Rewards Programs Mature Beyond Mere Prize Giveaways

The rewards-program concept is maturing into something bigger than prize giveaways.

Two years later, fitRewards services more than 200 health clubs - a fair number, perhaps, but barely 3 percent of IHRSA's 6,500 member clubs and an almost incalculable portion of all fitness centers in the United States. The slow uptake isn't all that mysterious; observers note in particular club owners' reservations about potential costs, along with a general resistance to anything new. That may be about to change, however, as a savvy newcomer to the field, Virgin Life Care, is in the process of rolling out HealthMiles, a rewards program that is showing great promise, especially in the area of corporate wellness.

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