—Brendan I. Koerner
Unless popcorn shrimp is on offer, many Americans are loath to walk any more than necessary. That chronic sloth is a drag for employers, whose health care costs can swell in tandem with their workers' waistlines. Now Virgin impresario Richard Branson thinks he can save businesses a bundle with a program that turns personal fitness into a game, complete with reams of stats to obsess over. When companies sign up with Virgin HealthMiles, their employees rack up rewards for staying active: The more you walk, the closer you get to earning HealthCash, which can be redeemed for real cash or gift cards from Amazon.com, Target, and (curiously) Omaha Steaks.
Participants are issued pedometers and challenged to take 7,000 steps a day. That's about 3.5 miles—40 percent more than the average deskbound adult's daily distance. Hitting that goal in a day garners 20 HealthMiles, the program's equivalent of frequent flier points. Bonuses are available for simply logging in to the HealthMiles Web site (10 miles), taking a no-smoking pledge (500 miles), or updating your blood pressure, weight, and body fat at a HealthMiles kiosk (200 miles).
I gave it a go and found that once my routine perambulation was assigned a numerical value—and valuable gifts were on the line—I began dedicating inordinate effort to meet that 7,000-step target. At first, I was aghast to learn that despite my 25-minute trudge to the office, I averaged only 6,600 steps per day. The problem? I'm tall, and my legs are longer than average. So I shortened my stride.
Alas, I'm still nowhere near reaching HealthMiles' vaunted Level Five, which pays $500 in HealthCash. Employers that offer the program pick up that tab, but it could be a worthwhile investment: Virgin CEO Christopher Boyce claims that corporate clients can cut $2,500 off the annual cost of health care provided to each participant. Imagine how much more they'll save if Virgin ever develops a pedometer capable of stopping people from walking into a Dunkin' Donuts.
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