Fitness device maker Fitbit now will enter into HIPAA business associate agreements with corporations, health plans and self-insured employers that want to offer its wellness platform to employees. The company aims to better support HIPAA-covered entities — and remove an obstacle to business opportunities. “We prioritize protecting our consumers’ privacy and keeping their data secure,” said James Park, CEO of Fitbit, in a written statement. “Our compliance with HIPAA safeguards formalizes this commitment, and, more importantly, it creates opportunities for more effective relationships with corporate wellness customers.”