Running The New Normal: Wellness Brand Transforms Digital Corporate Wellness Space

Switch & Co, the corporate wellness brand, today announces positive growth figures from the past six months. The brand explains its rise from a household name in the United Arab Emirates, to a global entity that’s seen its active user base grow from two countries to 53.

In Q2, the brand was forced to adapt its business model to the COVID-19 pandemic and subsequent lockdown. The new Switch+ model empowers corporate entities with a platform that offers staff and customers access to exclusive livestreams, masterclasses and on-demand health and wellness content. Switch & Co then streamlined its existing team, implementing a global remote-working policy that supported the hire of key team members in four new countries.

Gary Blowers, CEO at Switch & Co said: “Compounded by the COVID-19 pandemic, traditional corporate wellness programmes have become increasingly obsolete. With work patterns in flux and the future uncertain, the way organisations help their people maintain healthy lifestyles is evolving. As daily activities move online and populations adapt to the digital workplace, opportunities are opening up to design a new generation of corporate wellness offerings, tailored to the individual needs of an increasingly digital global audience.

“As we adjust to the new realities of a COVID-19 driven economy, both brands and consumers have changed the way they sell, buy and engage. Keeping customers and employees connected and cared for is the biggest challenge businesses are facing. Challenges bring new solutions and video content is the biggest one in sight. It provides the closest alternative to face-to-face interaction, whilst offering complete control of use.”

The rise of video during 2020 is unprecedented, with an 80% rise in video consumption since the pandemic began. Cisco estimates by 2022, 82% of internet traffic will be driven by video with watch times averaging 100 minutes per day. Switch& Co invested in this ‘new normal’ and built the Switch+ platform that keeps employees and customers active, engaged and well from their own homes. Capitalising on this new model, Switch+ has quickly attracted the attention of Fortune 500 companies, signing long term agreements and increasing its paid subscription base by 213%, since April 2020.

DileshBhimjiani, Chief Strategy Officer at Switch& Co, added: “The current coronavirus crisis is only accelerating the video evolution. With new engagement and lifestyle trends, people expect employers and brands to adapt to the changing realities and present not only video formats, but content that is varied, engaging and relatable.”

The pandemic has been the time of record highs for video consumption. Netflix reached 16 million new subscribers globally, Sky reported its hit drama ‘Bulletproof 2’ has exceeded 5.4 million downloads and on-demand channel All4 has seen audience numbers rise by 54% YoY. Video is now ‘the new normal enabler’ connecting brands and customers when offline interactions are still far from reverting to normal. Videos are bridging the gap for informing, educating, engaging, entertaining, and socialising with employees and customers.

Blowers, concluded: “In business terms, videos allow brands to drive tangible results. As the crisis continues, businesses must shift their communication and engagement strategies to adapt to working from home mode. With data set up to capture every user interaction, we at Switch & Co can drive the right behaviours and actions across the organisations we work with through access to real-time, customisable reports. With insights on what people have done and what they want to do, the opportunity to drive engagement grows exponentially. Automated engagement tools encourage users to continue on their wellness journey, while team leaderboards drive healthy internal competition amongst employees. We’re creating a digitally powered ecosystem that puts the user at the centre and gives them everything they need to prioritise their wellbeing.”