Virgin has formed an alliance with one of the largest health benefits companies in the US to offer a health insurance plan that will reward people for keeping fit and healthy.

Initially targeting individuals, the concept is the result of a deal between Humana, provider of a range of health insurance products, and Virgin’s new health and fitness reward programme, Virgin Life Care.

The aim of the plan is to attract the estimated 43-50 million people who are currently uninsured in the US.

It follows the success of similar partnerships between Virgin and health insurers in South Africa, where Virgin installed machines in health clubs throughout the country to monitor its client’s health and fitness.

Those people that checked on their health and exercised regularly received free health club membership. They could also choose from other rewards such as discounts on health insurance, travel, mobile phones and music.

Virgin’s chair, Richard Branson, says the concept resulted in “hundreds of thousands” of South Africans getting healthier and he hopes for the same success in the US.

“Virgin Life Care will help our customers get a better deal from health insurers while also monitoring and improving their own fitness,” he says.

The Life Care concept is due to launch in the fourth quarter of 2005.