Sport Heroes has raised €4 million from Genairgy, an investment firm for the family behind Decathlon, to support its expansion. The four year-old startup strives to encourage more people to practice sports, by rewarding physical activity measured through digital devices with discounts on partner brands and services. The company is aiming for more than 20 million users by 2024. It already has three iterations for running, cycling and skiing, and intends to use the latest funds to add more. The geographic reach could be expanded as well, beyond its current markets in France, the U.K., Australia and New Zealand. Another objective is to add more digital functions and to launch physical services. Sport Heroes targets corporate customers that want to support sports activity among their staff. This service is sold as a monthly subscription to companies of more than 1,000 employees, offering advice as well as challenges and league tables. About 120 companies already use this service, and Sports Heroes boast that about 20 percent of employees in these companies engage with it. Its target with United Heroes is to multiply the number of subscribing companies by four. Genairgy is led by Julien Leclercq, from the family that established and owns Decathlon.

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