Roller derby competitors take their share of lumps and bruises. The rowdy sport also attracts a young crowd.

Those elements made roller derby a natural fit for promoting the state Healthplanfinder website, said spokeswoman Bethany Frey.

The health insurance exchange is rolling out a partnership this month with Kitsap’s Slaughter County Roller Vixens, along with other roller derby and hockey leagues across the state. It’s part of an effort to reach the coveted “young invincibles.”

“It fit in really well with the demographic we’re trying to reach,” Frey said.

The exchange will have a booth and promotional activities at Roller Vixens events through the end of March, including the popular Wild West Showdown.

The deadline for signing up for qualified private plans through the exchange is March 31.

Meegan Reid photo