Companies like Best Buy offer good deals on the Apple Watch, but one of the most innovative concepts I’ve heard is currently being offered by South African health insurer Discovery Health.

In a program announced this week, Discovery is allowing some customers to buy a $350 Apple Watch for only $25 by hitting fitness-related exercise goals. If users miss their targets, their discount shrinks.

Best part of it? The program is coming to the U.S., too.

Referred to as the Vitality program, Discovery Health calls its novel concept, “the world’s largest scientific incentive-based activity and health program.”

Jeff Williams, Apple’s chief operating officer, says that: “Vitality shares our conviction that being active has a powerful impact on people’s lives. We are thrilled that Apple Watch will be helping Vitality members live a healthier day by being more active.”

While it’s not yet available to anyone who wants it, Discovery is currently working with three companies in the United States — including Amgen, one of the world’s leading biotechnology companies, DaVita HealthCare Partners, an independent medical group in America dedicated to kidney care, and Lockton, the world’s largest privately-owned insurance firm.

All three companies will be offering the program this year as a way of “nudging” employees to get fit or stay healthy.

Let’s hope it rolls out to more organizations, too. And, while we’re at it, let’s see insurance premiums linked to personal fitness levels. If people knew that wearing an Apple Watch and exercising regularly was going to save them money (while, of course, keeping them healthy), that would be a great way to get more people to try wearable fitness devices.

Source: Forbes and Hindustan Times