BXP - June/July 2017 - 6

6

FROM T HE EDI T OR

HEALTHY DISRUPTION
The power trio on the cover of this issue's Brand Experience magazine is making strides to help American
workers live healthier yet productive lives. Fitness Cubed CEO Arnav Dalmia, COO Ryota Sekine and CMO
Shivani Jain have parlayed degrees in economics and immunology into a fitness business that encourages
active sitting.
While working as a business analyst intern at a major retailer, Dalmia noticed that people were struggling to
find the time to fit in a healthy lifestyle with all of their work and family obligations. This reminded Dalmia of
similar challenges his parents and grandparents faced and the negative consequences of not ever being able
to find a way to make time for enough exercise in an already crammed day.
Dalmia's observations are part of growing awareness of the dangers of the rather sedentary lives of desk
jockeys. Research presented at the American College of Cardiology's (ACC) 64th Annual Scientific Session
showed that sitting for many hours per day is associated with increased coronary artery calcification, a
marker of subclinical heart disease that can increase the risk of a heart attack. How much damage was done
to a person's arteries? Researchers found each hour of sedentary time per day was associated with a 14%
increase in coronary artery calcification burden.
In recent years, awareness of "sitting disease" has caused workers and their employers to seek out
alternatives such as a treadmill desks and standing desks. Indeed, even I-a person who could never be
mistaken for an athlete-use a standing desk and treadmill desk regularly. But a review from Cochrane, a notfor-profit organization that studies health information, suggests that standing might not be enough.
"At present, there is not enough high quality evidence available to determine whether spending more time
standing at work can repair the harms of a sedentary lifestyle," the study's co-author Jos Verbeek, from the
Cochrane Work Review Group, Kuopio, Finland, says. "Standing instead of sitting hardly increases energy
expenditure, so we should not expect a sit-stand desk to help in losing weight. It's important that workers and
employers are aware of this, so that they can make more informed decisions."
With their innovative fitness device, the team at Fitness Cubed have
provided one more choice for workers. Read more about its product
development, the team's motivations and how everything from the
end product to the business development was created with a true
understanding of business needs and empathy for an individual's real
challenges in reaching a healthier lifestyle, starting on page 20.

Linda Casey
EDITOR-IN-CHIEF

JUNE / JULY 2017

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BRAND EXPERIENCE



Table of Contents for the Digital Edition of BXP - June/July 2017

Bxp - June/july 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: The Stride Ahead
Deeper Connections
Category Disruptor
The Debate: Disruptive Innovation , Marketing and Brand
The Toolbox: Luxury
Index of Advertisers
The List
BXP - June/July 2017 - Intro
BXP - June/July 2017 - Bxp - June/july 2017
BXP - June/July 2017 - Cover2
BXP - June/July 2017 - 1
BXP - June/July 2017 - Contents
BXP - June/July 2017 - 3
BXP - June/July 2017 - 4
BXP - June/July 2017 - 5
BXP - June/July 2017 - Editor’s Letter
BXP - June/July 2017 - 7
BXP - June/July 2017 - 8
BXP - June/July 2017 - The Scene
BXP - June/July 2017 - 10
BXP - June/July 2017 - 11
BXP - June/July 2017 - 12
BXP - June/July 2017 - 13
BXP - June/July 2017 - 14
BXP - June/July 2017 - 15
BXP - June/July 2017 - 16
BXP - June/July 2017 - 17
BXP - June/July 2017 - 18
BXP - June/July 2017 - 19
BXP - June/July 2017 - Chief Experience Officer Series: The Stride Ahead
BXP - June/July 2017 - 21
BXP - June/July 2017 - 22
BXP - June/July 2017 - 23
BXP - June/July 2017 - 24
BXP - June/July 2017 - 25
BXP - June/July 2017 - 26
BXP - June/July 2017 - 27
BXP - June/July 2017 - 28
BXP - June/July 2017 - 29
BXP - June/July 2017 - Deeper Connections
BXP - June/July 2017 - 31
BXP - June/July 2017 - 32
BXP - June/July 2017 - 33
BXP - June/July 2017 - 34
BXP - June/July 2017 - Category Disruptor
BXP - June/July 2017 - 36
BXP - June/July 2017 - 37
BXP - June/July 2017 - 38
BXP - June/July 2017 - 39
BXP - June/July 2017 - The Debate: Disruptive Innovation , Marketing and Brand
BXP - June/July 2017 - 41
BXP - June/July 2017 - The Toolbox: Luxury
BXP - June/July 2017 - 43
BXP - June/July 2017 - 44
BXP - June/July 2017 - 45
BXP - June/July 2017 - 46
BXP - June/July 2017 - Index of Advertisers
BXP - June/July 2017 - The List
BXP - June/July 2017 - Cover3
BXP - June/July 2017 - Cover4
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