The EnduringFX application to the RWJF Games to Generate Data Challenge!

1. RWJF Games to Generate Data Challenge Application
(Rev. Feb. 21, 2013)
EnduringFX in a tweet (140 characters)
EnduringFX is a community fitness system that transforms parks, pools, fitness centers & open spaces into digital,
interactive playgrounds.
What’s new, interesting, and different about EnduringFX?
Our company, EnduringFX, is interesting and different because we:
 Were awarded $30,000 and finished as Runner-Up in the 2012 Sanofi Data Design Diabetes Innovation
Challenge
 Are about Quantified Community (the next generation of quantified self)
 Design systems that will function indoors, outdoors, and in the water!
 Accommodate the spectrum of needs from Sedentary Beginner to Professional Athlete
 Maximize social media impact by using digital billboards
 Have a CEO that is an experienced software serial entrepreneur
 Include an internationally-recognized research and development team in our mission
 Already completed a successful pilot project and have professional market research data
 Are backed by multiple strategic and research partners
 Have a signed 5yr contract in place with the City of Columbia SC (our first customer)
Our product, EnduringFX, consists of two subsystems that work together – a hardware system and a software
system – to form a community fitness platform. Calculating consolidated community fitness data is mission-
critical for EnduringFX because it is ultimately the way that we need to document and prove results to the
healthcare community – one city at a time. We are trying to document that the installation of EnduringFX in a
given city leads to a direct decrease in Type 2 diabetes. It is obvious to us that financial resources will flow in
direct proportion to results achieved!
The EnduringFX hardware platform is a set of digital signs, permanent timing technology, and one or more
scoring pavilions that get installed in community fitness facilities – including outdoor parks and swimming pools.
The EnduringFX hardware creates a high tech experience – especially in unexpected outdoor places – by providing
performance data at regular intervals on nearby digital signs. In strategically-placed scoring pavilions, EnduringFX
will calculate community fitness data and display Top 10 rankings on a large video wall. User will interact with the
video wall by utilizing Microsoft Kinect!
The EnduringFX software system is a web and mobile data aggregation platform that is designed to import data
from multiple sources – including the Nike+ FUELBAND, FitBit, EnduringFX facilities, and digital scales, etc. – and
present it in a single, 24hr, integrated data model. In addition, the EnduringFX system is designed to collect and
manage digital photos, facilitate community challenges, and interact with a variety of social media systems
including Facebook, Twitter, and digital billboards.
An Amazing First Year
EnduringFX was formed in January 2012 with the basic idea that we could reinvent the experience of exercising in
an outdoor public park by installing a permanent timing system and providing motivational feedback on
strategically placed digital signage.

2. After hearing about our plans, a friend with Type 1 diabetes encouraged us to enhance our data model so that we
could use EnduringFX to explore the inter-relationship between blood glucose level and physical activity on a 24hr
graph. With a hypothesis that much could be learned from this data, we took a leap of faith and entered the 2012
Sanofi Data Design Diabetes Innovation Challenge (www.datadesigndiabetes.com).
On March 23, less than 90 days after starting the company, we received notice that we had just won $20,000 and
been selected as a National Semi-Finalist (Top 5) in the Sanofi DDD!
The distinguished judging panel, which included Mr. Aneesh Chopra (President Obama’s first Chief Technology
Officer), got excited that our idea of installing permanent digital signage at mileposts and placing Microsoft
Kinect-driven video scoring walls in strategic, high visibility pavilions, can make an ordinary trip to a park or fitness
center more like a visit to Disneyland. In addition, they also recognized that EnduringFX is likely to have a
profound impact on Type 2 diabetes and community health in general.
Based on our Demo Day Presentation at BluePrint Health (NYC) and the subsequent public voting, EnduringFX was
selected as one of two National Finalists and awarded an additional $10,000 on May 24. Ultimately, in mid-July
we finished as National Runner Up in the competition and concluded an amazing experience.
Diabetes, Obesity, and the link to Physical Activity
We spent a lot of time researching diabetes this summer and learned that obesity was one of the key drivers to
the ramp-up of chronic health conditions – including Type 2 diabetes, CHD, arthritis, stroke, and asthma.
On May 7, 2012, the Centers for Disease Control and Prevention (CDC) released a report projecting that the
United States would reach an obesity rate of 42% by 2030 - resulting in an estimated 32 million obese adults and
an additional $550 billion in healthcare costs.
One of our advisors, Dr. Steven Blair, an internationally-renowned University of South Carolina professor, has
completed extensive research showing that the principal cause of obesity is a lack of physical activity.
Interestingly, his research shows that being fit and fat is almost as beneficial to long-term health and quality of life
as being fit and lean - and is much better than being unfit and normal weight. Better yet, his research also proves
that many of the negative health consequences of obesity – including Type 2 diabetes - can be reversed by
exercising at moderate intensity for about 30 minutes per day. This research is brought to life in incredible fashion
by Dr. Mike Evan’s viral video entitled 23 ½ hours (http://youtu.be/aUaInS6HIGo).
Dr. Blair believes in EnduringFX and is key a strategic partner. The head of our R&D team, Dr. Edward Archer is a
close collaborator and has a post-doctoral assignment on Dr. Blair’s team.
In summary:
 The lack of physical activity is driving the increase in obesity and the corresponding negative health
consequences – including the increase in the rate of Type 2 diabetes!
 Many of the negative health consequences are reversible with an individual investment of 30 minutes per
day in moderate exercise.
 To avoid negative health consequences, everyone needs to exercise – not just the overweight population.
Community Problems need Community Solutions!
As we studied the CDC “heat” maps that visually illustrate the communities that have the highest rates of Type 2
diabetes in the United States, it is very disturbing to see the increase in intensity from 2004 through 2009 -
especially in the Southeast. Most importantly, by studying this data we recognized that diabetes is a community
problem. Some communities are definitely affected more than others due to a number of socio-economic factors.
Therefore, we determined very quickly that a community solution was needed to solve a community problem.

3. With an understanding that Type 2 diabetes can be avoided and sometimes reversed with 30 minutes of physical
activity per day, we made the obvious connection that EnduringFX – since it’s focused on community parks –
might just be the perfect solution!
We clearly recognize that:
 Outdoor parks, swimming pools and fitness centers exist in just about every community; and,
 They are largely underutilized assets; and,
 They are suffering from dramatic budget cuts due to the economic downturn in the United States.
… and that this set of circumstances presents a major opportunity for us!
As our long-term measure of success, we’ve chosen the rate of Type 2 diabetes as our key metric because it has
been so carefully documented by the CDC for many years. By definition, we know that if we reduce the rate of
Type 2 diabetes we will have also reduced the rate of obesity and many other chronic health conditions and we
will be a huge success.
We intimately understand the power of quantified self; however, we think the real magic will happen when the
digital health ecosystem progresses to quantified community!
In summary, we aspire to create a system which - via accurate, real-time data collection – has the ability to
collect, analyze, and prove that we can reduce the rate of Type 2 diabetes in a specific community.
The Quantified Community
Outdoor parks, virtual paths, swimming pools, and fitness centers are the perfect way to implement a community
fitness system. Many community parks are placed in absolutely beautiful, strategic locations and therefore they
are available and accessible to most residents. It takes a blend of activities and facility types to create a
community fitness system that can be used 365 days per year. Outdoor facilities are wonderful; however, on days
when the weather is severe – with rain or extreme cold/heat, etc. – we need to have options to keep the
community exercising and maintaining a routine. This is especially true for sedentary, obese adults and key for
eliminating excuses! This is where an RFID chip plays a strategic role because it facilitates the tracking of indoor
exercise which includes swimming!
Personal digital health devices like digital pedometers, heart rate monitors, and a plethora of mobile apps that
measure things like bike rides, record weight, measure blood pressure and glucose, and perform sleep studies,
have become incredibly popular. While their success is undeniable, individually they are not designed to provide
community health solutions. They do, however, offer wonderful personal data collection systems and serve to
satisfy the broad range of consumer preferences and styles. Since EnduringFX is ultimately a data aggregation
platform, none of these devices are our competitor. On the contrary, over time we hope to integrate and partner
with as many device manufacturers as possible. We’ll start first with the MYLAPS RFID technologies – and expand
from there.
Aligning Forces for Quality (AF4Q)
The Games to Generate Data Challenge is all about creating game applications that generate useful health care
quality data to improve health and health care. EnduringFX is perfectly aligned to this mission. While we’re
located in Columbia, SC – and not in one of the 16 AF4Q cities – our demographics compare nicely to the AF4Q
city of Cincinnati.
Columbia’s city population is 130,591 with a metro area of approximately 750,000 residents. Demographically
we’re 51% white, 42% Black and 4% Hispanic and the primary outdoor recreation facilities are along our rivers.

4. Cincinnati, in contrast, has a city population of 296,943 with a metro area of >2 million resident. Demographically
it is 49.4% white, 44.8% Black and 3% Hispanic. Further, like Columbia, there are numerous running/walking parks
along the Ohio River.
With similar demographics, both Cincinnati (Hamilton County) and Columbia (Richland County) struggle with high
rates of diabetes at 9.8% and 10.9% respectively.
As a smaller city, Columbia is a perfect "pilot" that should allow us to springboard to Cincinnati. In addition,
similar demographics mean that we will be targeting the same population but with the added benefit of a smaller
size to allow for ramp up and testing of our design over time. Best of all, we can take immediate advantage of the
fact that we already have a signed 5yr ordinance in place with the City of Columbia. With appropriate funding we
can execute – Now! It took us seven months in 2012 to navigate the public approval process with the City of
Columbia.
EnduringFX Facility Experience
Users will interact with an EnduringFX facility by either logging in upon arrival with their GPS-enabled smartphone
and/or by wearing an RFID chip. With an RFID chip, EnduringFX will have the capability to deliver a rich, GPS
watch-comparable user experience for beginners, swimmers, indoor participants, or advanced athletes that desire
Olympic-level timing accuracy. RFID is perfect for young kids or those that may not be able to afford
smartphones. Amazingly, it also allows dogs (and by proxy, their owners!) to participate and compete. This is an
exciting concept because it allows those that are not proud of their human shape to have a new incentive for
exercise. Dogs will utilize our custom dog collar.
GPS-enabled smartphones will be able to be used with or without the RFID chip for land-based EnduringFX
activities. With integration, GPS devices provide continuous performance information in between designated
mileposts and RFID corrects distance and pace errors which are common to GPS and drive advanced athletes nuts.
EnduringFX facilities can be outdoor parks, virtual paths, corporate campuses, resort destinations, swimming
pools, skating rinks, mountain bike trails, as well as traditional fitness centers. EnduringFX provides the
foundation for an interesting social experience because it has the potential, with appropriate permissions, to
captures digital photos before, during and after workouts. It will have the ability to track weather conditions and
calculates the statistics for top athletes. Since digital photos can be taken at any EnduringFX timing location,
timing points can be placed in extremely beautiful spots. Digital exercise photos are extremely popular and
provide a great source of human inspiration.
EnduringFX Locations
EnduringFX facilities can be either physical or virtual. Physical facilities can be located indoors or outdoors,
include digital signage, permanent timing systems, video scoring walls, and they have the ability to capture digital
images. Users can participate in EnduringFX physical facilities by utilizing GPS-based smartphones (outdoors)
and/or RFID chips.
EnduringFX virtual facilities can only be created outdoors. Virtual facilities do not include any digital systems and
they can’t capture photos. Virtual facilities are constructed by utilizing sophisticated geo-fence capabilities. Users
are required to own a GPS-based smartphone to participate in a virtual facility.
EnduringFX physical facilities can be located anywhere in the world where power and cellular data service are
available. This is significant because, for example, a long distance cycling course can be placed in a small
community away from heavy traffic. Small towns can distinguish themselves by investing in an EnduringFX system
and recruiting cyclists to their exceptional course! Resort destinations can invest in EnduringFX systems so that
users can exercise in some of the world’s most beautiful places like Central Park in NYC or the Golden Gate Bridge
in San Francisco. All EnduringFX facilities will benefit from usage reports which will be calculated and made

5. available to owners. Imagine how cool it will be to get your picture taken automatically on top of a mountain or
at the pinnacle of a beautiful bridge! Just enter an EnduringFX facility and go! Over time, as the list of EnduringFX
locations grows, we expect to see an interesting trend in fitness tourism.
Since EnduringFX can be installed permanently in a location and leverages the world-class MYLAPS ProChip RFID
timing technology, cities can create permanent 5k, 10k, marathon routes, triathlon, or even century bike routes in
strategic locations around the world. MYLAPS RFID systems are currently used to adjudicate the Nike Women’s
Marathon, the Olympics, the Ironman World Championship and even NASCAR and Formula 1 road races. At the
current time, executing a race is a complex and costly endeavor that requires setup and tear-down of timing
systems as well as the logistical support of local police and lots of volunteers. With a one-time investment in
EnduringFX and a set of rental chips, a city could potentially execute a race every weekend in a beautiful local park
on a very cost-effective basis without disrupting local traffic or costing non-profits a fortune to deliver a single
race. Additionally, the EnduringFX mobile app has been designed to enhance the experience for spectators at
EnduringFX events. As an example, a Mom or Dad or perhaps a spouse will be able to see the current location of
their loved one on the course as well as their expected finish time!
First-Mover Opportunity in the Americas!
Despite significant research, we haven’t been able to locate any digital outdoor public parks or indoor fitness
facilities anywhere in North or South America. Our strategic partner, MYLAPS, has installed multiple permanent
timing systems in European parks and swimming pools; however, they have never installed any systems the
Americas. In addition, their system is currently limited because it captures lap data only, doesn’t offer many social
media features, won’t interface with other devices, and requires an RFID chip to participate. The features of
EnduringFX have the potential to take the current MYLAPS installations to a whole new level of functionality. This
creates a huge win/win opportunity for us as we expand our strategic partnership with MYLAPS worldwide.
EnduringFX Integrated Data Model
In addition to collecting data at exercise facilities, EnduringFX is designed to integrate and aggregate data from
complementary technologies – including digital pedometers, scales, blood glucose meters, and heart rate
monitors - so that a user can have a complete 24hr integrated snapshot of their day when they log into the
EnduringFX application after completing their workout. The EnduringFX app will be available to users via web
and/or mobile platforms.
EnduringFX was designed from the ground up to integrate and leverage additional technologies and/or the
MYLAPS RFID systems – including the Nike+ FUELBAND, FitBit, Suunto HRM, and the MYLAPS ProChip (used in the
2012 Olympic Triathlon)! Our founder and launch team have been using digital health technology and running in
MYLAPS-timed race events for years.
Through our own experimentation, we think the perfect digital technology system for optimal health and human
performance is a digital pedometer together with at least one other advanced fitness device such as a heart rate
monitor or a power meter. Advanced users will also be interested in measuring body metrics such as weight,
blood pressure, and body composition so that they can be recorded and analyzed - together with performance
data - on a routine basis.
Spectrum of features for Sedentary Beginner through to Professional Athlete!
By integrating with multiple technologies, EnduringFX provides a solution for everyone – from sedentary beginner
to professional athlete - across a broad range of activities.
By designing a system that satisfies the needs of professional athletes, we recognize that we can create multiple
user interfaces – including potentially games - that simplify the data entry for beginners. The reverse is not true.
We’ve noticed that many current products do not offer an upgrade path for advanced users. It seems that many
are designed to be overly simple and, as a consequence, they are likely to be replaced or thrown out after 24

6. months. This drives people crazy because some of the most rewarding and motivational data is the stuff that was
collected on that first run or that first day lifting weights. We love looking back to our early days and seeing how
far we’ve come. If you throw out your data every 24 months and begin using a new device – what a loss!
EnduringFX is designed to be a lifetime data collection system!
Maximizing Results with Social Media
With appropriate permission, EnduringFX has the ability to capture digital photos and inspire by utilizing the latest
social media techniques including public/private challenges and integration with high profile downtown digital
billboards!
Each EnduringFX profile will be able to be linked directly to Facebook, Twitter, Google+, and/or FourSquare. With
permission, photos and results can be shared in real time with friends and family. Pictures can be transmitted
directly to local digital billboards to support community health and wellness initiatives. This enhances the revenue
model for EnduringFX!
In addition to photos, EnduringFX will feature a complete challenge system. Like Nike+, users will be able to create
a challenge and invite other users to participate. Challenges will be public or private and individual or group.
Challenges can also be site specific so that results can be publically displayed on digital scoreboards.
As our user base grows, the EnduringFX database will become extremely valuable. If designed properly and
married to an enterprise data warehouse, we expect that we’ll possess one of the world’s premier databases of
human activity. Our initial university research partners – the University of South Carolina, Clemson, and the
Medical University of South Carolina – as well as many others including health insurance companies and
employers, will definitely benefit from studying this data.
EnduringFX Market Research (CommuniSpace)
As a special benefit of becoming a National Finalist in the 2012 Sanofi DDD Competition, we had the good fortune
of being able to have a CommuniSpace professional market research campaign completed on our behalf.
CommuniSpace engaged 281 participants to watch our marketing video and answer a series of survey questions
that were focused on our design and business model. Of these participants, 94 were diabetic patients, and 187
were healthcare professionals.
Patients indicated that they thought EnduringFX is an exciting, motivational and innovative tool and the large
majority would be likely to participate if they had access to a facility. In addition, they like the look and design of
our data model. Healthcare providers are excited about EnduringFX and believe it is a great high-tech way to
encourage exercise. Many HCPs would be likely to login and participate in their patient’s EnduringFX results as
they feel this would show patients that they are a partner in their diabetes management and encourage them to
remain responsible for their health. Both patients and HCP’s expressed concerns regarding privacy, cost and the
availability of EnduringFX facilities.
To address these concerns we modified our concept video and designed some new features for EnduringFX. We
are absolutely committed to protecting user privacy and we neglected to mention the fact that a user could
participate at a basic level for free.
We designed new EnduringFX features that allow anonymous participation at the park (no screen displays or
pictures) and to file a FlightPlan. The FlightPlan feature is an innovative way to securely check-in to an EnduringFX
facility and register an anticipated workout completion time. This has the potential to alert a park ranger or public
safety officer in the event of an injury or perhaps a medical situation.

7. To address the availability concern, we came up with our design for the virtual EnduringFX facility. By using a GPS
smartphone and specialized geo-fencing techniques, we can create an outdoor exercise course with start and
finish locations and multiple split points - anywhere in the world with little cost! Then, at a later date, with
documented usage information the decision can be made to install permanent timing infrastructure.
EnduringFX Product Video http://youtu.be/nUO17C_bXII
EnduringFX Business Model
EnduringFX has a strong business model. We are the confluence of an engineering company that will do design
and facility upgrades and sell milepost and pavilion sponsorships, a web software company which will sell annual
subscriptions to our web site, generate advertising revenue, and sell retail products, and finally a research entity
with the in-house expertise to quantify, analyze and present the vast amount of data that will be available. This
makes for a very attractive business model because it minimizes startup equity requirements and maximizes long-
term enterprise value.
There is a big opportunity to utilize public parks and athletic facilities and we’ve fashioned an innovative revenue
sharing model for local governments. In addition, we also see a significant opportunity with large employers as
part of their wellness programs. Since EnduringFX will have wonderful tracking capabilities, permanent or virtual
trails can be constructed on corporate campuses and employers will be able to avoid the frustrations of self-
reported data.
EnduringFX Team
President/Founder – Jim Stritzinger
http://www.linkedin.com/in/jstritzinger
Jim Stritzinger is a high-tech serial entrepreneur with over 20 years of experience.
Prior to EnduringFX, Mr. Stritzinger has held a variety of roles. He formed ClearView Software in 1990 that
specialized in developing custom accounting interfaces for Solomon Software. After experiencing incredible
growth, ClearView was acquired by Solomon in 1998 and later became part of Microsoft in 2000.
Mr. Stritzinger has designed, built, and released multiple software systems and managed a large development
team. Some of his products are still being actively sold by Microsoft today. In addition, he is an avid runner,
backpacker, beginner triathlete and competitive golfer and aspires to one day complete an Ironman.
Mr. Stritzinger grew up in Newark, DE and graduated in 1986 from North Carolina State University in Raleigh, NC
with a BS in Electrical Engineering.
Director/Research & Development – Edward Archer, Ph.D.
www.linkedin.com/pub/edward-archer/28/3b3/8b6/
Dr. Archer is a multi-disciplinary PhD with expertise in energy physiology, population-level energy balance,
nutrition and performance, and behavioral health psychology. His analytic skill-set combined with extensive
experience in research design and program evaluation makes him a perfect complement to the EnduringFX team.
Specifically, Dr. Archer’s expertise in the use of technology for the assessment of physical activity in ‘real-world’
settings is an integral component of EnduringFX’s long term success.
Dr. Archer has co-authored multiple publications in leading journals on energy requirements, physical activity
and non-communicable chronic diseases, population-level energy expenditure and energy balance. His experience
as the principal /co-investigator of interdisciplinary projects (nutrition & physical activity) has culminated in

8. international presentations on nutrient partitioning, the etiology of obesity, and economic analyses of obesity
interventions.
Prior to pursuing his research career, Dr. Archer used his experiences as a collegiate and professional athlete to
develop and market a number of performance enhancement products.
Strategic Partners
Timing Partner – MYLAPS Sports Timing (www.MYLAPS.com) – Mr. Bas Van Rens, CEO
nl.linkedin.com/pub/bas-van-rens/0/a31/43b
MYLAPS, based in the Netherlands, offers the best-in-class sports timing systems to measure, publish and analyze
race and practice results for all sports. Customers include Nike as well as timekeepers, clubs, event organizers,
federations, track owners, participants and spectators. Their chips and technology will play an integral part in
data collection for EnduringFX. They also are providing us with an incredible opportunity to install EnduringFX
software into their existing timing locations in the Netherlands.
Non-Profit Partner – Shape Up America! (www.shapeup.org) – Dr. Barbara Moore, Executive Director
www.linkedin.com/pub/barbara-moore/b/a25/508
Founded in 1994 by former Surgeon General Dr. C. Everett Koop, Shape Up America! is a 501(c)3 not-for-profit
organization committed to raising awareness of obesity as a health issue and to providing responsible information
on healthy weight management. Shape Up America! is EnduringFX’s source of expert nutrition information and
also provides a destination for grant funding that must flow through a non-profit in order make it to EnduringFX
as part of a larger project.
Entrepreneurial Support - IT-oLogy (www.IT-ology.org) – Mr. Lonnie Emard, Executive Director
http://www.linkedin.com/pub/lonnie-emard/7/a60/a14
IT-oLogy is a non-profit collaboration of businesses, academic institutions and organizations dedicated to growing
the IT talent pipeline, fostering economic development and advancing the IT profession.
Research Partners
Exercise Science – University of South Carolina – Dr. Stephen Blair
http://www.sph.sc.edu/facultystaffpages/facstaffdetails.php?ID=333
An internationally recognized authority on exercise and its health benefits, Dr. Steve Blair runs the Technology
Center to Advance Healthful Lifestyles (SmartState CoEE), an entity with a mission to bring the fruits of academic
research into the business world. As the most cited exercise science professor in the world, Dr. Blair and USC will
advise the team and lend university resources to ensure the outdoor interactive exercise experience motivates
and provides meaningful feedback to promote health.
Medical – Medical University of South Carolina – Dr. Frank Treiber
http://academicdepartments.musc.edu/nursingold/departments/employee/directory/faculty/treiber.htm
Frank Treiber, PhD is a Professor and the MUSC Endowed Chair for the Technology Center to Advance Healthful
Lifestyles (SmartState CoEE). Dr. Treiber received his BS in Psychology degree from Tennessee Technological
University and his MS and PhD degrees in Developmental Psychology from the University of Georgia. He also
completed a post-doctoral Clinical Training Fellowship at the University of Georgia and an APA approved
Psychology Internship at the Medical University of South Carolina and the Ralph H. Johnson VA Medical Center in
Charleston.