Owning the stack through partnerships: Virgin HealthMiles teams up with Fitbit

In a mutually beneficial move, Virgin HealthMiles announced its partnership with device manufacturer, Fitbit, giving HealthMiles users the ability to instantly upload their activity and health data to Sir Richard Branson's health engagement platform. Fitbit joins the ranks of app developers and device manufacturers who are integrated with HealthMiles, including MyFitnessPal and Polar.

Virgin HealthMiles provides employee health programs that helps members increase their daily activity and offers cash rewards of up to $500 per year. With a "device agnostic" approach to its platform, it can own more of the IT stack by allowing its members to use whichever device they already own or like the most.

The strategic win for both HealthMiles and FitBit is clear: greater market exposure and brand recognition for both companies, leading to greater trust and, as they both hope, greater adoption.