EveryMove
EveryMove turns individual fitness tracking data into social connections, goals, accountability, and purpose.
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| Total Funding | 000k | ||
EveryMove was a health and fitness technology company founded in 2011 by Russell Benaroya and Marcelo Calbucci. The venture emerged from the Techstars' Seattle accelerator program, aiming to capitalize on the growing quantified-self movement.
Co-founder Russell Benaroya, who served as CEO, brought a background in corporate finance, private equity, and prior entrepreneurial success, having previously co-founded and sold a healthcare business, REM Medical. This experience in both finance and healthcare services shaped EveryMove's strategic direction. Co-founder and CTO Marcelo Calbucci contributed deep technical expertise from his time as a software engineer manager at Microsoft and as a serial entrepreneur who founded the popular Seattle 2.0 blog.
The company's core product was a platform that aggregated data from over 300 fitness tracking apps and devices, translating various physical activities into a single, standardized metric. This allowed individual users to see all their fitness data in one dashboard. The platform was designed to foster social connections, goal setting, and accountability among users. Beyond individual consumer use, EveryMove developed a B2B offering called "EveryMove @Work," a self-service portal for companies to create, manage, and track employee wellness programs, rewarding healthy activities. The business model focused on a cost-per-action basis, where EveryMove would take a fee when users redeemed rewards from employers, health plans, or brands.
EveryMove secured $6.57 million in total funding over three rounds, with its Series A in April 2013 raising $3.5 million, led by BlueCross BlueShield Venture Partners. After a pivot to focus more on its B2B operations, co-founder Marcelo Calbucci departed in 2015. The company continued to operate until March 2017, when it was acquired by higi, a Chicago-based operator of health screening kiosks, for an undisclosed amount. The acquisition was seen as a strategic fit, allowing higi to integrate EveryMove's employee wellness and incentive technology into its broader population health platform.
Keywords: health and fitness, corporate wellness, activity aggregation, employee wellness programs, fitness tracking, digital health, wearable technology, rewards platform, health incentives, B2B wellness, Techstars alumni, data aggregation, employee benefits, preventative health, acquired, Russell Benaroya, Marcelo Calbucci, higi, BlueCross BlueShield Venture Partners, quantified self