In case you missed it, Fitbit did an IPO this week and shares were up 48% in first day trading.
Fitbit is hot right? Everyone loves the idea of employees wearing a device that makes them more active, and dreams of the contribution that reality will create towards the health of the workforce.
IPO. HR. Fitness. Technology.
It's enough to make me suggest this new tagline for Fitbit: "Fitbit's the S**t". (that's trademarked, btw)
There's just this one little problem with Fitbit. Some are saying that it really doesn't influence the people you need most to get off their butt and get in shape. Consider this astute quote I heard this week from a CHRO in a company with 10K employees during a private conversation about healthcare spend:
"Well, Kris - I'll tell you the deal we learned about Fitbit. We've got over 10K employees. We've got 1K of those who are actively trying to use a Fitbit. Here's the problem - about 965 of those were people who were already into fitness - they're already working to stay in shape, etc. So I got 35 people to change their lifestyle? That's great, but there's no impact to the bottom line of my healthcare cost."
Her response? I need wellness with more of a focus on case management, not shiny items.
I love to run and I'm in decent shape. I like tech. But she's right - the early adopters to this device probably don't move the needle. We need the other side to come over to make that work.
Fitbit can still be the ****. It just won't make the person about to stroke out in your workforce change their lifestyle.