Economic Purists of old would contend that individuals make rational decisions when it comes to health and wellness. The data surrounding corporate health plans, wellness programs and incentive structures tell a very different story. The explosion of certain disease states – diabetes, heart disease etc – have occurred in populations will well rounded wellness/incentive program. The question is why – and what behavioral economics are in play. We will explore the successes and failures within corporate wellness programs – and apply new economic theory to their future structure and relevance in corporate America.