Has the Great Integration of Healthcare and Fitness Arrived?

As exercise is increasingly being recognized as preventive care, more fitness facilities are becoming part of the healthcare continuum.


BY JULIE KING

For decades, the fitness industry has positioned exercise as preventive health, with plenty of scientific research supporting the claim. The problem is that the healthcare system and the fitness industry haven’t had a direct pipeline to integrate services due to multiple obstacles standing in the way, such as bureaucracy, costs, and lack of a relationship history.

“It has been proven repeatedly that regular exercise can extend your life,” says Anthony Albert, senior vice president of marketing and sales for Power Wellness, a company that helps hospitals extend patient care beyond clinical settings. “As more healthcare systems buy into this, they want people to get healthy—and stay healthy—instead of continuously treating them for the same ailments.”

Beyond telling patients to "exercise more," healthcare providers need trusted places to send them. That’s creating new opportunities for fitness facilities to become part of the healthcare continuum.

Those partnerships can take many forms, such as hospital-owned wellness centers and physician referral programs, among others, but no single model fits every gym. With the increased recognition of the importance of physical activity to population health (accelerated by the emergence of GLP-1 treatments), the integration of healthcare and fitness services is leading to new programs that are creating opportunities for the industry.

A Natural Extension of Healthcare

Based in Lombard, Illinois, Power Wellness manages hospital-owned fitness and wellness centers nationwide and helps them earn their Medical Fitness Association certification, a benchmark for medically integrated fitness centers. The company’s wellness navigators network with physicians at local healthcare systems and with the community at large to grow enrollment.

“Hospitals are beginning to see that a fitness center is the perfect handoff for people going to rehab or having a medical issue to becoming a member and building healthy habits for life,” Albert points out.

Power Wellness targets the local community—specifically, the 75% of people who aren’t members of a commercial gym, as well as the 50% of people who live with at least one chronic condition, such as arthritis, diabetes, or obesity. People can join the facility on their own or through a doctor’s referral.

Most Power Wellness clients offer the company’s proprietary MyFitRx program that provides physician-referred participants with eight weeks of guided exercise, health coaching, and full facility access for $100 to $125. Pathways include:

• cancer fitness

• cardiac fitness

• cognitive health

• diabetes fitness

• Fit for Surgery

• functional fitness

• orthopedic fitness

• pulmonary fitness

• transitional care

• weight management

Each fitness center has a medical advisory committee (MAC) that oversees the program and works in tandem with the Power Wellness team.

“We encourage MAC members to become champions of the program within their health system,” Albert notes. “Some have been known to email their entire medical staff and challenge them to refer 10 patients a month into MyFitRx.”

MyFitRx Medical Fitness Program

Program staff have a four-year degree in exercise physiology, kinesiology, or a related field, along with specialized training through Power Wellness. They conduct initial, mid-point, and final fitness assessments and share data with healthcare providers via the patient’s electronic health record or the wellness navigators.

Since 2020, MyFitRx has enrolled 22,528 individuals and generated over $12 million in lifetime member revenue. Of these, 7,453 became fitness center members, with an average member tenure of 22 months. A majority of participants also bring a family member to join.

About 65% of MyFitRx participants continue exercising after the program ends. “MyFitRx is an effective starter package to get people into healthy habits and [it’s] a great feeder program into membership,” Albert says.

“Most of our clients view the fitness center as an extension of their health model, and they work with our team to make it a great environment for patients to continue their health journey,” he adds. “They also see this as an added benefit to the community.”

Albert

“Most of our clients view the fitness center as an extension of their health model, and they work with our team to make it a great environment for patients to continue their health journey.” • Anthony Albert

Cooper Clinic: Where Medicine Meets Movement

Like Power Wellness, Cooper Clinic and Cooper Fitness Center in Dallas partner to provide preventive healthcare and disease management through exercise.

"Our philosophy pertains to preventing illness and chronic disease," says Riva Rahl, M.D., medical director of the Cooper Clinic Platinum direct medical practice. "Nutrition, physical activity, stress management, and social connection all work synergistically to help individuals optimize their health outcomes."

Although many Cooper Clinic patients seek preventive care, the practice also serves people managing common conditions like high blood pressure, pre-diabetes, high cholesterol, overweight, obesity, osteoporosis, and osteopenia.

Cooper Fitness Center members can participate in clinical assessments such as DEXA body composition scans, blood work, VO₂ max testing, hormone testing, pulmonary function, and bone density screenings.

One component of the Cooper Clinic preventive exam is the treadmill stress test cardiovascular screening. Based on this test and other health metrics, doctors frequently prescribe exercise, and fitness professionals help put those recommendations into practice.

"Physicians often make recommendations for an exercise or physical activity prescription," Rahl says. "Fitness professionals can help individuals execute the plan through coaching and accountability, as well as communicate progress to the referring doctor."

At Cooper Fitness Center, the CooperFit cardiovascular fitness test is part of its Fitness Is a Vital Sign wellness program. Doctors contribute data from patients’ annual exams for this program as well.

“CooperFit is a scientifically proven cardiovascular fitness assessment exam, and we’re working with healthcare providers to make this a standardized test,” adds Catherine Lindberg, general manager of Cooper Fitness Center.

All patients in the Cooper Clinic Platinum concierge medicine program receive a free fitness center membership. Non-concierge medicine patients are offered complimentary initiation fees.

“People benefit by being around others motivated to improve health, which increases accountability and success,” Rahl suggests. “Collaboration and communication between healthcare entities and health clubs can further health outcomes and ensure progress.”

Dr. Rahl

“Collaboration and communication between healthcare entities and health clubs can further health outcomes and ensure progress.” - Dr. Riva Rahl

acac Fitness & Wellness Centers: Formalizing Physician Referrals

Now with 14 locations in Pennsylvania, Virginia, and South Carolina, acac Fitness & Wellness Centers was a pioneer in integrating healthcare. Owner Phil Wendel recognized a disconnect between healthcare and fitness and, with input from local healthcare providers, launched the Physician Referred Exercise Program (p.r.e.p.) in 2004.

The 60-day program invites physicians to refer patients for medically supervised exercise to prevent or manage chronic conditions such as obesity, cardiovascular disease, diabetes, and arthritis. Participants receive an initial health assessment, individualized exercise plan, ongoing coaching, and reassessments at 30 and 60 days.

“P.r.e.p. was formed to support healthcare providers who wanted to get their patients started on a safe exercise program," says Zack Lopez, M.P.H., senior director of medical wellness programming at acac. “Most of our participants come through a referral from their healthcare provider, but we also get self-referrals.”

To insure quality and safety, acac conducts ongoing outreach to physicians and has a medical advisory board whose members act as advocates among their colleagues and provide regular feedback on the program. Upon receiving a doctor’s referral, a p.r.e.p. medical fitness professional takes a medical history and biometric measurements and discusses the patient’s goals. The team then designs a customized program of cardiovascular exercise, resistance training, flexibility, and balance.

Among the medical fitness initiatives acac offers are:

• National Diabetes Prevention Program

• Maple Tree Cancer Survivorship Exercise Program

• Pedaling for Parkinson's

• Medical Nutrition Therapy for Type 2 diabetes and/or chronic kidney disease

• GLP-1 Weight Management training and health coaching

“We host weekly group exercise sessions and encourage participants to attend at least two of these per week,” Lopez adds. “They also have access to all amenities and group exercise classes.”

Acac communicates participant progress to healthcare providers using the Welld platform. Among the common outcomes are weight loss, reduced body fat and BMI, lower blood pressure, decreased waist circumference, and improvements in well-being based on the WHO-5 Scale (a self-report instrument measuring mental well-being, created by the World Health Organization).

Over the past two years, the program has received approximately 1,700 physician referrals annually across acac's five flagship clubs, resulting in roughly 1,220 enrollments each year. Roughly 40% of p.r.e.p. participants become members of acac.

Lopez describes p.r.e.p. as a loss leader, priced at $99, with membership conversions offsetting the program's operating costs. It’s worth the cost to help evolve the mutually beneficial relationship between healthcare providers and the fitness industry.

In the end, the biggest beneficiaries of this integration are the patients. Lopez says it’s important to check in with them often and adjust the program to their needs and abilities.

“Make sure your program isn’t intimidating, so participants feel welcome and are more likely to adopt regular exercise as true behavior change,” Lopez says.

Lopez

“Make sure your program isn’t intimidating, so participants feel welcome and are more likely to adopt regular exercise as true behavior change.” • Zack Lopez
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5 TIPS FOR CREATING A MEDICAL WELLNESS PROGRAM

Integrating healthcare into fitness centers doesn’t happen overnight. Zack Lopez, M.P.H., senior director of medical wellness programming at acac, gives suggestions on what works.

1. Invest in building relationships with physicians.

“Identify true healthcare provider champions who understand the importance of exercise as healthcare, and form a medical advisory board,” says Lopez.

2. Start with one program.

Rather than trying to serve every medical population, begin with a single condition or referral pathway and build from there.

3. Hire and train qualified staff.

Medical populations require specialized knowledge and confidence working with healthcare providers.

4. Track outcomes.

Measure improvements in blood pressure, body composition, physical function, or quality of life to demonstrate credibility and value to physicians and participants.

5. Communicate with healthcare providers.

Share participant progress to reinforce trust and strengthen referral relationships.

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