I like the lazy dachshund. Averse to exercise. You see him on the Vitality posters on the Underground. It’s a clever advertising ploy because the point is to get you to do more exercise. And the surprising thing – if you look more closely – is it’s all about insurance.

It used to be you bought life or health insurance, stuck the paperwork in a drawer, and then forgot about it, until you got ill or they called for the priest. That has all changed – as Herschel Mayers, CEO of Vitality, explained to me.