“The most important thing is just to start” – A conversation with employer branding expert Tommy Sarenbrant

At Sprintcrowd, we’re constantly talking about the importance of keeping employees active. But first they have to get active, and taking that initial step can sometimes be the hardest. Setting a big goal can be a helpful motivator, but sometimes it’s the smaller movements – which are a bit easier to tackle – that really inspire people to start a new routine.

We learned all this (and more!) from a recent conversation with Tommy Sarenbrant, Stockholm-based founder of the employer branding consultancy Friday Vibes. Tommy was previously Employer Branding Officer at B3 Consulting, which was recognized multiple times by Sweden’s Great Place To Work awards.

We spoke to Tommy about his own journey to better health, and what companies can do to support employee wellness.

Tommy, how did you get interested in employee wellness?

When I joined my previous company, I was living an unhealthy lifestyle – work, kids, chores, and no time for exercise.

I started researching this and discovered that 70-75% percent of the population and employees exercise too little to live a healthy life or be productive at work. This leads to massive costs for companies in terms of sick leave and lost productivity.

So what did you do about it?

I started reflecting on when people were most active. For me, it was probably back in school when exercise was scheduled, done together with others, and led by someone. That structure was missing in my adult life.

So my colleague and I took a radical step: We started exercising together, during work hours. We bought two massive stationary bikes and brought them to the office. We made it fun by setting a goal: We would “cycle around the world” in terms of the distance we pedaled. We logged our progress in spreadsheets and used Google Earth to visualize our journey.

That’s amazing. And did others join you? 

Over time, we started a wellness initiative supported by company leadership. Initially, the focus was on Ironman triathlons. In 2010, I completed my first Ironman in Kalmar, Sweden. It was grueling, but also one of the most rewarding experiences of my life. Afterward, I encouraged my colleagues to join me.

At first, no one wanted to participate. But then one colleague made a deal: “If you ski the Vasaloppet, I’ll do an Ironman with you.” I accepted, and the following year, we completed the Ironman together. Slowly, more colleagues joined, and soon we had a group of 23 employees and even some clients participating. Since we started, a total of 50 people, including customers, have completed an Ironman with us.

So having a big goal is key, then?

Well, we quickly realized Ironman isn’t for everyone. To create a more inclusive culture, we expanded our activities to include things like knitting evenings, Premier League watch parties, and even daily planking sessions. These activities allowed everyone to participate in a way that suited them.

And what happened at the office? Did everyone get stationary bikes?

Someday, hopefully! But by investing in wellness, we saw significant benefits. Employee satisfaction increased, productivity improved, and the company became a more attractive employer. We also added these initiatives into our branding and marketing, which helped with recruitment and customer engagement. During Ironman events our branding was highly visible, sparking conversations and interest in our company.

The challenge was to ensure inclusivity and adapt the concept to employees who worked remotely or at client sites. We addressed this by appointing wellness ambassadors in each office and giving them budgets to organize local activities.

And how do you justify the time and money spent on these initiatives to stakeholders who might be skeptical?

It’s about showing the return on investment—and there is a very clear return. Healthy employees are happier employees. They are more productive and stay with the company longer. Plus, wellness initiatives can enhance employer branding and even attract new clients. For companies unsure of where to start, partnering with local sports clubs or organizations can be a great way to introduce wellness activities.

So don’t just jump straight to the Ironman?

Set ambitious goals, but remember, the most important thing is just to start.

Tommy’s story is instructive because it shows the power of taking action – his employer supported a wellness program and evolved it to ensure it applied to as many employees as possible. It’s not just about giving employees permission to be active, it’s about providing them with opportunities to be active.

A Gallup study showed that only 23% of employees worldwide are engaged at work, which presents a huge opportunity. Engaged employees are more productive, work more safely, and take fewer sick days. At Sprintcrowd, we’ve seen that Swedish employers increasingly trust that investments in workplace wellbeing pays off. In Sweden, nearly 50% percent of employees are more likely to commit to their work if their employer is committed to their wellbeing.

At the same time, two thirds of the employers are expecting a positive impact to employee engagement from their wellbeing investments – and this figure is increasing. The number of employers who believe that employees are more likely to commit to the organization if they invest in their wellbeing has increased almost 10 percent from last year.

Is your company part of this upward trend in employee wellness? Reach out today and let’s get your organization moving.