The Client

INEOS is a global chemical, manufacturing and energy company making the raw ingredients for the products that enable and improve everyday life. INEOS has evolved into new sectors such as automotive, fashion and healthcare in recent years and invest and support a range of charitable initiatives, in the fields of health, education, conservation and our local communities. Over recent years, INEOS has invested in sport bringing together some of the best minds and talent in sport across Formula 1, cycling, sailing, football, running, and rugby.

They partner with a number of elite teams, including the INEOS Grenadiers cycling team, the All Blacks & Black Ferns, OGC Nice & FC Lausanne-Sport and the Mercedes-AMG Petronas F1 Team to name a few. They are also responsible for other sporting events, such as the INEOS 1:59 Challenge, where they worked with Eliud Kipchoge to achieve a record breaking sub-two-hour marathon.

The Challenge

The brief was simple – how do we celebrate 25 years of INEOS in true INEOS style?

With nearly 26,000 colleagues located across 194 sites around the world, we needed to create a challenge for everyone to participate in, no matter their level of fitness or preferred activity type.

Having already created INEOS Energy Station, we needed to further leverage this comprehensive online health and fitness hub, whilst working smartly with Strava, Polar and Fitbit to pull activity data and manual entries for everyone taking part in the challenge.


km Travelled


Employees took part


Times around the earth exercised


Sites visited virtually


Continents travelled


Different sports and activities logged

The Result

We created the INEOS Site-to-Site Challenge, where INEOS colleagues around the world worked together to cover an overall distance of 100,000km, starting in Belgium, passing through 26 countries and all 124 INEOS sites, before then finishing in the UK.

In order to bring the challenge to life, we created a dedicated page, which featured an activity wall showing all activities logged from every INEOS colleague that tracked via a wearable device, or uploaded via a manual entry. The only requirement to count towards the tracker was that their activity lasted a minimum of 25 minutes.

The page also featured a live global map, showing key INEOS sites and a site-to-site tracker, which progressed from one site to the next based on activities logged. It also highlighted the progress made towards the end target, individual colleague names, activities tracked and distances covered, mixed with motivational messages, quotes, imagery and video snippets.

In true INEOS style, they smashed the overall target, superseding the 100,000km by an additional 60,000km!

“For the 25th anniversary of INEOS, we approached Brandwave with a global virtual fitness initiative aimed at commemorating this occasion. Having worked with INEOS before, Brandwave had a good understanding of our corporate culture and specific needs, ensuring that this challenge would be the best yet. The Site-to-Site Challenge was created, enabling all colleagues to take part, regardless of their fitness level or preferred activity. The response was overwhelming, and we take pride in providing this fun challenge to our colleagues.”

Alexa ChiltonFitness & Wellbeing Project Manager - INEOS