Sebastian Coe Appointed as a Strategic Advisor and Ambassador of PruHealth

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Sebastian Coe has been announced as strategic advisor and Ambassador of PruHealth and PruProtect's leading wellness programme, Vitality.

PruHealth and PruProtect are privileged to announce a relationship with Sebastian Coe, which will see him serve both in a strategic capacity as an Advisor to a newly-established Vitality Advisory Board, as well as an initiator of positive lifestyle change through his role as a Vitality Ambassador.

As a double Olympic gold medalist and Chairman of the British Olympic Association, Sebastian Coe possesses a unique blend of attributes from the disciplines of sport, leadership, business and administration, which will add immensely to the ongoing strategic development of PruHealth and PruProtect's leading global wellness programme, Vitality.

As an inaugural member of the Vitality Advisory Board, a sub-committee of the board of directors of PruHealth and PruProtect, Sebastian Coe will provide guidance in developing Vitality's critical areas of distinctiveness, such as those relating to partner and network development and consumer and corporate engagement, as well as help steer the public policy debate around the importance of preventative health and wellness.

Sebastian Coe says: "I am a firm believer that everyone can take small steps today that will dramatically improve their wellbeing over the long-term, regardless of their current state of health. It was this philosophy that attracted me to the Vitality programme. For more than a decade, the programme has demonstrably improved the lives of millions of people by understanding their unique risk profiles, and I look forward to contributing to the further development of the programme and incentivising people to make positive lifestyle changes.”

The Vitality wellness programme encourages people to set achievable health goals, makes it easier for them to get healthy and rewards them for doing so. Sebastian Coe’s involvement creates a new channel through which Vitality can engage with and motivate members.

According to Nick Read, Director of Vitality: "We are delighted to be working with Sebastian and are privileged to have someone of his calibre giving us the benefit of his experience, both from having been a professional athlete and from the experience he has gained since, in helping to get people excited and engaged with healthy activities and lifestyles. He has been an inspiration to thousands of people across all generations and I am certain his sporting, political and business skills will be invaluable in taking Vitality to the next level."

To keep up to date with Lord Coe's involvement with PruProtect and PruHealth, visit or

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About PruHealth:
PruHealth is a leading private medical insurance and Vitality wellness programme provider which launched in the UK in 2004 in response to a growing need for consumer-directed private medical insurance products. It is a joint venture between UK insurer, Prudential and Discovery, a listed company operating in the health, wellness, life, investment and financial services markets in South Africa, UK, USA and China.

The Vitality programme helps people understand how they can improve their own personal health, makes it cheaper and easier for them to get healthy and gives rewards to keep them motivated, through a range of tools and discounts.

PruHealth has received many industry awards, including the Best Individual PMI Provider and Best Online Intermediary Service (Health Insurance Awards 2012), Best Group PMI Provider (Cover Excellence Awards 2012), Most Innovative New Product (Health Insurance Awards 2011), Best Use of Marketing to Intermediaries (Health Insurance Awards 2011), Most Trusted PMI Provider (Moneywise Awards 2010), Best Individual PMI Provider (Health Insurance Awards 2010 and Cover Excellence Awards 2010) and Best PMI Provider (Moneyfacts Awards 2009).

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