Here’s a tip: Exercise and eat healthy food and you’ll probably live longer. It’s just common sense. But people still choose to lead very lazy lives. So, enter the latest idea in the Richard Branson “Virgin” empire. He’s decided to open health clubs with all kinds of incentives. Basically the clubs monitor your fitness and eating. And if you stick to the regimen, you get incentives from this other companies such as airline tickets and music. He’s convinced Humana to jump on board, and Clark understands why. Right now, consumers get no inventive to be healthier. But if insurance companies save money and we get freebies, it makes complete sense.