With the increasing awareness of employee health management, more companies start to provide fitness benefits to employees. Comparing to high medical expenses, encouraging employees to keep fit through sports activities is a more cost-effective approach. As a result, some fitness apps have expanded their business from B2C market to corporate users. This article summarizes key information about how to choose proper fitness app for corporate health management based on the cases of GoJoe, a UK fitness app targeting enterprises.
Leverage star athlete effect to build social community
The founders of GoJoe realized one of the biggest motivations for people to keep exercising habit is to compete or work out with others. However, many existing fitness apps failed to enable social interactions. GoJoe allows users to initiate or participate in sports challenges launched by star athletes or Olympians. By interacting with their favorite athletes in GoJoe’s online community, users tend to keep engaged.
Focus on B2B market for business growth
Through previous experience cooperating with various fitness apps and social platforms, the founder of GoJoe identified the market potential of corporate users. Currently GoJoe mainly serves enterprise clients by helping build internal fitness communities. Some companies even sponsor star athletes to be part of employees’ sports teams, providing exclusive challenges and content to motivate workforce engagement.
In summary, choosing proper fitness app for employee health management requires building social community to drive long-term engagement. GoJoe sets example by leveraging athlete effect and targeting enterprises clients, which helps achieve business growth.