The UnitedHealthcare program is the first to offer subscribers an incentive for using a wearable device.

“We’re really excited about that part, because it demonstrates, given the conservative and scientific nature of these insurance companies, that using wearables can actually affect healthcare outcomes and therefore will lower healthcare costs,” Park said.

Works with Fitbit

Outside of its social and health care pushes, Fitbit announced that stationary bike maker Peloton is joining the Works with Fitbit program. Works with Fitbit allows companies to integrate their products with Fitbit’s app.

In the case of Peloton, that means your bike rides will automatically be added to your Fitbit app, so you have a complete picture of your fitness activity for the day.

“We do these partnerships like the one with Peloton so that you do an activity on a device that wouldn’t have been captured previously and now it’s seamlessly integrated with Fitbit and it’s captured in your data stream and you get credit for it,” explained Park.

Naturally, ensuring that you get credit for all of your activities and making Fitbit more ubiquitous across the spectrum of fitness equipment means increased brand recognition and potentially user retention.

Of course, if Fitbit could just make exercising as entertaining as watching Netflix and eating chips, it could really have a winner on its hands.

• Technology & Electronics
• Fitbit