Apple has reportedly hired a key consultant from the fitness industry who worked closely on Nike's FuelBand line to help develop the iWatch.

AllThingsD and 9to5Mac both reported that Apple had hired Jay Blahnik recently and speculated that he joined the company's wearables team to work on a watch or wristband-type product.

Tim Cook, chief executive officer at Apple, who also serves on the board of directors at Nike, mentioned the FuelBand as a successful wearable while on stage at the D11 conference earlier this year. The executive's word choice led many to assume Apple was interested in exploring wearables - which further fuelled long-circulating rumours of an "iWatch" product.

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Blahnik is described on his website as a "Nike consultant for almost 20 years" who is also "a key expert and consultant for many of Nike’s new Digital Sport initiatives that launched in 2012, including Nike+ Kinect Training and Nike+ FuelBand". He even helped develop the Nike Xbox Kinect game.

Although neither party has confirmed his position at Apple, a Twitter user asked Blahnik about his new gig while hinting that it was at Apple. Blahnik responded with: “Yes, it is true!” and called the position “exciting".