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26 October 2020

Vitality launches new benefit pack to encourage people to get active and offer more support at this exceptional time

Vitality is today announcing a range of initiatives in the form of a Winter Pack that provide additional ways for its members to keep active and healthy and look after their mental wellbeing as the pandemic continues to affect how we live our lives, and we head into winter.

Vitality is responding to the 8% decrease in physical activity levels (1) seen in the first week of October, compared to the average weekly level for September - correlating to shorter days, colder weather and increased restrictions across the country - and data showing the significant impact the pandemic has had on mental health, with one in five more anxious, and one in four more stressed compared to pre-lockdown (2).

The pack also builds on the success of the Vitality at Home rewards pack launched in April this year, which sought to recover the 19% drop in physical activity events tracked as lockdown hit in March (compared to previous months), and gyms closed and people spent more time at home. Over £10m in rewards, benefits and access to workouts at home has since been taken by members (April - September 2020), bringing physical activity levels to 1.4% above that recorded pre lockdown (3).

Vitality’s new Winter Pack aims to support people to look after both their physical and mental health and includes (4):

  • Six months access to home workouts on Peloton, with members able to earn Vitality points automatically when they workout

  • Up to 50% discount on selected fitness devices to help members track their workouts at home and introducing the Apple Watch Series 6 and Apple Watch SE for £37 and £17 respectively, followed by monthly payments depending on how active they are (The £37 is a limited time offer until 31 December 2020. Terms and conditions apply)

  • Six months access to meditation and mental wellbeing with app Headspace, which supports people to live healthier, happier and a more well-rested life.

  • Coffee at Home benefit with Caffè Nero – members can get a voucher for a Coffee at Home product and also receive 50% off on up to four extra coffee products from the Caffè Nero range in store and online for delivery at home.

  • Additionally, the Rakuten TV Active Rewards introduced in March this year that gives members a movie on demand at home each week for staying active and earning points, has been confirmed as a permanent reward.

    Neville Koopowitz, CEO of Vitality, commented: “This year has been exceptional and changed our lives in many ways, with our own data showing many people are struggling to find time to look after themselves and their mental health, and keep active.

    “In launching our new Winter Pack, we wanted to ensure our members receive further help, support and incentives that support them to find time to keep active - which we recognise will become ever harder with the long nights and winter weather - whilst at the same time encouraging them to consider their mental wellbeing, which for many people has been negatively impacted by the pandemic.”

    Vitality has also been working on a new social media wellness series to complement the pack launch with its Vitality Ambassadors and Performance Champions (5), alongside experts from within their own team, creating regular content on their social channels and website to inspire people to stay active, eat well and stay healthy.


    For further information, please contact:

    Alexa Chaffer, Head of PR, Vitality

    Notes to editors

    The information contained in this press release is intended solely for journalists and should not be used by consumers to make financial decisions.
    (1) Data taken from Vitality members with physical activity tracked per day for the week ending 04/10/2020, compared to the weekly average in September
    (2) Daily Pulse survey, 1 June 2020, 335 Vitality members
    (3) Total number of physical activity events for those who have participated in a Vitality at Home reward (includes members registered for Rakuten, Peloton, Jennis and Caffè’ Nero registrations and members who purchased a device during the offer period).

    (4) Pack details:

  • Peloton – Workout types include: Running, Outdoor, Strength, Cycling, Yoga, Stretching, Bootcamp, Walking and Cardio. Members who have previously taken out the four months membership at no cost will not be able to take advantage of this six month membership. Offer available until 24 December 2020.

  • Fitness devices – selected Garmin and Polar devices available. Offer available until 30 November 2020.

  • Apple watch - Applies to selected Apple Watch Series 6 and Apple Watch SE models only. Initial upfront payment will vary depending on the model. RRP from £269. Initial upfront payment for Apple Watch Series 6 will be from £55 from 1 January 2020. Only one member on each plan can have an active Apple Watch benefit at any point in time. For VitalityLife, the monthly premium must be above £45 for an individual plan or £60 for a joint plan, excluding any fee paid for Vitality Plus. A credit check and eligibility criteria apply. 18 years or over only. Credit subject to status. 0% APR. Variable Direct Debit for 36 months. Monthly payments depend on tracking activity and could be between £0 and £9.50. Requires an iPhone 6s or later with iOS14 or later. Excludes Channel Islands. Vitality Corporate Services Limited acts as a credit broker. Exclusive lender is etika Finance UK Limited.

  • Headspace – Offer available until 24 December 2020 and for members who have not previously used 30% Vitality discount voucher

  • Caffè Nero – members must earn 40 activity points in a month. Members will need to pay a reduced P&P charge of £2.50.

  • Rakuten - Earn 12 Vitality activity points in a week and get one movie code per family per week.

  • Qualifying plans:
  • Any personal health insurance plan with a minimum monthly premium of £35 or more

  • Any business health insurance

  • Any corporate health insurance plan or Healthcare Trust with Vitality Plus

  • Any life insurance plan with a minimum monthly premium of £45 or more (£60 for joint life), excluding any fees for Vitality Plus

  • (5) Vitality Performance Champions are ex pro sports people who work directly with organisations, as part of their corporate healthcare offering, to support them with positive behaviour changes around nutrition, physical, activity, mental wellbeing and health education in workplaces.


    Stepping up physical activity can provide a range of benefits for individuals, such as reducing the likelihood of preventable, lifestyle-related illness. Vitality's award-winning health and life insurance, that is 5 Star Rated by Defaqto, helps people to lead more active, healthy lifestyles by giving rewards for healthy living.