The Business Decision Behind the Change
In 2018, UnitedHealthcare (UHC), the insurance carrier that offers plans endorsed by AARP, announced a significant change to its fitness benefits, phasing out the SilverSneakers program for millions of its members. This move applied to many of its Medicare Advantage and Medicare Supplement (Medigap) plans. A spokesperson for UHC explained that the company wanted to provide a “wider variety of fitness resources” and noted that a large majority of eligible members were not actually using the gym benefit.
UnitedHealthcare’s Perspective
From the insurer's point of view, paying for a third-party fitness program that saw low engagement from its members was not the most efficient use of resources. By creating its own program, Renew Active, UnitedHealthcare gained greater control over the features and costs of the benefit, allowing it to tailor an offering that it felt would appeal to a broader segment of its membership. This shift allowed UHC to integrate a more comprehensive wellness platform that includes not only gym access but also online resources, personalized plans, and brain health exercises.
Impact on Policyholders
For many seniors, the news was met with frustration. Some had specifically chosen an AARP-endorsed plan because it included the popular SilverSneakers benefit and felt the change was a “bait and switch”. A significant number of members had been loyal to the program for years, valuing the community and specialized classes it offered. The transition forced many to either accept the new program, Renew Active, or switch to a different insurance plan to retain their SilverSneakers access.
The Introduction of Renew Active
UnitedHealthcare's answer to the discontinuation of SilverSneakers was the introduction of its proprietary fitness program, Renew Active. This program became the standard fitness benefit for eligible AARP Medicare Advantage and Medigap plans offered through UHC. Renew Active was designed to offer a more holistic approach to health and wellness, moving beyond just gym access.
Features of Renew Active
Renew Active expands on the traditional gym membership model by including a range of physical, mental, and social wellness features.
Physical fitness:
- Access to a network of participating gyms and fitness centers nationwide, which can include major chains and smaller, local facilities.
- One-on-one sessions with a personal trainer for initial goal-setting and annual check-ins.
- Access to on-demand workout videos and live-streamed classes for at-home exercise.
Mental wellness:
- Brain health activities and challenges designed to keep the mind sharp.
- A brain-health assessment with personalized recommendations.
Social engagement:
- Opportunities for social interaction through events and online communities.
Renew Active vs. SilverSneakers: A Comparison
To understand the implications of the change, it's helpful to compare the two programs side-by-side. Both aim to promote senior fitness, but their structure and offerings differ significantly.
| Feature | Renew Active (UnitedHealthcare/AARP) | SilverSneakers (Various Carriers) |
|---|---|---|
| Availability | Exclusive to eligible UnitedHealthcare Medicare Advantage and Medigap plans. | Offered by many different insurance carriers for their Medicare Advantage and Medigap plans. |
| Coverage | Includes a network of gyms, online classes, and brain health exercises. | Provides access to a network of participating gyms and senior-specific classes. |
| Online Content | A robust online platform with workout videos, brain challenges, and articles. | Offers a variety of on-demand workout videos and online resources. |
| Personalization | Includes one-on-one sessions with a trainer to create a personalized fitness plan. | Offers group classes tailored for older adults, but less focus on individual plans. |
| Social Features | Opportunities for community engagement and social events. | Fosters a sense of community through in-person and online interaction. |
The Ongoing Shift in Senior Fitness Benefits
The decision by UnitedHealthcare (and other insurers like Independence Blue Cross) to move toward proprietary or multi-provider fitness programs reflects a broader trend in the insurance industry. Rather than paying for a single, third-party program, insurers are seeking more direct control over the benefits they offer. This shift is motivated by a desire to both manage costs and provide a more customized, comprehensive wellness experience that extends beyond a simple gym membership.
The Role of Data and Engagement
The insurer's move to its own program was also informed by data showing low engagement with the SilverSneakers benefit. By developing a program like Renew Active, which includes digital tracking and at-home options, UnitedHealthcare can more effectively measure member participation and health outcomes. This data-driven approach allows for future refinements of the program and provides evidence of its value to members and the company's bottom line.
Customer Satisfaction and Market Dynamics
The change sparked controversy among some members who preferred SilverSneakers. However, the broader market includes numerous other insurers that still offer the program. This competitive landscape gives seniors options to choose a plan that best fits their needs, whether that means staying with Renew Active or switching to a plan that offers SilverSneakers. For example, many now have the option of comparing their existing AARP-endorsed UHC plan with offerings from other carriers that may still include SilverSneakers.
Conclusion
In summary, the decision by AARP-endorsed UnitedHealthcare to drop SilverSneakers was a strategic business move to consolidate its wellness offerings and improve engagement with its fitness benefits. The low utilization of SilverSneakers among many members was a key factor, prompting the development of the more comprehensive and proprietary Renew Active program. While this shift initially caused frustration for some long-time members, it resulted in a new benefit that provides a wider range of options, including online resources, personalized plans, and brain health activities. Ultimately, this change reflects a larger industry trend towards customized, in-house wellness programs, offering seniors a new set of choices when selecting their Medicare coverage.
Understanding the Transition
- Low Program Utilization: A primary reason for the change was the low rate of SilverSneakers usage among UnitedHealthcare members, with over 90% of eligible policyholders not using the benefit.
- Internal Program Development: UnitedHealthcare replaced SilverSneakers with its own proprietary fitness and wellness program, Renew Active, to have more control over program features and costs.
- Integrated Wellness Focus: Renew Active was designed to be a more comprehensive wellness benefit, including gym access, personalized fitness plans, online resources, and brain health activities.
- Transition Period: The transition was phased in over time, with many members experiencing the change around 2019, and the full implementation for AARP-endorsed supplemental plans occurred by 2023.
- Member Choice: While the move disappointed some seniors, it has led to greater market competition, giving members the option to seek alternative plans from other insurers that may still offer SilverSneakers.
