A new iPhone app is hoping to help users beat the flab by handing over "sweatcoins" in exchange for movement.
The app uses the phone's accelerometers and GPS to track a person's steps, which are then converted into sweatcoins at a rate of 1000 steps to one SWC.
The hard-earned "money" can then be spent like rewards at partner firms on goods and services including anti-gravity yoga classes, high-tech shoes, and Apple Watches.
Company co-founder Oleg Fomenko told Reuters that the firm is developing blockchain technology to manage the distribution of the new currency, which will ultimately be pegged to the British pound.
He has also talked to health insurers about using Sweatcoin stats to calculate health risks for policy premiums. However, users need to sign up before any deals are struck.
Eventually, insurers or employers might pay to take sweatcoins off the market to boost their value, rewarding users for physical activity.
Says Fomenko: ""Right now, movement is valued at zero. How much value a sweatcoin will have will be a market decision but we know it's not zero."