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JLM Industries:

Development and Adoption of Workplace Wellness Services

Response to Request for Proposal


November 7, 2010

Karyn N. Lewis
Director, New Leaf, L.L.C.
255 Culver Road
Rochester, NY 14607
(585)759-0115 (Voice)
(585)759-0119 (Fax)
karyn.lewis@newleafllc.com
www.newleafllc.com
New Leaf, L.L.C. Proposal: JLM Industries Workplace Wellness Services

Table of Contents
1 Executive Summary 3
Situation 3
Organization 3
Solution 3
Results 4

2 Statement of Need 4

3 Project Description 5
Goals & Objectives 5
Methods 5
Program Structure 7
Staffing/Administration 8
Evaluation 8
Sustainability 8

4 Budget 8
Brief 4-8 Week Packages 9

4-8 Week Intensive Educational Coaching Option 9

12 Week Extended Package 9

12-Week Comprehensive Health Coaching Option 9

5 Organizational Information 10

6 Conclusion 11

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New Leaf, L.L.C. Proposal: JLM Industries Workplace Wellness Services

1 Executive Summary
Situation
U.S. health and labor statistics make it alarmingly clear: declining physical fitness has created an
escalating financial crisis and diminished quality of life for a large proportion of our population.
Nonetheless, there is real potential for business savings from a well-designed wellness program, which
can cut health risks in half or even eliminate them. With an effective wellness program, businesses can
also benefit from improved productivity, decreased worker’s compensation claims, decreased employee
turnover, and improved employee morale. To achieve these benefits, however, it’s essential to provide a
comprehensive approach focused on results-proven interventions – New Leaf L.L.C. can provide just that.

Organization
New Leaf, L.L.C. is the leading local provider of one-on-one wellness coaching and related services
delivered directly to employees in the workplace by certified coaches. Privately held and operated out of
Rochester, NY since 2000, we are a progressive company determined to assist individuals across the
Western NY area in the pursuit of health and wellbeing. Our business offers an effective and nationally
accredited alternative to the standard approach to employee wellness by delivering an active,
personalized strategy.

Our professional coaches are highly trained to tailor their support to meet the needs of each employee
utilizing wellness coaching methods including engagement, cues to action, reciprocal determinism, and
outcome expectancy to get employees more interested, more committed, more responsive, and more
actively involved in every aspect of wellness than ever before.

Solution
New Leaf, L.L.C. will provide JLM Industries’ employees a comprehensive approach to improving health
and fitness within the workplace by implementing a personalized coaching program designed to
encourage healthy lifestyle changes. Based on a tiered pricing system to accommodate a variety of
wellness budgets and schedules, the proposed program encompasses two essential parts within a span of
4 to 12 weeks:
1. The assistance of our in-house professionally certified experts in fitness, nutrition, and health to
provide individualized coaching services to all employees
2. Online services for health education and progress tracking to include topics such as fitness,
nutrition, disease management/prevention, emotional/mental well-being, stress, and safety

Our coaches will provide support and direction throughout each employee’s personalized wellness plan to
assist them in initiating and sustaining action and persisting with their health and wellness goals. Also
provided will be the use of technology for paperless tracking of fitness goals and a virtual wellness
community with postings on health tips, nutritional guides, and other fitness activities.

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New Leaf, L.L.C. Proposal: JLM Industries Workplace Wellness Services

Results
This corporate wellness program will assist your employees in three ways: it will motivate your employees
to pursue healthy lifestyles, educate your employees about health risk factors, and facilitate your
employees into taking action that will improve their health and well-being. As a result of our proposed
program, your employees will:
 Receive enthusiastic and sincere support to sustain what's working
 Gain perspective to identify and resolve obstacles that are blocking their success
 End the cycle of starts-and-stops falling short of their desired results
 Become a champion for their values and purpose
 Discover the power of accountability
 Enjoy confidential, convenient and effective methods

2 Statement of Need
The U.S. annual healthcare spending has ballooned to more than $2.2 trillion, or 16% of the gross
domestic product (GDP) since 2002. In fact, the U.S. Department of Health and Human Services reports
that modifiable health-damaging behaviors (such as tobacco use, lack of physical activity, and poor eating
habits) account for 33% of all U.S. deaths, or about 800,000 per year. These alarming statistics make it
clear that our collective declining physical fitness has created an escalating financial crisis and a
diminished quality of life for a growing proportion of our population. So, what does this have to do with
your organization?

Consider this: In 2007 the U.S. Department of Health and Human Services estimated that for every 100
employees in all organizations (including JLM Industries):
 44 suffer from stress
 38 are overweight
 31 use alcohol excessively
 30 have high cholesterol
 26 have high blood pressure
 25 have cardiovascular disease
 24 do not exercise
 21 smoke
 12 are asthmatic
 6 are diabetic

The average employee has at least 2 risks linked to increased healthcare costs, decreased productivity,
and increased absenteeism. Together, these health risks cost the average employer an additional $3,000-
$4,000 yearly. This shows the real potential for savings from a well-designed wellness program, which can
cut these risks in half or even eliminate them. With an effective wellness program, businesses can also
benefit from improved productivity (the average economic impact of health risks on productivity is
$1,500-2,000 per year/employee), decreased worker’s compensation claims, decreased employee
turnover (studies show a 20-30% decrease), and improved employee morale. Plus, employees are

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New Leaf, L.L.C. Proposal: JLM Industries Workplace Wellness Services

happier, less likely to develop serious disease, and more likely to live longer (the average potential
increase in longevity is 4.5 years per employee).

Some positive news: rather than simply cutting benefits or shifting costs to employees, more companies
today are starting worksite wellness programs as a way of controlling high health-care costs. Currently,
62% of larger companies (with 200+ employees) are providing worksite wellness programs. Even 26% of
smaller companies (with less than 200 employees) also offer their employees wellness programs with the
hope of curtailing costs. As seen in the past, however, companies that do not provide comprehensive
wellness programs generally will not see a positive ROI. Holding an annual health fair, hosting an
occasional health class, or simply providing employees with printed health information without follow-up
typically are not enough to generate change or keep healthcare costs from climbing. To achieve savings
from a wellness program, it is essential for a company to provide a well-run program with comprehensive
and effective interventions.

3 Project Description
Goals & Objectives
Our main goal is to help JLM Industries employees define and meet their own individual wellness
objectives. As wellness coaches, we work to set achievable objectives for our clients, hold them
accountable, and act as a guide, motivator, and support system for each individual. We focus on
behavioral change by using individually designed programs to meet the unique needs of each person
while offering creative solutions to help them achieve their objectives. The measurable objectives of this
program are as follows:
 Increase the number of employees who exercise 2 or more times a week by at least 25% by the
end of one 12 week session
 Reduce the overall use of sick leave by at least 2% from the previous 12 week session, after the
first full 12-week session of program operation
 Improve employees’ satisfaction with the company, as measured by employee satisfaction
surveys conducted before and after the first 12 week session of program operation - increase the
average score by at least 10%

New Leaf, L.L.C. can configure these objectives according to your company needs and values. Other
measurable objectives may be to reduce workers' compensation costs, reducing absenteeism and
turnover, improve productivity, lower musculoskeletal injuries, decrease unnecessary emergency room
visits, decrease or contain healthcare costs, improve dietary habits of employees, and/or reduce other
health risk factors.

Methods
New Leaf, L.L.C. offers an effective and nationally accredited alternative to the standard approach to
employee wellness by delivering an active, personalized strategy. Using a relationship-driven method
based on an innovative 7-step behavior change model, our certified wellness coaches will work with your

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New Leaf, L.L.C. Proposal: JLM Industries Workplace Wellness Services

employees one-on-one to identify areas in need of improvement. Our 7-step health behavior change
model is targeted to meet the specific needs of corporations to improve employee wellness. This proven
model was developed by Guiding Mindful Change (GMC), a leader in health and wellness coaching
training and programs. Rather than affecting all segments of employees’ lives, our coaches narrow in on
health and wellness using the following formula:
1. Assess areas of health and wellness employees wish to improve
2. Explore options for change
3. Identify barriers and obstacles
4. Develop a personalized action plan to overcome barriers and achieve objectives
5. Ascertain perceived benefits for change
6. Identify supports for sustainability
7. Provide accountability

Whether the goal is losing weight, reducing stress, improving nutrition, or training for a half marathon, we
will provide the resources, education, and support needed to initiate and sustain behavior change. Our
team of professional coaches will tailor their support to meet the needs of each employee utilizing
wellness coaching methods such as engagement, cues to action, reciprocal determinism, and outcome
expectancy, and in doing so will establish an effective, personalized relationship that supports each
employee to take action toward their personal and professional desires and goals.

As experienced motivation and behavior change specialists, our personal wellness coaches are skilled in
guiding people in the face of obstacles. Together we will develop a plan that takes into account how each
employee’s job, family commitments, social life, support system, stresses, and any other personal
challenges they are facing influence their health goals. We will help them develop a realistic plan to work
on the goals that are important to them. Our coaches will listen to their strengths and challenges and
recognize what they are already doing well so they can build on this and not waste their valuable time re-
teaching them things they already know. We realize that a one-size-fits-all health plan is not what they
need and we will work with them to develop an individualized and personal plan that is both realistic for
achieving their health goals and that fits comfortably into their busy lives.

We will not only assist your employees in following through on their eating and exercise goals, but also
help them to identify other important goals. We will work with your employees to better manage stress
and emotions, enhance organizational and communication skills (to improve their personal support
systems) and work towards enhanced self-awareness through mindfulness and other techniques if
desired. Our coaches and your employees will enter into a partnership for health and wellbeing and work
collaboratively in the effort to achieve meaningful change. The coach trusts that the client will only
commit to what is realistic for them, and the coach in turn agrees to push the client to reach beyond the
moment and honor that commitment through positive action.

As a result of this program, your employees will:


 Receive enthusiastic and sincere support to sustain what's working
 Gain perspective to identify and resolve obstacles that are blocking their success
 End the cycle of starts-and-stops falling short of their desired results

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New Leaf, L.L.C. Proposal: JLM Industries Workplace Wellness Services

 Become a champion for their values and purpose


 Discover the power of accountability
 Enjoy confidential, convenient and effective methods
 Work with a professional with over 10 years of coaching experience

Program Structure

The structure of JLM Industries’ employee wellness coaching program will vary depending on the option
you choose and each employee’s personal goals. To begin, each employee will complete an online health
risk assessment. The first coaching appointment(s) will occur within a week or two of the online health
risk assessment, depending on scheduling factors and chosen method (in person, Skype, or phone). At
that time we will discuss with each individual employee the barriers and challenges they face and how
these impact their health and ability to stay motivated. We will go beyond health tips and strategies to
help examine how all aspects of their lives impact their goals. If needed, our staff will provide guidance
and information to help select the best eating and exercise plan from a range of scientifically sound
options.

Once we have a good understanding of the barriers each employee faces, we will ask them to identify the
things they want to start working on and help to develop a realistic and specific plan to achieve these
goals. We will identify best-case-scenario goals but also goals that will help each employee succeed when
new and unexpected challenges arise.

After the initial session, your employees are not alone! For as long as they remain engaged in one of our
coaching programs, our coaches will stay in touch by email, telephone or in-person (depending on the
package type) to help motivate, answer questions, solve problems, develop a deeper understanding of
the challenges they face, and to assist them in continuing to improve their self-awareness and
understanding while developing new skills for staying on track. We will also provide continuous access to
our online support groups, nutrition tools, meal planners, recipes, motivational email and text messaging
and comprehensive fitness and behavioral information throughout the program.

Features of our wellness coaching approach include:


 Personalized, confidential, non-biased, effective support to promote change
 27 x 7 support hotline and online educational tools
 Online assessments to track pre- and post-program wellness measures
 Customized online platform to track participation and goal achievement
 Feedback via program evaluations
 Highly trained local certified coaches
 Post-program impact report

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New Leaf, L.L.C. Proposal: JLM Industries Workplace Wellness Services

Staffing/Administration
Our staff at New Leaf, L.L.C. is comprised of a team of 10 certified wellness coaches with a range of health
expertise. Below is a capsule profile for one of our certified wellness coaches, representative of those will
work with your employees.

Karyn N. Lewis
C.E.O., Certified Wellness Coach, & Fitness Instructor

As founder of New Leaf, L.L.C., Karyn works hard to help individuals achieve goals and overcome personal
barriers. She holds a bachelor's degree in exercise science from Purdue University, and has worked in the
fitness industry for over 18 years. She also completed postgraduate work in health administration and
exercise physiology at Murray State University and received her certificate of completion in Wellness
Coaching from A.C.S.M partner WellCoach Corporation in 1998. As a certified group fitness instructor as
well, she knows how to motivate individuals to start managing weight, reducing stress, and living a
healthier lifestyle. Karyn specializes in developing, planning, and implementing behavior modification
programs for weight loss, nutrition, fitness, and stress management. She also has extensive experience
designing health programs for individuals including seniors, youths, diabetics and pre-/post-natal women.
She enjoys helping clients with a proactive, preventive approach, and her positive spirit has encouraged
members to remain healthy and happy as long as possible. She has managed New Leaf, L.L.C. since its
inception in 2000.

Evaluation
A Health Risk Assessment (HRA) will be administered to all participating employees prior to the start of
the wellness coaching program and after the 4-12 week period. The HRA is designed to gather all
necessary data to track trends and determine needs through self-reported biometric data or individual
screenings. Participants will be able to complete the assessment via internet or postal mail, and will be
given the results with analysis and report explaining the results and highlighting any risks.

Sustainability
Rather than defining wellness as a static state of being, we prefer to think of it as a continual process of
making lifestyle choices that maintain or improve our physical and mental well-being. Our corporate
wellness program assists employees in this continual process in three ways: they motivate employees to
pursue healthy lifestyles, educate employees about health risk factors and how reducing these factors can
improve their health, and facilitate employees into taking action that will improve their health and well-
being.

4 Budget
We have conveniently created a tiered pricing system to accommodate a variety of wellness budgets, with
final pricing determined by package selection and participation. Below are a range of service packages
designed to meet varying needs and schedules.

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New Leaf, L.L.C. Proposal: JLM Industries Workplace Wellness Services

Brief 4-8 Week Packages:

These options are designed and recommended both for the newcomer who wishes to lay the foundation
for their health plan and get a jump start on motivating themselves to achieve their health goals and for
the veteran of health improvement programs who wants to infuse their existing efforts with an extra shot
of encouragement to help propel them through difficult times and plateaus. These packages allow each
individual to develop a strong and sustainable health change program that is resilient in the face of
barriers and supported under the skilled guidance and encouragement of our certified wellness coaches.

4-8 Week Intensive Educational Coaching Option:

This program starts with an intensive private coaching session where each participating employee spends
50 minutes with one of our certified coaches engaged in a personal health planning and educational
session with focused instruction in key behavioral lifestyle change skills. It also includes an introduction to
the website and educational materials tailored towards personal goals and the development of a personal
action plan for change. The initial session is delivered either by phone, Skype, or in-person.

E-mail , Skype, or telephone interaction as needed (determined on a case-by case basis between
employee and coach) with one of our coaches for the following 3-7 weeks allows employees to stay on
track, evaluate their individual plans, set new goals, and solve barriers as they arise. Regular contact
between employee and coach takes place conveniently within their busy schedules, and customized
nutrition plans and personal goals and barriers assessment is provided via our website. This program also
includes free unlimited access to motivational text messaging, an informational email subscription and
additional informational resources as need arises, and access provided to support forums where our
skilled health educators monitor discussions among users who are seeking support in their healthy
lifestyle. Participation is anonymous for added privacy.

Registration Fee:
4 Week Program = $195.00 per employee
8 Week Program = $295.00 per employee

12 Week Extended Package:

This option is designed and recommended for individuals wishing to embark on a more comprehensive
program and who are committed to longer-term assistance in achieving meaningful results and
engendering lasting changes in health behavior. Twelve weeks allows sufficient time to target multiple
health and life-fulfillment goals and to learn and practice new behavioral strategies and encounter and
solve multiple barriers with the guidance of our certified wellness coaches.

12-Week Comprehensive Health Coaching Option:

This program starts with an intensive private coaching session where each participating employee spends
50 minutes with one of our certified coaches engaged in a personal health planning and educational

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New Leaf, L.L.C. Proposal: JLM Industries Workplace Wellness Services

session with focused instruction in key behavioral lifestyle change skills. It also includes an introduction to
the website and educational materials tailored towards personal goals and the development of a personal
action plan for change. The initial session is delivered either by phone, Skype, or in-person.

E-mail, Skype, or telephone interaction as needed (determined on a case-by case basis between employee
and coach) with one of our coaches for the following 11 weeks allows employees to stay on track,
evaluate their individual plans, set new goals, and solve barriers as they arise. Regular contact between
employee and coach takes place conveniently within their busy schedules, and customized nutrition plans
and personal goals and barriers assessment is provided via our website. This program also includes free
unlimited access to motivational text messaging, an informational email subscription and additional
informational resources as need arises, and access provided to support forums where our skilled health
educators monitor discussions among users who are seeking support in their healthy lifestyle.
Participation is anonymous for added privacy.

Registration Fee:
12 Week Program = $395.00 per employee

5 Organizational Information
New Leaf, L.L.C. is the leading local provider of one-on-one wellness coaching and related services
delivered directly to employees in the workplace by highly trained and certified coaches. Privately held
and operated out of Rochester, NY since 2000, we are a progressive company determined to assist
individuals across the Western NY area in the pursuit of health and wellbeing. New Leaf, L.L.C.’s core
competency is the assessment, planning, development and implementation of personalized wellness
programs for company employees.

Our business offers an effective and nationally accredited alternative to the standard approach to
employee wellness by delivering an active, personalized strategy. Using a relationship-driven method
based on an innovative 7-step behavior change model, our certified wellness coaches confidentially work
with clients one-on-one to identify areas in need of improvement. Whether the goal is losing weight,
reducing stress, improving nutrition, or training for a half marathon, we provide the resources, education,
and support needed to initiate and sustain behavior change. Our professional coaches tailor their support
to meet the needs of each employee utilizing wellness coaching methods including engagement, cues to
action, reciprocal determinism, and outcome expectancy to get employees more interested, more
committed, more responsive, and more actively involved in every aspect of wellness than ever before.

Essentially, New Leaf, L.L.C. is the next-generation workplace wellness provider – offering employers a
wellness model which is guaranteed to deliver the high levels of active engagement necessary to drive
large-scale improvement in employee lifestyle behavior change, offering for the first time a practical,
affordable, and universally applicable opportunity to boost the effectiveness and success of workplace
wellness efforts.

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New Leaf, L.L.C. Proposal: JLM Industries Workplace Wellness Services

Our proven, 7-step health behavior change model is targeted to meet the specific needs of corporations
to improve employee wellness. New Leaf, L.L.C. is presently providing wellness coaching for local
employees at Fortune 100 companies, including Wegmans Food Markets, Inc., Paychex, and Eastman
Kodak Company. With ten years of experience, New Leaf, L.L.C. has demonstrated significant cost
efficiency gains for these companies.

A few key facts include:


 94% reported the program to be effective in supporting their efforts to adopt or maintain healthy
behaviors
 74% agreed they are more productive at work now due to their participation in this program
 93% reported being satisfied with the client-led, non-directive style of coaching compared to
health education and advice-giving methods
 93% indicated they would participate in this program again
 96% indicated they would recommend this program to others

6 Conclusion
Professional health coaching is a highly personalized service that will provide your employees with
support in identifying and setting realistic and attainable health goals, remaining accountable to those
goals, and building on their successes to reach a healthier overall quality of life. Our aim is to help them
make permanent changes in their relationships with food, physical activity, stress and emotion
management, and enhance their abilities to maintain healthy and productive lifestyles.

The focus of New Leaf, L.L.C.’s health coaching approach is broader than the typical “how to eat and
exercise” approaches that focus mainly on education and checking to see if you followed your meal and
exercise plans. Your personal health coach is someone by your side helping you carefully examine the
reasons for your difficulty staying on track and to assist you in developing a deeper understanding of your
personal barriers. Your coach works with you to develop a clear and realistic plan to keep you moving
forward so you will achieve your goals.

You can choose to take a reactive approach to healthcare – where you pay for health problems after they
develop and continue to see your healthcare costs climb. Or you can take a proactive approach – where
you invest in the health of your employees, trim healthcare costs, and improve productivity. The proactive
wellness approach clearly makes good business sense – for employees and employers. When a finely
tunes, comprehensive workplace wellness program is in place, everyone wins! We look forward to being
your partner in good health!

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