Shine promotes e-service Fitbug

Consumers are to be able to monitor the number of calories they burn with an interactive service called Fitbug.

The service, which launches in January, is being promoted by Shine Communications and is aimed at people who care about their health and fitness but won’t commit to a personal trainer.

For a monthly fee, the company will send out a technologically advanced pedometer, from which data can be downloaded. From this data, the Fitbug website will advise people on how much more exercise they need to reach daily targets.

Shine will target men’s and women’s glossies, the health and lifestyle pages of national press websites, such as iVillage.co.uk, handbag.com and FHM.com, and radio programmes.

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