This app from Hamburg rewards fitness with discounts


This app from Hamburg rewards fitness with discounts

Crumb founders Saad Saeed (left) and Nikolas Bullwinkel live in Hamburg.

Photo: Andreas Laible / Andreas Laible / FUNKE Foto Services Contract photographers (HA and BM)! Free for FMG dailies!

If you train a lot in the studio or walk a lot, you can buy cheaper at the newly started Crumb at its partner companies.

Hamburg. One apartmentyour user daily physical activity just like go to work or the stairs to the train With discount point to Products rewarded, did not seem very up-to-date in the last few weeks. “While users of our app used to walk an average of 7,000 to 8,000 steps a day, recently it was only about 2,000 steps,” says Nikolas Bullwinkel, one of the two founders of the Hamburg start-up Crumb.

Crumb’s growth rate, which was 20 to 30 percent a week before the outbreak of the corona pandemic and which has driven the number of users to a “clear five-digit number”, has declined markedly. “But summer is ahead of us and we can see that people have the urge to get out and train more than ever,” Bullwinkel said. He expects the Crumb team to grow from six to more than 10 people later this year.

Fitness app and grocery delivery

Out of necessity – they had applied for emergency corona help, but the money is still a long way off – Bullwinkel and Crumb co-founder Saad Saeed built another, completely different app in March in just two and a half days, in parallel with further development of the fitness app Shop up: A grocery delivery service ( for people who do not want or can not shop for concern about a corona infection.

Customers can choose products from Rewe, Aldi, Budni and Junge Bäckerei online, whereby goods from different stores can be combined and have them delivered directly to their front door in Hamburg within 48 or 24 hours. There is no minimum order value, the delivery fee is at least 3.90 euros. “We receive an average of ten to 15 orders a day and have already reached sales of more than 10,000 euros in five weeks,” says Bullwinkel.

However, Pickery’s target audience – “among the customers there are many older women” – is completely different from Crumbs; the app is aimed at young people between 18 and 35 years. The claim is high: “Crumb is the simplest fitness app ever,” the two founders claim. The English word crumb, which can be translated to “crumbs”, indicates how it works: “It’s about gathering the daily little crumbs of exercise and giving fitness a value,” Bullwinkel explains.

The app is free

Depending on the measured number of steps or training units on units, the user receives points, which give discounts on a whole range of products. The app itself is free, Crumb finances itself from commissions from partner companies. For them, the app is another way to attract customers and market their products.

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Hamburg-based companies such as the sports studio ticket provider Fitfox and the online insurance broker were among the first partners. The audiobook library Audible is one of the particularly popular partners. “The discounts are up to 50 percent, and those who are particularly diligent can save hundreds of euros a year,” Bullwinkel says.

The founders met in a gym

The two founders actually met in a gym. While Bullwinkel studied brand management and advised start-ups of Digital Hub Logistics in Hamburg, Saad Saeed studied computer science and worked for several years on the credit portal Kreditech in the Hanseatic city. Together, they participated in a so-called hackathon – a software development event with a competitive feel – organized by Tchibo and then received the order from the retail group to personalize its online shop more.

“75,000 euros from the Hamburg Investment and Development Bank then enabled us to work full time at Crumb,” says Bullwinkel. In the fall of 2019, they also received funding as part of the “Next Commerce Accelerator” program (NCA), which is backed by Haspa as an organizer and major Hamburg companies such as Beiersdorf and Tchibo as investors.

Health insurance companies are also interested in the idea

According to Bullwinkel, it is not only the equity of up to 25,000 euros that is valuable in participating in the NCA, but also the close contact with the company’s partners, which are otherwise not so easy to get hold of: “They honestly tell us what we can improve on our product be able to. “

Although they now often deliver groceries in their own car, Crumb team members continue to develop their app on a regular basis. Among other things, they work with links to various fitness bracelets and watches.

Saeed is convinced that the concept has a promising future: “Health insurance companies have already shown interest in our idea.” And finally, with the establishment of Pickery delivery service in the meantime, they have provided just one example of how flexible founders can be, Saeed believes: “It’s important for start-ups to be very fast.”

you. May 25, 2020, at 06.25

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