Blue Cross Blue Shield offers Fitbits to plan participants

Members of Blue365, the health and wellness program for Blue Cross and Blue Shield Association participants, will have access to Fitbit fitness trackers and memberships to Fitness Your Way gyms starting this summer.

The smartwatch and gym offer is available to BCBS Blue365’s 60 million members.

The fitness tracker and gym membership offer will allow members to exercise at a pace that’s right for them, says Mark Talluto, vice president of strategy and analytics, BCBSA. "This strategic partnership will bring personalized health and wellbeing to the next level, allowing members to put their health first," he says.

According to Fitbit, BCBS members will also gain access to the fitness tracker’s community and services to receive encouragement, and engagement to inspire behavior change. “Fitbit continues to invest in the development of new devices and innovative tools and social features to further enhance user engagement and help individuals achieve their health and fitness goals,” says Fitbit.

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As Fitbit devices become a cornerstone for wellness programs for American employers, one challenge is inspiring workers to continue using them after the initial novelty has worn off.

See also: Fitbit unveils health-focused Smartwatch to revive demand

The fitness tracker provider, which claims to have more than 25 million active users, acknowledges that there is no “one size fits all” solution when it comes to a person’s pursuit of better health. “We know our devices help many people who are looking for insights, motivation and guidance to help them reach their goals,” says Fitbit.

Employers that participate in the Blue365 program can either buy in bulk or subsidize a purchase of Fitbit devices for their employees.

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