You may create custom contests on virtually anything you can think of, as long as it may be measured. For example, you could create a push-up contest to see who can do the most push-ups in one minute. You could create a contest on who has the best time in the local 10K this weekend. You might decide to create a contest about who can avoid Tootsie Rolls for the most number of days. The rules of conduct are simple. Don't create any contests that would be considered offensive to someone or one that violates the internal rules and policies of your organization.
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