Oh! I was not aware of it. Personally I have a Fitbit Charge HR but I have not come across the option to monetize the data. Anyways my understanding is that monetizing activity data is not that prevalent and happens in small pockets as suggested by you.
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Yes, it is still definitely a small market. The company is called Achievement. You won't make a ton of money. Maybe 10-15 dollars. But that is 10-15 you could use to buy some altcoins. There is a company called Sweatcoins, which does something similar but pays in their own cryptocurrency. Didn't really work for me since I live in a large city and there were issues with GPS. It also only works outside, so it counts none of your inside steps. If you live in the US, Walgreens allows you to earn rewards points if you hook up your Fitbit.