Here’s a fact for you. About 10 years ago, maybe longer? I wanted to start running. But I had no clue where to begin or what to do. I went out in the wrong trainers, no clue the distances or really what I should be working to. The first thing I changed was tracking my runs, times and distance. Very important. But it was boring, and whilst I could see my progress, running was a mental game (still is), and I needed a distraction.
Enter Zombies, Run!, a gamified mobile fitness application that flipped the script by trading dry statistics for immersive audio drama. It transformed a standard neighbourhood jog into a high-stakes tactical mission for survival.
Suddenly, I was Runner 5. I was part of a story, a main character in a post-apocalyptic world. Well, that singular app (plus some decent shoes), changed my life. I eventually got to running half-marathons and 10k races. Zombies, Run! quite literally got me out on the road regularly, and despite having lulls and clearly needing to get back to some consistent mileage. I know it’s there when I need it, and Sam Yao will be ready to take me through my adventures.
Taking my personal journey with Zombies, Run! out of things for a moment. The app itself has had quite a run, too. Following a tumultuous journey through corporate acquisition and tech industry shifts, the groundbreaking app recently made headlines by coming full circle: it was bought back by its original creator, reclaiming its status as an independent, industry-leading force in gamified fitness.
What that looks like long-term is anyone’s guess. But it’s in a great place, and I’m all-in to support it however I can. Which includes using this platform to let you all know about it!
Zombies, Run!
Launched in 2012 following a phenomenally successful Kickstarter campaign, Zombies, Run! is a location-based audio adventure that places the user directly into a post-apocalyptic narrative. Instead of just tracking distance, the app casts you as Runner Five, a vital operative for Abel Township, one of humanity’s last remaining outposts.
The brilliance of the application lies in its hands-free integration with your running routine:
Immersive Audio Drama: As you walk, jog, or run, the app delivers professionally acted audio logs and radio transmissions. You hear characters like Abel’s radio operator, Sam Yao, guiding you through hostile territory, revealing plot twists, and assigning objectives.
Seamless Playlist Integration: Between narrative segments, the app seamlessly fades into your personal music playlists (via Spotify, Apple Music, or local files). The story moves forward dynamically during the natural breaks in your workout soundtrack.
Real-World Supply Gathering: As you log miles, the app tracks your movement via GPS or an accelerometer (making it completely functional on indoor treadmills). You automatically pick up virtual supplies like medicine, ammo, and batteries during your run.
The Zombie Chases Feature: For those seeking interval training, turning on Zombie Chases introduces random high-intensity events. The audio environment shifts, warning you that the undead are closing in. To escape, you must increase your current pace by a set percentage for a brief period, transforming a casual jog into a natural, narrative-driven HIIT workout.
Base Building: Back at home, the supplies collected during your run are used to upgrade Abel Township. Allocating resources to build defences, housing, or farms unlocks further lore and progress, giving every step tangible mechanical value.
With over 11 seasons and upwards of 500 missions, the app has built an incredibly dedicated global community, supporting millions of users across everything from couch-to-5K transformations to ultramarathon training.
Reclaiming independence
Despite its massive success and over 10 million downloads, Zombies, Run! found itself caught in the volatile currents of corporate tech acquisition. In 2021, the app’s development studio, Six to Start, was acquired by OliveX, a blockchain and digital health company.
This corporate shift moved the game away from its roots, culminating in a difficult period that saw studio restructuring and employee layoffs.
However, the trajectory of the app shifted dramatically. Naomi Alderman, the award-winning British novelist, co-creator, and lead writer who shaped the entire narrative universe of the game, stepped in to save it.
In a landmark six-figure deal, Alderman officially reacquired the intellectual property and ownership rights of Zombies, Run! (alongside its sister app, The Walk) from OliveX, placing it under the banner of Zombies Run! Ltd.
“It’s very meaningful to me to have control of my own work now,” Alderman stated following the acquisition. “As the world gets tougher for creatives with the growth of AI, I think more creators are going to be taking decisions like this… I suppose in a way I’m following in the footsteps of Taylor Swift and taking back ownership of my work.”
Why this matters for the future of fitness tech
This shift back to true independence marks a significant win for high-quality, human-driven interactive media. Alderman’s primary mission with the newly independent entity is to protect the authentic, human voice of the narrative against the rising tide of algorithmically generated content.
Free from corporate pressure to chase tech trends, the independent studio has immediately pivoted back to its community-first approach. To celebrate its return to independent status, the team launched a brand-new, 8-mission story event titled “Back From The Dead,” proving to its fiercely loyal user base that the narrative is far from over.
By returning to its roots under the direct authorship of its creator, Zombies, Run! stands out as a unique blueprint for modern mobile software. It proves that lasting engagement isn’t built on gamified gimmicks or corporate monetisation strategies, but on excellent storytelling, human creativity, and a genuine passion for making movement fun.
Get running!
What better way to support an independent company than improving your health at the same time?! I cannot overstate just how important Zombies, Run! has been to me personally. It sounds like hyperbole to say it changed my life, but it truly did. Health, fitness, mental health/de-stressing. You name it.
It’s the only thing that motivates me to want to get back out on the road. Seeing where the story takes me.
In fact, I need to get some of the great merch too. Now that they’re independent, it’s a great way to show some loyalty. Like I do with coffee roasters, game devs and bands. We show love in any way we can. That’s what Indie-Cent Exposure is all about.
Stay safe out there, Runner Five.
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