Richard Branson, founder of Virgin, announced today that he is teaming up with Humana to offer a health insurance product. It will be linked to gym membership and discounts for Virgin Airlines. He believes that a good portion of the 45MM currently uninsured folks could benefit tremendously from this.

Asked about his take on the healthcare market, Branson says, "we think that by Virgin going into it, we can liven it up"

I guess it was only a matter of time that a non-healthcare celebrity leader like Branson invested into healthcare. I am intrigued by the potential for new ideas and healthy turmoil. And I love this idea of providing some incentive for people to feel better and get healthier, though I wouldn't go as far as Branson in saying that their products will be "liberating, life-enhancing and fun."