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Combining health and fitness with an Olympic partnership and rolling it all out to motivate, engage and inspire a workforce
They say the hardest thing to do in sport is follow success with more success - and that’s what faced GoJoe when working with NatWest Group for the Go!24 Challenge.
2023 saw the Go!23 Challenge make huge waves across the business and, a year later, GoJoe were tasked with delivering again. This time across three core areas:
GoJoe knew that its fully inclusive team-based challenges were a hit, but were wary that a simple rinse and repeat solution wouldn’t deliver for the partnership. It needed something different.
GoJoe worked with NatWest Group to deliver a three-pronged approach:
In short, the campaign delivered. It added almost 7,000 new users onto the platform meaning GoJoe, by the end of the campaign, had registered just under 40% of the global workforce on the app in 18 months.
Go!24 saw an incredible 2,031 teams log over 128,000 activities from 51 different sports and activities and collectively travel 449,370km – over 11 times round the world. Legends.
And the best bit? Go!24 had a significant impact on the physical, social, and mental health of the majority of those who took part. And all in just two weeks.
*The Baton Relay was a physical activity that spanned the UK, from Inverness to Folkestone, and the baton travelled by means of cycling, sailing, horse-riding, kayaking and more connecting colleagues, customers and communities in the buzz of Team GB.
At NatWest Group we’re passionate about the wellbeing of our colleagues, so I was thrilled to see Go Challenge return this year. It’s a great way to build new healthy habits and make them stick. With Go!24, not only did we want to build on our successful Go!23 challenge, but we had a fantastic opportunity to leverage our Team GB partnership. The creativity from GoJoe for our 2024 challenge elevated that partnership and our ambitious Baton Relay into two very active weeks! More importantly, it embedded the benefits of movement, encouraged colleagues to experiment with their activity and connected our colleagues together.
Partnering with NatWest Group via GoJoe’s annual benefit product, Engage. Engage supports businesses year-round via full access to all GoJoe Premium features; from unlimited fitness and wellbeing challenges to the best of on-demand and live content including 350 Les Mills workouts, bespoke GoJoe Journeys, expert webinars and much more.
And NatWest Group have really taken to it, with over 1.4m sessions* on GoJoe since launching in late 2023.
*Up to 15 August 2024 – and growing every day.
The London 2012 Olympics was meant to inspire a generation. Well, GoJoe wanted to channel this same spirit during Paris 2024 to motivate the company’s workforce.
The star power of double Olympic champion Victoria Pendleton was used to front Go!24, both in person at the launch event and virtually via the app. In addition, the challenge tracked the live route of the UK baton relay on an interactive in-app map, ensuring GoJoe leveraged the Team GB partnership and allowed NatWest Group to bring their colleagues along on the journey to the Paris Olympic Games.
The campaign also featured a goal-setting webinar from Olympic champion rower Moe Sbihi and a live workout with Dame Laura Kenny to engage colleagues and support challenge sign ups.
Go!24 not only proved to help colleagues stay healthy and happy, but also demonstrated how brands can bring their major, above the line marketing activations to life across a whole business. From boardroom to branch.
From 2023 GoJoe knew that team challenges were a hit. But by adding in personal goal setting as a new feature, Go!24 could personalise the challenge even further, helping each colleague to focus on an individual outcome that meant something to them.
From better sleep and being more active, to losing weight and managing stress, GoJoe created bespoke journeys for each participant. GoJoe utilised its new survey tool to flag and then track the success of the goals and, during the challenge, delivered bespoke content via webinars and in-app health and fitness support.
By the end of the challenge, in just two weeks, 86% of participants had hit their goal or made significant strides towards doing so.
"Invigorating and inspiring, a great personal and team experience. Would like to have something like this in an ongoing basis, the affirmation and incentive to exercise is really valuable."
"It was good timing as it was a time in my life when I started to exercise more and look after my health, it really helped to spur me on and kick start my journey and I've managed to keep it up."
"I've definitely felt more proud of how active I am as I had not realised how good I was doing."
"Brought colleagues together on single point agenda of fitness, not volunteering or other CSR activities. Looking after own health is so critical for being productive at work."
"This has really engaged me! It was the push I needed to get more active and the competitive side has really motivated me massively."
"Absolutely loved it. The point system motivated me to push myself to go extra km and not skip gym."
"It is a great event to boost your physical and mental health, with this challenge I actually managed to take out some time for myself."
"Wonderful experience to rejuvenate the energy by connecting with work mates."
Fully trackable live map enabled Challenge competitors to collectively follow the company’s physical Team GB baton relay across the UK and then head off around the world. The maps allow users to both visualise their combined efforts and drives motivation to add to the KMs!
And it didn’t half work, with colleagues travelling a combined 449,370km, which would get them to the moon and (someway) back.
With a focus on personal goal setting, the new surveys feature allowed colleagues the opportunity to record and track their own goal for Go!24. It also allowed GoJoe to dish up targeted webinars, workouts and journeys which would help participants to achieve their aim.
Cheaters never prosper – well at least on GoJoe they don’t. The team deployed an auto-filtered leaderboard which automatically hides any participants who have had activities flagged for review and where the GoJoe referee feels they could do with a break. It’s rare that this happens but, like any similar product (or elite sporting event quite frankly), it happens and GoJoe have clamped down on it.
The new features were amazing but at the heart of Go!24 was GoJoe’s unbeatable, market leading challenge product. Fully customisable, team-based virtual corporate challenges, built for consumers and loved by our partners.
Challenges ensure everyone can take part, whatever their fitness level, and remain the biggest driver for social engagement. And they’re fun. Lots of fun.
Compared to Go!23:
Logged more activities, recorded more points and travelled further per person than last year.
And it’s not just Go!24 that saw NatWest Group colleagues using GoJoe to track their activity, engage with others and tuck into the wider content on offer.
Since the Challenge ended we’ve seen that, on average, 1,000 daily unique users have opened and engaged with the app (tracked until we wrote this two months after the challenge ended) and, combined, started over 300,000 sessions.
All this now means that, since rolling out Engage at the end of 2023, NatWest Group colleagues have immersed themselves in over 250,000 hours (and counting…) on GoJoe and at almost 3 minutes per user per day! If there’s a fitter bank out there we think you’d be hard pressed to find it.
Across all activity levels, Go!24 saw a significant increase in frequency, especially in the inactive. Those who weren’t active at all or only did so 1-2 activities per month, increased on average to between 6 and 8 times per month.
