Pacing the planet
The overnight success of fitness app The Conqueror’s Challenge took more than a decade to take off. Co-founder and Bay local Adam El-Agez explains how a treadmill, a paper map and a big idea became an $80 million fitness empire.
words KARL PUSCHMANN
One afternoon, Adam El-Agez’s ex-wife stepped off their treadmill, fetched a paper map of New Zealand, and pinned it to the wall in front of the machine. Then she got back on and kept running. When she finished, she checked her distance and marked it on the map, determined to “run” the length of Aotearoa without ever leaving the house. Intrigued, Adam joined in.
A former PE teacher, he loved the motivation the challenge gave him as he clocked up kilometres and made his way across the motu. But there was one part that constantly bugged him.
“We had a notebook and a calculator, and every time we went for a run on the treadmill, we’d put a line on the map. I found it clunky. I’m not good with pen and paper,” he laughs. “I was like, ‘There must be an app for this.’”
Surprisingly, there wasn’t. Adam searched online forums and discussion groups, but all he found were people like him, using pen and paper to track their running journeys. That’s when the Pāpāmoa entrepreneur realised his running app idea had legs.
“In my early 20’s I left teaching and went down an entrepreneurial pathway,” he says. Over two decades, he reckons he’s started around a dozen different companies, picking up skills in everything from online marketing to coding along the way.
“People call me a generalist. I’ve got no specialist skills, but a lot of knowledge and ability at a low level. I thought the app might be something I could build, so I just went off and built it.”
That app was The Conqueror Challenges, a fitness goal-setting app that’s now one of the world’s most downloaded exercise apps, generating a staggering $80 million per year. At its core, it’s a digital implementation of marking progress on a paper map.
“If I went for a 5km run, on the app I would advance down the length of New Zealand by 5km,” he explains.
While The Conqueror Challenges (TCC) stays true to Adam’s original, lo-fi concept, its popularity is because it makes fitness fun by gamifying exercise with a range of virtual challenges designed to keep you motivated. Sure, you could run the length of Aotearoa, but you could just as easily cycle the Inca Trail, or even follow Frodo’s The Lord of the Rings footsteps and walk from The Shire to Mordor. Along the way, users get virtual postcards packed with trivia, but the real prize is, funnily enough, a real prize. After crossing the finish line, you get sent a desirable physical medal to mark the accomplishment.
“The medals have become a bit collectible,” a chuffed Adam says. The app’s popularity hasn’t gone unnoticed either. In 2025, The Conqueror Challenges won Best Digital Interactive Product at the Licensing International Awards in Las Vegas for its Harry Potter Virtual Challenge series — beating out heavyweight finalists like Minecraft, Lego Duplo, Five Nights at Freddy’s and Roblox. “We’re just a relatively small, scrappy crew — no big machine behind us — yet somehow we’re out here doing global deals, delivering licensed products like clockwork, and getting high-fives for it. Honestly, it still blows my mind,” Adam says.
From the vantage point of 2025, it’s easy to assume TCC was an overnight success. That’s not the case. The journey began way back in 2012.
“It’s been a hell of a slog,” Adam admits. For years, he poured time and money into the app with little to show for it, aside from losses, frustration, and false starts. The traction he was convinced existed never seemed to arrive. But he didn’t quit.
“I was almost too deep in it,” he says. “You can’t sell a failed fitness app. You just turn the servers off and give up.”
A chance meeting online changed everything when Adam connected with a Romanian strategist named Raul Vintila. Raul wasn’t the first marketing expert Adam had brought in, but he was the f irst to truly understand Adam’s vision.
“He smashed it,” Adam smiles. Within a year, the app was out of the starting blocks. Adam was so impressed that he made Raul a co-founder, giving him half the company. Finally, the momentum Adam had believed in for so long had kicked in.
“The success happened super quick after a long, painful, hard, unsuccessful time,” Adam says. Despite the success, “literally the culmination of 20 years of business experience”, it hasn’t stopped him from dreaming up his next move. As an entrepreneur, he can’t help it. His restless drive is part of why he loves the Bay.
“I’m a very active person, and living here allows me to have that amazing quality of life, which helps, when you’re an ‘always-on’ entrepreneur,” he says, listing surfing, fishing, and mountain biking as some of his hobbies. Which lately, he’s had more time to engage with.
“Entrepreneurs don’t belong in mature businesses. I think they’re bad for it unless they bring a strong set of skills to the table. I don’t, so I stepped down as CEO. It’s been great! I’ve been doing heaps of hobbies, travel and spending time with family.”
After years of hardcore hustle, the break has been welcome. “I’ve enjoyed my time, but I know I need to move into something else.” Then, like a true entrepreneur, he grins and says, “I’m just not sure what that is yet.”
