competitions reflect a broader trend in consumer and corporate fitness around using games and money to provide accountability and motivation for health-related activities ranging from weight loss to regular gym use, healthy eating and smoking cessation. A study published in the Journal of the American Medical Association found that those with a financial incentive to lose weight were almost three times more likely to reach their target than dieters with no money at stake. History HealthyWage was founded in 2009 in New York City by former healthcare consultant David Roddenberry and his colleague Jimmy Fleming. The company launched its website later that year at TechCrunch in San Francisco. In January 2010, the company became the first in the United States to offer cash weight loss incentives directly to consumers. HealthyWage's first program, the BMI Challenge, paid Americans who moved in one year from an obese BMI to a normal BMI. The 10% Challenge, which followed later that year, allowed participants to commit $150 and win $300 if they lost 10% of their weight over six months. These two programs have since been consolidated into the HealthyWager in which each participant creates a customized weight loss "bet." References External links HealthyWager The Matchup The Team Challenge 10% Challenge BMI Challenge Jackpot Challenge Step Challenge Weight Loss Counseling HealthyWage Press HealthyWage Blog Digital marketing companies of the United States American health websites Internet properties established in 2009 Medical and health organizations based in Florida