More than 50 protestors gathered outside the corporate headquarters of Blue Cross Blue Shield of Minnesota in Eagan on a chilly afternoon to voice their concerns over the potential loss of their Silver Sneakers senior gym memberships. These memberships, which grant access to facilities at YMCAs and Life Time Fitness locations throughout the Twin Cities, are part of the Medicare Advantage fitness benefits. The demonstrators demanded the full reinstatement of these benefits, expressing alarm at their possible removal.
Co-organizers Terre Thomas and Steve Brandt, a former reporter and a member of the Minneapolis Board of Estimate and Taxation, led the protest. They were welcomed by Blue Cross officials who invited them to move their picket from a grassy area to the larger parking lot of the headquarters. The protest included a brief, coordinated step-tap dance, highlighting the group’s commitment to maintaining their fitness benefits.
The day before the protest, Thomas and Brandt met with Dr. Mark Steffen, Chief Medical Officer for Blue Cross Blue Shield of Minnesota, along with members of the marketing, sales, and Medicare Advantage teams. During this meeting, the protestors presented a timeline of events to clarify their concerns. Thomas remarked, “There were a lot of people at the rally that said this is all about corporate greed. I don’t think that’s true. It’s math.”
Since January 2023, Blue Cross Blue Shield of Minnesota has offered Silver Sneakers memberships to all 425,000 of its Medicare Advantage members through a two-year contract with Tivity, a third-party benefits administrator based in Tennessee. Of these members, approximately 26,000 enrolled for free memberships at Lifetime Fitness and YMCA of the North locations, with only around 11,000 actively participating in the fitness programs. The contract was structured to provide benefits to all members, as required by law.
By June, Blue Cross Blue Shield had largely finalized its benefits for the upcoming year. However, they later discovered that UCare, a nonprofit health plan, would terminate all its Medicare Advantage contracts by 2026. This change is expected to shift many UCare members to Medica, while an estimated 100,000 to 150,000 UCare members are anticipated to migrate to Blue Cross Blue Shield. This influx has significantly increased the total number of Medicare Advantage members to over 500,000, raising concerns about the costs associated with Tivity’s premier level of service.
In response to these developments, Thomas presented Blue Cross Blue Shield with several potential solutions to subsidize or negotiate more affordable memberships at the YMCA and Life Time Fitness. Officials indicated that any possible implementation of these solutions would not occur before 2027.
The YMCA has offered impacted Silver Sneakers members discounted rates, reducing the price from $77 to $49 per person, and from $110 to $79 per couple. Although Blue Cross Blue Shield Medicare Advantage members can still access over 200 alternative gym locations in the Twin Cities, many boutique gyms and facilities associated with nursing homes offer limited hours and fewer classes tailored for seniors.
The health benefits of regular exercise are well-documented, according to Dr. A. Mark Fendrick, a professor of internal medicine at the University of Michigan. His research highlights the positive impact of physical activity on various health outcomes, stating, “Every study of cognitive health to cardiovascular health to cancer survivorship to mental health shows regular exercise improves outcomes. More is always better.”
The discussion surrounding fitness benefits for seniors continues as Blue Cross Blue Shield navigates the complexities of its growing membership and the associated costs. The outcome of this situation remains to be seen, but the voices of the protestors underscore the importance of accessible fitness options for older adults.
