Fitbit has generated yet another mHealth partnership in its bidding to make the fitness wearables a major component in connected health programs.

The Blue Cross Blue Shield Association (BCBSA) declared that it would include Fitbit in its Blue365 health and wellness program, giving access to activity trackers and smartwatches for more than 60 million members in 23 affiliated health plans as well as the Federal Employee Program.

Along with the association with UnitedHealthcare and Humana, Fitbit’s deal with BCBSA provides massive exposure in the health plan market.

Mark Talluto, the vice president of strategy and analytics for the BCBSA, said “There is no question that increasing activity and moving more is a tremendous benefit that can improve health, and I'm excited Blue365 members will have even more incentives to get and remain healthy by exercising at a pace that's right for them; This strategic partnership will bring personalized health and wellbeing to the next level, allowing members to put their health first.”

Adam Pellegrini, the general manager of Fitbit Health Solutions said, “Fitbit provides a powerful platform to engage consumers by offering data, insights and guidance to help them meet their health goals; This partnership is an example of how Fitbit is expanding access to our devices and software so that we can help more people focus on their health and wellness and achieve better health outcomes.”