£1,000 off insurance if you go to the gym

A massive reduction in health insurance premiums is being offered to people who join gyms, give up smoking and eat healthily, it emerged today.

Britain's best-known name in health insurance, Prudential, has launched a "Save As You Sweat" campaign, offering those who embrace the fitness ethic up to £1,000 off premiums.

Customers earn " Vitality" points for criteria such as working out in a gym, going for a fitness assessment, improving blood pressure readings, and being a non-smoker.

For those only wanting to make a token effort, there are also points for reading self-help articles, having a flu vaccination or creating a healthy meal plan twice a year.

The top standard - Platinum Vitality Status - can save more than ?1,000. Bronze qualifies for a 25 per cent discount.

PruHealth chief executive Catherine McGrath said: "PruHealth is not just for the super-fit. Anything that people do to live more healthily can lead to lower premiums."