Future of work, human agency and meaning

"Marketing's got this incredibly important role to play in generating meaning around the things that matter."

Following in the theme of sharing ‘good news’ and inspiration… in this episode of Can Marketing Save the Planet, we are joined by Ivo Gormley, OBE, Founder and CEO of GoodGym.

Ivo shares the story of how a simple act of running to deliver a newspaper to an older, housebound neighbour evolved into an inspiring movement that is redefining exercise, tackling social isolation and building greener, more connected communities.

GoodGym’s model is beautifully simple, members walk, run, or cycle to collabortively undertake physical tasks within their local community. Now active in over 65 UK locations, it transforms solitary fitness into meaningful social action which is both fun and rewarding.

A pivotal insight from their work highlights a pressing modern issue: "16 to 25 year olds are the most likely to be lonely... It's a fantastic evaluation showing that our activity is particularly powerful for giving people that sense of belonging and identity."

The organisation’s success is backed by rigorous research from the London School of Economics, which shows that participation leads to “a 27% increase in belonging, a 12% reduction in loneliness, and a 21% increase in life satisfaction.” Ivo sees a major opportunity for Marketers in this space to reposition civic contribution not as a worthy chore, but as a desirable, identity-building activity. "Marketing's got this incredibly important role to play in generating meaning around the things that matter," he argues, emphasising the need to make social progress a core part of an attractive, fun social life.

Looking ahead, GoodGym is focusing on engaging younger demographics and scaling its impact, supported by a major media partnership. Ivo’s vision is for GoodGym to become a mainstream, default option for exercise and a natural step towards a happier, healthier, and better-connected society. This episode will make you want to get out there and get involved!

Tune in as we talk to Ivo about:

• How turning exercise into community service can create a “triple win” for individuals, neighbours, and local spaces.

• Why young people are most at risk, and how purposeful, collective action can build powerful belonging and life satisfaction.

• Why fun and collaborative experiences are key to driving sustained participation and behaviour change.

• The compelling social impact data from the LSE that proves combining fitness with volunteering is a highly effective.

For more information:

Visit https://www.goodgym.org/

Enjoy - and if you love the podcast, share with your friends, family and colleagues.

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About us…

We help Marketers save the planet. 🌍

Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, and join us on our mission. Get in touch to chat.

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Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.