The science behind reasons, rewards, and real progress:

Why a little nudge (and a few rewards) go a long way in staying on the wellness wagon

We all know the drill; we start the year with grand plans of hitting the gym, eating better, and living our best lives as we commit to lofty resolutions.

But somewhere between “I’m going to crush this!” and “where did the year go,” all levels of motivation and that January oomph inevitably become harder to hold on to. So just how exactly do we stay on the wagon to better health – consistently – in the gauntlet of life’s demands?

“Wellness goals are particularly hard when the payoff often feels very removed from the effort,” says Kia Abbott, Virgin Active’s Global Chief of Customer Value. “The biggest benefits and the payoff aren’t instant, and so our dopamine response is poorly suited to hold on to long-term goals where the rewards are only felt far in the future”.

Consistency is baked into the science of motivation

So, what keeps some people showing up while others hit snooze? The answer is in the science of motivation and the clever ways we can hack our brains to stay on track. Research shows that rewards, incentives, and gamification all can result in increased or sustained levels of physical activity.

Virgin Active’s latest updates to both its App and its Rewards Programme are engineered to keep members motivated, active, and genuinely excited about the different milestones reached and personal wins on their wellness journeys.

In the first year since launching the loyalty programme, the positive behavioural shifts were evident, with 73% of members having signed up for Virgin Active Rewards. In addition, the total weekly visits per disengaged member have improved by 164%, while 85% of the instant rewards are redeemed each week by those focussing on their goals. The brand found that rewards members are also 60% less likely to terminate their membership.

“The changes we’re rolling out are underpinned by simple behavioural science that keeps people motivated and progressing. This is based on how challenges, rewards, and a little bit of competition can train our brain to get excited about the short-term actions that lead to long-term lifestyle changes,” says Abbott.

Why do we do what we do? (Spoiler: it’s all in your head)

Sticking to habits all comes down to the question of reason vs. reward and the impact that has on motivation. Motivation, whether intrinsic (doing it because you like it) or extrinsic (doing it because there’s something in it for you), has a huge impact on one’s ability to stay the course. Love the burn of a cycle class or feel that spring in your step from a good night’s sleep? That there is intrinsic motivation.

For most though, we need a little extra push – like a reward dangling at the end of the finish line. Rewards and incentive-based programmes can be that extra push, providing instant, tangible rewards to match the hard work put in to achieve them. The short-term extrinsic rewards build the habit, and in the long term build up to the intrinsic reward of actually achieving one’s wellness goals.  

“When a person receives a reward for the right behaviour, the brain takes that dopamine hit and begins to link the win to the work – resulting in incredibly positive outcomes. Especially when the reward is relevant and valuable to that person.”

Trying out something new, setting a new personal best, or climbing up a tier all reinforce the positive association on the way to reach the ultimate reward – improved health and wellness. Now picture that feeling, but on repeat. Virgin Active is tapping into this exact psychology with goals that keep things fresh and exciting.

Keep it real, and you’ll keep going

At the end of the day, wellness isn’t a one-size-fits-all journey and should be based on personal goals and long-term lifestyle choices. No fads, no short-burst superficial wins, and no unattainable standards that sets us up for failure. Tapping into the powerful outcomes of rewards and incentive based challenges, continued recognition and the dopamine high all contribute to the best results and impact on long-term, sustainable goals.

“It’s important to remember that progress isn’t about perfection — it’s about showing up, having fun, and giving our brain the feedback that each small win is worth celebrating,” ends Abbott.

For more on Virgin Active’s App and Rewards programme or information on your nearest club, visit https://www.virginactive.co.za/.