YMCAfit and Jōbu, together helping improve physical, mental and social wellbeing for everyone by using behavioural science.

1. Improving the UK’s physical, mental and social wellbeing
Encouraging more people to start and maintain regular physical activity
by Ca20 Ltd

2. What we do…
Jōbu 丈夫 (pr. Joe-boo) – is Japanese and means healthy, robust,
strong, stature, durable, physically fit.
Improving physical, mental and social wellbeing by implementing
sociology ‘nudge’ techniques developed with Department of
Health, NHS (Social Prescribing), University of Bath /
Loughborough University and successful PT business partners.
Delivering Social Impact – measurable improvements in social
skills, mood, trust, feeling worthwhile, less anxiety, healthier,
better interactions with friends, family, colleagues, sleeping better,
less strain on the NHS…and much more.

3. Sport England, Active Lives, Adult Survey May
18/19 Report, Published Oct 2019
Comprehensive review of sport and physical
activity in England
13.4m people taking part in 150+ minutes of
Fitness Activity (in the last 28 days)
>11.2m people do less than the recommended
amount of physical activity per week (lower
socioeconomic groups are least active)
1. More active correlates with more satisfied with life
2. More active correlates to happier with life
3. More active correlates to feeling worthwhile
4. More active correlates to lower anxiety
5. More active gives a feeling of confidence to achieve goals
6. More active correlates with increased perseverance
7. More active correlates with an increased level of trust
Why we do it…

4. Social Return on Investment in Sport
Measuring the Social and Economic impact of Sport and
Physical Activity in England (2017/18)

5. Based on the research from University of Bath, Loughborough University,
Sheffield Hallam, Sapienza University of Rome, Pierre Bourdieu publications,
Leeds Metropolitan University, International Journal of Behavioral Medicine,
University of Bristol, BHF, Sport England, etc…, our own survey and
discussion with Training businesses we have identified 7 foundations for
improving physical, mental and social wellbeing.
Ca20 Ltd is also working with Dr Gareth Wiltshire, School of Sport, Exercise
and Health Sciences, Loughborough University (includes research on the
social benefits of exercise based on Parkrun and Schools)
More techniques will be implemented as methods for implementing them are
developed (eg goals management, social interaction between clients and
trainers, variety/activity choice/input…)
How we do it…

6. The ‘Super 7’
foundations for improving physical, mental and social wellbeing
1. Social - encouraging group participation and social interaction with
couples, family, friends, colleagues and new connections
2. Inclusive – making efforts to ensure anyone can be included and everyone
feels welcome
3. Affordable – providing options of discounts and free sessions
4. Rewards – regular and random extrinsic and intrinsic rewards
5. Goals – short term achievable goals. Physical, mental and social
6. Nature – preferably, physical activity in the natural environment
7. Charity – supporting a cause you feel passionate about

7. Why YMCAfit Personal Trainers?
1. Expertise in physical activity from high quality training
2. Already partially aligned with the techniques required to support social improvement
3. Make use of the significant amount of PT unused capacity during the day
4. Socially aware PTs enable wider socioeconomic groups to take part
Your contribution…
1. Help improve society’s physical, mental and social wellbeing
2. Help develop social inclusion – Personal Training is considered expensive and for mid-
high earners. Personal Training and Classes have low rates of client retention. The Jōbu
Super 7 help PTs make classes more accessible, more enjoyable with greater adherence
3. Provide accessibility to the ‘right’ physical activity for each client
Jōbu support…
1. ‘Social nudges’ are employed to encourage the desired behaviour
2. The latest ideas, behavioural science and improvements can be easily implemented
3. In partnership with Universities, charities, government and commercial organisations

8. Why are good PTs Super Heroes?
“If physical activity were a drug, we would refer to it as a miracle cure, due to the great many illnesses it can prevent and
help treat.”
Chief Medical Officer, 7 Sep 2019
Good PTs with the best training;
1. deliver physical activity that supports client wellbeing
2. encourage family, friends, colleagues to join in
3. motivate clients to adhere to training

9. Super Hero PT businesses
We have engaged with the owners of Personal Training and Classes businesses
across London ranging from 6 gyms and multiple park locations to single Personal
Trainer businesses…(click on the example business images for good examples of
imagery, vocabulary, inclusivity)
These businesses have been involved with our journey from early stages and
helped us shape The Jōbu Super 7.
Some tips;
• Imagery, vocabulary determine your demographic
• A rewards system, combination of extrinsic and intrinsic encourages
engagement and adherence
• Supporting charity is important for both PTs and their clients. We already have
a partnership with 10 national UK charities
• Encourage training in the natural environment
• The main source of new customers is referrals. Design techniques to
encourage referrals
• Offer low cost or free sessions to support the local community
• The Jōbu Super 7 benefit corporates and local authorities

10. Engaging local organizations
Large businesses, Universities, Local Government, NHS employers, Regional
Police offices, Housing Associations, Local SME organisations
Demonstrating the balance between extrinsic and intrinsic motivation. Helping
employees develop self determination.
Linking physical activity participation with employer and employee benefits;
• HR departments can provide, in recognition of sessions participated in, enhanced
employee benefits. Enabling employers to compare participation levels with improved
levels of; absenteeism, productivity, staff retention.
• The company can offer to donate £1 to the employers/employees chosen charity for
every session. With boosts for colleagues joining (social + referral)
• Encouraging social engagement enhances the company’s CSR
• The Jōbu Super 7 supports 6 of the 8 workplace engagement factors as defined by
‘Best Companies’ https://www.b.co.uk/

11. Sustaining your business…
The Jōbu Super 7 helps you build a socially-conscious and financially strong,
systemised and sustainable business with an emphasis on inclusive, social,
intrinsically rewarding PT.
1. Support from; Loughborough University, Ukactive, Dept Culture Media
Sport, Local Councils, CCGs, Housing Associations, Social Enterprise UK,
NHS Social Prescribing, YMCA, YMCAfit
2. Support from like minded Trainer businesses (focus groups)
3. Engagement with employer’s HR/Wellbeing/CSR
4. Social media; Loughborough Uni, YMCAfit, our own posts, 10 national UK
charities
5. Monthly knowledge sharing webinars
6. Advertising support for the Jōbu Super 7; YMCA, News/Magazine reviews,
Google Ads, incentives to PTs, relationships with CIMSPA, Sport England,
Ukactive, Dept of Culture Media Sport, gym websites, gym/fitness
magazines, diet magazines, Park Run, 5K/10k/marathon/triathlon events
7. Engagement with our 10 national charities

12. The App coming soon!
You don’t need it, although the PT businesses we are working with would like to have it!
We are putting the Jōbu Super 7 into an inclusive physical activity booking app.
iOS release Aug 2021, Android release Nov 2021 (please let us know if you are interested in
joining the beta program bruce.eley@ca20.black or calum.eley@jobu.black )
Jōbu app supports you by supporting physical, mental and social wellbeing of your clients;
• encouraging people to start and maintain regular physical activity
• proactively developing users in a socially responsible way
• proactively developing users to benefit local communities
• proactively developing users through employee engagement
• engages an ongoing mutually supportive referral mechanism
• allowing Trainer businesses to advertise Personal Training, Group Training and Classes
• allowing Trainer businesses to maximise unused capacity
• supporting charity donations
For the booking service, proactive development of new Clients, managing the booking
process, payment processing, managing the referral, befriending and rewards programs and
supporting charities, Jōbu collect a service contribution of 19.3%. As a Social Enterprise, Jōbu
reinvests 90%+ of net proceeds into inclusive physical, mental and social wellbeing.

13. Resources for you…
The Jōbu Super 7 - https://ca20.black/research/
Jōbu Knowledge Base - https://ca20.black/knowledgebase/
Contact us directly – knowledge share, contact with experts, meet experienced PTs - https://ca20.black/contact/ or
bruce.eley@ca20.black or calum.eley@jobu.black
We are keen to get photos and videos to share on our social media;
https://www.facebook.com/pg/jobutraining/posts/ https://www.instagram.com/jobutraining/
https://twitter.com/JobuTraining https://www.linkedin.com/company/ca20/

14. Extrinsic & Intrinsic motivation
Bonus slides

15. Extrinsic & Intrinsic motivation notes Bonus slides
1. EXTERNAL REGULATION External regulation means you do something to satisfy an external demand or receive an externally imposed reward.
An example would be a student who studies hard to get a good grade to receive a reward from his parents. Although the behavior is intentional, it is controlled by an external source.
Then this action is externally regulated.
A person experiences an externally regulated behavior as controlled rather than autonomous.
External regulation is the least desirable type of motivation and is typically used to contrast with intrinsic motivation.
2. INTROJECTED REGULATION Introjection means taking in the cause of doing something but not fully accepting it.
An example would be a student who spends lots of time practicing piano for a recital because she believes if she doesn’t do well, she won’t play well, and others will look down on
her.
This type of regulation is still perceived as controlled because introjected behavior is performed due to internal pressure to
 reduce guilt or anxiety,
 enhance ego or pride, or
 maintain self-esteem or feeling of self-worth
Although the person has accepted the goal of the activity as necessary, and the intention is internal (psychological), it is still not experienced as a “free choice.”
Introjected motivation is still not a desired type of motivation because the action is controlled or coerced by internal contingencies rather than being self-directed.
3. REGULATION THROUGH IDENTIFICATION This is a less controlling form of extrinsic motivation.
Identification means the person consciously values a goal and believes the activity is personally important. They don’t do it simply because they feel they should.
An example would be a student who studies very hard for an exam because getting into college is important to them. Getting into college is a self-selected goal. Even though the
behavior is extrinsically motivated, it is still relatively autonomous.
It would be different if a student does it because they think they “should” go to college like everyone else and will feel like a failure otherwise (introjected regulation), or because their
parents are pressuring them to do so (external regulation).
4. INTEGRATED REGULATION Integration occurs when one has fully taken in the reason for action, i.e., a person has examined the cause and found it compatible with their own
values and needs. Then the action becomes self-initiated. It is autonomous and not controlled by an external cause​.
Despite being extrinsic, integrated motivation shares many similar qualities as intrinsic motivation and is the best type of extrinsic motivation. Some researchers even refer to
integrated regulation as intrinsic because the person has completely internalized the extrinsic cause into their values.
When intrinsic motivation is not possible, integrated regulation is the next best option.
INTRINSIC MOTIVATION is based on;
• Competence is defined by a perceived self-belief in one’s ability to learn and perform well in an activity.
• Autonomy or freedom of choice. Perceived autonomy is high when individuals feel they are engaging in activity because they choose to do so, not because they feel
pressured by other people (peers, coaches, employers) or external factors (expectations).
• Relatedness is defined by a sense of shared experience and meaningful relationships. Therefore, people are motivated by activities which allow them to form and
enjoy good relationships.

16. Bonus slides
Extrinsic & Intrinsic rewards
For the ultimate in short, medium and long term motivation, engage in behaviour for intrinsic rewards;
Extrinsic rewards can be very helpful when used;
• In moderation
• As a ‘kickstarter’
• Randomly as a pleasant surprise
• To win
Extrinsic rewards;
• Coffee voucher
• Free session
• Genuine encouragement, sincere praise,
constructive feedback (without criticism)
• Medal/prize
Opportunity to learn - Intrinsic motivation toward knowledge is observed if
an activity is performed for the pleasure or satisfaction of learning or
understanding something.
Providing knowledge to those taking part in physical activity means;
• Participants have more interest in what/why they are doing PT
• Participants have a another reason to come to sessions (to learn)
• Participants increase their confidence
• Participants are more likely to share the knowledge if they have
something interesting to offer
This help’s participants develop ‘Knowledge self efficacy’, which is an
intrinsic motivator.
• Allowing choice of exercise provides perceived autonomy
• Sharing the experience with like minded clients provides relatedness
(Oxytocin – social bonding pleasure hormone) and builds Social Capital
• 20-30 minutes of moderate cardio exercise releases dopamine (through
production of endorphins) and serotonin (happiness/pleasure
neurotransmitters)

17. Always aim to have intrinsic goals to help maintain motivation.
Reframe goals from extrinsic to intrinsic;
Extrinsic & Intrinsic goals
Extrinsic goals;
• *bring a friend to get a coffee voucher
• *lose weight goal to look good
• *pushing limits to get the highest score
• *exercise because the doctor says I should
• *exercise indoors to be in the warm
• do ‘something’ to get a free session
• exercise to sleep better
Intrinsic goals;
• *bring a friend to have fun together
• *lose weight goal to feel good/healthier
• *pushing limits because it makes you happy (dopamine/serotonin)
• *exercise to be healthier
• *exercise outdoors to feel refreshed and improve my mood
• having input and choice to what physical activity/exercise you do
• learn something about what/why certain exercises help
• learn the right techniques for particular exercises …
• meeting and making friends
Bonus slides