I have had a personal plan through Vitality for the past three years and can't recommend them enough. Luckily I've not had to make any claims but I have used their Vitality member rewards extensively. They focus on wellness so you earn points for doing things like exercising with a heart rate monitor, doing Parkruns and step goals.
A one hour workout at 70% of your max heart rate is worth a free cinema ticket at Vue or Cineworld (worth around £10 or so) and so I have been enjoying a free trip to the cinema every week.
You can also get free drink each week at Starbucks if you enjoy that sort of thing.
Travel wise you get up to 40% off bikes at Evans Cycles, up to 40% off European flights on BA and discounts on Eurostar and Mr and Mrs Smith hotels. Last summer I bought a top of the range Scott MTB through the scheme and got £500 off
And to help you track workouts you get discounts on fitness devices such as Garmin, Polar and Apple Watch. The Apple Watch is the newest reward where you pay from £69 upfront and then pay between £0-£12.50 per month depending on how many activity points you earn.
I've found it good value as long as you think the Vitality rewards are the kind of things you'd generally enjoy.