Could Wellness Be an Onramp to Web3? Moonwalk Fitness’ Caitlin Cook Thinks So

Move over, Wall Street—wellness might be crypto’s next big gateway. Moonwalk Fitness founder Caitlin Cook is betting sweat equity can onboard masses to decentralized tech faster than any trading app.

Her play? Tokenized treadmills, move-to-earn mechanics, and NFT rewards for hitting fitness goals. Forget ’number go up’—this is ’heart rate up’ as financialization.

Web3’s secret weapon? Endorphins. When users physically experience blockchain benefits (like burning calories to mint tokens), abstract concepts become visceral. The dopamine hit of a completed workout mirrors crypto’s reward feedback loops.

Cook’s vision cuts through crypto’s complexity by anchoring it in universal human desires: health, status, community. A shrewd pivot—after all, even Goldman Sachs can’t short your marathon PB.

One caveat: When the bear market hits, will users keep running? Or will this prove just another inflationary yield farm dressed in Lululemon?