My company has used Virgin Pulse for several years. They offer all kinds of programs and health challenges. With our plan, anyway, we don't have to participate in any of that, but if we participate in the health biometric screening, our out-of-pocket cost for our health insurance is dramatically reduced.
It's a tool by the company. If they are paying a substantial amount of your health insurance, they have a vested interest in your health. Healthier workers = fewer large claims = cheaper insurance premiums. And you can certainly opt out if you want, and just pay the higher rate.