From Leaderboards to Belonging: When Wellness Challenges Start Building Culture

We have done countless case studies at YuMuuv, and one pattern comes up again and again. Companies may start with a wellness challenge, but the feedback we hear afterwards is rarely just about the challenge itself. Very often, it goes beyond steps, points, or leaderboards. People start talking more. Teams connect in new ways. Colleagues who would normally only exchange Slack messages begin meeting for walks, lunch breaks, or quick check-ins. What starts as a simple activity often spills over into culture.

That's the story nobody tells about wellness challenges. We talk about health outcomes and participation rates and ROI. We rarely talk about the fact that a well-designed challenge can do something most corporate culture initiatives fail at: make people feel like they're part of a team that genuinely cares about each other.

The Belonging Crisis Is Real — and It's Expensive

Let's zoom out for a second. In 2023, U.S. Surgeon General Dr. Vivek Murthy released an 82-page advisory declaring loneliness and isolation a public health epidemic. Roughly half of U.S. adults were experiencing measurable loneliness. The health consequences, according to the advisory, are staggering — lacking social connection carries a mortality risk equivalent to smoking up to 15 cigarettes a day.

The advisory didn't just address personal life. It called on workplaces specifically to create cultures that "allow people to connect to one another as whole people, not just as skill sets." That language matters. The Surgeon General's office is essentially saying that if your workplace doesn't foster genuine human connection, it's contributing to a public health problem.

And the business case runs parallel. BetterUp's research on belonging at work, based on data from nearly 10,000 workers, found that high belonging leads to a 56% increase in job performance, a 50% reduction in turnover risk, and a 75% decrease in sick days. For a 10,000-person company, the researchers estimated that translates into annual savings of more than $52 million.

Meanwhile, Gallup's State of the Global Workplace research finds that only about one in five employees worldwide is engaged at work, with low engagement costing the global economy around $10 trillion a year. Gallup's wider meta-analysis of engagement research links highly engaged teams with markedly higher profitability and productivity. Belonging is one of the strongest foundations for engagement.

So the question isn't whether belonging matters. It's how you build it — especially in hybrid and distributed environments where people might never share a hallway, let alone a lunch table.

Why Wellness Challenges Become Culture by Accident

Here's what's interesting about wellness challenges as a culture tool: nobody positions them that way. You launch a hydration challenge or a sleep challenge because you want healthier employees. But what actually happens is something more social.

When a team is collectively working toward a shared goal — even something as simple as drinking more water or walking more — a few dynamics kick in that are hard to manufacture any other way.

Shared identity forms. The team isn't just a collection of people who report to the same manager. They're "the team that walked 2 million steps in March." That sounds small, but shared accomplishments — even modest ones — create narrative bonds. It gives people something to reference, to joke about, to feel proud of together.

Permission to be human. A wellness challenge gives people a socially acceptable reason to talk about something other than work. Sleep habits, favorite walking routes, stress management — these conversations open doors that quarterly business reviews never will. And when people start sharing the human stuff, trust follows.

Low-stakes collaboration. Not everyone thrives in high-pressure project work. A wellness challenge is collaborative without the career stakes. It's a way for quieter team members to contribute, for new hires to plug in, and for cross-departmental connections to form naturally. There's no performance review attached. The pressure is friendly, not professional.

Visible care. When an organization invests in a wellness challenge, it sends a signal. Not “we bought you a perk,” but “we think your wellbeing is worth our collective attention.” People don't just want to be healthy alone. They want to be healthy together.

The Leaderboard Isn't the Point (But It Helps)

I should be honest here — leaderboards get a bad rap, and some of it is deserved. Poorly designed competition can alienate people who aren't naturally competitive or physically able to keep up. Nobody wants to be at the bottom of a public ranking.

But when done right, leaderboards serve a different purpose than pure competition. They create visibility. They make effort legible. When your team can see that everyone's contributing — that the person in accounting logged their water intake and the new hire in engineering posted their gratitude journal — it builds a sense of collective momentum.

The key is designing challenges where contribution matters more than domination. Team averages instead of individual rankings. Multiple ways to earn points — steps, mindfulness minutes, acts of kindness, learning goals. Celebrations for consistency, not just peak performance. When the leaderboard reflects effort and participation rather than raw athleticism, it becomes inclusive. And inclusion is the gateway to belonging. In YuMuuv, that means team leaderboards calculated on averages, wellness points across different activities, collective goals and a challenge chat where people share photos and encouragement. More in designing challenges for non-competitive employees.

This is something we think about constantly at YuMuuv. A challenge platform that only rewards the top performers is a competition tool. One that makes everyone's participation visible and valued is a culture tool. The difference matters.

From Transactions to Traditions

The most powerful thing a wellness challenge can become is a tradition. Not a one-off event that HR launches in January and forgets by March, but a recurring rhythm that people actually look forward to.

I've seen this happen when companies commit to a cadence — a new challenge every month, each with a different theme. January is gratitude. February is hydration. March is sleep. April is social connection. Over time, these stop being "wellness programs" and start being part of how the company operates. They become touchstones in the calendar. People ask about them. They plan for them. New hires get onboarded into them. For a ready-made rhythm, see the 12-month wellness challenge calendar.

That's culture. Not the kind you write on a poster in the break room. The kind that lives in how people actually interact with each other day to day.

Our customers see the same thing. At Shell Slovakia and Czechia, a yearly 90-day walking challenge has become the company's biggest sports event (read the case study). At Slalom, a small Phoenix step challenge grew into a global September tradition people look forward to every year (read the case study). And DHR Global uses randomized worldwide teams so employees build connections across more than 50 offices (read the case study).

The Real Metric

If you're running wellness challenges and only measuring steps or participation rates, you're looking at the wrong dashboard. The metrics that matter most are the ones that are harder to count but impossible to fake.

Are people talking to colleagues they wouldn't normally talk to? Are new hires integrating faster? Is your team developing inside jokes about last month's challenge? Are managers hearing less about isolation and more about camaraderie? Is turnover slowing down in teams that participate?

These are culture indicators. And they start with something as simple as a shared goal, a little friendly competition, and the message that your company sees its people as more than a headcount.

The leaderboard is just the beginning. What you're really building is a place where people want to show up — not because they have to, but because they belong.

Want to see how other companies turned challenges into culture? Read the challenge effect, browse our customer stories, or book a YuMuuv demo.