Konnichiwa, Jōbu 丈夫 (pr. Joe-boo) – is Japanese, meaning robust, durable, sturdy, strong, healthy. We are a group of people who are passionate about the physical, mental and social benefits of physical activity. Included in our team are; a lecturer in Sport, Exercise and Health Sciences from Loughborough University, national level athlete and post graduate in Sociology, journalist and industry leader in Personal Training. We created this social enterprise, Ca20 Ltd (brand name Jōbu), to share our values, research and behavioural science and give people from all backgrounds and abilities the opportunity to not only improve their own physical, mental and social wellbeing but also that of their family, friends, colleagues and local community. We have reviewed hundreds of research papers, publications and reports from the University of Bath, Loughborough Uni, Sheffield Hallam, Sapienza University of Rome, Pierre Bourdieu publications, etc. For each research article we identified the key motivators. The most prevalent being the Super 7 (details on our website). Our research review is ongoing.... We have shared our research with; Dept Culture Media Sport, UKactive, Public Health England, Universities, NHS, Local authorities, Charities, YMCA, Sport England, Personal Trainer businesses and many more… Jōbu is a social enterprise reinvesting 90%+ of net proceeds back into physical, mental & social wellbeing and improving communities. With 25%+ being donated to 10 national charities we support including cancer, dementia, stroke, diabetes, parkinson’s and improving young peoples lives. We are working with Personal Trainer businesses, providing a life time referral system, continuous rewards program, donation to charity, goals management, proactive marketing. Helping their clients be more active more often. We are keen to share our research and look forward to hearing from anyone interested in our initiative. Please connect/message us on Linkedin or visit our website.