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How Brands Are Motivating Consumers By Gamifying Health And Wellness

How Brands Are Motivating Consumers By Gamifying Health And Wellness
Brand Activation & Immersion

From allowing users to earn cryptocurrency for their workouts to exchanging customers' health and activity data for discounts, brands are finding dynamic and engaging ways to keep their customers on track with their health goals

PSFK Labs
  • 27 july 2018

As health, wellness and fitness become evergreen trends, today’s consumers are looking for innovative and seamless ways to accomplish their healthy-living goals. While brands are increasingly turning to digital tools that integrate easily into users’ lives, helping make fitness and wellness goals second nature, they are also looking for extra ways to keep up customers’ motivation and avoid pesky plateaus.

In particular, retailers are designing gamified experiences that incentivize customer engagement using a range of interactive interfaces and rewards. From compelling quizzes that pay users for their health and activity data to offering insurance discounts for those leading healthy lifestyles, here’s how three companies are giving consumers more reason than ever to pursue their health and fitness goals:

Health IQ
Life insurance startup Health IQ launched an online quiz that incentivizes users to work out more and eat healthier diets in exchange for discounts on insurance premiums. Health IQ uses a timed online quiz to sort and verify healthy active users, pulling from a database of 30,000 questions. The startup uses the quiz findings paired with industry research to get users a 4-33% discount from insurance companies. The brand plans on expanding its product offering into dental, long-term care, cancer, and disability coverage.

Sweatcoin
Cryptocurrency startup Sweatcoin is a mobile app that lets users earn money for working out. Users can connect their smartphone’s health and location data to the app to start tracking daily steps and racking in rewards. Every 1,000 steps outdoors is awarded with .95 ‘Sweatcoins.’ Users can then use these Sweatcoins to buy fitness gear, classes and gift cards. The startup is working on building out an open-source DLT blockchain technology that will allow users to spend their crypto in the greater market.

Nike+Unlocks
Nike is weaving together its Nike Run Club and Nike Training Club apps with the commerce-centric Nike app to create one experience called Nike Unlocks for NikePlus members. By accomplishing goals in the NRC and NTC apps, such as reaching new running milestones and completing new workout routine, NikePlus members receive offers from partners: Apple Music, the Headspace meditation app, and ClassPass studio-fitness membership program.

Gamified wellness is just one way that brands are piquing consumer interest in their fitness and health goals as well as giving them greater incentive to stay on track. For more information on how retailers are activating families on and offline to lead wellness-oriented lives, see PSFK’s report Engaging Families Around Wellness.


Lead image: couple running outdoors stock photo from Kaspars Grinvalds/Shutterstock

As health, wellness and fitness become evergreen trends, today’s consumers are looking for innovative and seamless ways to accomplish their healthy-living goals. While brands are increasingly turning to digital tools that integrate easily into users’ lives, helping make fitness and wellness goals second nature, they are also looking for extra ways to keep up customers’ motivation and avoid pesky plateaus.

+brand activation & immersion
+chat a researcher
+Features
+fitness & sport
+gamified wellness
+gaming
+Health
+Health & Wellness
+loyalty & membership
+nike
+Public
+trend
+wellness

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