With a new digital app, the Danish Sportmaster chain launched “The 5-Week Challenge” on Dec. 5. It will be a five-week digital course starting on Jan. 13 to help Danes create healthier, long-lasting habits. Two well-known Danish experts have been called in to help with the challenge: an exercise physiologist, Henrik Duerog, who runs a well-known a TV diet program, and an Ironman athlete, Michelle Vesterby. The 5-week program will be a game where the players have to collect plus points and avoid minus points by participating in various challenges, anything from 30 minutes of physical activity during the day to general “lifehacks” such as getting enough sleep at night. The 5-Week Challenge will take place digitally and the process will be individual, with a digital health check including body age and personal score goals.

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