In an era where traditional influencer marketing often results in fleeting impressions, Goalr’s fitness app—Africa’s first of its kind—offers brands in health, fitness, and wellness a unique opportunity to build meaningful connections through participatory experiences.
"While traditional influencer marketing relies on celebrities posting product photos with captions, we’ve created opportunities for audiences to physically engage with brands through fitness challenges," says Adebayo Owosina, Founder/CEO of Goalr. “Participants don’t just see the brand—they experience it firsthand through walks, runs, or workouts over weeks.”
Transforming Marketing Through Interactive Fitness Challenges
Goalr’s challenge-based model allows users to register and compete in walking, running, cycling, or calorie-burning challenges. Brands can tailor their campaigns by choosing between:
- Paid challenges with prize pools to incentivize participation.
- Free challenges focused on engagement and community building.
All challenges are fully customizable to align with brand objectives and audience interests, offering a seamless blend of fitness and marketing. The Goalr app is available for download on iOS and Android.
Celebrity-Powered Fitness Challenges Drive Engagement
Goalr has successfully collaborated with influencers, brands, and entertainment companies to create engaging fitness challenges.
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"Goalr Walk with Bisola": A three-week challenge featuring Nollywood star Bisola Aiyeola required participants to complete 5,000 steps daily, attracting over 60 contestants competing for a ₦350,000 prize pool. Leading skincare brand Brown Girls Magic partnered in the challenge, rewarding top performers with premium skincare products.
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"ReelLove Steps": Actor Timini Egbuson and director Kayode Kasumu leveraged Goalr for an interactive movie promotion for "ReelLove." Participants in the challenge won free cinema tickets to exclusive screenings.
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SOSA Smooth Walk Challenge: Premium beverage brand Sosa Fruit Drink launched a challenge that attracted 50 participants within 48 hours, offering ₦50,000 to each of the top four winners. Many Goalr challenges reward participants not only with cash prizes but also with luxury experiences, including spa sessions.
Using Fitness to Drive Social Impact
Beyond commercial partnerships, Goalr is proving to be a powerful tool for cause-related marketing and social impact initiatives:
- "Shades of Life" Awareness Challenge: Created by Dr. Eziafakaku Nwokolo, this challenge raised awareness for autism through active participation.
- "Pad-A-Girl Challenge": In partnership with Nyerinya, this initiative directs 50% of participant stakes toward providing sanitary pads for girls in need. One participant shared, “It’s amazing that while I achieve my fitness goals, I’m also padding a girl. My walk can literally change someone’s life.”
A Platform for Fitness Communities and Accountability
Several leading fitness communities have embraced Goalr for specialized challenges:
- Cycology, Abuja Run Club, Purple Women Foundation, and City Cyclers have hosted targeted events through the platform.
- Cycology’s "Mabogs 1000" challenge, held annually, was conducted on Goalr to honor Dr. Afolabi Mabogunje (Mabogs), showing how fitness challenges can commemorate influential community figures.
- The platform also allows groups of friends to create private fitness challenges, fostering accountability and shared motivation.
Balancing Competition and Community
"What sets Goalr apart is how we’ve designed the user experience to balance competition with community," says Omoh, Product Manager at Goalr. "Brands seamlessly integrate into fitness journeys, not as advertisements, but as meaningful additions to the experience.”
Adebayo Owosina adds:
“At its core, Goalr is a gamified experience where incentives drive people to stay fit. Brands achieve their marketing goals, while users improve their health—it’s a win-win.”
Expanding Globally: Goalr’s International Growth
With nearly 3,000 downloads, Goalr is extending its reach beyond Nigeria. The platform has officially launched in the United Kingdom, with its first UK-based challenge set to begin soon.
Ese Ukpeseraye, Nigeria’s first and only Olympic-qualified cyclist, praised Goalr for its impact on her training. “I have never ridden on such an app. It helped me prepare and train hard since I’m not currently racing.” Ese participated in Goalr’s "Queen of the Mile Challenge," logging an astonishing 700km in three days to celebrate International Women’s Month 2025.
Goalr’s Impact on Corporate Wellness
Beyond individual users, companies are also leveraging Goalr for employee wellness initiatives:
- Kuda Bank staff have been using the platform for almost a year, with executives highlighting the positive impact on both individual and team productivity.
“We’re creating a community on the move,” Owosina concludes. “Celebrities, influencers, and brands in the health and fitness space now have a platform to turn traditional promotions into immersive experiences that bring real value to participants.”
As Goalr continues to grow, it remains committed to its philosophy: “Greatness is earned.” The Goalr Fitness App is available for download on iOS and Android.