Sources describe Imatra as an innovative app for non-professional cyclists that transforms pedaled kilometers into a digital currency, the "Imatra Coin," which can be spent in a dedicated marketplace for cycling products. The app promotes a sustainable lifestyle by encouraging bicycle use and tracking CO2 savings. Launched in 2023, the startup has already attracted significant investments, aiming to expand its international community and introduce an exchange platform for Imatra Coins. The project is described as ESG-compliant, highlighting its focus on environmental, social, and governance criteria.