The Challenge

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:

1. Re-engaging their community with something fresh.

2. Motivating and welcoming new members. onto the platform  

3. Leveraging NatWest Group’s partnership of Team GB for the Paris 2024 Olympic Games.

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.  

The solution

GoJoe worked with NatWest Group to deliver a three-pronged approach:

1. Deliver its year-round Engage product (full access to GoJoe Premium 365 days a year) for all colleagues, moving away from the challenge-only approach.

2. Build a heap of brand-new amazing features in the challenge product to bring people back for more.

3. Embed Go!24 into the company’s Team GB partnership through their Baton Relay campaign and launch event.

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 has a significant impact on the physical, social, and mental health of the majority of those who took part. And all in just two weeks.  

Secrets to success:

Engage: 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.

Olympic stardust:‍

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.  

Personal goal setting:‍

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.  

Shiny new features:

GoJoe wanted to elevate Go!24 to a new level. To do so, three brand new features were built specifically for NatWest Group

1. Interactive maps: 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.

2. Surveys: 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.  

3. Anti-cheating measures: 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.  

Challenges: If it ain’t broke: 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.