BOSTON, MA -- (Marketwire) -- 01/05/09 -- Virgin HealthMiles, a leader in developing employee wellness programs that reward individuals for getting healthy, today announced the kick-off of the Capitol Steps Challenge, the first phase in its year-long initiative to raise awareness around childhood obesity in America.

Virgin HealthMiles partnered with Governor Rick Perry (Texas), who has invited governors and their senior executive agency leaders across the U.S. to participate in the Challenge, which runs January 1st through the 14th. During this two-week period, these state leaders will lead by example to raise awareness of the correlation between increased activity levels and good health. Fourteen states, including Alabama, Alaska, California, Florida, Idaho, Indiana, Kentucky, North Dakota, Texas, Utah, Vermont, Virginia, West Virginia and Wisconsin, have joined the Challenge to put a spotlight on this important national health issue.

Obesity is poised to be our country's next major health crisis. According to the National Centers for Disease Control and Prevention's (CDC) analysis of obesity prevalence among adults based on Behavioral Risk Factor Surveillance System (BRFSS) data, 16.5 percent of the population was obese in 1997. By 2007, the number had jumped to 25.6 percent, an increase of 155 percent. Childhood obesity is particularly alarming, having tripled in the past two decades.

Obesity is also costly, both from a hard numbers and human impact perspective. In 2000, the U.S. Surgeon General estimated that obesity cost the country $117 billion in both direct and indirect costs; today, that estimate is closer to $123 billion. Additionally, the Surgeon General's data shows obesity is responsible for 300,000 deaths each year. And obesity-related conditions, such as heart disease, hypertension and type-2 diabetes, put further burden on the country's already-strained healthcare system.

To raise awareness of these troubling trends, participating governors and their teams will compete in the Capitol Steps Challenge by tracking their daily activity for two weeks. Research has found an overwhelming amount of evidence proving the positive relationship between physical activity and good health. According to a U.S. Surgeon General's Report, more active people are more energetic, more productive, and have much less chance of developing life-threatening diseases and debilitating conditions.

"All 14 states are off to an impressive start in the Capitol Steps Challenge and we congratulate them on drawing national awareness to the growing issue of obesity," said Chris Boyce, CEO of Virgin HealthMiles. "Throughout the two-week Challenge period, Virgin HealthMiles will motivate participants through a variety of fun activities. This helps keep participants energized and engaged to achieve fit lifestyles and improved health. It's a formula that's been embraced by our clients, proven successful with our members, and already we're thrilled by our state leaders' enthusiasm."

At the end of the Challenge, Virgin HealthMiles will declare the state team with the highest average steps per person as the Most Active Governor's Team in the nation and will make a $50,000 donation to that state's childhood obesity program. The winner of the Capitol Steps Challenge will be announced in late February at a ceremony hosted in tandem with the National Governor's Association meeting in Washington, DC. Sir Richard Branson will attend the ceremony and personally present the $50,000 prize to the winning state.

The second phase of Virgin HealthMiles' obesity awareness initiative, the State Leadership Challenge, will kick off in February and involve teams of 250 individuals from U.S. state government offices embarking on a year-long program to increase their physical activity. State Leadership Challenge participants will be leading by example to educate their constituents about how increased activity levels can improve wellness. Based on activity levels, states can earn donations of up to $125,000 toward their childhood obesity programs. Further details of the State Leadership Challenge will be available in February.

For more information about the Capitol Steps Challenge and to track the progress of each state's team, visit www.virginhealthmiles.com/capitolstepschallenge. Member of the media can also follow the Capitol Steps Challenge on Twitter at cStepsChallenge.

About Virgin HealthMiles

Virgin HealthMiles provides employee health programs that pay people to get active. The company's preventative approach, based on physical activity and healthy lifestyle change, attracts an average of 40% of employees who participate, which helps organizations reduce medical costs and improve employee productivity and satisfaction. Over 100 industry leaders, including American Diabetes Association/Shaping America's Health, APL Limited, Hospital Corporation of America-Shared Services, Jack in the Box, Louisville Metro Government, and Shands Jacksonville Medical Center, have selected Virgin HealthMiles' award-winning program for their employees. For more information, visit www.virginhealthmiles.com.