Extreme sports can be risky business. But that's not how Aflac sees it.

Last month the world's largest supplemental insurance provider expanded its accident plan to include coverage for all types of extreme sports, from sky diving to mixed martial arts.

“;Ten times out of ten, if you participate in any of these sports, you're uninsurable,”; said Dustin Dean Deniz, Aflac district sales coordinator for Honolulu. “;We're the only company that will specifically insure these types of events.”;

Although insurance companies typically prefer to write policies for more quantified risks like smoking or driving, focusing on the niche but sizable market of thrillseekers made sense to Aflac, particularly for Hawaii.

“;More people die because of car accidents and smoking, sitting in a train or bus,”; said Michael Roura, a Honolulu-based associate for Aflac. “;But with extreme sports, customers usually have trained professionals with them. It was kind of a no-brainer for us.”;

The policy covers “;adventure”; activities, including hang gliding, motorized vehicle racing, bungie jumping, parachuting, and scuba diving. Pilots are also now covered.

Because the product was just rolled out, the local Aflac associates are still in talks with local sports teams and businesses for the policy. One of them is Skydive Hawaii in Waialua.

Frank Hinshaw, Skydive's owner, has not committed to Aflac about a policy. But if the price is right, it makes sense, he said.

“;We have sport enthusiasts that come out every week, or whenever they're off,”; Hinshaw said. “;They not only skydive, but they motorcross, surf, kiteboard. I would think that type of person, an extreme-minded person, would want to protect their assets like everyone else does.”;

In 2009, there were 50 skydiving fatalities worldwide, with 13 U.S. deaths, according to Dropzone.com, an enthusiast Web site that gathers statistics and information. In 2008, there were 37,261 traffic deaths nationwide, according to the National Highway Traffic Safety Administration.

“;We have about 40,000 skydives a year here,”; Hinshaw said. “;It's perceived by the public to be less safer. But the risk gets really cut down if you have a professional with you.”;

The United States Parachute Association, a 32,000-member enthusiast organization, used to offer its members group insurance, but not anymore, Hinshaw said.

“;But we never had anybody with a claim. I don't know why it's no longer available,”; he said.

Hinshaw, who also has been an instructor since 1983, adds that it's rare to find an insurance policy that includes adventure sports. In Germany, there is a skydiving insurance policy offered, but only for the equipment, not the skydiver.

There's still a large misconception of what Aflac actually pays for, Roura said.

The popular TV spots starring the Aflac Duck, who quacks the company's name to policyholders, gave wings to the company's brand recognition. But even though more than 90 percent of the nation know the company's name, according to Roura, only 4 percent know of Aflac's coverage plans.

“;Everyone knows the duck, but nobody knows what the duck does,”; Roura said.

The policy is not primary medical insurance.

Aflac would assist policyholders with everyday household expenditures and lost wages. For example, Aflac would pay $250 a day for hospital confinement. Throw in another $400 a day if the policyholder is admitted into an intensive care unit.

Medical care can easily hit four figures with injuries, even after the medical insurance comes into play.

“;Most likely you'll be out of work for a couple of weeks or so, so there's the loss of income,”; Deni said. “;What we do is we pay cash directly to the policyholder so they can take care of the out-of-pocket copayments and deductibles, but more importantly those every day living expenses.”;

The expansion for extreme sports has hiked up policy rates by a small margin. For an individual policy, a policy used to cost $24.10 a month, but is now $26.52. For a couple, it was $32.30, and now is $35.36.

Although the policy is nationwide, Deniz and Roura said they hope the expansion will help with Aflac's local market penetration.

“;In the mainland, they're fairly saturated with Aflac,”; Roura said. “;But in the Pacific territories, our market penetration is less than 3 percent. So there's a ton of business to be had here.”;