Energising wellbeing in the energy sector

Astron Energy is South Africa's second-largest consumer gas retailer, operating across the petroleum refining and downstream oil industry with a membership spanning multiple cities including Cape Town, Johannesburg, Durban, Port Elizabeth, and surrounding areas.

Recognising the need to invest meaningfully in their members' health, Astron Energy partnered with Strove and Wellbe - an employee wellness provider - to deliver a structured, impactful wellness programme.

The ambition was clear: equip members with the tools, motivation, and community to build sustainable healthy habits - across physical, mental, and nutritional dimensions - and keep them engaged year after year.

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The challenge

Astron Energy needed more than a basic wellness offering. Operating across multiple cities with a diverse employee base, the challenge was to deliver a unified, engaging, and measurable wellbeing experience that would resonate with members at all fitness levels - and sustain their participation across the long term.

The key challenges were:

• Comprehensive support - providing meaningful coverage across physical, mental, and nutritional wellbeing, not just step counting
• Inclusive engagement - reaching members with varying activity levels and wellness literacy across a geographically spread workforce
• Multi-city visibility - maintaining consistent programme presence and awareness across South Africa's major branches and surrounding areas
• Genuine motivation - rewarding healthy behaviours in a way that felt meaningful and kept members coming back

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Why Strove

Strove was the natural fit for Astron Energy and Wellbe's vision. As a platform built around behaviour change, gamification, and whole-person wellbeing, it offered everything needed to bring the Boost Challenge to life - and to extend genuine engagement well beyond the campaign itself.

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The rollout

The Strove platform was launched as the digital home of the annual Boost Challenge - Wellbe's flagship wellness programme for Astron Energy, now running for three consecutive years.

The programme is also designed to grow. Each year, new members who are interested in joining Strove are welcomed onto the platform, ensuring the community continues to expand and that the benefits of the programme reach as many Astron Energy members as possible.

The combination of physical roadshow presence, an open-door approach to new member onboarding, and a rich digital platform has been a defining feature of this partnership - creating a programme that is both highly visible and deeply engaging.

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The impact

After three years of partnership, the results speak for themselves. Astron Energy has consistently maintained activation rates above 75%, a benchmark that reflects not just strong initial uptake but sustained, year-on-year engagement across a geographically distributed membership.

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This has translated into meaningful daily behaviour:

• 69 average active minutes per member per day
• 6,000 average steps per member per day
• 6.8 hours average sleep per night

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Rewards have seen strong redemption, with members actively putting their Strove coins to use:

• Shoprite - most redeemed reward voucher
• Bootlegger Coffee and Vida e Caffè - joint second most popular

Members who had never previously engaged with a wellness programme are now consistent participants. The leaderboard, daily habit tracking, and instant reward system have proven particularly effective at drawing in a broad spectrum of members - from those just starting their wellness journey to high performers looking to push their limits.

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Members across Astron Energy have been vocal about the difference Strove has made:

“The Strove App has been a fantastic addition to my wellness journey. What I appreciate most is how it encourages healthy habits in a way that is both engaging and rewarding. Since using the app, I have become more intentional about managing my weight and maintaining an active lifestyle. The ability to track my progress and see the impact of my daily activities has kept me motivated and accountable. One of my favourite features is the leaderboard. Being able to see how my colleagues are performing adds a fun and healthy level of competitiveness. It creates a sense of community, motivates me to push myself a little further, and makes wellness feel like a shared journey rather than an individual effort.”

— Neo Maselwa, Talent Acquisition Specialist & Organisational Psychologist, Astron Energy

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From a partnership perspective, the sustained quality of collaboration has been equally noteworthy:

“Strove has been one of our trusted tech partners for the past three years, supporting us on a client wellness project that continues to grow and evolve. It has been a pleasure working with the team - they are responsive, solutions-focused, and always open to feedback. Their commitment to continuously improving the Strove app and enhancing the overall user experience has made them a valuable partner in helping us deliver a more engaging and rewarding wellness journey.”

— Gemma Sher, Managing Director, Wellbe

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