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Hoping to make fitness fun for a larger group of users, Striiv is launching its iPhone step-counting app today.

The Redwood City, Calif.-based company is trying to gamify health by motivating people to be more active. It launched a $99 fitness-measurement device last year that you can keep in your pocket. But the free iPhone app is likely to reach a much broader audience, said David Wang (pictured), the chief executive of Striiv, in an interview with GamesBeat.

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