MUDE
Transforming cities into spaces of well-being
MUDE, a wellness media platform, is on a mission to transform cities into places of wellness by providing active and healthy public spaces. Through the installation of outdoor gym equipment, sports exercise stations and skateboarding areas, MUDE encourages an active and healthy lifestyle for all. This is made possible through brands that want to connect with the population through wellness topics.
As well as offering equipment, MUDE is a pioneer in creating its own technologies, reflecting its culture of innovation. Its services include the MUDE app, innovative mobile gyms called Training Trucks, fitness space rental, Outdoor Gym events, outdoor classes and, most recently, the digitalization of its exercise stations.
How we helped
In its desire to strengthen its ESG (environmental, social and governance) culture and strategy, MUDE joined forces with We.Flow. The collaboration aimed to establish targets and indicators that would incorporate sustainability principles into its daily operations.
The partnership began in 2022 with an analysis of the corporate strategy and a series of interviews to assess the company’s ESG footprint. An introductory workshop on the B System concept and prior training prepared the team for the B Lab impact assessment.
This solid diagnosis was the basis for MUDE’s strategic evolution, culminating in the definition of Stakeholder Management and the preparation of the Materiality Matrix. These analyses not only refined the strategy, but also guided the organization in its quest for B certification.
Recognizing MUDE’s transformative potential, We.Flow, in collaboration with Abissal, proposed an innovative approach in September 2022: the application of the SROI (Social Return on Investment) methodology, segmented by business lines for a more detailed analysis of investments and benefits. We accompanied the entire process and incorporated this impact narrative into the strategy.
As a central part of this strategy, we also conducted a process to define our purpose/mission and values, involving the company’s board of directors in a co-creation workshop. This effort resulted in the creation of clear organizational guidelines regarding vision, purpose/mission and values.
Main results:
A significant achievement on this ESG path was the start of the auditing process with B Lab to become a B Corporation, obtaining an impressive score of 104.7.
However, our commitment doesn’t stop there. We.Flow continues to develop and monitor MUDE’s socio-environmental indicators, with the aim of transforming it more and more into a regenerative company committed to the well-being of society and the planet.
