While some runners only need fresh air and a familiar path to get into the zone, others require more motivation. Identifying with the latter group, 26-year-old Destin George Bell developed an application, Card.io, to encourage himself and others like him to get outside and be active.
The gamified fitness tracker launched in 2022 and transforms users’ outdoor walking or running into a giant interactive team-based game like Turf War or Capture the Flag. Like Strava and Garmin, it monitors pace, distance, calories burned, and more. It also integrates with those platforms, enabling users to upload completed routes from those trackers into Card.io to compete with others by claiming the parts of town they move in.
If you haven’t heard about the app or Bell yet, you probably will soon. The company made its television debut on Friday, Oct. 18, during the Season 16 premiere of the Emmy Award-winning show “Shark Tank.” Pitching on the show is a significant achievement, as less than 1% of applicants air. Bell did so and secured a deal with veteran investor and FUBU founder Daymond John, along with guest shark Rashaun Williams, part-owner of the Atlanta Falcons.
According to CNBC Make It, Bell was offered $150,000 for 15% of Card.io. Initially, he was hesitant and countered with 10%. However, the two rejected it. He then asked his mom to step in for help, which led him to take the deal.
“They’re both accomplished Black men who have achieved what I aspire to do, so having them invest in my company is a dream come true,” Bell shared with AFROTECH™.
A native of Kentucky and a proud 2020 graduate of the University of Kentucky (UK), he now resides in Austin, TX. There, he came up with the idea for Card.io after struggling to maintain a consistent workout routine during the COVID-19 pandemic. He imagined a combination of Pokémon GO and a user’s favorite fitness tracker.
“That was the beginning,” he stated.
Two years later, following investments from the CEO of Pokémon GO, UK, and others, the app now boasts over 25,000 users across more than 70 countries. It has attracted the interest of individuals, running clubs, and corporate entities like Oracle NetSuite that are interested in widespread workplace wellness.
“Getting motivated to do cardio is a challenge that transcends languages, countries, and cultures,” Bell remarked about Card.io’s global appeal. “We want to help people enjoy that process.”
Bell’s path to primetime wasn’t without hardship.
After moving to Texas, he faced a period of homelessness before securing a content creator position with the NBA 2K League. This opportunity led to sponsorships with brands such as Old Spice, Mobil 1, Gen. G and McDonald’s.
“I was generating about $10,000 a month in revenue and was approached to go full-time as the face of the NBA2KL scene, but I would’ve had to leave Card.io behind. It was at that moment I realized how much Card.io meant to me, so I chose to step away from content creation to focus on it full-time.”
Card.io, the growing enterprise, has a mission centered on people, emphasizing healthy competition and wellness. Both the company and Bell exemplify the potential for Black individuals in tech and aim to broaden the conversation about representation in mainstream fitness culture.
While Black founders raised less than 0.5% of all venture dollars in 2023, according to TechCrunch, Bell has successfully raised nearly $1 million. During a Zoom call for Card.io’s UK “Shark Tank” watch party, Williams highlighted why Bell is the type of founder that investors seek.
“When you’re early-stage investing, it’s about three things: founder, team, traction,” Williams said. “I saw the unwavering commitment to excellence and success. That’s what’s required to operate a startup because it’s hard and people give up all the time.” Noting Bell’s tenacity, those he’s already convinced to invest, and Card.io’s traction to date, he added: “You check all three of those boxes.”
Bell’s success on “Shark Tank” adds to his growing list of achievements, which includes recognition among Forbes’ 30 Under 30 and Austin Inno’s Under 25. This accomplishment also underscores the importance of organizations like We Outside ATX, which advocate for the inclusion of Black individuals in fitness narratives and advertisements — a group that has historically been excluded from the mainstream.
Given the significant health challenges facing the Black community, the app is particularly timely. Nationally, Black women have the highest rates of obesity compared to other demographics, and obesity is increasing concerns, particularly among Black and Latinx youth.
Understanding that these issues are deeply rooted in systemic inequities, Bell emphasized that they resonate on a personal level.
“My home state hasn’t always been recognized for its health,” he said, referencing Kentucky’s previous ranking as the fifth least healthy U.S. state, per Forbes data. “I noticed a lack of access to healthy food, that physical activity wasn’t a standard part of many people’s lives, and the complex health challenges that arose from these factors. For myself and others, I wanted better.”
While Bell is excited to share his passion for running with both new and experienced runners, he sees Card.io as a way to challenge conventional ideas about innovation in the running space.
“Whether it’s because I’m Black, appear young or am an average runner, I’m often underestimated. Whatever the reason, I’ve learned to view every situation as an opportunity to educate people that I, along with others who look like me, can bring innovative ideas to antiquated spaces.”
On Oct. 25, Card.io will host a celebratory event in partnership with the Austin Marathon, Tequila512, Oracle NetSuite, and Gunderson Dettmer law firm. There they will announce a history-making project with The Trail Conservancy.
“He’s not playing,” veteran shark John said of Bell at the episode’s end. While true, it’s clear that the founder is playing to win.
