Paceline
11 known investors
Paceline is a consumer app that connects to fitness and health devices and apps (such as Apple Health, Garmin, Oura, and WHOOP) to combine a user's activity and health data into a single score that measures consistency. Users earn Pacepoints for steady healthy habits and unlock rewards from partner brands that support healthy living.
Also known as Tam(squared) Inc.
Investors · 11
Also in the syndicate · 2
Funding
SEC filings, press & company announcementsSource: company announcements and press reports — follow each round's link for the claim.
Company profile
researched Aug 2026Paceline operates a consumer health and wellness app that links to wearables and health platforms — including Apple Health, Apple Watch, Garmin, Fitbit, Oura and WHOOP — and consolidates a user's activity and health signals into a single Paceline Score oriented around consistency rather than peak intensity. The app tracks movement, recovery and sustained activity over time, and awards Pacepoints for steady habits that members redeem for offers from partner brands. A core mechanic is elevated heart rate (eHR) minutes: 50 eHR minutes per week establishes a base, 150 eHR minutes completes a streak, and 300 eHR minutes qualifies for the "300 Club." Rewards are redeemable as gift cards, giveaways and offers through a marketplace of health and wellness brands, and the site also runs a storefront selling products from brands such as Oars + Alps and Momentous.
Historically the company positioned itself as a retail health and wellness platform intended to bridge fitness engagement and financial services. At its 2021 Series A it described plans for an embedded financial platform and a health and wellness rewards credit card, under which cardholders would earn rewards for physical activity in addition to spending; the founder described the credit card as having launched by early 2022 and discussed broader ambitions spanning insurance and preventative health. The company frames its longer-term direction as using organized activity data to unlock benefits, products and services across a partner ecosystem. Corporate copyright on the site is held by Tam(squared) Inc.
Founding story
Paceline was founded by Joel Lieginger, who serves as CEO. The company launched its fitness rewards app in beta around 2020, framed by the founder as an attempt to establish, in a consumer rather than employer context, that people can be paid to live a healthy lifestyle.
Business model
Paceline offers a free-to-user activity tracking and rewards app and monetizes through a partner ecosystem: brands supply rewards, offers and gift cards that members redeem with Pacepoints, and the site operates an e-commerce marketplace for health and wellness products. At the time of its Series A the company also described plans for embedded financial services, including a health and wellness rewards credit card that would generate financial-services revenue tied to activity-based rewards.
Revenue is associated with brand partnerships and reward redemption (partners reportedly gain conversion benefits from Paceline placement), marketplace product sales, and, as described by the founder, financial services products such as a rewards credit card that would fund payments to users for healthy behavior.
Traction
Company-reported figures include 7.3 billion exercise minutes logged and 3.6 million reward offers claimed by members, and an average of 35 additional exercise minutes recorded per week per member. At the June 2021 Series A, the company reported more than 20 million workouts and over 600 million exercise minutes logged over the preceding fifteen months, more than 580,000 rewards earned worth over $1.8 million across more than 100 brand partners, and early members sustaining 60+ week activity streaks.
Latest developments
The current app aggregates data from Apple Health, Garmin, Oura, WHOOP and similar sources into a Paceline Score, awards Pacepoints for consistent habits, and operates a rewards and product marketplace featuring brands including Oars + Alps, Momentous, Hyperice and HigherDOSE. The company states an intent to extend beyond rewards toward access to products and services aligned with members' activity data.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Paceline describes itself as a retail health and wellness platform incentivizing healthy lifestyles and, at its Series A, as the creator of the first health and wellness rewards credit card. It distinguishes its consumer-facing rewards model from wellness incentive programs traditionally offered through employers.
The company emphasizes scoring consistency over intensity, aggregating multiple device and app data sources into one score, and converting verified physical activity into tangible financial and retail rewards, including a planned credit card whose rewards are tied to exercise as well as spending.
Technology
The app ingests and normalizes data from connected wearables and health platforms (Apple Health, Apple Watch, Garmin, Fitbit, Oura, WHOOP) and translates activity and health signals into a single score, tracking elevated heart rate minutes, recovery and long-run consistency streaks. The founder has described the use of connected wearables and AI, and the use of Plaid to link users' credit cards, bridging fitness data with financial services.
Go-to-market
Direct-to-consumer mobile app distribution, with growth driven by a rewards marketplace of curated brand partners and charitable donation options. Partner recruitment is handled through an inbound partnerships channel on the company website, and the company has used press announcements, a credit-card waitlist and founder podcast appearances for visibility.
Consumers who already use fitness wearables and health apps and who exercise regularly, with the product framed around people sustaining consistent weekly activity rather than elite performance. Brand partners in health, wellness, nutrition and recovery form the second customer group.
Geography
Headquartered in San Francisco per its Series A announcement, with U.S. consumer operations and site terms that include a Canada and Quebec addendum.
History
After a beta launch of the fitness rewards app in 2020, Paceline reported rapid user growth and closed a $29.5 million Series A in June 2021 led by Acrew Capital with participation from Mubadala Capital and existing investors, adding BlackRock Senior Managing Director Mark McCombe to its board. Proceeds were earmarked for team growth, expansion of the rewards program and rollout of an embedded financial platform. By February 2022 the founder said the health and wellness rewards credit card had launched. The current product is positioned around the Paceline Score, Pacepoints and a brand rewards marketplace.
Risks & controversies
The business depends on continued access to third-party wearable and health-platform data and on the willingness of brand partners to fund rewards. Its handling of sensitive health data is governed by separate health data privacy terms, and its earlier expansion into embedded financial services such as a rewards credit card and insurance introduces regulated-product execution risk.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 3
launches, deals, and filingsIn a February 2022 podcast interview, founder and CEO Joel Lieginger said Paceline had just launched what he described as the first health and wellness rewards credit card, following a waitlist announced at the Series A.
Paceline announced a $29.5 million Series A financing led by Acrew Capital with participation from Mubadala Capital and existing investors, to expand its team and rewards program and roll out an embedded financial platform.
$29.5M source ↗
Mark McCombe, investor and Senior Managing Director of BlackRock, joined the company's board in connection with the Series A.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 8
primary sources listed
- Pacelinepaceline.fit · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Paceline do?
- Paceline is a consumer health app that turns wearable activity data into a single score and rewards from partner brands.
- Who are Paceline's investors?
- Paceline's investors include Acrew Capital, Clocktower Ventures, Courtside Ventures, GreatPoint Ventures, Montage Ventures, MS&AD Ventures, NextView Ventures, Propel Venture Partners and 1 more.