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Worcestershire digital agency IceBlue has joined forces with recent BetaDen cohort member WellGiving to raise money while keeping employees active.

The IceBlue team is taking part in a virtual challenge to travel 4,667 miles from IceBlue’s offices in Kidderminster to Microsoft Headquarters in Seattle but, unlike many corporate fundraisers, each member of the team can take part in a wide variety of physical activities to earn points, which are converted into miles on the WellGiving platform. Each mile earned translates into a financial donation from IceBlue to its chosen charities – The Brooke Hospital for Animals, and Cancer Research UK.

Lindsey Faulkner, HR manager at IceBlue, said: “What we loved about the WellGiving platform is that it is truly inclusive so every member of the team can get involved in an activity they enjoy. Not everyone enjoys running or cycling but WellGiving uses minutes of exercise completed – rather than a specific activity – to convert into points which, in turn, get converted into pounds. This way everyone can play their part while taking part in an activity they enjoy.”

Olly Mulders, semi professional footballer and assistant accountant at IceBlue said: “With the closure of gyms and sports clubs during the pandemic, many people have lost their routine and focus on fitness, which can have a negative impact on physical and mental health. We wanted to do something to support our team to remain active, incentivised by supporting worthwhile charities.”

The WellGiving app was developed at Worcestershire technology accelerator BetaDen by Green Gorilla Apps. Managing director Paul Rhodes added: “We’re delighted to be working with IceBlue to help them raise funds and keep their team active.

“WellGiving was created to encourage people to be more active by ‘training for good’, improving the wellbeing and mental health of employees through increased altruistic physical activity. It connects with existing smart devices and wearable technology to make it easy for everyone to take part, whatever their preferred form of exercise, empowering employees to be more active while raising money for causes close to their hearts.

“We’re excited to be working with IceBlue on their Kidderminster to Seattle challenge and can’t wait to see how they get on!”

The inspiration for IceBlue’s challenge came from the company’s accreditation as a Microsoft Gold Partner. It is part of a wider series of CSR activity focused on raising funds for their chosen charities during 2021. The team has got off to a flying start, travelling a virtual 764.23 miles since the challenge began on 4 February. Activities undertaken so far include yoga, boxing, circuit training, running, walking, cycling, horse riding and body combat classes, to name a few.

For further information about WellGiving, visit

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