International Business Brilliance Awards 2025 | Corporate Wellness | Brilliance Award Winner: DHL Global Forwarding GmbH – Initiative: DGFF Wellbeing Cup

In this edition of Behind the Brilliance, we spotlight DHL Global Forwarding GmbH, winner of the Brilliance in Employee Wellbeing Award at the HR Brilliance Awards™, recognised for its global initiative — the DGFF Wellbeing Cup.

Through the insights of Alexander Schneider, Head of HR Europe, Alina Mitroescu, Head of Talent, Learning and Engagement, DHL Global Forwarding Europe, and Shannon Simmonds, Talent, Learning and Engagement Trainee, DHL Global Forwarding Europe, we explore how the DGFF Wellbeing Cup united more than 8,000 employees worldwide — transforming wellbeing from a corporate programme into a global culture of inclusion, connection, and purpose.

It’s a story of collaboration, creativity, and care — proving that when wellbeing becomes part of an organisation’s DNA, everyone thrives.

1. Winning the Brilliance in Employee Wellbeing Award is a remarkable achievement. What does this recognition mean for DHL Global Forwarding and the Wellbeing Cup team?

Winning this award is a powerful affirmation of our commitment to fostering a culture of wellbeing at DHL Global Forwarding. It celebrates the collective dedication of our Wellbeing Cup team, HR professionals, and employees worldwide who contributed to making this initiative a success. This recognition not only highlights our ongoing investment in employee health and engagement but also reinforces our commitment to creating a workplace where wellbeing is a priority. It reflects our belief that a healthier, more engaged workforce drives both individual and organisational success,” said Alexander Schneider, Head of HR Europe, DHL Global Forwarding.

2. The DGFF Wellbeing Cup reached over 8,000 employees globally. How did you engage such a large and diverse workforce in the initiative, and what made the challenge so appealing?

Engaging such a diverse and widespread workforce required a strategic, multi-faceted approach. We combined targeted communication, localized adaptation, and an inclusive challenge format to ensure accessibility and motivation for all employees. Leveraging multiple communication channels—such as email campaigns, leadership endorsements, and internal networks—we created strong awareness and excitement around the initiative. The challenge stood out by fostering friendly competition, celebrating both individual and team achievements, and strengthening connections beyond daily work. Moreover, by offering a broad range of activities, we ensured that employees of all fitness levels, interests, and cultural backgrounds could actively participate and feel included”, said Alina Mitroescu, Head of Talent, Learning and Engagement, DHL Global Forwarding Europe.

3. What role did the United Heroes app play in enhancing participation and tracking activities, and how did it foster a sense of community and friendly competition among employees?

The United Heroes app played a crucial role in driving participation, tracking activities, and sustaining engagement throughout the challenge. It allowed employees to log their activities, monitor their progress, and compare performance with colleagues, fostering a spirit of friendly competition. With real-time leaderboards, personalized achievements, and group challenges, the app not only motivated participants but also strengthened the sense of community. By providing a shared digital space for employees to connect, support, and inspire one another, it helped build camaraderie across regions and functions, making the initiative more interactive and inclusive”, said Shannon Simmonds, Talent, Learning and Engagement Trainee, DHL Global Forwarding Europe

4. How did local teams adapt the wellbeing activities to align with cultural and regional needs, and how did this flexibility contribute to the success of the program?

Local teams had the flexibility to adapt activities to cultural and regional preferences, which was key to the initiative’s success. Some regions incorporated traditional physical activities, while others emphasized mindfulness and stress-relief exercises, ensuring a diverse and inclusive approach. This adaptability allowed employees to engage in ways that felt relevant and meaningful to them, fostering a stronger sense of connection and participation. By embracing regional variations, the program resonated more deeply with employees worldwide, enhancing both engagement and overall impact.

5. Employee wellbeing was central to the DGFF Wellbeing Cup. Can you share some specific examples of how this initiative positively impacted employees’ mental, physical, and emotional health?

The initiative had a meaningful impact on employees by encouraging healthier lifestyles and fostering overall wellbeing. Many participants reported increased physical activity, greater mindfulness, and a stronger focus on self-care. Wellbeing sessions and workshops provided valuable stress-management techniques, helping employees navigate daily challenges more effectively.

Team-based activities strengthened social connections and created a sense of community, which was especially beneficial for remote workers. Employees also shared how the initiative helped them achieve a better work-life balance, improve their energy levels, and boost overall morale. By integrating movement, mindfulness, and social engagement, the initiative contributed to a more supportive and health-conscious workplace culture.

6. The initiative helped avoid significant CO2 emissions. How does the DGFF Wellbeing Cup align with DHL’s sustainability goals, and what role did this play in motivating employees to participate?

Sustainability is a core pillar of DHL’s corporate responsibility strategy, and the DGFF Wellbeing Cup contributed to this by encouraging employees to adopt eco-friendly habits, such as walking or cycling instead of driving. By promoting physical activity in a way that also reduced environmental impact, the initiative aligned with our GoGreen strategy and further motivated employees who are passionate about sustainability. Knowing that their participation contributed to a greater cause beyond personal health added an extra layer of purpose and commitment.

7. How did leadership involvement in the Wellbeing Cup inspire employees across all levels, and how did their participation contribute to the program’s success?

Leadership involvement played a crucial role in driving engagement and reinforcing the importance of employee wellbeing across the organisation. When leaders actively participated in the challenge, they sent a powerful message that wellbeing is a priority at all levels. Their visibility, encouragement, and personal commitment inspired employees to take part, creating a ripple effect throughout teams.

Many leaders not only joined the challenge but also shared their own perspectives on why wellbeing matters, helping to promote the initiative and strengthen its impact. By openly discussing their own wellbeing journeys and the benefits of a healthy lifestyle, they fostered a culture where self-care and health are valued. Their involvement helped break down hierarchical barriers, creating stronger connections between teams and reinforcing a supportive and wellbeing-focused workplace.

8. Incorporating volunteering and facilitation by employees created a deeper sense of community. How did employees respond to this opportunity, and what benefits did it bring to the initiative?

Employees responded enthusiastically to the opportunity to actively engage in facilitating activities and supporting their colleagues. Those who led local wellbeing sessions or organized team-based activities experienced a deep sense of ownership and pride in contributing to the initiative. This peer-driven approach not only strengthened connections between employees but also fostered the creation of new networks and encouraged ongoing participation. Additionally, it empowered individuals to develop valuable leadership and facilitation skills, which contributed to both their personal and professional growth. This collaborative involvement helped build a more connected, engaged, and empowered workforce.

9. The DGFF Wellbeing Cup saw an increase in employee engagement, reflected in the EOS Engagement KPI. How do you think this initiative contributed to improved engagement and operational efficiency?

The initiative fostered a stronger sense of belonging and team spirit, both of which are essential drivers of employee engagement. By participating in a collective challenge, employees felt a deeper connection to their colleagues and to the company’s broader mission. This shared experience boosted motivation, enhanced morale, and contributed to a more positive work environment. Moreover, when employees feel supported in their wellbeing, they are more likely to be focused and productive, which in turn leads to greater operational efficiencies across teams. The initiative not only strengthened relationships but also reinforced a culture of care, positively impacting both individual and team performance.

10. What does ‘brilliance’ mean to you in the context of employee wellbeing, and how does the DGFF Wellbeing Cup exemplify this concept in your workplace culture?

In the context of employee wellbeing, ‘brilliance’ means cultivating an environment where individuals can thrive in all aspects—physically, mentally, and emotionally—while feeling a strong connection to their peers and the organisation’s purpose. The DGFF Wellbeing Cup exemplifies this by promoting a culture of holistic wellbeing, inclusivity, and ongoing support. It goes beyond just physical activity, focusing on building a sustainable, engaged workforce that feels valued, energised, and motivated. This initiative fosters a sense of community and purpose, empowering employees to prioritise their wellbeing while contributing to the overall success of the organisation.

Celebrating Brilliance

DHL Global Forwarding’s DGFF Wellbeing Cup is a shining example of how global collaboration can drive meaningful change. By combining leadership commitment, local empowerment, and a shared purpose, the initiative has created a lasting culture of wellbeing across continents.

Through empathy, innovation, and unity, DHL Global Forwarding continues to demonstrate that true brilliance in employee wellbeing is not just about healthier workplaces — it’s about stronger, more connected people who thrive together.