A Novel Wellness Culture

Menssana in corporesano. The one-thousand-year-old Latin saying represents the core idea of The Wellness Foundation, launched by Nerio Alessadri, founder of Italian wellness company Technogym. The goal is as simple as it is challenging: promoting a novel style of living in society, grounded in creating a perfect balance between physical, mental, and social components. In Europe, only 9 percent of the population participate in regular physical activity. The sedentary lifestyle is responsible for harmful effects such as an increase in the number of chronic pathologies, a huge deficit in governments' health budgets, and work absenteeism. The Wellness Foundation intends to address these problems by promoting scientific research, education, and tangible projects and by encouraging people of all generations to engage in regular physical activity. "Play Wellness," for example, is one of the most important projects promoted by the foundation. It is geared toward 10,000 children between 3 and 9 years of age in the city of Cesena (Emilia Romagna, Italy). It consists of 2,700 hours of physical activity at school with professional instructors, training for school teachers on the benefits of physical activity for children's growth, and the realization of end products detailing the benefits of physical activity for children.

The project is financially supported by Technogym, the official supplier of gym equipment for the Olympic Games as well as for major luxury hotel chains in the world such as the Mandarin Oriental and Four Seasons. The company employs more than 2,000 employees and counts the Real Madrid football players among its clients as well as celebrities such as Madonna and George Clooney. The goodness of this initiative has gained international recognition through its involvement with the "Let's Move!" campaign.

Discussion Questions

1. How can Technogym balance being socially responsible and focused on profits?

2. Would you describe Nerio Alessandri's approach as social obligation, social responsiveness, or social responsibility? Explain.

3. It's time to think like a manager. Corporate social responsibility is wonderful, though often criticized as purely rhetorical and laden with subtle profit goals. How can a manager emphasize genuineness of corporate social responsibilities and activities in society?

4. Do you think the Wellness Foundation can boost Technogym's turnover? Why or why not?