GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
Servicesport UK Limited
Servicesport UK Limited
Servicesport UK Limited
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

News

Caterpillar rewards healthy behaviour with gym access from Hussle

Caterpillar – a new app rewarding healthy behaviour – launches on 6 June
Founder Paul Baverstock is ex NHS Digital’s director of communications
Reward partners include online gym provider Hussle
Hussle data shows users’ gym tenure 40-50 per cent longer when through rewards schemes
We believe in the power of popular rewards, combined with behavioural nudges, to help people take better care of their health and prevent illness
– Paul Baverstock, founder of Caterpillar

Caterpillar, a new app that rewards healthy actions with redeemable points at entertainment and fitness outlets, will launch a pilot scheme on 6 June.

Under a collaboration agreement with the city council, the 12-week test period will be followed by an academic review from Western University Ontario and Leeds University.

The startup recently raised £450k funding from investors: £150k was from Jenson Funding Partners, £100k was angel investment and £200k was a shareholder equity investment.

Paul Baverstock, the founder, was formerly the NHS digital director of communications and director of engagement and communications director at the British Medical Association. Following an extensive dive into research and studies on adults’ responsiveness to incentive-based health apps, he developed Caterpillar, believing it to be the best way of delivering a better standard of health to the UK population.

Customers can connect health and fitness metrics trackers, such as Google Fit and Apple Health, to automatically enter completed activities and accrue loyalty points which can be spent on fitness and entertainment experiences such as gym sessions and cinema tickets, with partners including Vue Cinemas and gym aggregator, Hussle.

“We believe in the power of popular rewards, combined with behavioural nudges, to help people take better care of their health and prevent illness,” said Baverstock. “Healthcare systems across the developed world are struggling with the costs of treating expensive and avoidable ill health, from obesity to cancer, from Type-2 diabetes to heart failure. Physical activity and dietary habits are the key modifiable risk factors for preventable illness and that’s our focus.”

Digital platforms and apps that incentivise customers to exchange healthy activities for rewards is a trending area that continues to gain traction and grow. Hussle is currently involved with over 50 similar schemes, which, combined, provide a customer base of around 2.8m users.

In what is promising news for the fitness industry, Neil Harmsworth, COO and co-founder of Hussle says the company's data shows that “the tenure of the customer looks to be 40-50 per cent longer where gym access is through a rewards-based platform”.

“We think this is the trend to focus on,” said Harmsworth. “Fitness is hot at the moment in terms of the level of interest from organisations and agencies in other sectors that want to align their brands to healthier lifestyles, drive positive lifestyle choices, and provide their customers with a differentiated reward which has extremely high perceived value.”

In the past, rewards programmes have been commonly associated with free coffee, cinema tickets or fast-food deals. “These sectors have benefited significantly from the investment and marketing reach of other companies,” said Harmsworth. “There is a real opportunity now for the fitness industry to act as both the activity carried out, which generates a reward, but also to be the reward for the customer for some other behaviour. It can and should work both ways.”

Harmsworth says that there are two types of deal on the market: “incentivised-fitness” where exercise is rewarded or “fitness-as-a-benefit” where fitness itself is the reward for certain customer behaviours. “Hussle is being used in both ways with Caterpillar Health,” he said. “We provide both the access to fitness facilities, which is then rewarded, and we are also a rewards partner.”

Although Caterpillar will launch as a local scheme in Leeds, Harmsworth has a more ambitious vision. “We see real potential for a national roll-out of rewards-based behavioural programmes to help drive better health,” he said.

Baverstock’s hope is that Caterpillar Health will create a best practice model for long-term behaviour change. “Our vision for the app is that it will deliver market leading engagement for health promotion and education messaging, that it will deliver sustained behaviour change in physical activity and dietary habits, and that we will do that cost-effectively at scale.”

Related news

Harm Tegelaars returns to fitness industry – joins the board of Hussle

11 May 2022
Fitness industry veteran Harm Tegelaars has returned to the fitness industry by joining the board ...

Hussle says partnership with McDonald's led to 'massive rise' in number of people looking at gyms

14 Jan 2022
A marketing partnership between fitness marketplace Hussle and fast-food giant McDonald's resulted in a significant ...

Hussle signs fitness partnership with McDonald's

25 Aug 2021
EXCLUSIVE Fitness marketplace Hussle has signed a partnership deal with McDonald's, which will see it ...
Latest News
F45 has launched a corporate partnership programme which will enable businesses to open an F45 ...
Latest News
A two-year research project will look to find ways to transform the UK's physical activity ...
Latest News
The best in the business from across the physical activity sector were honoured last night ...
Latest News
At UK Active’s Active Uprising event yesterday (30 June) in Birmingham, Hattie Jones, the head ...
Latest News
HCM understands researchers are moving closer to creating a pill to mimic some of the ...
Latest News
Establishing new data and insight services and strengthening relationships with both government and the NHS ...
Latest News
More than one in five (27 per cent) Americans belonged to a health club or ...
Latest News
Ultimate Performance (UP) – the private gym chain and PT business – has opened a ...
HCM Magazine
HCM People
Simple therapeutic massage techniques are guided by the physiotherapist experts from the Joint Dynamics physiotherapy clinic in Hong Kong
HCM Magazine
Sponsored
The body composition specialists are showing no signs of slowing down, with new leadership and launches for 2022
HCM Magazine
Write to reply
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM Magazine
Interview
With brands such as Fitness First, Goodlife, Zap Fitness and Jetts operating across Asia Pacific, Fitness and Lifestyle Group has long been a tech innovator, as Kate Cracknell discovers
HCM Magazine
HCM People
We’ve set ourselves the initial goal of developing 100 Feel Electric sites, using a cluster model
HCM Magazine
Interview
The fitness sector has an unprecedented opportunity to become a credible partner in ensuring the health and wellbeing of the nation, says Mosaic Group MD and new chair of the UK Active Membership Council. He talks to Kate Cracknell
HCM Magazine
HCM People
We want Grndhouse to be everywhere: in gyms, hotels, on holidays, at home – it’s boutique fitness in your hand
HCM Magazine
HCM magazine
Time for a flooring upgrade? Experts share their latest insights to inspire flooring projects of all types
HCM magazine
From colour zones to personalised resistance, indoor bikes now offer smarter, more advanced features than ever before. Suppliers tell us how their models can revolutionise your indoor cycling programme
HCM magazine
Researchers have shed new light on the effects of HIIT on skeletal muscle, according to a study published on the eLife platform
Featured supplier news
Featured supplier news: It’s nearly time for Elevate 2022!
It’s now just days to go until your leading trade show for the fitness, physical activity and sports therapy industry kicks off in London!
Featured supplier news
Featured supplier news: EGYM announces integration with software provider Fisikal
EGYM has announced an integration with a leading UK-based software company Fisikal to enhance its capabilities to serve the needs of enterprise customers running multi-site operations.
Featured operator news
Featured operator news: Serco Leisure wins 10-year Mansfield contract
Following a competitive tendering process, Serco Leisure and its partner More Leisure Community Trust Limited (MLCT) have been awarded a 10-year contract by Mansfield District Council to operate three centres in the town, starting 1 May 2022.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Video Gallery
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Mindbody, Inc
Company profiles
Company profile: Keiser UK LTD
For more than four decades, Keiser has influenced the training of athletes, fitness enthusiasts and ...
Company profiles
Company profile: ukactive
ukactive is the UK’s leading not-for-profit membership body for the physical activity sector, bringing together ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Architects/designers
Zynk Design Consultants: Architects/designers
Wearable technology solutions
MyZone: Wearable technology solutions
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Skincare
Sothys: Skincare
Management software
Premier Software Solutions: Management software
Salt therapy products
Himalayan Source: Salt therapy products
On demand
Fitness On Demand: On demand
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates

News

Caterpillar rewards healthy behaviour with gym access from Hussle

Caterpillar – a new app rewarding healthy behaviour – launches on 6 June
Founder Paul Baverstock is ex NHS Digital’s director of communications
Reward partners include online gym provider Hussle
Hussle data shows users’ gym tenure 40-50 per cent longer when through rewards schemes
We believe in the power of popular rewards, combined with behavioural nudges, to help people take better care of their health and prevent illness
– Paul Baverstock, founder of Caterpillar

Caterpillar, a new app that rewards healthy actions with redeemable points at entertainment and fitness outlets, will launch a pilot scheme on 6 June.

Under a collaboration agreement with the city council, the 12-week test period will be followed by an academic review from Western University Ontario and Leeds University.

The startup recently raised £450k funding from investors: £150k was from Jenson Funding Partners, £100k was angel investment and £200k was a shareholder equity investment.

Paul Baverstock, the founder, was formerly the NHS digital director of communications and director of engagement and communications director at the British Medical Association. Following an extensive dive into research and studies on adults’ responsiveness to incentive-based health apps, he developed Caterpillar, believing it to be the best way of delivering a better standard of health to the UK population.

Customers can connect health and fitness metrics trackers, such as Google Fit and Apple Health, to automatically enter completed activities and accrue loyalty points which can be spent on fitness and entertainment experiences such as gym sessions and cinema tickets, with partners including Vue Cinemas and gym aggregator, Hussle.

“We believe in the power of popular rewards, combined with behavioural nudges, to help people take better care of their health and prevent illness,” said Baverstock. “Healthcare systems across the developed world are struggling with the costs of treating expensive and avoidable ill health, from obesity to cancer, from Type-2 diabetes to heart failure. Physical activity and dietary habits are the key modifiable risk factors for preventable illness and that’s our focus.”

Digital platforms and apps that incentivise customers to exchange healthy activities for rewards is a trending area that continues to gain traction and grow. Hussle is currently involved with over 50 similar schemes, which, combined, provide a customer base of around 2.8m users.

In what is promising news for the fitness industry, Neil Harmsworth, COO and co-founder of Hussle says the company's data shows that “the tenure of the customer looks to be 40-50 per cent longer where gym access is through a rewards-based platform”.

“We think this is the trend to focus on,” said Harmsworth. “Fitness is hot at the moment in terms of the level of interest from organisations and agencies in other sectors that want to align their brands to healthier lifestyles, drive positive lifestyle choices, and provide their customers with a differentiated reward which has extremely high perceived value.”

In the past, rewards programmes have been commonly associated with free coffee, cinema tickets or fast-food deals. “These sectors have benefited significantly from the investment and marketing reach of other companies,” said Harmsworth. “There is a real opportunity now for the fitness industry to act as both the activity carried out, which generates a reward, but also to be the reward for the customer for some other behaviour. It can and should work both ways.”

Harmsworth says that there are two types of deal on the market: “incentivised-fitness” where exercise is rewarded or “fitness-as-a-benefit” where fitness itself is the reward for certain customer behaviours. “Hussle is being used in both ways with Caterpillar Health,” he said. “We provide both the access to fitness facilities, which is then rewarded, and we are also a rewards partner.”

Although Caterpillar will launch as a local scheme in Leeds, Harmsworth has a more ambitious vision. “We see real potential for a national roll-out of rewards-based behavioural programmes to help drive better health,” he said.

Baverstock’s hope is that Caterpillar Health will create a best practice model for long-term behaviour change. “Our vision for the app is that it will deliver market leading engagement for health promotion and education messaging, that it will deliver sustained behaviour change in physical activity and dietary habits, and that we will do that cost-effectively at scale.”

Related news

Harm Tegelaars returns to fitness industry – joins the board of Hussle

11 May 2022
Fitness industry veteran Harm Tegelaars has returned to the fitness industry by joining the board ...

Hussle says partnership with McDonald's led to 'massive rise' in number of people looking at gyms

14 Jan 2022
A marketing partnership between fitness marketplace Hussle and fast-food giant McDonald's resulted in a significant ...

Hussle signs fitness partnership with McDonald's

25 Aug 2021
EXCLUSIVE Fitness marketplace Hussle has signed a partnership deal with McDonald's, which will see it ...

News

F45 has launched a corporate partnership programme which will enable businesses to open an F45
A two-year research project will look to find ways to transform the UK's physical activity
The best in the business from across the physical activity sector were honoured last night
At UK Active’s Active Uprising event yesterday (30 June) in Birmingham, Hattie Jones, the head
HCM understands researchers are moving closer to creating a pill to mimic some of the
Establishing new data and insight services and strengthening relationships with both government and the NHS
Crown Sports Lockers
Crown Sports Lockers
EGYM has announced an integration with a leading UK-based software company Fisikal to enhance its
More than one in five (27 per cent) Americans belonged to a health club or
Ultimate Performance (UP) – the private gym chain and PT business – has opened a
Luxury hotel chain Mandarin Oriental has launched a new brand called Intelligent Movement to deliver
Boutique fitness chain 1Rebel opens the doors to its tenth club today (Monday 27 June
A new report by Deloitte, outlining the social and economic value of the global health
Barry’s has entered the world of retail, opening a studio in the new Flannels flagship
Fitness On Demand
Fitness On Demand
Parkwood Leisure, one of the UK’s leading leisure operators, has reached the milestone of teaching
The London 2012 Olympic legacy investment designed to improve physical education at primary schools has
A special task force has been established to boost physical activity opportunities for people with
F45 will be launching its first studio in a hotel in Q3 2022, following a
Premier Global NASM, which is owned by US-based Ascend Learning, has announced it's winding up
David Lloyd has introduced a small-group training programme called Delta to the range of classes
Post-operative heart surgery patients could begin their road to fitness recovery much earlier than previously
Les Mills
Les Mills
It’s a known fact that gamification is an effective method to make everyday activities and
Mike Farrar has been announced as the new chair at UK Active. His tenure will
Oliver Lee OBE will be taking the position of CEO at Places Leisure from July.
Innovatise UK Ltd
Innovatise UK Ltd
1 - 20 of 12,240
HCM Magazine
HCM People
Simple therapeutic massage techniques are guided by the physiotherapist experts from the Joint Dynamics physiotherapy clinic in Hong Kong
HCM Magazine
Sponsored
The body composition specialists are showing no signs of slowing down, with new leadership and launches for 2022
HCM Magazine
Write to reply
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM Magazine
Interview
With brands such as Fitness First, Goodlife, Zap Fitness and Jetts operating across Asia Pacific, Fitness and Lifestyle Group has long been a tech innovator, as Kate Cracknell discovers
HCM Magazine
HCM People
We’ve set ourselves the initial goal of developing 100 Feel Electric sites, using a cluster model
HCM Magazine
Interview
The fitness sector has an unprecedented opportunity to become a credible partner in ensuring the health and wellbeing of the nation, says Mosaic Group MD and new chair of the UK Active Membership Council. He talks to Kate Cracknell
HCM Magazine
HCM People
We want Grndhouse to be everywhere: in gyms, hotels, on holidays, at home – it’s boutique fitness in your hand
HCM Magazine
HCM magazine
Time for a flooring upgrade? Experts share their latest insights to inspire flooring projects of all types
HCM magazine
From colour zones to personalised resistance, indoor bikes now offer smarter, more advanced features than ever before. Suppliers tell us how their models can revolutionise your indoor cycling programme
HCM magazine
Researchers have shed new light on the effects of HIIT on skeletal muscle, according to a study published on the eLife platform
HCM magazine
Teenage girls are not voluntarily leaving activity, they’re being pushed out as a consequence of deep-rooted gender stereotypes
HCM magazine
As Elevate returns to the market, we talk to director Lucy Findlay about how the event has come together
HCM magazine
Energy is top of the agenda for two major reasons – cost and decarbonisation. With these two on a collision course, our experts share their views
HCM magazine
Despite industry challenges, there’s a fresh air of positivity
HCM magazine
The sharp increase in energy prices has left some operators reeling, but there’s reason to be optimistic if we can learn from other sectors, while moving to a low carbon future
HCM magazine
After a hiatus due to the pandemic, LeisureDB has updated its State of the Fitness Industry Report for 2022, as David Minton reports
HCM magazine
Featured supplier news
Featured supplier news: It’s nearly time for Elevate 2022!
It’s now just days to go until your leading trade show for the fitness, physical activity and sports therapy industry kicks off in London!
Featured supplier news
Featured supplier news: EGYM announces integration with software provider Fisikal
EGYM has announced an integration with a leading UK-based software company Fisikal to enhance its capabilities to serve the needs of enterprise customers running multi-site operations.
Featured operator news
Featured operator news: Serco Leisure wins 10-year Mansfield contract
Following a competitive tendering process, Serco Leisure and its partner More Leisure Community Trust Limited (MLCT) have been awarded a 10-year contract by Mansfield District Council to operate three centres in the town, starting 1 May 2022.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Video Gallery
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Mindbody, Inc
Company profiles
Company profile: Keiser UK LTD
For more than four decades, Keiser has influenced the training of athletes, fitness enthusiasts and ...
Company profiles
Company profile: ukactive
ukactive is the UK’s leading not-for-profit membership body for the physical activity sector, bringing together ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Architects/designers
Zynk Design Consultants: Architects/designers
Wearable technology solutions
MyZone: Wearable technology solutions
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Skincare
Sothys: Skincare
Management software
Premier Software Solutions: Management software
Salt therapy products
Himalayan Source: Salt therapy products
On demand
Fitness On Demand: On demand
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
Servicesport UK Limited
Servicesport UK Limited
Partner sites