Former marathon runner Amy McDonough is VP and GM of corporate wellness at Fitbit, where she's built the vertical into one of the company’s most promising divisions. More than 1,000 business customers signed on in 2015 alone, including Target, which ordered the devices for its 300,000+ employees. McDonough’s work has been a win for both Fitbit and its corporate clients: Insurance providers have even begun offering lower premiums to employees who hit exercise goals using Fitbit. (One San Francisco–based startup, Appirio, was able to knock off 6% from its annual health bill.) And in late 2015, Fitbit became compliant with HIPAA, the law regulating health-data sharing, which lowers potential clients’ bar for entry even further. McDonough and her team realized early on that a one-size-fits-all enterprise solution wouldn’t work, and have spent eight years tailoring Fitbit’s interactive software for clients’ specific goals: Oil and gas companies, say, might want to focus on improving sleep patterns to lower workplace errors, while a retailer might offer perks as fitness-challenge rewards. McDonough joined the young startup in 2008 as one of its earliest employees, when cofounders James Park and Eric Friedman, whom she worked with at CNet, recruited her to handle everything from marketing to customer support.