That is a rather risky decision, I believe, but it can truly attract attention to the project. The project is related to sports and healthcare and, while the ideas aren't bad, I don't think the targeted audience is big enough or technical aspects are bringing something new. They have some serious investors (Jordan Travers), though, plus the team is young and inspiring.
Such projects are important, because they give good reputation to cryptocurrencies, popularize them along with important issues as working out. Nevertheless, I don't think such a project can really succeed without significant support.