Increasing Minority Enrollment in Community Fitness Centers

Opportunity

An initial analysis of SilverSneakers® Fitness Program enrollment rates by Highmark Medicare Advantage members in 2004 identified a significant disparity in enrollment between African
American and White members.

Goals

The goals of the initiative were to increase:

• African American Highmark member access to SilverSneakers® Fitness Program facilities through community outreach and partnerships
• Awareness of the SilverSneakers® Fitness Program among African American members through enhanced marketing
• Physical activity of Highmark African American members through increased enrollment and
  participation in the SilverSneakers® Fitness Program

Steps to Success

• Analyzed and expanded network access
• Analyzed and redesigned marketing materials
• Increased instructor training in targeted areas
• Expanded other Highmark community offerings to increase overall awareness

Success Stories

ANN KENDRICKS:
“Like many seniors, I do have hypertension and it’s totally under control. I credit the combination of exercise and the medication I take. Plus my exercise routine has definitely helped me to control my weight and my stress. I am so thankful that Highmark understands the value of keeping me healthy by providing such a terrific fitness benefit. I’m constantly telling friends, ‘You can do it! You can get healthy! Those who do it,talk about how terrific it is. We sell it! It’s a beautiful thing.”

BILL GRIMES:
Before starting a regular exercise program, Bill Grimes had some joint pain that he thought he just had to live with. Since starting with the SilverSneakers® Fitness Program, Bill has seen his blood pressure and weight stabilize, and is having less joint pain. He’s also seen some social benefits, as he has made many new friends, and re-connected with some long-lost friends. To anyone who is hesitant about taking advantage of the SilverSneakers benefit, Bill emphasizes that anyone can do it and that you don’t need any kind of special equipment – just bring your sneakers.