Shares in Aim Stock Market listed Fitbug holdings plc, a provider of online coaching services, soared on news its ‘Slim + Trim Kiqplan’ digital weight-loss programme had been chosen for the launch of a new marketplace by Jawbone, the rising star of wearable fitness devices.

John Holland of flotation consultants Holland Bendelow said “being featured on the Jawbone Marketplace, is a considerable achievement for the company, and is in line with Fitbug’s strategy to increase its market profile as it moves to scale up the business using the Aim Stock market”.

The Jawbone Marketplace will offer the Slim + Trim Kiqplan a weight loss programme priced at $19.99, and will also highlight the other plans available on kiqplan.com for US-based Jawbone consumers.

A year ago, sales of Jawbone’s UP device accounted for 19% of all wearable fitness devices sold in the US.

The new Jawbone Marketplace features what it called “best-in-class devices and apps” that monitor fitness, sleep, food, lifestyle and the help control smart home, which work alongside Jawbone’s UP.

Fitbug is currently valued at £15m on AIM and is included within the FTSE Leisure Goods Sector.

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