Josh Kerns is the Chief Marketing and Member Officer of the International Association of Pickleball and Padel Facilities. Net Work is our partner spotlight series — sharing insights, tools, and ideas from the ecosystem helping racquet and paddle clubs run smarter, grow faster, and serve better.
Growing membership and maximizing court usage during slower hours is a constant challenge for racquet sports facilities. But there’s a powerful, often-overlooked solution: insurance-sponsored fitness programs like SilverSneakers, Silver&Fit, Renew Active, and others.
These programs, many of which are tied to Medicare Advantage and commercial health plans, offer eligible individuals free or low-cost access to fitness clubs — and reimburse facilities for participation.
For clubs, that means the chance to fill courts during off-peak hours, reach active older adults, grow recurring revenue, and provide a valuable service to your community — without adding marketing overhead or discounting your core offerings.
Understanding Medicare and insurance-sponsored fitness programs
Many health insurers, particularly those offering Medicare Advantage plans, have partnered with third-party wellness companies to offer fitness benefits at no cost to qualifying members. These programs are designed to encourage physical activity, reduce long-term healthcare costs, and improve overall well-being — especially for older adults.
Eligible participants can use their benefits to access fitness centers, gyms, and racquet clubs across the country. In return, participating facilities are reimbursed per visit or through monthly flat rates, depending on the provider’s structure.
Major fitness programs your racquet club should know about
Below are five popular programs worth exploring — and possibly integrating into your club’s offerings.
SilverSneakers (by Tivity Health)
Trusted by thousands of fitness locations nationwide, SilverSneakers connects you with older adults eager to stay active, social, and consistent in their fitness routines.
- Adults 65+ with qualifying Medicare Advantage plans.
- Free gym access and group classes.
- Reimbursed based on member visits.
Prime Fitness (by Tivity Health)
Designed for working-age adults, Prime Fitness helps clubs attract a steady flow of members through employer and insurance partnerships.
- Younger adults through commercial insurance.
- Similar to SilverSneakers.
Silver&Fit (by American Specialty Health)
A flexible, tech-friendly program that helps you engage both in-person and virtual members — ideal for clubs looking to reach retirees with diverse wellness preferences.
- Medicare-eligible members and group retirees.
- Offers memberships and digital fitness.
- Reimbursed monthly or per-visit.
Active&Fit (by American Specialty Health)
Similar to Silver&Fit, Active&Fit is perfect for attracting younger, health-conscious members through commercial insurance plans — especially those not yet eligible for Medicare.
- Commercial health plan members.
- Discounted access for members under 65.
- Great for younger demographics.
Renew Active (by UnitedHealthcare)
This program emphasizes whole-person wellness, offering a strong mix of physical fitness, mental sharpness, and community — backed by one of the nation’s largest insurers.
- Medicare Advantage members.
- Free access including group and online classes.
- Reimbursed based on usage.
How reimbursement works for clubs
Most insurance-sponsored fitness programs reimburse partner facilities based on member check-ins, class attendance, or monthly participation. Here’s how to make it work:
- Contract directly with the program provider
- Track member visits accurately
- Submit usage reports
- Promote your participation
Who’s already doing it well? The Picklr and other leaders
The Picklr – one of the nation’s largest franchisers – embraced these fitness programs as a strategic growth channel. By partnering with programs like Renew Active and Silver & Fit, they’ve expanded their reach into the active senior market and filled courts during traditionally slow daytime hours. Many other health clubs and facilities nationwide have taken advantage of this opportunity for years.
How to get started with these programs
1. Audit your local market
2. Reach out to fitness program providers
3. Evaluate your systems
4. Train your front desk staff
5. Promote to your community
Conclusion: A win-win for clubs and communities
Participating in insurance-sponsored fitness programs isn’t just a smart business move — it’s a strategic way to expand access to racquet sports in your community. With interest in pickleball, tennis, and padel growing among older adults, these wellness programs offer a built-in audience and a sustainable way to fill courts, boost retention, and generate recurring revenue.
If your facility hasn’t explored this opportunity yet, now is the time. It’s a win for your members, your bottom line, and the long-term health of your club.
Disclaimer: This article is for informational purposes only and does not imply affiliation with or endorsement by Medicare or any insurance provider. Clubs should consult directly with fitness program providers to understand eligibility and contract terms.
About the author
Josh Kerns is the Chief Marketing and Member Officer of the International Association of Pickleball and Padel Facilities. In addition to his senior leadership role with the IAPPF, he is an advisor to pickleball facilities nationwide on all facets of operations and marketing. He also produces large pickleball events and tournaments for the City of Seattle, Amazon, Seattle Convention Center and many others. Josh’s DUPR is inversely proportional to the amount of pickleball he plays.
