Fitbit Targets Corporate Wellness With Fitbit Group Health

SAN FRANCISCO, United States — Fitbit has announced plans to enter the corporate wellness market with the launch of Fitbit Group Health, a service targeting corporate wellness partners, weight management leaders, insurers, and clinical researchers.

The fitness tracker giant will also introduce ‘Wellness Insighter’, a new platform that helps wellness leaders validate corporate wellness investments with data that can be compared against that of industry peers.

“With corporate wellness, we’ve already shown that our connected platform can drive higher engagement and better health behaviours in companies and communities,” explained Woody Scal, Fitbit’s Chief Business Officer.

“With that experience under our belts, we’ve already begun expanding the reach of our technology through other channels, such as health plans.”

Bringing the corporate wellness business and the company’s additional population health channels together under one umbrella, Fitbit Health is a natural evolution for Fitbit.

A leader in the connected health and fitness market, Fitbit has driven innovation in corporate wellness programs over the last six years through its corporate wellness offerings, which are now adopted by over 70 of the Fortune 500.

Allowing the company to integrate more deeply into the population health space, Fitbit Health will provide companies with software and services across four categories; corporate wellness, weight management, insurance and health research.

While Wellness Insighter, available to Fitbit Group Health customers in late 2016, will help HR leaders demonstrate value on investment by showcasing the effectiveness of their workplace wellness efforts and by comparing their program’s metrics against industry peers.

Introduced as part of Fitbit’s first annual Fitbit Captivate Summit, a three day event bringing together top leaders and experts in health, wellness and human resources to discuss the evolving state of corporate wellness and digital health, Fitbit Group Health will play a key role in re-branding the focus of the business.

Corporate wellness presents a huge opportunity for Fitbit. The industry, which has experienced robust growth over the past five years, is forecast to grow another 8.4 percent annually to $12.1 billion by 2021.

And while Fitbit already has over 1,000 corporate wellness customers including Target and Barclays, the company’s latest push into the market will help to position the brand as an industry leader, as well as improve business margins.

“The strong growth and defensibility of our business continues to be powered by product innovation, the network effects of our community, our expanding global distribution, and investment in our brand,” said James Park, Fitbit co-founder and CEO last month.

Keen to maintain momentum, the launch of Fitbit Group Health is in line with the company’s planned higher investments in research and development, as it continues to accelerate the pace of innovation and drive revenue from new products.