Richcroft Case Study: How a Nonprofit Turned Friendly Competition Into a Movement

Richcroft, Inc., a Maryland nonprofit supporting people with developmental and intellectual disabilities, planned a modest 50-person step challenge to get employees doing something healthy together. Eighty people signed up before launch, some of the people Richcroft supports joined in, and the challenge turned into a movement the organization now wants to repeat twice a year.

At a Glance

• Organization: Richcroft, Inc.
• Industry: nonprofit, disability services
• Location: Maryland, USA
• Employees: 600+
• Interviewees: Shontae Jones (HR Director) and Morgan Grabowski (HR Generalist)
• Challenge: a 30-day step challenge with a collective goal of 24 million steps
• Result: 80 participants (target 50) and 14.8 million steps

A Step Toward Connection and Well-Being

When Richcroft, Inc., a Maryland-based nonprofit supporting individuals with developmental and intellectual disabilities, set out to boost employee engagement, HR Director Shontae Jones and HR Generalist Morgan Grabowski knew they needed something simple, fun, and inclusive.

“We wanted to kick off a health initiative and get employees engaged in something together,” says Grabowski. “YuMuuv seemed like the perfect way to make it happen.”

The plan was modest — start with a 50-participant challenge. But the enthusiasm spread quickly, with 80 employees signing up before launch. It was clear: people were ready to move.

How the Challenge Came Together

The HR team launched a month-long step challenge with an ambitious collective goal of 24 million steps. Flyers, email invitations, and QR codes made sign-up effortless.

“Employees could just scan the code, download the app, and jump right in,” says Grabowski. “No confusion — it was instant.”

Once the challenge started, YuMuuv’s leaderboard and chat transformed into a vibrant virtual community. Employees swapped photos, shared encouragement, and even playfully competed well into the night.

“At 10 PM people were still in the chat,” laughs Jones. “They were talking smack, dancing in their offices, and walking the halls for no reason — just to catch up!”

Movement That Brought Everyone Together

The program’s biggest success wasn’t just participation — it was inclusion. Staff from across Richcroft’s 600-person workforce joined in, along with several individuals the nonprofit supports in its residential homes.

“Some of the people we support joined and started challenging staff,” says Jones. “They’d say, ‘I’m going to beat your steps tomorrow!’ It made everyone feel connected.”

By the end of the challenge:

• 80 participants (Goal: 50)
• 14.8 million total steps
• One participant surpassed 1 million steps alone

The office energy was contagious. People started walking meetings, doing laps during lunch, and even competing with family members at home.

“My kids got used to seeing me do laps in the kitchen while watching Jeopardy,” Grabowski laughs. “It became normal!”

Healthy Results, Happy People

Beyond the leaderboard, the challenge delivered real wellness outcomes:

• Employees reported weight loss and improved sleep.
• One participant noted it reduced arthritis pain.
• Overall morale and movement increased noticeably.

“It motivated everyone,” says Grabowski. “People were moving more, smiling more, and talking about health in a fun way.”

Lessons for Next Time

A few integration hiccups emerged, especially for Samsung and Android users, but YuMuuv’s support team responded quickly.

“Next time we’ll do a quick pre-launch check to make sure everyone’s syncing properly,” says Grabowski. “That way, no one feels left out.”

For their next challenge, the HR team plans to:

• Create team-based goals by department or location.
• Hold pre-challenge setup sessions for device integration.
• Keep communication open and celebratory throughout.

Recognition and Rewards

While participants didn’t know there were prizes, Richcroft surprised the top performers at the end with Nike and Dick’s Sporting Goods gift cards, and presented Certificates of Participation to everyone who joined.

“No one did it for prizes,” Jones explains. “They did it because it was fun — and because they felt connected.”

A Culture Shift in Motion

What began as an HR wellness experiment turned into a cultural spark. Employees now ask when the next challenge will start — and Richcroft plans to make it a twice-yearly tradition.

“People wanted more,” says Grabowski. “They keep asking, ‘When’s the next one?’”

YuMuuv helped turn everyday movement into shared motivation — strengthening both health and human connection across the organization.

Key Takeaways for HR Teams

• Make sign-up instant. Flyers and QR codes let people scan, download and join in seconds.
• Check syncing before launch. A quick pre-launch session avoids device hiccups, especially on Android, where Health Connect is now the standard route for step data.
• Recognize everyone. Surprise prizes for top performers plus certificates for every participant kept the focus on fun. Compare options in our wellness challenge rewards guide.
• Add team goals next. Department or location teams, scored by average so team size does not decide the result, are easy to set up when creating a challenge.

For more nonprofit and community stories, see how Utilitas turned steps into donations, or browse all our case studies.

Planning your first step challenge? Book a YuMuuv demo and we will help you launch it.