After rereading the article and applauding again let's answer your questions.

Did I miss the mark completely?
On contrary. You think in the right direction and apply the ideas splendidly. Just maybe, when the target groups and their motives, wished-for rewards are identified, there could be several landing/app screens directly targeted to them. But for the start, the walking hiking perspective is more than good.

Do you think Actifit even needs a design refresh?

YES! 10,000% YES!

What does the Actifit brand mean to you?

(Regular/daily) Activity in your life for your life (and health). Also, a direct way to link two worlds - your real life with your online presence. Rewards, in form of some crypto tokens, come in third place or even later. After all, converting AFIT into anything really useful in the real-life is something that needs to be done ASAP and hasn't been covered adequately yet. OK, purchasing fitness items is a tiny step in this direction. Yet, much more is needed in order to keep the product alive.

Your work is superb, thank you.