TINE Case Study: Building Health Across Borders with TINE NMR

After the success of the TINE Heimdal campaign, other branches within TINE began reaching out with a shared question: Can we make this work across locations too? That challenge became the foundation of our next project—TINE NMR.

The goal was clear: replicate the strong health results across a decentralized workforce. With 152 participants (72% of the branch) and over 38,000 minutes of high-intensity activity logged, it’s safe to say the campaign resonated. A remarkable 113 of the participants achieved health-improving levels of high-intensity training (HIT), maintaining an impressive 80% engagement rate across all 12 weeks.

One special element set this campaign apart: TINE committed to donating 1 NOK to cancer research for every HIT point earned. This sparked a powerful shift in mindset—from personal motivation to collective purpose. For many, the campaign became about more than health; it became a movement to do good together.

The Cost of Inactivity—and the Value of Action

Physical inactivity continues to be a pressing issue, contributing to lifestyle-related diseases and rising healthcare costs. Myworkout’s method—backed by science—focuses on just 32 weekly minutes of HIT to significantly improve health outcomes.

This time, the results speak even louder:

• Quality of Life: The campaign generated a collective gain of 501 quality-adjusted life years (QALYs)—an average of 4 QALYs per participant.
• Reduced Sick Days: An estimated 283 fewer sick days across the group, or 2.5 per person.
• Financial Impact: The reduction in sick leave could save TINE approximately NOK 841,850 annually, based on an estimated cost of NOK 7,450 per employee.
• Long-Term Savings: Over the next four decades, this campaign could save Norwegian society an estimated NOK 501 million in healthcare costs.

Collaboration and Implementation

This campaign required something new: remote execution. With teams spread across Norway, the Myworkout tools needed to perform just as well virtually as they had on-site.

• Digital Clinic: Once again, selected employees at risk or already managing lifestyle diseases joined our Digital Clinic. This time, the clinic ran fully remote. All candidates relied on video instructions for exercises—and it worked seamlessly. Each individual received tailored guidance and support, regardless of location.

One particularly moving moment came from the branch leader herself. After undergoing chemotherapy, she joined the program ahead of the campaign and stood before her colleagues at the all-staff conference to announce that she felt strong again. Her story set the tone for what was to come.

• Grand Kick-Off: With no local ambassadors this time, we brought everyone together for a national launch event at Scandic Hell. There, Dr. Tom Tørhaug, a specialist in inactivity-related issues such as back pain, inspired the group with insights on how even small changes in movement can make a big difference—especially in today’s sedentary work culture.

The Power of Purpose: “Bigger Than Yourself”

The decision to donate 1 NOK per HIT point to cancer research created a ripple effect. Participants reported feeling motivated not just by personal health goals, but by the chance to contribute to something bigger. The campaign gained a sense of solidarity and purpose—fueling a “Bigger Than Yourself” spirit that carried across departments and locations.

Results and Reflections

The numbers are strong, but the human stories are stronger. Employees reported feeling more energized, motivated, and better equipped to manage daily tasks—both at work and home.

Early feedback also highlights:

• Reduced back and joint discomfort
• Increased stamina and motivation
• A sense of community and shared purpose—even across locations

Leadership Perspective

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Mari Stenersen (Director of TINE NMR Advisory):

‍“High engagement from day one, and the competition between departments was intense. Even though we were a bit late with the weekly results, they were quickly in demand. After the campaign, the focus on exercise has remained strong, and many are still using the app to log their workouts. It’s inspiring to see how a shared goal and commitment can lead to more healthy years of life. This may be the most important effect of the campaign: better quality of life and the ability to stay longer in work.”

Digital Clinic - Remote Rehabilitation

For employees already living with chronic conditions—whether musculoskeletal pain, fatigue, or lifestyle-related diseases—the Digital Clinic offered a tailored rehabilitation program. This initiative is focused on helping participants regain function, reduce pain, reverse conditions and rebuild confidence in their own health.

Five employees joined the Digital Clinic during this campaign. For some, the program was extended by 2–5 weeks to accommodate summer holidays, injuries, or health challenges. Despite these obstacles, every participant successfully completed the program—and the results were compelling.

• Improved fitness (VO2max): All participants increased their cardiovascular capacity, in some cases at levels higher than typically seen in clinical research.
• Reduced pain and fatigue: Subjective reports confirmed noticeable improvements in day-to-day discomfort and energy levels.
• Functional gains: Even when strength was trained at home, measurements of leg strength still showed progress.
• Personalized approach: Each program was adapted to individual needs, ensuring accessibility and sustainability.

Effects in everyday life noted by participants

• Reduced fatigue
• Increased energy levels
• Reduced pain in knees, neck, and back
• Able to sit longer in meetings
• Able to exercise regularly
• Reduced body weight
• Everyday activities are easier
• Feeling better physically and mentally

Perhaps most importantly, this campaign demonstrated that rehabilitation can succeed remotely. With video-based instruction, digital follow-up, and individual adjustments, employees received the same quality of care and progress as they would in a physical clinic—no matter if they lived in a city or in a rural town.

This success highlights a major opportunity: digital rehabilitation can remove barriers of geography and access. Companies across Norway—and beyond—can help employees overcome chronic health challenges by offering solutions like the Digital Clinic. When rehabilitation becomes available everywhere, more people can return to work healthier, stronger, and sooner.

Conclusion

This second campaign with TINE shows that a commitment to wellness doesn't need to be limited by geography. By embracing digital tools, expert-led guidance, and a strong company culture, TINE has proven that scalable health interventions are not only possible—but highly effective.

Together, we’re building a more resilient workforce, one step (or one HIT session) at a time.

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