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The application enables real-world training to transfer into online competition
Two passions drive this project: sports in general and running in particular. A chance encounter during a trip to Canada sparked the belief that gamification could unlock new job opportunities, giving birth to Toteemi. The platform has received support from notable sports figures, including Real Madrid players, to bring competition to disciplines like cycling and track and field. Daniel Carvajal and Olympic medalist cyclist Carlos Koloma are among those backing the venture.
By blending tangible athletic effort with digital play, Toteemi merges the excitement of esports with the discipline of physical sport. This hybrid approach—born from the surge in interest after the pandemic—is no longer a novelty but a growing demand among users. New career paths are emerging as daily activity becomes more engaging, offering extra motivation beyond mere routine wellness.
According to Toteemi’s data, more than 700 million people around the globe engage in gamified sports activities, turning workouts into interactive experiences beyond traditional training spaces. One founder notes that the app aims to “bring the game back into sport,” a sentiment echoed by Alfredo Laguia.
Headquartered in Madrid with chapters in Brazil and the United States, Toteemi serves about 50,000 users and has logged over two million events, with 20% of activity stemming from outside Spain. The core idea is to transform each user’s sport into a fresh form of entertainment. There is ongoing regional competition for visibility, and the team believed this concept would resonate with athletes who value their training locations and the communities that gather there.
Participants earn points by logging their workouts, with details such as where and when events occurred and even information about brands acting as micro-sponsors. The sponsorship model is central to Toteemi’s approach, making brand campaigns straightforward. Currently, the app is free, with plans to introduce a premium tier later, including season passes tied to calendar periods.
Prizes for broad participation
As points accumulate, players rise on a public ranking. The platform runs multiplayer events within defined regions where athletes sign up and brands provide rewards. This is not a conventional competition. Based on predefined criteria, athletes accumulate points from training sessions, and there is no fixed competition date. Reports indicate that about 80% of participants receive a prize, ranging from shoes and bicycles to watches and nutrition products for athletes, with values extending from a few hundred to ten thousand euros.
The company closed a funding round of 2.5 million euros within a year, reaching 50,000 users. Investors, athletes, and supporters have contributed ideas, drawn to the gamified concept because many people understand video games and the mental models behind them.
Following this progress, Toteemi is planning a Series A of three to five million euros, with expectations for a swift close. The goal is to strengthen international expansion and to launch the app in additional markets. Planned enhancements include new features and game modes, as well as the addition of sports such as skiing, golf, hiking, and gym activities.
The near-term objective set by the team is to grow beyond the current markets into Latin America and the United States during the middle of the year. The app will be adapted to those regions, aiming to attract roughly half a million new users. In terms of digital entertainment and athletic competition, amateur sports appear to be entering a new and sizeable industry, according to the founders.