Gym-goers will be able to reduce the cost of their private health insurance under separate partnership deals between PruHealth and Cannons and Holmes Place health clubs.

PruHealth – the private medical insurance joint venture announced by Prudential UK and South African health insurer, Discovery Health, in this April year – has signed agreements with the two groups to offer PruHealth policyholders reduced membership fees.

The move is part of a radical shake up of the private health insurance market promised by the insurer, which will see rewards for people trying to life healthier lives, said PruHealth’s chief executive, Catherine McGrath.

“The current system revolves around paying for sickness, not promoting health and wellbeing. We are going to change that,” she said.

The new approach is designed to support UK public health policy, which promotes self-managed health, health promotion incentives and a joined-up approach to health and well-being.

The agreements with Cannons and Holmes Place means customers will win twice, said McGrath: “PruHealth will reduce their gym membership fee and they also get the prospect of lower premiums for being healthier.”

The reward system also aims to recognise all forms of exercise as well as other lifestyle factors such as giving up smoking and having a balanced diet.

The company is currently seeking further partnerships to promote healthcare.