by Mike Tinney

The first rule of cheating is simple: don’t get caught.

No one wants to play a game with a cheater. No one trusts a cheater. So if you’re going to cheat… better not get caught.

My name is Mike Tinney and my company FIX Health runs corporate walking challenges. Our flagship challenge, The Outbreak, is a simulated zombie apocalypse where participants must use their real-world steps to outrun the zombie horde, racing against other teams to reach each weekly safehouse. It inspires players to do a little better today than they did yesterday. In inspires teams to come together to face obstacles together and compete with their colleagues. And for a small minority of players, it inspires… cheating.

Preventing walking challenge cheatingWe deal with cheaters every day. Some cheaters are fairly clever, others mmmm… not so much. They open up their iPhone Health App and manually enter the number 50,000 as their step count for the day. Some do this at 10 AM. There’s roughly 2000 steps to a mile.

Sure, Roger, you walked 25 miles in the first 4 hours of your day.

Others are fairly clever. They “nudge” their counts up. 4,596 additional steps here, 1,102 more there, bringing their total above whatever they legitimately walked to something plausible, like 11,509. Much more believable, and until now, relatively difficult for a group health challenge like ours to detect.

Since most employers award prizes, benefits, perks, or recognition in association with one of these health programs, it’s important to minimize cheating as much as possible. Until now, that was easier said than done. And once one person starts cheating in one of these challenges, many follow. It’s like watching a dam break, and once it does it can really affect participants’ morale. But you don’t have to take my word for it. We send out a poll at the end of each challenge to get feedback. One of the questions is, “What could we do better?”

The answers usually fall into two categories: 1) “I don’t want this to end. Keep it going year ’round!” and 2)… well, I’ll paste some #2s below:

“I was on a very competitive team. We got up at 4 in the morning on Mondays, Tuesdays, and Wednesdays to get in 5+ miles of steps. We encouraged each other throughout the day to keep moving and get the steps in. Some of us even engaged in 2-a-day run schedules plus boot camp workouts to make things happen, but when another team has multiple players with 63,000+ steps each, it gets very frustrating for those of us busting our tails to do it the right way! Those of us who know that 63K steps is approximately 31.5 miles at a 20 mile an hour pace and that if you are moving faster your strides are longer and you take fewer steps. Some of our team members wanted to cheat to keep up with the teams that were taking impossible numbers of steps. Other teammates wanted to give up!”

“There should be no option to manually enter steps. There was too much cheating (i.e. someone putting in 50k steps per day for 5 straight weeks), which was pretty demotivating to a lot of teams.”

“It seemed like a lot of the leading teams cheated – how on earth does an actual human person earn 70,000 steps by 7am in one day?!? I don’t know how you could do it, but the cheating needs to be stopped. I love a good competition if it’s fair. There is no way an honest group of people can beat a team that cheats constantly. It’s disheartening.”

While the vast majority of feedback we get is overwhelmingly positive, we’ve been getting notes like these for years, and it’s not just us. Every walking challenge struggles with this same issue. I can’t tell you how many times it’s come up in sales calls. “We’ve used challenge XYZ in the past, but there was so much cheating.” It’s a real pain point for everyone involved: the buyer, the participants, and us.

So we did something about it.

Last week we fixed this. We have a guy on staff who’s a genius. I’m not kidding. You ever read about one of those kids who was in college when his peers were in high school? We have one of those kids (now grown up, for the most part) leading our engineering. He’s gotten deep into the code of Apple Health and Google Fit (our two primary trackers) and he’s figured out how to differentiate the steps inputs in a way that is (so far) cheat proof.

Introducing TruStep™

TruStep™ Anti-Cheating for Walking Challenges

As a result, we are pleased to introduce a new component to The Outbreak and A Step Ahead programs called TruStep™.

TruStep™ intelligently separates step inputs into two categories: verified steps that are synced directly from a user’s fitness tracker, and manual user entries.

With TruStep™, we can now run 100% validated step challenges. We can verify when, and how rapidly the steps were taken, and limit (or rule out entirely) manually entered/typed-in steps. From now on, every Outbreak challenge can validate and count only steps that actually occurred, making the credibility of the program second to none.

Cheaters beware! The Outbreak has your number… and it’s not 50,000 before 10 a.m.

Until next time,

Mike

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by Mike Tinney

Hindsight is 20/20, and we all wish we had it. Breaking new ground is exciting but it’s a playbook-free zone so you have to figure things out as you go along and hope some of the best practices you’ve developed, professionally, work in a new area. That was the case for us at least, when we decided to make a game out of being healthy.

What do we do? We make the most engaging employee walking/exercise challenge in the market. Here for you, are some of our key “learning moments” that can be applied to any program or health initiative you’re cooking up.

1. Meet people where they are, but take them somewhere.

When working on topics like health change, behavioral shifts, or optimal activity levels vs. current activity levels, you have to start people wherever they are. Everyone has their own capacity/output capabilities, and while they can be grouped together, an employee population will have a lot of variation (usually). You can’t expect your couch potatoes to keep up with your weekend warriors, so you need to make sure any program you implement, or any initiative you start, allows each participant to feel as though his or her daily efforts are meaningful, and that that whatever it is you’re asking of them is achievable.

“You need to make sure any program you implement, or any initiative you start, allows each participant to feel as though his or her daily efforts are meaningful, and that that whatever it is you’re asking of them is achievable.”

There are lots of different ways to accomplish this. The easiest way is to have different programs based on capacity. Another, slightly more nuanced way, is to have a program that “rubber bands” people together, allowing participants of different activity levels to make their individual contributions in a way that lets them all matter, together. You can do this by setting a minimum standard that is expected of everyone, and then allowing for additional milestones or accomplishments by and for those who can and want to push farther.

At FIX Health we have evolved to the point where we use a hybrid of the two in our larger group challenges. We have standard and extreme difficulty settings, and challenge participants self-select what difficulty level is right for them. Once they’re in a challenge, everyone has a minimum threshold they’re encouraged to meet. Individuals can go above this, to the benefit of their whole team.

2. Design your group health program/challenge like your grandparents designed community swimming pools.

You heard me right. Keep in mind that your job as the program runner is to get as many employees as possible into the pool. So let’s start by painting the picture of the old school community swimming pool.


It was a big rectangle, or sometimes an “L” shape. It had plenty of room for everyone. It had a shallow end that you could safely stand in. It had a deep end where you couldn’t touch the bottom. It had a diving board that you could do “stunts” off of. It had life guards, real people who kept an eye on everything, but weren’t needed most of the time, because how to use the pool was pretty easy to figure out. It had mandatory down times where everyone took a break.

It was also refreshing. Usually convenient. Often full of your friends and neighbors.

If you weren’t that comfortable with the whole idea of the pool, or if you weren’t a strong swimmer, you could just stay in the shallow end. You were still enjoying the pool. You were still interacting with your community. But you were in the part of the pool that was right for you.

As you became more comfortable with the pool and better at swimming, you’d venture into the 5’ area, where your feet just barely touched the bottom and you had to mostly swim. Maybe you stayed near the side at first… or maybe you didn’t. Maybe that was as far as you ever went… maybe you went all the way to the deep end where you couldn’t touch the bottom at all.

Maybe you got confident enough to use the diving board.

In any case, the pool, a relatively simple design, was genius in that it appealed to a wide range of swimmers, who had a wide range of skills and confidence.

Your employee health programs and challenges should be the same. Easy to get into. Inclusive. Room for growth and complexity. High degrees of visibility so you can see what other people are doing… and learn from them. They should be coached or observed so that if there is a problem, there’s a trained expert there to help. And lastly, a little bit of a regular break cycle, so people don’t burn themselves out.

3. Keep it fresh, but not at the expense of core habits.

With our challenges, people go on team adventures against make-believe circumstances… like zombies. We know we need to keep things fresh, but we also know we’re in the business of building skills and habits… so we need to also keep our programs focused on the results we’re being paid to deliver. Here’s where you’re mileage may vary.

We’ve seen some programs do nutrition or weight loss one quarter. Then walking another quarter. Sleep/recovery a third quarter, etc…

We’re not going to diss that because it is a good way to introduce a lot of different health habits. Our philosophy, though, is that none of them stick all that well because the population is given more of a temporary agenda with each one, and once it’s done, onto the next.

We take more of an “anchor habit” philosophy. We look to build mindfulness and expertise around one core habit, knowing that in time, attention to supporting habits will be required in order to become truly excellent at the core habit. The habit we chose is activity.

The US Dept of Health recommends that Americans work to achieve 150 active minutes each week. An active minute is anything from brisk walking all the way to sports and exercise classes. Not all minutes are equal, but this is a great general guideline that everyone can apply themselves to. Approximately 5% of Americans can meet and achieve this standard. Over 50% of our program participants do.

“These supporting habits, like diet, rest and hydration, more easily fall into line to support the primary habit.”

And you know what? When you’re active for 30 minutes a day, you sleep better. When you find your body responding to the activity you’re doing, you have a great basis for motivation to better nourish yourself. When you break a little sweat… you’re thirsty. These supporting habits, like diet, rest and hydration, more easily fall into line to support the primary habit of activity.

So our variety is in challenge content, or… adventures. Our app works a little bit like Netflix for activity challenges. You can choose from a variety of challenges, each with their own storylines, step and exercise requirements. You can further modify them by changing the difficulty levels.

Up until now, our level of variety covered maybe a year of employee engagement. Our program needed to go to the next level, so very recently (this month in fact) we have added our 4th challenge and included new encounter types. We took a page from our video game background and added something called a “boss battle.” A boss battle is an encounter so powerful that it requires an extraordinary effort by all participants. The new Risky Provisions challenge has two of them, and our challenge participants will have to figure out new ways to organize and cooperate with one another to take on the boss battles and win.

Whatever your flavor of variety, please please please make certain that each new stage or change builds upon what’s gone on previously. If you don’t do this, your people won’t actually grow and improve. They’ll just do your prescribed activity temporarily and then go back to old habits.

Until next time,

Mike

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06 Jul / Device or Vice?

by Mike Tinney

Wearables, devices, measuring robots… are they good, are they bad, or are they a fad? I don’t know. But we’ve been watching them closely for years. Certainly, there have been some very interesting signals in the last half decade.

For example, when FIX started providing services to clients in 2013, Fitbit was number one, Nike Fuel Band was number 2, and Jawbone was number 3. Then, shockingly, Nike announced they were abandoning their wearable. Misfit and Withings entered the arena with new smart wearables. Misfit was very fashionable, whereas Withings was very clinical, an early pioneer of heart rate monitoring in wrist worn devices. Garmin was just entering the market.

Everyone thought Jawbone would grow as Nike left the field, but shortly thereafter, Jawbone seemed to collapse in upon itself. In the meantime, Fitbit was prepping for an IPO.

Watching Fitbit’s IPO was fascinating. Studies showed that one third of people who buy fitness trackers abandon them within six months, and more than half eventually stop using them altogether. Nevertheless, analysts believed that there were soooo many people likely to buy a Fitbit in the future that they still backed Fitbit’s $3.7 billion IPO valuation in spite of the short “wrist life” of the wearable.


Fitbit IPO’ed like a champ, and quickly began to double down on both community and corporate. In the meantime Garmin slowly started gaining market share, Xiaomi started to make a splash, and the Apple Watch was released with lots of promising health features on the way, cementing the trend away from “step trackers” to “app-based smartwatches.”

As Garmin and Apple continued to ascend, Withings and Misfit exited. Withings with a sale to Nokia, and Misfit with a sale to Fossil. In my opinion, that was a smart move on Fossil’s part. As the largest worldwide manufacturer of watches, Fossil had the most to lose with the smart band revolution. Any smart wearable is a mini computer in its own right these days. Heck, my $129 middle of the road Fitbit still displays my texts and sends me alerts and prompts. High end wearables in all major lines do so much more than that. Why should anyone put something on their wrist that only tells them the time? Smart move Fossil.

Nokia… maybe not so much. I just read that Nokia is selling Withings back to Withings’ founder. Good move for Withings’ founder… it looks (from the outside) like a sell high, re-buy low scenario. That’s a good deal by most counts.

Meanwhile, remember Nike? They exited the hardware part of the business and doubled down on their Nike+ fitness app ecosystem, eventually partnering with Apple for Nike+ edition Apple Watches. Maybe they decided to get out of the hardware business a few years ago, and make the Apple Watch their home? Oh hey, is that Apple CEO Tim Cook on Nike’s Board of Directors? He is smiling in his picture…


In 2013, Fitbit shipped 67% of all activity tracking devices. Fast forward to the end of 2017 and the market has distributed and shifted to smartwatches, with Apple (15.3% marketshare) having taken the crown on the strength of the Apple Watch. Xiaomi (13.6%) follows in second place on the strength of their overseas sales. And Fitbit? They’re still a player in third (13.3%) but their market dominance has eroded in just 4 short years.

So what does all this mean? I dunno. I think hardware is hard to keep up with. I think there are strengths with a community-first approach. Big companies, big brands have muscle they can throw around. There’s obvious external synergy to what Nike is doing with Apple, and probably 100x that happening behind the scenes. I think Fossil made the right covering bet by nabbing Misfit. Don’t know if they are too late to the party though… but better late than never at all, I think.

What does this mean to us at FIX? Well, we’ve engineered our platform to be device agnostic, so aside from the overall market continuing to grow… very little, actually. As wearables battle for community, they generally recognize that ease of use and access are key. The more apps they work with (both first party and third party), the larger their community overlap.

FIX is both a community source and a content source. We can bring people to the wearable platform, and give the existing wearable customers something new to do with their existing wearable investment. We probably aren’t Switzerland in this story. We’re probably more like Iceland. Welcome everywhere. Not particularly threatening. Exotic and different.

Until next time,

Mike

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27 Jun / The Numbers Game

by Mike Tinney

Who here wants to look like the people on TV? I don’t mean the character actors. I mean the stars. The fit, stylish, witty, well paid… Stars. Most of us aspire to it either consciously or subconsciously. How can we help ourselves? We’re bombarded with this elite look and appeal. This level of poise, radiance and fashion. We see it in our movies and TV. We see it in ads. We see it online. We’re sold it… constantly.

The Fitness Industry is Huge

The fitness industry is huge.

We spend more on personal fitness, weight loss and wellbeing ($1+ trillion) than we do on video games ($137 billion) or hollywood ($40 billion). It’s a huge industry… massive. Which is no doubt why the United States is the healthiest and fittest nation on earth. Right? Look at our investment in looking and feeling good. It’s paying off… right? Right?

Insurance statistics suggest a different outcome. Chronic Disease (heart disease, stroke, cancer, type 2 diabetes, obesity, etc.) is typically the result of lifestyle decisions/behavior. Chronic Disease is also the leading cause of death in the US at 1.7 million lives per year.

75% of our health expenses are attributable to a Chronic Disease.

It accounts for severe disability in 25 million Americans. Once you have a Chronic Disease it is manageable, but typically incurable.

For every 100 employees you have, many are unhealthy

From the lens of an employer it’s even scarier. For every 100 employees, statistically you have this health “scorecard:”

69 are overweight
36 of those are obese
12 have diabetes (3 don’t know it)
33 have high blood pressure
17 have high cholesterol
33 have high triglycerides
19 smoke
95 fail to get enough exercise
62 have sleep issues
77 struggle with stress
9 suffer from depressive issues

It is suggested that as few as 5% of Americans get the Department of Health’s recommended amount of physical activity (150 minutes) every week.

How is this possible? We spend more on our health and fitness than we do on games or movies… and yet… we’re failing. We’re failing on nutrition. We’re failing on exercise. And our national health “scorecard” shows it.

We clearly WANT to be healthier, or fitter, or prettier. Our purchasing signal there is very clear. But the purchase is just the beginning. It’s the pre-game. It’s the behavior change that’s the hard part. And the consistency. Vince Lombardi once said, you don’t win by doing something right some of the time. You win by doing the right thing all of the time. Winning is a habit, unfortunately so is losing. From a health perspective… we’re in the habit of losing.

So how do you crack the code? How do you alter behavior? How does an individual do it? How can an institution do it?

There are plenty of things anyone can try. We’ve got no shortage of programs, solutions, methodologies. What most people are missing is the consistent nudge. The positive feedback in the moment of pain and sacrifice. The “loop,” if you will, that they can get into and stay in.

The Outbreak Walking Challenge
​​

We made a game. A game about surviving a zombie outbreak. The game lasts 6 weeks. You play with a team of coworkers or friends. You work together. The game lives on your phone, and your phone knows your steps. Your real world steps and exercise become points in the game. You spend your steps to run across the gameboard to get to the next safehouse. You spend your exercise points to fight through groups of zombies blocking your way.

On week one, you need 4,000 steps per day, and about 30 active minutes that week… on week six, you need 8,000 steps per day and 150 active minutes that week. Outside of the simplest, high-level “steps and exercise” our game does not teach users what to do (there are endless people, trainers, apps etc. that tell you what to do). Our game shores up the why, in a simple and entertaining way.

Results? Our average completion rate is 91%. So, for every 100 people who start our challenge 91 of them complete it. Everyone who completes our challenge ends it doing 8,000 steps a day and 150 minutes of exercise per week. We’d like more people to play the game. We think that will help our health “scorecard.”

Until next time,

Mike

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by Mike Tinney

Over the past 6 months we’ve been tightening the screws on The Outbreak, ironing out the few remaining rough edges and tweaking user experience. We’ve had great feedback (employees always praise our program). We’ve had great retention (>90% for the past 5 months). We’ve had a couple of learning opportunities along the way as well (we’ve enabled new anti-cheating mechanisms, in particular).

Before any new feature or challenge goes live, we test it ourselves. Our standard challenge ran for 6 weeks, so every time we wanted to test a feature, we had a 6-week program ahead of us in order to fully vet the product and changes. Find a bug? 6 weeks of testing. New feature needs a revision? 6 weeks of testing.

We tried an accelerated program (one hour = a day, and so forth) but the timing was not a great simulation of the actual experience. So in some cases, we missed important player experience changes when we blew through the challenge on the 1-day-is-an-hour pace. And yet, we couldn’t always test quickly and frequently enough with the six week challenge. Something had to be done…

What we came up with was a half-length challenge. Three weeks. Three weeks let us test twice as fast, but still had the same day length; the chapters just changed on Thursday and Sunday, instead of Sundays only. So Chapter 1 was Monday – Wednesday, Chapter 2 was Thursday – Sunday, Chapter 3 Monday – Wednesday, etc… The pace worked. We got a simulation that was pretty close to what the customer was already experiencing, but we could test out new content and settings in less than 1 month – which was important.

It was my idea to truncate like this, so I edited the game down from 6 weeks to 3. But the chapters were still there and intact, meaning, where Chapter 1 is typically set to last for 7 days, here it was set to 3. I decided to surprise my coworkers with a little something “extra.” The system calculates steps based on a daily prescription, but it calculates exercise/power based on a weekly (per chapter) prescription. So while I edited down the steps to a 3 and 4 day chapter, respectively, I kept the exercise requirements to the original 7-day amount… meaning you had to get 100 active minutes into 4 days, not 7.

“The result? A wonderfully difficult challenge. Still achievable, but 3 pretty tough weeks. I lost 4 lbs during our first run through.”

 
The result? A wonderfully difficult challenge. Still achievable, but 3 pretty tough weeks. I lost 4 lbs during our first run through. We liked it so much, we did it again almost right away. We realized we might be onto something… a shorter, harder challenge. Something that served as a system shock for the users. Something to help a guy or gal “dial it in” for beach season. And so The Blitz was born. We suddenly had a 3-week Outbreak challenge, but we ended up with so much more.

We also ended up with our hardest challenge. We get asked to “bring the pain” from time to time, and The Blitz does just that. It’s probably the closest real simulation to 3 weeks of survival in a zombie apocalypse that we’ve made to date. Not being content with just a harder challenge, we wrote up a storyline (you’re rescuing a trapped family in a nearby town). It also gave us, or, in this case, our customers, an added benefit: a cheaper challenge. We priced The Blitz at ½ of our regular pricing. Groups can take a 3-week challenge for just $9.95 per person. Take that, Planet Fitness!

We unveiled The Blitz very quietly last month. Groups are only now just starting to discover it on our self serve portal (the only place you can buy it). We don’t have enough data yet to be able to tell what the average survival rating is yet for the challenge… but we’ll gather that over time and share it in a future blog when it’s ready.

Until next time,

Mike

TRY THE BLITZ

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by Mike Tinney

Here at FIX, we have created the most engaging activity challenge in the market. We didn’t stumble upon this, we’ve been working on it for years.

We had a pretty solid true North: make health habits part of an entertainment experience. The devil was in the details, though, and we had to work hard over years to refine the experience so that it was truly entertaining and compelling.

While we don’t think we’re done with that journey, we have a number of points of evidence that support our claim that The Outbreak is the best retaining Health Challenge in the market today.

EXHIBIT A: We continue see engagement north of 90%.

For every 100 employees who begin one of our challenges, 90+ complete them. It’s happened 5 out of 5 months so far this year (in April, we had an eye-popping 96.5% engagement rate), and for the prior two years, we’ve been above 80%. We’re so confident in our app and service process that we now guarantee this completion rate to our customers. We’re the only company in the space that gives a 100% cost guarantee for up to 80% completion.

 

EXHIBIT B: Brokers rave.

We work with a lot of brokers (all wellness companies do). Brokers are gatekeepers and reps for most clients. Their job is to help their client navigate the many benefits options out there and match make between trusted providers and their clients. Because of this nexus role brokers and consultants play, they are in a unique position to see many different programs in “live, client-facing environments.” We’re told, time and time again, that no other programs excite and engage employees as effectively as ours.

 

EXHIBIT C: Insider Strife.

This is going to sound funny, maybe. We offer free pilots to insurance companies, brokerage groups and channels that would represent us to their clients. We’ve very recently started experiencing a new phenomenon with these pilots: strife. On more than one occasion, competition got so heated between teams that it was difficult to debrief and discuss market strategies. We’ve had to suggest “cool down” periods before debriefing. We’ve also found ourselves altering our pilots from a full 6 weeks to 1 to 2 week trials to cut down on competitive friction. Just last week we spent 30 minutes explaining a design decision on a game balancing rule, because someone got outmaneuvered by a coworker in the game and was mad that they lost. As they say, actions speak 1,000 words.

 

We went ahead and doubled down on that one week pilot choice, and now offer free 1 week trials to everyone.

If you’re reading this, you’re part of everyone, so the offer includes you. You can get started HERE on our portal. Gather 20 of your closest friends. Or fiercest competitors. Or both… and find out for yourself what all the fuss is about.

Until next time,

Mike

TRY THE OUTBREAK FOR FREE

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by Mike Tinney

We get asked a lot… Why Zombies? Why did you guys make a zombie challenge instead of something else?

It’s a fair question. You can’t throw a stick without hitting some kind of online gamified walking challenge where your steps take you on a virtual tour of some real world place, and in exchange for your hard work you unlock… a picture. Our decision to make a zombie walking challenge stretches all the way back to 2014.

It was Summer of 2014 and the Affordable Care Act had been live for half of a year. All of the market channels we had negotiated for our then flagship product UtiliFIT (hourly gamified exercises) were on hold while employers figured out what Obamacare actually meant to their bottom line.

The net effect on us was $0 coming in the door when we thought we were going to market with an innovative product. UtiliFIT was a fine game, but it really needed to be a part of something bigger and more complete. So we did what any start up would do. We had a big argument about why we were in the place we were, and what we should be doing.

“That argument lead to a suggestion that we pivot to walking challenges, which some of us thought were dumb. “Who wants to log in steps and unlock a picture of the Eiffel Tower?” Then someone asked, “well, what kind of walking challenge would we be excited about doing?”

That argument lead to a suggestion that we pivot to walking challenges, which some of us thought were dumb. “Who wants to log in steps and unlock a picture of the Eiffel Tower?” Then someone asked, “well, what kind of walking challenge would we be excited about doing?” Just like that, we were brainstorming.

Early A Step Ahead Zombies character concepts

Early A Step Ahead Zombies character concepts

We came up with all kinds of ideas for interactive walking challenges: pirates, shopping sprees, aliens, Mad Max road battles, rocket ships, Oregon Trail/westward expansion, and… zombies. Collectively, we grokked zombies a little faster/easier than some of the others. The flywheel of the experience was pretty clear: walk to stay ahead of the zombies… or else!

Then we went to work validating that someone would pay us to chase them with zombies. We sent out an email to our mailing list advertising a challenge that didn’t exist yet… and sold 3 of them within a week. We looked at each other and realized we were going to be the zombie walking company.

We prototyped a basic challenge running on our UtiliFIT web platform. In fact, back in that day, you were playing the zombie challenge on utilifit.com. It worked, but it was strung together with bailing wire. It did it’s job, though. It validated the concept and we began to collect user data and refine the experience.

We were regularly asked for more content than just zombies. Being eager to please, we obliged. We made an Aliens challenge, we made a Champions (sports stars) challenge and we made a holiday-themed challenge. We had a chase mode: you were being chased by X (Zombies or Aliens) and we had a follow mode: you were following Y (Champions or Santa). We ran these challenges on our Version 1 platform (utilifit.com) for 2 ½ years. Jan 2015 – July 2017.

In July of 2017 we launched The Outbreak, our 2.0 Health Entertainment challenge. The Outbreak harvested a “metric crap ton” of usability and technical implementation lessons from the utilifit.com A Step Ahead challenges. One of the biggest lessons, however, was “stick with zombies.” Looking at the data, it was clear. All Y’all like being chased by Zombies. You like it way more than being chased by Aliens. You like it more than racing against the Champions, and… you like zombies more than Santa. Oh snap, I said it. You like zombies more than Santa, but I have the data to back it up!

ZOMBIES OTHER THEMES
SALES (%) 84 16
AVG. STEPS PER PARTICIPANT 17,496 12,772
RETENTION IN PROGRAM 88% 79%
USER SATISFACTION 90% 89%

So, it’s Zombies for the win and we’re doubling down and delivering Netflix-binge-worthy volumes of zombie challenge content. With 2 challenges live, 2 more launching in the next 8 weeks and 3 modes per challenge, there is plenty to experience in The Outbreak, with more to come.

Until next time,

Mike

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Posted by FIX in FIX HEALTH Read More

by Mike Tinney

As some of our long-time subscribers may already know, we hit the brakes on our weekly newsletter last fall. We did it for a variety of reasons, chief of which was to refocus the content we share. We decided to align around posting original content. After all, you can get general corporate wellness news and trends from any number of sources, but as a disruptive technology startup in the somewhat traditional wellness space, we have experience, insight and perspective that is unique to us as outsiders breaking into the industry with new tactics and methodologies.

“As a disruptive technology startup in the somewhat traditional wellness space, we have experience, insight and perspective that is unique to us as outsiders breaking into the industry with new tactics and methodologies.”

Anyone who’s been following along knows we’ve been posting about our challenges and progress in the corporate health world for the past 9 weeks. Wow, hard to believe it’s been that long. We’ve shared a mix of behind the scenes experiences and general best practices on wellness initiatives.

It’s been a bit of a self discovery journey along the way as well. Writing these articles has given us cause to question what we’ve been up to and ask ourselves some “whys” in addition to the obvious “hows” that usually go with this kind of disclosure.

We’ve tracked our posts and generally see a few thousand views on social media. Not huge yet, but not nothin’ either. That’s resulted in the attention of all kinds of service providers/resellers. We get offers to improve our organic search (we show up top 1-3 organically already, so if you’re offering your SEO services maybe do a little homework first). We get offers for new kinds of community development (we look into these, but have the usual time/budget constraints that smaller companies have). And… we get good feedback, which is what we were looking for in the first place.

“If you’re a broker or consultant, you can get access to the industry version of our newsletter that will include results, statistics and a schedule of upcoming promotions.”

This week, however, we’re going to level up. We’re dusting off our old weekly email newsletter initiative and adding more in-depth content. The editorial features will be a little more robust and we’ll include insider access to our product from time to time. We’re also running a weekly customer testimonial feature, where each week, a customer’s own experience with our product will get a spot light. (If you’d like to have your testimonial featured we’d love to hear from you.)

But wait, there’s more! If you’re a broker or consultant, you can get access to the industry version of our newsletter that will include results, statistics, a schedule of upcoming promotions, etc.

We have a mailing list that spans the last 5 years and many thousands of subscribers, but if you’re not on it and you’d like to add your name to it, here’s a handy form to do so!

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The first new edition launches this week. The Revolution will not be televised. It will not be blogged. It will be newslettered.

Until next time,

Mike

Posted by FIX in FIX HEALTH Read More

by Mike Tinney

Here’s a strange thought: as Americans, we’re not selfish enough. Sounds strange, right? I know all my international colleagues reading this will be all, “Whaaat? You guys are winning at selfish.” But hear me out.

How do we spend our time? We sell it to our employer, and they give us money and affirmation. We give it to our family, and they give us love and affirmation. We invest it in our hobbies/entertainment, and that gives us satisfaction and joy.

“It’s no wonder, then, that we’re headed for a diabetes health epidemic in the next 20 years that will rival the black plague.”

A Diabetes Epidemic is Coming

A Diabetes Epidemic is Coming

So what falls to the very bottom of many Americans’ “to-do” lists? Our health. Most of us, as many as 95% of us (if you believe some of the statics), put ourselves so far at the bottom of our to-do list, that we never get to it. We’re a society that gives most of our time to work, family and entertainment, and very little time to exercise, nutrition and physical activity. It’s no wonder, then, that we’re headed for a diabetes health epidemic in the next 20 years that will rival the black plague.

I think most people believe in the concept of “tomorrow.” Meaning, if you can’t get to yourself today, you can commit to tomorrow. When tomorrow comes, most of us repeat the process: Work, Family, Entertainment. Then, when self-health comes up it gets kicked to tomorrow again.

“No one seems to disagree with the statement that, “a healthier person tends to be happier and more productive.”

While we pay a price for this, individually, in terms of longevity and quality of life. The entities that employ us pay collective price for their employee base that can be quite high. The specific cost of an unhealthy employee is not the subject of this little rant of mine. It’s also a pretty murky field with a lot of research and a lot of informed challenges to said research. Having said that, no one seems to disagree with the statement that, “a healthier person tends to be happier and more productive.” It’s an opinion based statement, and I get that feelings are subjective, but no one’s disagreed with that sentiment yet. Do you?

HR to the Rescue?
We have a sentiment at FIX that suggests that the employer is the financial beneficiary of good employee health. That is not an ROI argument for wellness, it’s a statement that your employer pays you for your time, and the value of the time you contribute towards your employer’s business agendas is influenced by your happiness and productivity, which, in turn, is affected by your health. As a nation we are VERY unhealthy. For example, for every 100 employees, on average, you have the following habits/health conditions present in an organization:

For every 100 employees you have, statistically…
For every 100 employees you have...
69 are overweight
36 of those are obese
12 have diabetes
3 have diabetes but don’t know it
33 have high blood pressure
17 have high cholesterol
33 have high triglycerides
19 smoke
95 fail to get enough exercise
62 have sleep issues
77 struggle with stress
9 suffer from depressive issues

“95% will opt toward something other than exercise as their hobby. They’ll opt for video games, netflix binging, board games, bowling, knitting, reading, carousing… the list goes on.”

How do we change behavior, though, when we already selflessly give most of our time to our employers and family. Can we really be blamed for giving our own hobbies and interests what’s left of our time? Maybe not. Some people have exercise as a hobby. By the report I referenced above, that’s maybe 5% of us. 95% will opt toward something other than exercise as their hobby. They’ll opt for video games, netflix binging, board games, bowling, knitting, reading, carousing… the list goes on.

Our Hack
Knowing that people prioritize their entertainment ahead of their health, we hacked the system a bit. We’ve been working on it going on 6 years now. We now have a game… that is enjoyable to play… that requires real world steps and exercise to play. That game triggers a dopamine release in the brain when you hit game milestones. Those milestones require steps and sweat equity to achieve. All of a sudden, people walk more to make progress in their game, and in doing so… get a little healthier.

Our Advice
Be a little more selfish when it comes to your own health. It’s good for you, and good for all the other people and groups you invest your time with.

Until next time,

Mike

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Posted by FIX in FIX HEALTH Read More

26 Mar / Treat Yo’Self

by Mike Tinney

Wellness is a funny industry. It’s full of big game hunters and connected veterans. People often make decisions based on prior relationships, and they go after the biggest sales and contracts. As total outsiders to this industry, FIX spent it’s first couple of years watching these “adults” from the proverbial kids table.

“As it turns out, the head of HR for the local Trader Joes cares just as much about the dollars they spend on their staff of 45 as Coca-Cola or Delta does, sometimes more.”

 

The thing is, though, when we entered the market we got a BUNCH of inquiries for challenges from small businesses (i.e. companies with less than 100 employees). We still do. It was difficult to accommodate those challenge requests, though, as there’s a certain market value associated with the budget for health, usually $12 – $30 per year per employee (which is shamefully low, but more on that in another post). If you have a company of 100 people or less with a budget of $1200, it’s hard to make that work from an ROI perspective. But as it turns out, the head of HR for the local Trader Joes cares just as much about the dollars they spend on their staff of 45 as Coca-Cola or Delta does, sometimes more.

These sales take just as long to close, and the service expected is very similar to what a mid, large or jumbo employer expects. As a result, most of our peers/competitors in the wellness space ignore these small employers. They can’t find a profit in them…

You can spend X amount of time and energy servicing a 45 employee company and making $900… or you can spend that same amount of time and energy on an 800 person company and make $10K-$15K… or you can spend 3x the time and energy on a jumbo and make a six figure sale. It’s a very real, and very frustrating reality of the math.

We tried to accommodate walking challenges for small companies for years in the form of shared challenges, where we’d run multi-employer challenges once per quarter. These challenges would allow a small employer to “group up” with other small companies. They could combine their buying power, and in doing so, get a challenge at the same cost as a mid sized company. There were trade offs, though. You had to start on a predetermined challenge start date, whereas bigger companies could choose their own date. You had to share the challenge and chat room with strangers from other companies, where bigger companies had their own private instance. The data mixed together with participants from multiple groups, whereas larger private groups could get detailed reporting with data just for their group. It was OK, but not great.

Small Business Health Challenges

“The wellness industry, to date, has been leaving 48% of the market ON THE TABLE because it hasn’t collectively figured out how to deliver services to them in a cost effective manner.”

Here’s the thing, though. The U.S. Small Business Association shows that Small Businesses make up 99.7% of all U.S. companies, and those companies comprise 48% of the U.S. workforce. WOW. The wellness industry, to date, has been leaving 48% of the market ON THE TABLE because it hasn’t collectively figured out how to deliver services to them in a cost effective manner. And while the industry chases the jumbo employers with their RFP’s and specialty contracts, it leaves approximately half of America’s workforce unsupported. Holy cow, that’s a lot of unsupported lives.

So we rattled around that a lot at FIX, and last fall our tech and ops teams said “!@#$ it, let’s just automate this whole process for them so that any group, of any size, can create challenges on their own.” So they did.

Now, any small employer, from an office of 1 up to a group of 300, can go onto our website and choose from any of our walking challenges and their respective difficulty levels. The HR person or company owner simply picks out all the settings they want for their private (only for their employees) challenge, including start date. They can copy and paste employee email addresses in (just like with Mailchimp) and swipe a credit card. Then our servers go to work with the automation: they email challenge invitations to the staff of the company and spin up the challenge automatically. Lastly, it’s our accounting department who rings the sales bell, because we’ve sold services to the secret part of the market no one else seems to care about.

And then, in as little as 1 week, the zombies attack Andy’s Goodyear Tire Center, and the employees are on the move! The beauty is, it happens automatically, at one of the lowest prices on the market. Want to try if for yourself? Head over to our Self Service Challenge Portal and enter the code APR_BLOG5 for 5 free challenge seats. Treat Yo’ Self!

Until next time,

Mike

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Posted by FIX in FIX HEALTH Read More