Running in Circles? 69% of Employees Believe Your Fitness Programmes Need a Digital Upgrade – ETHRWorld

Modern workplaces stand at a pivotal crossroads. While the explosion of human potential has opened doors to unprecedented opportunities, it also has entrenched a pervasive culture of “stay until the job is done”, leading to longer work hours, skyrocketing stress levels, and escalating burnout rates. The WHO has even noted that ‘Chronic inactivity is a leading cause of workplace burnout and stress.’ Furthermore, a recent Lancet study reveals that nearly 50% of Indian adults are physically inactive, with this number projected to rise to 55% by 2030 if left unchecked. As these negative implications of the current work culture become more apparent, companies are recognising the need to prioritise fitness and well-being of their workforce to sustain productivity and overall growth. In this context, platforms like FITPASS are becoming increasingly vital, offering flexible and accessible fitness solutions to help companies support their employees’ fitness and well-being.

Recently, FITPASS in collaboration with ETHRWorld launched a comprehensive report titled “The State of Fitness and Wellness in Corporate India – 2023-24”. This report has found a staggering 77% of employees dissatisfied with the wellness programmes their organisations offer. The findings expose a misalignment that not only undermines the effectiveness of wellness initiatives but also leaves employees feeling invisible and resentful, often having to fend for themselves.

Against this backdrop, the report suggests that technology could serve as the missing piece to effectively bridge the gap, with over 69% of employees currently lacking access to digitally personalised wellness benefits. By leveraging technology, businesses can offer solutions tailored to each employee’s unique needs, increasing the likelihood of achieving fitness goals and boosting participation in wellness programmes. Furthermore, employees achieve their fitness goals through organisational support, they’re more likely to commit to the wellness programmes, boosting participation and well-being alike. Wellness Programmes Missing Out on the Digital Beat

India’s workforce is unique, comprising a mix of generations, ranging from baby boomers and Gen X to millennials and Gen Z. Despite being one of the youngest workforce globally, averaging at 29 years, yet, 69% of employees report that their organisations have yet to provide a customisable digital solution to their wellness programmes. The current digital divide between employees and corporate wellness programs limits the impact and accessibility of personalised benefits, hindering their effectiveness. By failing to incorporate digitally enabled personalised strategies, organisations resort to a one-size-fits-all approach that overlooks the varying preferences of this young and diverse workforce.

For instance, 45% of employees desire more physical health support, yet organisations continue to prioritise only mental wellness. Additionally, in this era of fast-paced digital life, the lack of interactive digital platforms makes it challenging for employees to access and track available wellness programmes conveniently and consistently.

This study delves deep into the needs and sentiments of over 3,000 employees across different generations, while also incorporating insights from top CHROs and wellness officers from leading corporations in India including Wipro, Capgemini, Unilever, etc to name a few, collectively representing approximately 600,000 employees. It identifies the lack of customisation (29%) and awareness (27%) as two major barriers hindering employee participation in wellness programmes. Furthermore, personalised digital experiences empower employees to manage their well-being at their own pace. Notably, a lack of time emerged as the top barrier to participation, cited by 54% of employees.

Technology Enables Unique Fitness Journeys

Fitness routines are no longer leisure activities; they are a must for fortifying both body and mind against the ill effects of a sedentary lifestyle. Thanks to today’s cutting-edge technologies, integrating fitness into our daily lives has never been easier. With the 1980’s motorised treadmills–a significant step towards personalisation–fitness technology has expanded to offer truly personal and democratic wellness solutions.

According to the report, a significant 40% of surveyed employees are seeking personalised fitness coaching and training. AI-powered solutions can meet this demand by analysing individual health data to recommend tailored fitness regimens that align with unique needs and goals. Moreover, wearables and digital apps enable the tracking and monitoring of vital metrics such as heart rate, posture, meal intake, and calories burned, providing real-time feedback to enhance one’s fitness journey. This continuous support helps transform the perspective of even the busiest employees, turning wellness programmes from a corporate obligation into an achievable goal.

For not-so-health-conscious employees, technology can switch fitness into a rather engaging hyper-real game, where points are earned for every rep nailed. By incorporating an element of fun, employers can effectively incentivise employees to embrace healthier choices. Additionally, gamification can also resonate particularly well with the digitally-native Gen Z workforce, who are accustomed to immersive experiences and friendly competition.

Digitalising fitness also makes sense given the amount of time employees spend on their laptops and phones. 52% of employees view their sedentary lifestyle as a threat to their well-being. With a comprehensive digital wellness platform, such employees can access a variety of wellness facilities like virtual workout sessions and mental health counseling round the clock. These platforms can be used for sending regular reminders to employees to take screen breaks and go for short walks, combating prolonged inactivity. By having the flexibility to choose at their fingertips, employees are also more inclined to return to the platform and utilise the programmes, nurturing a growing commitment to their health. In addition to this, digital surveys can be a strategic tool for employers to refine their offerings as per evolving employee demands.

Following Leads from Early Adopters

While technology could revolutionise corporate wellness initiatives, a glaring gap persists between the two. However, as fitness technology gains rapid momentum, businesses that embrace it now stand to stay ahead of the curve and attract the top talent from India’s demographic dividend. Nearly 91% of employees say comprehensive programmes increase their loyalty towards their employers.

Fortunately, some forward-thinking companies are already innovating their approach to fitness and leading the way for others. Datamatics utilises a combination of digital platforms and physical boards in their offices to provide resources and information on well-being. Dr. Rima Ghose Chowdhury, EVP & CHRO, Datamatics, adds, “We promote physical fitness through our rewards and recognition platform, and for long-service awardees, we have transitioned to digital watches to help them monitor their health.”

Shweta Mohanty, Head HR, SAP, shares, “We’re implementing targeted interventions such as personalised diet plans and exercise monitoring for employees. Our Flex Benefits programme caters to our multi-generational workforce, offering coverage based on individual needs.” At Wipro, the goal has been to address the diverse preferences within their organisation. “By allowing employees to choose on their own terms, we’ve seen increased adoption rates. Polls have helped us gauge preferences and tailor our approach accordingly,” says Sumit Taneja, VP HR, Global Rewards & HR Analytics Head, Wipro.

Chandni Kamal, Global Head – Diversity, Equity and Inclusion and People & Culture (Employee Engagement & Experience, Wellness, Rewards & Recognition), HCLTech, shares that their organisation promotes personalised fitness through a digital app where employees can select activities, including on-demand workout sessions, based on their preferences.

Concluding Thoughts

Utilising modern technology holds immense potential for addressing the challenges posed by the digital age. Sedentary lifestyles, stress, and illnesses have emerged as economic adversaries, threatening the overall health and productivity of businesses. While post-pandemic businesses increasingly prioritise employee health, many fall short in delivering programmes that meet the expectations of their workforce.

Today’s employees are actively seeking personalised fitness solutions tailored to their health concerns. By leveraging emerging technologies, employers can transition from cookie-cutter strategies to needs-based solutions that resonate with their employees. User-friendly digital apps, personalised coaching, and gamification add a personal touch that elevates the fitness experience.

This tailored and engaging approach not only fosters greater participation and sustained engagement but also gives employees the extra nudge to maintain healthy habits in the long run. By adopting a proactive approach, employees are motivated to take charge of their well-being, leading to increased overall productivity and a healthier, happier workforce.

Click here to access the full report, The State of Fitness and Wellness in Corporate India 2023-24

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