A group of business leaders around Holstebro, Denmark, have signed up for a full year of training together, four times a week. It culminates in a demanding survival trek in a US national park — heavy packs, no phone, no signal, and an EKG test just to enrol. Taking part costs 60,000 kroner. Behind it is mental trainer Michael Knudsen of Maximete, and the concept already runs in other towns.
But it is about more than fitness. It is aimed at leaders who can feel alone at the top — where everyone looks up to them and expects the right calls, until they forget themselves. For the money, participants say they get fitness, friends and a network; Knudsen has watched companies start lending staff to one another because the trust grows so close. What they are really buying is commitment and belonging, wrapped in sweat and a shared goal.
So…:
How could you build belonging into your offer so people commit — and keep showing up?
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