Now that we have established a foundation of mutual understanding of the NFT market and its role, let's discuss the M2E concept. Until 2022, the fitness industry was only focused on content generation and consumption. Unfortunately, due to Web2 structure, the economic value created through these two activities was captured by platforms and eventually platform owners. Thus, leaving content creators and consumers at the bottom of the value chain. Web3 is giving power back to participants, thus content consumers or app users are now able to continue doing what they’re doing i.e., jog, walk or run, and earn rewards in crypto from the app/platform they use. This is a win-win for both - platform and users. The users are incentivised for using a platform and the platform attracts more users by rewarding them in its native token.