Expertise: Reaching people who do not move

Scuders reaches people who are genuinely inactive — unfit to walk for ten consecutive minutes — through a sports team's own community, and follows them across four projects in a year, long enough to show whether the new habit holds once the person is inside that community. The access is the rare part.

The samples are chosen by the sports team from among its own members' friends, colleagues and family, and its community has to be large enough to contain six inactive people, or the project does not start.

The second capability is settlement: kilometres walked become euros, paid at a fixed rate, with nothing withheld, into an account opened for each published project — and the statement of that account is readable by everyone involved.

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