Six to Start

Six to Start is a UK-based game development studio specializing in gamified fitness applications that merge immersive storytelling with physical activity. Founded in 2007 by Adrian Hon and Lisa Long, the company has established itself as a significant name in the fitness technology market. Hon, a neuroscientist by training, leveraged his background in alternate reality games (ARGs) and transmedia storytelling to pioneer a new category of exercise experience. His early work on projects like Perplex City at Mind Candy informed the company's direction, focusing on creating engaging, narrative-driven games for a broad audience.

The company's flagship product, "Zombies, Run!", was co-created with author Naomi Alderman and launched in 2012 following a successful Kickstarter campaign that raised over five times its goal. This audio-driven running game places the user as a protagonist in a zombie apocalypse, turning routine jogs into supply missions and thrilling escapes. The app tracks the user's distance and pace, weaving story elements and audio cues into their personal music playlist. It includes features like optional zombie chases for interval training and a base-building component using collected virtual supplies. The business model operates on a freemium basis; users can access initial missions for free and unlock one new mission per week, with a paid subscription, the "Abel Runner's Club," offering unlimited access to all content. In March 2021, Six to Start was acquired by OliveX, a digital health and fitness company, for an initial $6.65 million, with up to an additional $2.85 million based on performance. Following the acquisition, Adrian Hon assumed the role of Chief Innovation Officer at OliveX while continuing to serve as an executive director at Six to Start.

Expanding on its success, Six to Start developed other fitness games, including "The Walk," an adventure game funded by the UK's Department of Health that encourages users to achieve a daily step count by progressing through a spy thriller storyline. In 2023, the company launched the ZRX app, which houses both the "Zombies, Run!" saga and a new collaboration with Marvel Entertainment called "Marvel Move." This new offering allows users to run alongside iconic characters like Thor, the Hulk, and the X-Men, embedded in original storylines written by acclaimed authors. The ZRX platform serves as the central hub for all of Six to Start's narrative fitness content, offering various training programs, including 5K and marathon plans, designed to cater to all fitness levels.

Keywords: gamified fitness, audio adventure, running app, fitness game, narrative fitness, Zombies Run, Adrian Hon, mobile gaming, immersive storytelling, exercise app, alternate reality games, OliveX, Marvel Move, The Walk, fitness technology, interactive storytelling, mobile health, freemium app, subscription model, startup, game development, Naomi Alderman