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everymoveapp1Seattle startup EveryMove, which helps employees keep track of fitness metrics and receive rewards for hitting goals, has laid off five employees from its sales operation, including a vice president, as it focuses on a new self-serve solution on its Web site. The cuts amount to 18 percent of the company’s workforce.

CEO Russell Benaroya said that the company is making several key changes to the consumer experience of EveryMove, driven in party by recent hires such as marketing veteran Shauna Causey and former RealNetworks employee Garrett Link.

He noted that EveryMove no longer needs sales staffers making outbound calls for the company’s new employer solution, known as @Work.

“We are now focused on a better self serve solution via our website so it doesn’t involve talking to a sales lead at the top of the funnel,” said Benaroya. He added that the company’s health plan channel efforts also are showing promise.

Russell Benaroya
Russell Benaroya

“We are focused on doing a better job building community, to create a place where people can connect and inspire their friends who make physical activity a daily part of their lives — which goes back to our mission with EveryMove,” he said.

A TechStars Seattle grad, EveryMove is backed by BlueCross BlueShield Venture Partners, Premera Blue Cross and Blue Cross Blue Shield of Nebraska. The two-year-old company raised $3.5 million last year.

Editor’s note: Through GeekWire’s partnership with ALLtech— a provider of health insurance to Washington-based technology companies — we offer a special discount on EveryMove @Work. More on that deal here.

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