French fitness startup WeWard just launched its most aggressive feature yet - an app-locking tool that won't let you scroll Instagram until you hit your step goal. The move comes as the company claims its platform already boosts walking time by 25%, attracting backing from tennis legend and angel investor Venus Williams. It's the latest gamification play in the crowded fitness tech space, but this time with actual teeth.
WeWard, the French fitness app that's been quietly building traction across Europe, just took gamification to a new extreme. The company's latest feature doesn't just encourage you to walk more - it'll actively prevent you from using your favorite apps until you do.
The app-locking functionality represents a significant escalation in how fitness apps enforce behavior change. While competitors like Fitbit and Apple Health rely on gentle nudges and achievement badges, WeWard is betting users want something more forceful. According to TechCrunch, the feature lets users designate which apps get locked behind step goals - think Instagram, TikTok, or any other time-sink you're trying to control.
The timing coincides with backing from Venus Williams, who's been expanding her investment portfolio beyond traditional sports ventures. Williams' involvement as an angel investor signals a broader trend of athletes moving into preventive health technology, particularly apps that tackle sedentary lifestyles. Her sister Serena has similarly invested in wellness startups, making health tech a family affair.
WeWard's core value proposition rests on its claimed 25% increase in walking time among active users. That's a substantial jump in a category where most fitness apps struggle to maintain engagement beyond the first month. The company hasn't disclosed the methodology behind that figure or whether it accounts for seasonal variations and user drop-off, but the number is compelling enough to attract investor attention in a market that's seen Peloton stumble and fitness tech valuations contract.
The French startup operates on a rewards model, converting steps into points that users can redeem for gift cards and product discounts. It's similar to how Sweatcoin monetizes movement, but with the added friction of app restrictions. The question is whether users will embrace the paternalistic approach or rebel against an app that actively limits their phone access.
From a behavioral psychology standpoint, WeWard is deploying what researchers call "commitment devices" - self-imposed restrictions that help people achieve long-term goals. The approach has worked in other contexts, from savings apps that lock funds until target dates to browser extensions that block distracting websites. But fitness is personal, and what works as motivation for one user might feel oppressive to another.
The feature also raises questions about app permissions and user control. To lock other applications, WeWard needs significant system-level access on both iOS and Android devices. Apple has historically been restrictive about apps that modify system behavior, though tools like Screen Time demonstrate the company recognizes demand for digital wellness features. How WeWard navigates these platform restrictions will determine whether the feature scales beyond Android enthusiasts.
Competitively, WeWard is carving out a niche between passive tracking apps and intensive programs like Noom, which charges premium prices for psychological coaching. The company hasn't disclosed funding rounds beyond Williams' participation, but the consumer fitness app market has seen selective investment in companies with novel retention mechanics. As Meta and other social platforms face criticism for addictive design, an app that literally restricts access might resonate with users seeking more control.
The broader fitness tech landscape is fragmenting into specialized niches. While Strava dominates serious runners and cyclists, and Apple Watch captures the premium market, there's room for apps that target casual walkers who need extra motivation. WeWard's European roots also give it regulatory advantages - GDPR compliance and data privacy are baked in from the start, unlike American apps scrambling to adapt.
Venus Williams' endorsement adds credibility, but celebrity backing alone doesn't guarantee success in a space littered with failed fitness startups. The real test will be whether users stick with an app that actively restricts their behavior, or whether the novelty wears off once people realize they can just uninstall it.
WeWard's app-locking feature represents a bold experiment in behavioral design, testing whether users want fitness apps that actively restrict their digital habits. With Venus Williams lending credibility and a claimed 25% boost in walking time, the French startup is betting there's demand for tougher love in wellness tech. But the approach walks a fine line between helpful accountability and intrusive paternalism. As the fitness app market consolidates around a few major players, WeWard's survival will depend on whether enough users embrace restriction as motivation - or simply delete an app that stands between them and their social feeds.
