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Discovery Vitality reducing activity goals

Discovery members on the Vitality Active Rewards programme will have their activity goals adjusted downwards in April when its new rules kick in.

By Jan Vermeulen – March 17, 2016

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Discovery members on the Vitality Active Rewards programme affected by the changes being implemented on 2 April 2016 can look forward to a reduction in their activity goals.

That’s the word from Discovery Vitality CEO Shrey Viranna, which follows recent backlash to changes Vitality made to its Active Rewards.

Members of the rewards programme complained online after Discovery announced changes to the Activity Rewards points system.

In addition to increasing heart rate requirements and changing how the goals of some activities work, Vitality announced it would stop supporting a number of fitness tracking services and devices.

Vitality said the changes were motivated by a need for minimum levels of “verifiability and reliability”.

It said it also wanted to ensure clinically-relevant fitness outcomes for its members, and used statistics drawn from Vitality members’ training data to support its decision.

Regarding accusations that it was trying to save money by having fewer people qualify for rewards such as free smoothies, or the reduction in repayments on an Apple Watch, Vitality said this was not the case.

It said its relationships with some of the Active Rewards partners were fairly new, and that it was in its best interest to nurture them.

Discovery said it actually saves money when members engage with the Vitality programme and get healthier.

To show members it is not trying to cheat them or make it harder to hit their goals, Vitality said it would decrease the goals of those affected in April when the new rules kick in.

This will let members get a feel for the new activity levels and give them time to adjust to new rules, it said.