Fitbit scored new customers for its corporate fitness platform — including New York Life, Pitney Bowes, SAP, Sharp Healthcare, Keck Medicine of the University of Southern California (USC), and Teach for America — all which will offer Fitbit activity trackers and programs to their employees.
This kind of approach, according to ABI Research, increases participation from an average of 20 percent without wearables to 60 percent or higher with wearables, with some employers reporting participation rates above 90 percent.
"Employers continue to look to consumer-oriented technology and services to develop wellness programs that can empower people to take charge of their health and fitness," Amy McDonough, Vice President and General Manager of Fitbit Group Health, said in a statement. "Fitbit's corporate wellness offering is built around the understanding that better, people-oriented technology enables stronger results using wearable devices that consumers love."
Fitbit data suggests that users with friends on the Fitbit platform take an average of 11 percent more steps than users without a friend on the platform and employer wellness customers are taking advantage of this trend to engage beyond just the employee.
For instance, SAP launched their program by offering a subsidized Fitbit for their employees and additional discounted devices to friends and family. Due to the popularity of the 2016 program, Fitbit will expand access to SAP global employees in 2017.
Pitney Bowes is taking a similar approach, offering subsidized devices for 10,000 employees and their spouses and domestic partners in the U.S. and discounts to the other employees worldwide. Those that participate will have the added convenience of automatically syncing their fitness and nutrition data while participating in company-provided wellness programs, open to employees and family members.
Recently, Fitbit announced a strategic partnership with wellness provider Virgin Pulse to further expand access to its technology and services.