How Renew Active Works for Fitness Centers
Renew Active is a fitness and wellness program available at no additional cost to eligible UnitedHealthcare Medicare Advantage plan members. Unlike a standard gym membership where a facility receives a fixed monthly or annual payment, the Renew Active program compensates gyms based on member check-ins. This model creates a unique dynamic for gym operators, who must balance the administrative work with the potential for increased foot traffic and ancillary revenue.
The Per-Visit Payment Model Explained
Instead of paying a flat fee for each enrolled member, UnitedHealthcare pays a per-visit rate for each check-in by a Renew Active participant. This rate is often determined through an annual negotiation between the program provider and the participating gym. This payment structure means a gym's income from Renew Active is directly tied to member usage. A gym with a high volume of active Renew Active users stands to earn more than one with minimal participation. The payment is not a one-size-fits-all figure, and it can vary based on location and the specific negotiated agreement.
Revenue Beyond the Check-In
For many gyms, the value of accepting Renew Active extends beyond the direct per-visit payment. Attracting senior members, who may not have otherwise joined, expands the gym's potential customer base. These members may also generate additional revenue by purchasing services not covered by the program. These additional services include:
- Personal training sessions
- Fee-based group fitness classes, such as yoga or Pilates
- Specialized wellness workshops
- Café purchases or merchandise
By leveraging the program to bring new faces into the facility, gyms have the opportunity to upsell premium services and create a loyal community. This additional revenue can significantly boost a gym's overall profitability from the program.
Recent Program Changes and Their Impact
Recent changes have shaken up the Renew Active landscape for 2025, impacting the business models of many gyms. Letters sent by UnitedHealthcare announced the removal of certain "premium" gyms, including some boutique fitness studios and specialized centers, from the program. This decision has led to frustration among members who valued access to these specific locations.
For the affected gyms, this meant a sudden loss of a previously stable revenue stream and member base. The move highlights the risk for gyms relying too heavily on any single third-party program. Conversely, for gyms remaining in the network, the changes could lead to an influx of members looking for new fitness centers, potentially increasing their per-visit revenue.
Comparing Renew Active to Standard Memberships
| Feature | Renew Active | Standard Gym Membership |
|---|---|---|
| Payment Method | Per-visit rate from insurer | Flat monthly or annual fee from member |
| Revenue Predictability | Variable, depends on member usage | Highly predictable, fixed income |
| Member Acquisition Cost | Low, facilitated by insurance program | High, requires active marketing efforts |
| Ancillary Revenue | Strong potential through upsells | Depends on member engagement |
| Administrative Burden | Higher tracking and billing | Lower, straightforward billing |
This comparison illustrates the fundamental differences in the revenue models. While standard memberships offer predictable income, Renew Active offers a chance to build a new customer base with lower acquisition costs, albeit with variable revenue.
Considerations for Gyms Partnering with Renew Active
- Understand the Contract: Gyms must carefully read and understand the terms of their agreement with UnitedHealthcare, including the per-visit rate and any changes to the network. This prevents surprises, as seen with the 2025 premium gym removals.
- Optimize Member Experience: Because payment depends on usage, gyms are motivated to create a welcoming and engaging environment for senior members to encourage repeat visits. This can include offering specialized classes or senior-focused amenities.
- Encourage Ancillary Sales: Training staff to identify and offer additional, non-covered services can turn a per-visit member into a more profitable customer.
- Manage Administration: Efficiently tracking and reporting member check-ins is crucial for accurate payment. Systems should be in place to handle this process smoothly.
- Assess Market Fit: Before partnering, a gym should evaluate if the Renew Active member demographic aligns with its target audience and whether the per-visit rate makes financial sense.
Conclusion
To answer the question, do gyms make money on Renew Active, the definitive answer is yes. However, the profitability is not as straightforward as with a traditional membership. Revenue is tied to member engagement and check-in frequency through a per-visit payment model, not a fixed monthly fee. The program acts as a powerful marketing tool, driving traffic and providing opportunities for additional revenue through premium services. As recent program changes demonstrate, the business relationship is dynamic, and gyms must stay informed to maximize their partnership. To learn more about the program's offerings for members, visit the official Renew Active website from UnitedHealthcare: https://www.uhcrenewactive.com/.
