Charlie Kim - Enterprise Gamification of Fitness


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Charlie Kim - Enterprise Gamification of Fitness

  1. 1. Enterprise Gamification of Fitness from 5% to over 80% regular workouts Charlie Kim Founder & CEO, Next Jump June 21, 2012
  2. 2. ROI on Exercise: Why is Exercise so Important... HEALTHCARE ENERGY #1 Cause of Sickness: Obesity Human Energy = Performance #2 Cause: Smoking (distant #2) Corporate Athlete SOLUTION: Exercise & Nutrition SOLUTION: Sleep, Exercise & Nutrition Jim Loehr HPI: Human Performance Institute 2
  3. 3. What People Have Tried… CORPORATE AMERICA TECHNOLOGY STARTUPS Wellness Programs Caffeine & Sugar Highs Incentives 3
  4. 4. NEXT JUMP: The Numbers Speak for Themselves… Total Workouts To Date 80% 2x per 1600 week 1400 1200 1000 800 600 Total 400 5% 2x per 200 week 0 Apr Nov Apr Nov Apr Nov Apr Nov Aug Aug Aug Aug Jul Jul Jul Jul May Dec Mar May Dec Mar May Dec Mar May Dec Sep Feb Sep Feb Sep Feb Sep Oct Oct Oct Oct Jun Jun Jun Jun Jan Jan Jan Jan 2008 2009 2010 2011 2012 4
  5. 5. NEXT JUMP: About Us “WOW. HBS should do a case study on NxJ. Seriously — you are the company of the present and the future!!” 5
  6. 6. How We Did It… Simple Goal Get every NxJumper (employee) to work out 2x per week minimum 6
  7. 7. NEXT JUMP: Experiment & Scale (E&S) Total Workouts To Date 80% 2x per 1600 week 1400  Use DATA 1200  Recognition 1000 Programs 800  TeamPlay + On-Site Gyms 600 Leaderboard  Top People Total Focus 400 200 5% 2x per 0 week Apr Nov Apr Nov Apr Nov Apr Nov Aug Aug Aug Aug Jul Jul Jul Jul May Dec Mar May Dec Mar May Dec Mar May Dec Sep Feb Sep Feb Sep Feb Sep Oct Oct Oct Oct Jun Jun Jun Jun Jan Jan Jan Jan 2008 2009 2010 2011 2012 7
  8. 8. Provide Gym Access to Make it Convenient…  WHAT DIDN’T WORK WHAT WORKS Free Gym Memberships Built Gyms in Each Office  Top performers never went  Access – open 24 hours  Low performers always went  Easy – right in the office Next Jump re-engineered the environment. Turned the whole table around – hard to do the wrong thing. – Jim S. 8
  9. 9. Create Teams to Make it a Competition…  WHAT DIDN’T WORK WHAT WORKS GiftCards, Prizes, CA$H Team Competition + Leaderboard  Initial jump tapered off quickly  Teams motivate each other  Unsustainable alone  Teamplay stronger w/ people you know  Best helped worst w/in each team  Live Scoreboard to track progress 9
  10. 10. Build Recognition Programs to Inspire New Norms…  WHAT DIDN’T WORK WHAT WORKS Perception Became Reality Recognition Awards  Norm became accepted ceiling  Inspire new norms  Pep talks didn’t work  Celebrate it publically  Impossibility “bar” got set  The flea that jumped higher 10
  11. 11. CEILING WAS BROKEN: Inspiring New Norms...  Tuesday Wednesday Thursday Friday 11
  12. 12. Use Data to Level the Playing Field…  WHAT DIDN’T WORK WHAT WORKS Losing Teams Never Won Equally Balanced Teams  Losing teams blamed inequality  Individual data collected over time  Believed they could NOT win  Engineer built: FitRank  They give up  Every team has possibility of winning 12
  13. 13. Invest More to Help Your Top People…  WHAT DIDN’T WORK WHAT WORKS Top People: Prioritized Work Over Exercise Scheduled Workouts: Appointments w/ Trainers  Top performers went the least  Hired top personal trainers  Always had more work to do  Accessible first to top performers  Exercise fell off priority list  Scheduled: create routine behavior Thanks so much for this opportunity to learn from a world champion – unbelievable! #stories-for-future- generations. – Gautam A. 13
  14. 14. UP NEXT: Rolling Out to 90,000 B2B Clients... 14
  15. 15. WOWPoints: Virtual Currency to Incent Behavior… • Green Behavior GIVING BACK • Smoking Cessation HEALTH •HRA’s •Nutrition •Donating to Charity •Fitness Challenges STRETCH BUDGET WOWPoints RECOGNITION • Spot Awards • Utilities • Long Service Recognition • Peer-to-Peer •Productivity •Vacations 15
  16. 16. Testimonials… I used to get sick frequently. After starting to exercise regularly, I noticed I hardly ever get sick. – David M. The fitness The quality of my sleep is much center, nutritionist, classes and better. I find that I fall asleep competition form a quickly, sleep well and wake up comprehensive, impressive refreshed. program. We know the program – Emma B. is working. My son is twice the man he used to be. – Mom of NxJumper No matter who I spoke to about I used to work a 9-5 job and be NxJ, they could not believe how ahead exhausted by afternoon. At NxJ even in of the curve we are. They all mentioned a 10+ hour day, I feel energized and that we are running a program akin to a focused throughout the day. sports team. – Marissa B. – Kam S. I’ve found that working out in our gym promotes community and collaboration with colleagues you normally wouldn’t interact with. – Michelle C. 16
  17. 17. Thank You Questions/Reactions/Feedback: twitter: @charlieykimCheck out our culture video out our fitness video