’s appeal goes far beyond tech-savvy teenagers. One of the app’s most successful features is its workplace challenge model. In September alone, 70 companies joined a nationwide step challenge, creating friendly rivalries between teams while improving wellbeing and reducing stress. For HR managers, FitSphere has become more than an app. It’s a culture-building tool that boosts engagement and morale.
Schools have joined the movement too. In cooperation with the Estonian Health Insurance Fund, a nationwide step challenge connected more than 200 schools, representing over 40% of all schools in the country. Teachers and students competed side by side, not for medals, but for shared moments of activity and fun. The result: tens of thousands of young people discovering that movement doesn’t have to feel like a chore, it can be a game.
Municipalities quickly noticed. Today, 35 of Estonia’s 79 cities and municipalities run multiple campaigns each year through FitSphere. Some are simple step competitions; others guide residents to local sports facilities, trails and parks. The city of Tallinn, named European Capital of Sport 2025, officially adopted FitSphere as its movement app. In just nine months, the “Sports Capital Challenge” recorded nearly 13 billion steps from 12.000 participants. That’s the kind of number that makes mayors, not just citizens, take notice.
But behind the playfulness lies a serious engine of innovation. FitSphere’s data capabilities offer municipalities insights into how people actually move. The app collects anonymized data on steps, routes and activity levels, then translates it into actionable insights. Want to know which neighborhoods walk the most? Or where a new outdoor gym might make the biggest impact? FitSphere can tell you. A new heat map feature, soon to be piloted in Pärnu, will visualize where residents walk or cycle most often, turning invisible behavior into visible opportunity.
For local governments, this data-driven approach is a revelation. It bridges the gap between health policy and real-life movement. Instead of guessing, cities can now design infrastructure that truly matches citizens’ habits. It’s urban planning with a heartbeat.
“Today, the app has reached over 160.000 users, equal to 12% of the entire country’s population.”
The app’s technology supports seamless integration with devices like Garmin and Polar, ensuring that users’ steps and workouts are automatically logged without manual effort. Privacy remains paramount, data is anonymized, patterns are aggregated and the focus is always on insight, not intrusion. This balance between motivation and data integrity is part of why FitSphere has become trusted not just by users but also by institutions.
FitSphere’s success is not just social or technological; it’s strategic. The company’s revenue model is built for sustainability and scale. The app itself is free for users, ensuring accessibility for all. Municipalities pay campaign fees that vary based on duration and reach, while companies contribute through workplace programs. Local businesses provide rewards (discounts, prizes or perks) creating a circular ecosystem where activity generates value for everyone involved. It’s a system that motivates citizens, benefits employers and gives municipalities powerful tools to promote health.
Karl and his team are already looking beyond Estonia’s borders. “We’ve proven the concept,” he says. “Now we want to help other cities do the same.” FitSphere is seeking pilot partners across Europe, municipalities ready to embrace digital engagement and community challenges as part of their wellbeing agenda. With the app’s combination of gamification, data analytics and proven engagement rates, the model is easily adaptable to new countries and cultures. It's the challenge which European municipality is eager to bring fun and data together in one platform.
The secret to FitSphere’s appeal lies in how it connects purpose with play. Its challenges aren’t just for the elite or the already active. Everyone who meets a target, not just the top performers, has a chance to win rewards, keeping motivation high across all ability levels. By making activity social and inclusive, FitSphere has unlocked a new kind of participation that feels less like exercise and more like community celebration.
This approach also reflects something deeply Estonian: the belief that technology should serve people, not the other way around. FitSphere doesn’t lecture or demand; it nudges and rewards. It doesn’t divide people into winners and losers; it unites them in shared progress. It’s as much a social innovation as it is a health app.
Scaling this model requires simplicity, and that’s where FitSphere excels. For municipalities, setup is minimal. Just a name, a short text and the desired duration. Campaigns can be segmented by region to keep competitions fair and localized. Communication efforts are shared between the app and local partners and incentives take care of the rest. The combination of low setup effort and high visibility makes it a favorite among city planners who want impact without bureaucracy.
Four years after launch, FitSphere’s journey is a story of how technology can spark real-world change; step by step, city by city. It’s proof that when data meets play, transformation follows. And for Estonia, it’s another example of how digital innovation can make everyday life not just easier, but healthier.
Karl Vihul CEO @ FitSphere