It has some exercise offerings — step aerobics classes and stationary bike workouts — but for now, its main product is providing in-person information about changes coming in October with the health insurance overhaul law.

Blue Cross and Blue Shield of North Carolina is opening half a dozen of these offices in strip malls statewide to first educate and then, starting in October, enroll consumers shopping for coverage because of the federal Affordable Care Act, also known as "Obamacare." Blue Cross affiliates in Florida and Pennsylvania have had similar stores open for years.

The North Carolina company also hauls an air-conditioned showroom trailer to fairs and farmers markets to reach out to the estimated 600,000 people who will be newly shopping for individual policies — some of them subsidized by the government for consumers who might have trouble affording a policy. Many of the individual policies will be sold on a statewide Internet marketplace designed to make buying coverage comparable to finding a hotel room or rental car.