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Aetna hops onto fitness-rebate bandwagon

Hartford’s Aetna Inc. is joining other health insurers in offering a fiscal reward to policyholders who opt to stay physically fit.

Aetna announced Tuesday the launch, effective New Year’s Day, of a fitness reimbursement that rebates customers for membership dues and fees for participating in activities that can help them lead healthier lives.

These include enrolling in gym and health clubs, group exercise classes, personal trainers, and for buying fitness equipment and weight-management and nutrition-counseling services.

The program is being offered to Aetna’s large and middle market employer customers and public and labor sector customers.

An assortment of health insurers, among them Blue Cross and Blue Shield of Massachusetts, offer similar fitness rebates to members.

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