Survey says: 5 insights from seniors to drive engagement with Medicare exercise programs

According to a new report published by the CDC, just 1 in 7 Americans 65 and older met federal physical activity guidelines for aerobic and muscle-strengthening activities in 2022.

Yet 95% of Medicare Advantage plans offer a fitness benefit.

Closing this exercise gap is increasingly critical for Medicare leaders. In an effort to drive benefit utilization by members and ensure plans are allocating their resources effectively, CMS has introduced a new Mid-Year Notification due to begin in 2026 requiring plans to remind their members about the benefits they have access to through their plan but are not using.

In addition to regulatory pressures, however, increasing engagement in exercise benefits holds the key to unlocking their full value for both plans and the members they serve. In driving improvements in members’ overall physical and mental health, exercise programs with real engagement deliver value for a plan’s bottom line by improving Star Ratings, reducing cost of care, and driving member retention.

So, how can Medicare plans ramp up member engagement with exercise programs to realize long-term value?

To better understand motivators to engagement with exercise and other supplemental benefits, Bold conducted a qualitative research study with a third-party consulting firm, collecting responses from people 65 and older who spanned demographics, health conditions, and exercise attitudes and behaviors.

Here are some of our findings.

5 barriers to movement for Medicare members

Our study participants told us that exercise is an important part of staying healthy as they age. This was true for those who were consistently active, but it was also the case for those who found it extremely difficult to exercise with any regularity.

Among this less-active population, five barriers were most common:

Pain or limitations: Respondents said the risk of increasing pain or discomfort with exercise feels hard to overcome, and it’s challenging to know what will work best in terms of difficulty level or types of exercise.
Time: Like with any age group, other to-dos like appointments, caretaking, or work often take priority over exercise.
Lack of knowledge: As physical abilities and limitations evolve, even changing day-to-day, many don’t know what movements are possible, safe, and beneficial.
Embarrassment: Fear of others’ opinions on their capabilities or lack of experience with certain exercises often prevents engagement in certain activities – especially going to a gym or an in-person class.
Motivation: Exercise can feel like a chore or another item to manage related to staying healthy while aging, and it’s often hard to find programs that feel accessible and fun, especially when starting a new routine can remind them of their physical limitations.

One respondent, a 66-year-old, put it this way: “Aging well is not easy, I've never done this before so I am learning.”

Turning barriers to movement into reasons to engage

At Bold, one of our guiding principles is how to turn barriers to movement into reasons to exercise.

Drawing from what we heard from seniors in this study, here are five key insights on how to drive engagement to realize results through an exercise program for Medicare.

1. Diversify offerings: What one person wants or needs will not resonate with others.

When it comes to convenience and what older adults are looking for in an exercise program, it’s not surprising that folks want different things. What they’re looking for or able to do one day may be different the next, whether in terms of time commitment or style of activity.

Seniors emphasized that they’re looking for programs that include a range of offerings, like the following:

Various types of exercise classes like strength, yoga, stretching, and others
Classes at different lengths from 10 minutes up
Specific exercises designed for certain conditions or unique needs like osteoporosis, back pain, or pelvic health
Different range of movements or equipment needs, including seated classes and classes that don’t require equipment
Live and on-demand classes, including ones that can be accessed in evenings and off-hours
Range of experience and skill levels to progress

2. Easy-to-follow programs: Members want guidance, personalization, and expert recommendations.

Many respondents expressed they want to know that a trainer is helping guide them through an exercise program or offering. They want to ensure they’re taking the right classes for them to stay safe, prevent pain or injury, and continue progressing toward their unique goals and needs. Plus, many said they want an expert to point them to their recommended next step or next class to take the guess-work out of how they should continue on.

Why? Aligned with barriers to sticking with a program, respondents said personalized programs with clear next steps and personalized reminders saved them time, made them feel more knowledgeable and confident that their program is right for them, and helped to maintain motivation.

3. Member experience matters: Ensure trainers focus on how they make members feel.

“[I evaluate expertise based on] how easy it is for them to explain things, how they make me feel… making it easier to understand and follow what they’re doing… Sometimes you need a modification and it’s important to find people who don’t make you feel different.” - Denise, 71

Credentials and scientific evidence are critical for building trust. But keeping a member engaged over time requires a deeper level of connection and empathy from experts.

According to this study, members want trainers and experts involved in a program who are focused not only on providing easy-to-follow guidance and clear modifications while teaching, but creating a safe, welcoming, and supportive environment for all. For many members, motivation and ongoing engagement stems from how they feel after each class or touchpoint – comfortable, understood, and empowered.

4. Educate at every turn: Getting to the “why” and creating opportunities for learning are key.

Many members are hungry to go deeper, and want opportunities for education to go along with classes or touchpoints they’re completing. Members expressed an interest in learning more about some of the aspects of an exercise program, conditions they help address, and the like, including:

The causes of pain
How different types of activities or workouts can impact their day-to-day
The scientific reasons behind certain modifications
What progress to note and milestones to watch out for
Why trainers include certain moves or exercises in a specific class

For several survey respondents, the education component of the program was just as important as the classes, as well as the trainers and evidence behind a program – and critical to their overall member experience and how long they stay engaged.

5. Embed a sense of accomplishment and progress: Encourage members to celebrate that they’re doing this for them.

Folks of all ages want to celebrate wins and see progress, especially as they continue to show up for workouts. Members start an exercise program for different reasons – for instance, a few survey respondents shared: to feel stronger, to continue building their business, to be able to keep up with grandchildren or feel more comfortable meeting with friends, or because their provider recommends it to help with existing conditions or improve overall health.

And while many also stay engaged for different reasons, one key reason emerged from this survey: members see an exercise program as something they can do for themselves.

As one respondent shared: “It’s a present for myself. I’m not doing this to make someone say, ‘oh good, you’re doing this for your health’. It’s just for me… I don’t want to let go of the pleasure that it’s just for me. I don’t give myself presents very often that are meaningful.”

Members want a program that celebrates their wins and encourages them to continue for their own well-being and self-care, just as much as the health benefits they’re receiving. This means creating moments and embedding features within the overall member experience for them to celebrate progress – like capturing participation streaks, embedding regular assessments to track progress, prompting members to reflect and share feedback, and noting lifestyle improvements in day-to-day outlook or pain.

What this means for health plan leaders

With Medicare members increasingly making their enrollment decisions based on Star Ratings and benefit offerings – in addition to provider networks and out-of-pocket costs – selecting the right exercise program to engage beneficiaries has never been more critical. The right exercise program for Medicare members not only bridges gaps in engagement to lower costs and drive clinical outcomes, but delights members and encourages healthy habits. The right exercise strategy can help ensure plans stay ahead of the curve and meet the moment.

At Bold, we know the power of evidence-based exercise programs purpose-built for Medicare members to deliver value, drive engagement and outcomes, improve independence and longevity, and lower costs of care. Eight in 10 members say they are more likely to stay with their plan because of Bold.

Ready to join the movement for movement as medicine? Get in touch to find out what sets Bold apart with clinical exercise for Medicare members.