Grateful, because Politiken – in their health section today (see link) – shines a much-needed spotlight on the growing problem of physical inactivity among Danes and the resulting health crisis.
And proud, because with Tæl Hjerter (“Count Hearts”), we’ve already come a long way in addressing that problem – something Politiken also highlights in their article 💚

The numbers speak for themselves:
– 58.6% of Danes are physically inactive.
– Inactivity is one of the biggest risk factors for premature death.
– And inactivity costs society billions in healthcare expenses – and companies millions in lost productivity, stress, and reduced work ability.

It’s a health crisis that affects individuals, businesses, and society at large – and one we can no longer ignore.

At IQNITER, our mission is to make more people active by making prevention simple, fun, and community-driven. We call it counting hearts – and it’s a step towards a new culture of movement in Denmark.

Our results in companies are unique: we engage far more employees than traditional wellness programs – including those who are usually the hardest to reach.

Hearts is the new health currency – and the workplace is the best arena for real change.

Read the full article on pages 6 and 8 here: https://e-avis.politiken.dk/shared/issues/23-10-2025/rBuTBi1V

We are proud to share that at IQNITER, with our Tæl Hjerter concept, we have been invited to join VILPA’s Community Board alongside the Danish Heart Foundation and professors from SDU, who are conducting research on the effects of physical activity—particularly for inactive individuals. This is a strong recognition of our work and a unique opportunity to ensure that our app is always built on the latest scientific knowledge.

Based on the most recent research on heart rate zones, we have decided to adjust the zones in the Tæl Hjerter app starting Okt. 6, 2025. At the same time, we have updated the design, making it easier for you to track your heart rate, how close you are to your max heart rate—and of course, your hearts.

Heart rate zones and health benefits
This update shifts the focus from training effects to the health benefits of your activity. The goal remains 150 hearts per week, which is WHO’s recommended minimum for a healthy lifestyle.

Here’s how the health benefits are measured:

• Low < 60%
  Light activity – good for wellbeing, but limited impact on disease risk. In this zone, you don’t earn any hearts.
• Moderate 60–75%
  This is where the big health benefits begin: reduced risk of cardiovascular disease, diabetes, and cancer. In this zone, you earn one heart per minute.
• High 76–85%
  Brings extra health benefits – VILPA studies show that short bursts of intense activity can significantly reduce the risk of disease and premature death. In this zone, you earn two hearts per minute.
• Very High > 85%
  Can deliver particularly strong health benefits – even with very short efforts in daily life, such as taking the stairs quickly. It doesn’t require long workouts but rather small, repeated spikes in heart rate. In this zone, you earn two hearts per minute.

Sources: WHO, the Danish Health Authority, and the VILPA study.

With the new zones, you’ll get a more accurate reward for the effort that has the greatest impact on your health.
And with our heart rate band, you can now track your training in real time directly in the app.

You can see:

• Whether you’re in the right heart rate zone
• Your percentage of max heart rate
• How many hearts you’re earning
• Your current heart rate

This makes Tæl Hjerter a unique tool where you can see the effects of your physical activity live—and adjust along the way to maximize your results.

As a new feature, you can now track your heart rate 24/7 directly in the app via third-party heart rate devices such as Garmin, Apple Watch, and Android devices. This means you no longer need to start and stop an activity on your smartwatch—simply enable all-day tracking, and your hearts will be calculated automatically based on continuous updates from your smartwatch, as long as it’s synchronized with the Tæl Hjerter app.

We are proud to have initiated the debate “Heart Health” together with Nordic Healthcare Group Denmark.

Mental health among Danes has declined.
In 2023, 25% of the adult population reported having poor mental health – a significant increase compared to previous years, particularly affecting younger age groups.

The proportion of individuals with severe obesity is increasing.
In 2023, 18% of adults were severely overweight. Severe obesity raises the risk of several serious diseases, including diabetes, cardiovascular disease, and at least 13 different forms of cancer.

Many Danes lead sedentary lifestyles.
In 2023, 31% of adults were physically inactive. Physical inactivity contributes to numerous health issues such as cardiovascular disease and musculoskeletal disorders — and has a negative impact on the Danish economy. The care and treatment of inactive citizens cost society approximately five billion DKK per year.

In this panel debate, the public sector, private sector, and civil society come together to discuss and explore future solutions on how we can improve public health and get Denmark’s circulation system — literally and figuratively — running better.

We ask the question:

“How can the new health structure — with stronger health councils, greater incentives for collaboration, and an increased focus on prevention and health promotion — make a real difference?”

Debate moderator:
Ellen Trane Nørby, former Minister of Health

Panel participants:

Mads W. Ø. Larsen, General Manager, Novo Nordisk Denmark

Lars Peter Busch, CEO, IQNITER (Tæl Hjerter)

Morten Ørsted-Rasmussen, CEO, The Danish Heart Association

Katrina Feilberg Schouenborg, Director, Danish Chamber of Commerce – Health & Life Science

Lars Gaardhøj, Chairman, Capital Region of Denmark

Christian Budde, Alderman for Health and Care, Aarhus Municipality