Fitbug (LON:FITB), the personal health and well-being business, has signed four new agreements with new and existing customers which will see its customer base extended in both the US, the Middle East and Europe. The deals are among the early successes of a strategy to ratchet up Fitbug’s sales and marketing efforts following several years of product development. In April, the company hired ex-Bupa director Fergus Kee as executive chairman, who ploughed £200,000 of his own money into the company and set about expanding its presence in key territories, including the all-important US market. Mr Kee said that the recent deals demonstrated the market potential and strengthening interest in the proven capability of Fitbug’s services to deliver effective health behaviour change with an appropriate price and promotional strategy.

Among the latest agreements is a new partnership with Anxa, a major provider of wellness and nutrition products and services in Europe and Asia. There are also deals to provide workplace health programmes for two major US corporations, where the Fitbug service will be offered to a total of 16,000 employees. In addition, the company has secured an order worth £200,000 from existing customer Holmes Place International, the health and fitness club operator, in the Middle East and Europe. Last month Fitbug signed a partnership agreement with Vitality Healthstyle Pty Ltd, which is the rewards subsidiary of South Africa’s largest private medical insurer, Discovery Health.

Fitbug’s services combine online health and wellness coaching with a device that allows users to track their achievements. The company was the last in a portfolio of health and fitness oriented businesses run by AIM group ADDleisure plc, which was restructured and renamed in late 2009. Since then the company has finished developing its platform and turned its attention to establishing more partnerships as part of its business-to-business strategy.

Paul Landau, Fitbug’s chief executive, said: “After significant capex in product development these recent transactions confirm the role that Fitbug can play as both a stand-alone Fitbug.com branded proposition and also as a white-label solution that sits behind our clients’ own web portals. Importantly, the international nature of these deals also highlights the versatility of what we have created and the role that Fitbug’s technology has the potential to play both at home and abroad.”

Fitbug’s partnership with Anxa will see its technology marketed by Anxa’s subsidiary, Aujourdhui.com,…

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