The Biggest Fitness & Nutrition Blunders in Corporate Wellness
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Transcript of The Biggest Fitness & Nutrition Blunders in Corporate Wellness
IN CORPORATE WELLNESS
THE BIGGEST
JASON LANGHEIER, MDFounder & CEOZipongo
LUCAS COFFEENSenior Product Manager,ShapeUp
Drs. Rajiv Kumar and Brad Weinberg founded ShapeUp
in 2006 while studying at Brown Medical School
Launched initially as a non-profit called Shape Up RI, their social wellness idea went viral and was adopted by employers
Today ShapeUp’s employee wellbeing platform covers over 2 million individuals from 750
employers worldwide
Dr. Langheier was inspired to focus on prevention while at Boston Medical Center, Harvard School of Public
Health and founding Fitness Forward, a non-profit that
rewarded children for healthy behavior.
This inspiration blossomed into Zipongo--Eating Well Made Simple--
a digital nutrition solution that personalizes recommendations
based on preferences, biometrics and lifestyle.
Today, Zipongo helps employers and health plans
drive measurable changes in eating behaviors and health
outcomes like BP & waist size – resulting in the realization of
a 3:1 ROI.
DIETING INSTEAD OF BEHAVIORAL
ECONOMICS
1
DIETING INSTEAD OF BEHAVIORAL ECONOMICS• Expends motivation & willpower
• Calorie / point tracking unsustainable
• Rapid diet plan change unsustainable
• 90% of people who lose weight through dieting gain every pound back regardless of their weight-loss method
•Billions of $ in marketing / merchandising nudges to unhealthy food, or confuses consumers
BEHAVIORAL ECONOMICS
• Marketing that drives ego consistency behaviors
• Pre-commitment
• Environmental changes
• Real-time digital actions (buying food, etc)
• Defaults, Priming, Managing Unhealthy Cues
• Highlight healthy, hide unhealthy, fewer choices
BEHAVIORAL ECONOMICS
VIEWING EXERCISE AS ONE-AND-DONE
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VIEWING EXERCISE AS ONE-AND-DONE• Believing that a single event
will keep your workforce focused on fitness
• Thinking a fitness challenge alone will create sustainable behavior change
• Praying that a single activity campaign will change your corporate culture
MAKE EXERCISE A PERMANENT ENDEAVOR
MAKE EXERCISE A PERMANENT ENDEAVOR• Keep fitness programming
running year-long
• Offer programs that build healthy habits for life
• Environmental changes, like walking paths or on-site gyms
• Give employees permission
• Design longitudinal incentives
INACCESSIBILITY
3
INACCESSIBILITY
• Biometrics / HRA problem identification without solution
• Using only generic goal recommendation
• Education / Information-ware, not specific actions employees can act on in real-time
PROVIDE EASY ALTERNATIVES.
MAKE ACCESSIBLE, NAVIGATE THROUGH
SOLO SWEATING
4
SOLO SWEATING
• Only offering a gym membership, personal trainer, or individual coach
• Offering tracking devices without social programming
• Discouraging social interaction online and in-person
SOCIAL SWEATING
SOCIAL SWEATING
• Find ways to encourage employees to workout together
• Offer sports teams and group fitness classes
• Team challenges allow employees to support each other
• Identify wellness champions to influence your population
THROWING MONEY DOWN THE DRAIN
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THROWING MONEY DOWN THE DRAIN• Employees go through the
motions to earn extrinsic rewards
• Intrinsic motivation usually required to implement default behavior changes
• One-time awards good for enrollment & specific behaviors, not retention & achieving high level goals
• $847/ employee makes ROI hard
SELECTIVELY REWARD SPECIFIC BEHAVIORS
REWARD SPECIFIC BEHAVIORS• Use incentives to drive initial
participation, but bridge then to daily convenience applications
• AHA has only two Class 1A recommendations: Healthy Food Buying Incentives and Tobacco Taxes
• Make sure rewards tie to specific behaviors users can do or commit to in real-time (i.e. food buying)
• Personalize rewards, and measure reward ROI
ONE SIZE FITS ALL
6
ONE SIZE FITS ALL
• Most common blunder & misconception
• Forces massive, rapid behavior change which causes many to drop out
• Makes difficult to prioritize issues that matter most for person & family
• Habituation: Gets boring
FOCUS ON PERSONALIZATION
FOCUS ON PERSONALIZATION• Specificity around goals &
recommended actions creates excitement, increases trust
• Absolutely critical for long-term engagement
• Encourages actionable, achievable goals
• Makes biometrics investment more worthwhile, but requires dietary & activity data too
MISSING HALF THE EQUATION
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MISSING HALF THE EQUATION• Promoting exercise or
nutrition but not both in an integrated way
• Emphasizing physical activity while simultaneously offering junk food vending machines
• Improving cafeteria food without making the workplace more conducive to activity
EXERCISE + NUTRITION = TOTAL FITNESS
EXERCISE + NUTRITION = TOTAL FITNESS• You can’t achieve true fitness
without both
• Fitness programs must incorporate both exercise and nutrition to be effective
• The combined synergies of exercise and nutrition drive employees toward their goals in a more sustainable way
JASON LANGHEIER, MDFounder & CEOZipongo
LUCAS COFFEENSenior Product Manager,ShapeUp