Industry leaders outline how health club operators can build credible, scalable medical fitness programs — and why it may be the most significant opportunity in the space today.
Medical fitness is gaining traction as one of the biggest opportunities for health club operators. As society prioritizes prevention, outcomes and long-term behavior change, fitness facilities are increasingly positioned as an extension of the health care continuum.
That was a key takeaway from the latest Thought Leaders panel — sponsored by The Covery Health — where industry leaders explored how operators can move beyond traditional fitness and into medically integrated programming. Success in this space requires building a credible, scalable system. Here are six strategies to guide fitness operators through implementation.
1. Define your product before you sell it.
Before approaching physicians or marketing to members, operators must clearly define what they are offering and why it matters.
“I think it’s really important to have a dedicated brand for what you’re doing instead of just having this being seen as just another program in the menu of everything you’re doing, that you really have something that defines this medical fitness or the continuum of care,” said David Evans, the vice president of Cooper Wellness Strategies.
This means selecting specific program types such as cancer recovery or aquatics therapy, determining structure and outcomes and ensuring the experience is consistent. Without a well-planned product, it becomes difficult to build credibility or earn referrals.
2. Build clinical credibility through staff and structure.
Medical fitness depends on trust. That trust starts with qualified staff and structured protocols.
According to Kathy Hutchinson, the medical integration director at Active Wellness, safely implementing these programs starts with educating and certifying staff so they know what the scope of their practice is.
Operators should prioritize:
- Exercise science-based backgrounds.
- Accredited certifications from ACSM, ACE, MFA, etc.
- And ongoing education.
Equally important is standardizing processes such as intake assessments, program design and emergency protocols to ensure consistency and safety across the board.
3. Develop physician relationships.
Medical fitness programs are often fueled by referrals, but those referrals only come from the relationships operators make with physicians.
“It’s a relationship building thing,” said Evans. “Find those folks that would be receptive, bring them to the club and have breakfast with them.”
Operators should focus on identifying “physician champions” — providers already aligned with preventative care — and build trust through things like facility tours, one-on-one meetings and outcome reporting. This approach positions the club not as a gym, but as a trusted extension of the provider’s care plan.
4. Focus on high-demand, accessible programming.
Not all medical fitness programs are created equal. The most successful offerings tend to be those that are both accessible and immediately relevant to large populations.
“Our aqua aerobics program are really popular,” said Hutchinson. “There’s some days we have five classes on the same day because there’s so many people that want to take it.”
Popular entry points into medical-based programming include:
- Aquatics therapy and arthritis.
- Osteoporosis and bone health classes.
- Balance and fall prevention.
- Cancer exercise.
Starting with approachable, scalable programs allows operators to build momentum before expanding into more specialized offerings.
5. Stay within scope and prioritize safety.
One of the biggest concerns for operators entering the medical fitness world is liability. To minimize that risk, operators need clear understanding on where fitness ends and clinical care begins.
“Centers should not attempt to diagnose or treat any of the conditions,” said Blake Hamill, the VP of operations at Power Fitness, noting programs need to be based on the referrals and any insight they get from providers about patients.
Additional safeguards such as medical advisory committees, prescreening processes and emergency response training help mitigate risk while reinforcing credibility.
6. Market outcomes, not just programs.
Marketing medical fitness requires a shift in mindset. It’s about demonstrating results and building trust, not just promoting features.
According to Daniel Stickler, the CEO of The Covery Health, testimonials are one of the most effective tools to market the medical fitness programs clubs are offering.
For Sarah Strefling, the director at Beacon Health and Fitness, traditional marketing such as news stories and commercials has driven a lot of traction within their facilities. They have also leaned into social media, posting success stories and using their outcomes to promote their programs.
At the same time, messaging needs to be approachable. Overly clinical language can limit potential participants.
Successful operators:
- Highlight real member success stories.
- Use personalized messaging.
- Create a distinct brand for medical fitness within the club.
This positions the offering as both credible and welcoming which is critical for engaging new populations.
The Bigger Picture
Medical fitness is quickly evolving from a niche offering into a strategic differentiator. As health care systems look for partners that can improve outcomes and reduce costs, fitness facilities have an opportunity to play a much larger role.
For operators, the way forward is by building credibility, fostering relationships and delivering measurable results. Those who do will not only expand their reach but they’ll redefine what it means to be a health club.
Watch the full conversation below.
