Pedaling A Healthy Initiative: Democratic Convention Host Committee to Bring Humana's Freewheelin Bike Sharing Effort to Denver

Business Wire,  May 14, 2008  

Tags: Humana Inc.

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Mile High City Teams Up With Humana and Bikes Belong to Bring 1000 bikes to Denver to Support Personal and Environmental Health

DENVER -- Amid the buzz of national Bike to Work Week, the Denver 2008 Convention Host Committee, Humana Inc. (NYSE: HUM) and Bikes Belong took steps with - or better yet, pedaled - a new initiative today to encourage bike use as an alternative mode of transportation during the Democratic National Convention, placing the city of Denver on the cusp of an emerging global municipal trend promising to improve the health of residents and the environment.

Denver Host Committee President Elbra Wedgeworth, along with Denver Mayor John Hickenlooper and Colorado Governor Bill Ritter, Jr., unveiled plans for a new city-wide bike-sharing program called Freewheelin, part of Denver's ongoing efforts to support healthy living and environmental sustainability during and after the Democratic National Convention.

The Freewheelin program was developed by Humana in partnership with bike industry leaders. As part of the multi-pronged initiative, Humana and the not-for-profit Bikes Belong will bring nearly 1,000 bikes to Denver during the Democratic National Convention in August. The bikes can be used free of charge by anyone looking for an alternative to automobiles while the convention is in town.

"With 300 days of sunshine a year, bicycling remains one of the most viable alternatives to driving in Denver, helping to reduce traffic congestion and air pollution," said Mayor Hickenlooper. "Denver is one of the healthiest and most active cities in America, so we're excited to pioneer a bike-sharing model that supports a physically and environmentally healthy community. While bicycles are part of our strategy to host the greenest national political convention ever, our commitment to being a bike-friendly city is long-term."

Denver joins a small group of progressive cities establishing bike-sharing programs in the United States. Seventy of those 1,000 bikes and the checkout kiosks will remain after the convention and be donated to the city by Humana, as part of an ongoing program to support carbon emission reduction and healthy active lifestyles. The program will also establish a lasting legacy and a start to a permanent bike sharing system in Denver.

The legacy program will feature Freewheelin bike racks set up at various points around the city, each housing a collection of the program's proprietary bikes, which are equipped with trip computers. A solar powered kiosk through which participants can "check out" a bike to use for things such as riding to work or doing errands, or simply taking a leisurely spin will accompany each bike rack.

Once users are finished, they simply return the bike to any Freewheelin rack in the city. Participants can register for the program on the Freewheelin website, and use the site to automatically track things like their mileage, their personal carbon offset and other health information. Riders simply use a credit card or a Freewheelin key fob to check the bike out at no charge during the convention.

"Denver is renowned for its commitment to healthy living, so it makes perfect sense that Freewheelin will have a home here," said Dan Oftedahl, Denver-based market president for Humana. "Through bike sharing, Denver residents will not only have the opportunity to contribute toward a cleaner environment while at the same time improving their health but they also will have fun doing it along the way."

Humana piloted the Freewheelin program in Louisville, Ky., in 2008 by installing Freewheelin bikes and racks for use by employees free of charge. More than 2,500 employees registered for the program. Based on the success of the pilot, Humana is expanding the program to other cities, as well as college and corporate campuses across the country. Bike sharing is a popular alternative used in various European cities including Paris and Amsterdam to encourage "green" and congestion-free transportation.

"This is an exceptional opportunity to show how well bicycling works for short trips in big cities," said Tim Blumenthal, Executive Director of Bikes Belong. "Considering that 41 percent of all trips in automobiles are two miles or less, bikes are an ideal alternative."

About Humana

Humana Inc., headquartered in Louisville, Kentucky, is one of the nation's largest publicly traded health and supplemental benefits companies, with approximately 11.4 million medical members. Humana is a full-service benefits solutions company, offering a wide array of health and supplementary benefit plans for employer groups, government programs and individuals.

Over its 47-year history, Humana has consistently seized opportunities to meet changing customer needs. Today, the company is a leader in consumer engagement, providing guidance that leads to lower costs and a better health plan experience throughout its diversified customer portfolio.