Moving for a greater good. Through Circle K’s annual Charity Fitness Challenge, every workout boosts employee wellbeing and contributes to charity.
Interview with: Erika Söderlund.
Reading time: 5 min.
Erika Allansson Söderlund, Head of Communications at Circle K, is passionate about creating engagement that truly makes a difference. She believes in the power of community and sustainable habits – and sees how small steps in everyday life can contribute both to a healthier working life and to a better world for children and young people.
How the Charity Fitness Challenge began
Since 2021, Circle K employees have been exercising for a good cause. Through the Charity Fitness Challenge, run in collaboration with We+, activities have not only boosted energy and health – but also generated tens of thousands of pounds for charity organisations.
“The Charity Fitness Challenge brings together everything we want to stand for – health, community, and contributing to society. Seeing the charity logo and the counter tick upwards in the app has become a strong motivator for our employees, while also helping many to build sustainable routines in everyday life,” says Erika Allansson Söderlund.
“Seeing the charity logo and the counter tick upwards in the app has become a strong motivator for our employees, while also helping many to build sustainable training routines in everyday life.”
An idea that became a tradition
The initiative started as a simple but powerful idea from the HR department: to get employees moving together and strengthen the sense of belonging through a shared challenge. It was first intended as a one-off, but already in the first year the success was clear. When Erika Allansson Söderlund joined in 2021, she immediately felt this was something to build on.
Four years later, the Charity Fitness Challenge has become a valued tradition at Circle K – something employees look forward to every September.
“We wanted to create something that not only strengthens individual health but also contributes to something greater. When we saw the effect already in the first year, there was no doubt about continuing,” Erika explains.
From competition to shared engagement
When the challenge first launched, much of the focus was on competition – who would win, which team was on top, and what prizes were at stake. At the same time, fundraising for charity was part of the concept from the beginning, adding an extra dimension. This created strong engagement, but Erika soon saw that the concept could be developed and refined over time.
“We quickly realised that we didn’t really need any prizes. What truly motivates our employees is the feeling that we are doing something together, for a higher purpose. Raising money for charity while also improving our own health has become the most important driving force,” says Erika Allansson Söderlund.
Today, it’s no longer the prizes that matter – but the honour, the community, and the knowledge that every activity makes a difference. Over the years, the level of ambition has grown, both in participation and in funds raised.
Want to know more about how to combine your health activities with charity and CSR? Book a free consultation!
“Vi insåg snart att vi egentligen inte behövde några priser. Det som verkligen motiverar våra medarbetare är känslan av att vi gör något tillsammans, för ett högre syfte.”
How it works
For every activity of at least 30 minutes, Circle K donates £4 to charity. All forms of exercise count equally – everything from walks, runs, and gym sessions to more unexpected choices like long-distance open-water swimming or pole dancing.
Employees compete in teams of about 20 people, and all activity is logged in the We+ app. There, participants can share pictures and videos, cheer each other on, and collect a “social engagement score” – something that has proven both clever and fun. This way, competition is not only about the number of workouts, but also about how much colleagues support and inspire each other.
The visual element makes a big difference. On the app’s home screen, everyone is greeted by the charity logo and a live counter showing in real time how much money has been raised. Every time an employee opens the app, it’s clear that their activity not only strengthens their body but also contributes to giving children and young people better opportunities in life.
Stefan walked 590 miles for charity
One of the most inspiring examples comes from Stefan Lyrholm, who in 2024 set an almost unbelievable goal: to walk one million steps in a single month. That meant between two and three hours of walking every day – and a total of 590 miles in four weeks.
The background makes the achievement even more impressive. After several years without exercise, despite previously being active, Stefan had fallen out of shape. But the Charity Fitness Challenge became the spark that got him moving again – and keeping at it.
“Seeing how my walks directly contributed to charity was the spark I needed. I started small, but after a while it became a natural part of everyday life. It feels amazing that my own journey can also give something back to children and young people,” says Stefan.
His commitment gained great attention both internally and externally – even the charity organisation itself highlighted his achievement as something remarkable. The story shows how the Charity Fitness Challenge not only makes a difference for society but can also change the life of individual employees.
“It feels amazing that my own journey can also give something back to children and young people.”
Stefan Lyrholm walked 590 miles for charity
A growing engagement year by year
Since its launch, the Charity Fitness Challenge has grown every year – both in the number of participants and in funds raised. In the first years, the total was around £9,750, while in 2024 a record £16,350 was reached.
So far, Circle K employees have contributed nearly £45,000 to charity organisations – while participation has grown to around 300 people. And the journey continues. For 2025, the goal is set at £18,750, which would be the largest fundraising effort yet.
Inspiration for other companies
Circle K’s journey shows how simple it can be to combine exercise with charity and create added value for both employees and society.
And with a new round starting on September 1, the counter will keep ticking – step by step, activity by activity, toward an even stronger result for charity.
Do you want help creating an activity that combines better health, charity, and CSR?
We create effective health activities where everyone can join on their own terms, regardless of training background. We work with several of Sweden’s largest companies and can tailor an activity that suits you. Contact us at We+.