In today’s fast-evolving healthcare landscape, Tivity Health stands as a pioneering force reshaping how we approach wellness and healthy living. Founded in 1981 and headquartered in Franklin, Tennessee, this innovative company has transformed from its origins as American Healthways into a leading provider of comprehensive healthcare solutions focusing on fitness, nutrition, and combating social isolation. Through its data-driven approach, cutting-edge technology integration, and commitment to addressing the holistic needs of individuals, Tivity Health is not merely participating in the wellness industry—it is fundamentally revolutionizing it.
Introduction to Tivity Health
Tivity Health emerged from humble beginnings to become a transformative force in the wellness industry, consistently pushing boundaries to enhance how individuals—particularly older adults—approach their health. As a leading administrator of fitness and wellness services in the United States, Tivity Health has dedicated over four decades to developing programs that empower people to live healthier, more fulfilling lives2. The company’s evolution reflects its unwavering commitment to addressing the changing needs of the population while incorporating technological advancements to deliver increasingly personalized and effective wellness solutions.
At its core, Tivity Health operates with a clear mission: to transform healthy living for adults by empowering and engaging them to live their best lives through nutrition, fitness, and social connection1. This multifaceted approach distinguishes Tivity Health from traditional healthcare providers by recognizing that true wellness extends beyond mere physical health to encompass nutritional well-being and meaningful social interactions—factors increasingly recognized as crucial determinants of overall health outcomes.
The significance of Tivity Health’s work has grown substantially in recent years as the American healthcare system confronts unprecedented challenges, including an aging population, rising chronic disease rates, and escalating healthcare costs. Rather than addressing these issues through conventional medical interventions alone, Tivity Health pioneers preventative approaches that promote active lifestyle choices, thereby potentially reducing long-term healthcare expenditures while improving quality of life. Their innovative programs specifically target populations that traditionally face barriers to wellness services, particularly older adults who stand to benefit tremendously from regular physical activity and social engagement.
Company History and Evolution
Tivity Health’s journey began in 1981 with its founding as American Healthways, positioning itself as an innovative player in the emerging preventative healthcare space2. During its early years, the company established itself as “among the boutique darlings of the Nashville healthcare community, focused on disease management in the early years and transitioned to total population health and well-being,” according to Paul Edmisten, who served as Senior Vice President and Chief Information Officer1.
The company underwent its first significant transformation in 2003, rebranding from American Healthways to simply Healthways, reflecting its expanding scope beyond traditional American healthcare models2. This period marked the beginning of Tivity Health’s evolution into a more comprehensive wellness provider, though the most transformative changes were yet to come.
A pivotal moment in the company’s development occurred in 2006 when Healthways acquired Axia Health Management, bringing the highly successful SilverSneakers program into its portfolio2. This acquisition significantly expanded the company’s reach into the senior fitness market and laid the groundwork for its future focus on older adult wellness. The SilverSneakers program would eventually become one of Tivity Health’s flagship offerings, revolutionizing how older adults engage with fitness services nationwide.
The company experienced turbulence between 2011 and 2014, when hedge fund North Tide Capital began investing in Healthways and ultimately secured representation on the board of directors. This period of organizational restructuring culminated in February 2014 with the resignation of CEO and founder Thomas Cigarran2. The ensuing years brought tremendous change as the company assessed various strategic options for its future direction.
By 2016, after eliminating “tens of millions of dollars in operating expenses,” the organization divested its total population health services business to Sharecare, marking a critical strategic pivot1. This divestiture enabled the company to streamline its operations and focus more intensively on its most promising business segments. In January 2017, the company completed its transformation by rebranding as Tivity Health, signaling its renewed mission and vision for the future of wellness2.
Core Wellness Programs and Services
Tivity Health’s portfolio of wellness programs and services reflects its comprehensive approach to health improvement, with particular emphasis on addressing the unique needs of older adults. At the center of this portfolio is the company’s flagship program, SilverSneakers, which has revolutionized fitness accessibility for seniors across the United States.
SilverSneakers stands as Tivity Health’s most renowned offering, providing eligible Medicare beneficiaries with access to over 16,000 fitness locations nationwide. The program goes beyond merely offering gym access—it creates supportive communities where older adults can engage in specialized fitness classes designed specifically for their needs and abilities3. By combining physical activity with social engagement, SilverSneakers addresses two critical components of healthy aging simultaneously. Research conducted by Tivity Health has demonstrated the program’s effectiveness, with one study finding that “when SilverSneakers members increased the frequency of their participation in physical activity programs over time, they saw significant improvements in their physical and mental health”4.
Recognizing that engagement requires more than physical accessibility, Tivity Health has developed robust digital platforms to complement its in-person services. In 2016, the company partnered with Linkwell Health and global digital agency Isobar to transform the consumer experience and increase awareness of SilverSneakers through enhanced social media presence and broader marketing strategy3. This digital transformation focused on “building an editorial destination that provides compelling, relevant content, and ultimately positions SilverSneakers as the number-one fitness and health authority for active adults ages 60 and over”3. The success of this initiative was evident in the quadrupling of website visits and Facebook likes for SilverSneakers within months of implementation in 2017, demonstrating Tivity Health’s ability to effectively engage seniors through digital channels3.
Beyond SilverSneakers, Tivity Health has historically ventured into nutrition services. In March 2019, the company acquired Nutrisystem Inc., which included the South Beach Diet brand, expanding its wellness offerings to include structured nutritional programs2. While Tivity Health ultimately sold this nutrition business to Kainos Capital in October 2020, the temporary incorporation of these services reflected the company’s understanding of nutrition’s crucial role in overall wellness2. This strategic decision allowed Tivity Health to refocus on its core competencies while maintaining its commitment to a holistic approach to health improvement.
Digital Transformation Journey
Tivity Health’s digital transformation journey represents one of the most significant aspects of its revolutionary approach to wellness. Beginning around 2014-2016, the company underwent extensive restructuring that fundamentally changed how it delivered services and engaged with customers. This transformation wasn’t merely technological—it encompassed a complete reimagining of the organization’s approach to wellness delivery in an increasingly digital world.
The pivotal period of transformation coincided with significant organizational changes, including leadership transitions and strategic divestments. As Paul Edmisten noted, “Since the divestiture, Tivity Health has evolved transforming its people, processes and technology to enable a robust B2C data and technology stack that align with Tivity Health’s strategy and objectives”1. This evolution reflected a clear understanding that the future of wellness services would be increasingly data-driven and consumer-focused.
Central to this transformation was a shift in how Tivity Health conceptualized its relationship with end-users. Rather than viewing itself primarily as a service provider to health plans and healthcare organizations, the company increasingly positioned itself as a direct wellness partner to consumers, particularly older adults. This strategic pivot required Tivity Health to “transform the way they defined, delivered and engineered its products to create the desired consumer experience”1. The company’s CEO, Donato Tramuto, emphasized that this transformation helped Tivity Health “adopt a product, data-centric and consumer-driven culture”1.
The digital transformation extended beyond operational changes to encompass comprehensive content marketing strategies. In 2016, Tivity Health partnered with Linkwell Health and Isobar to enhance SilverSneakers’ digital presence, resulting in the development of an award-winning content platform that significantly increased engagement3. This initiative demonstrated Tivity Health’s recognition that today’s seniors are “vibrant and active and are eager to find ways to improve their lives—and they are looking for this information digitally and on social media”3.
By embracing digital transformation, Tivity Health positioned itself at the intersection of healthcare, fitness, and technology—a strategic location that allowed the company to deliver increasingly personalized and accessible wellness solutions while gathering valuable data to continuously refine its offerings and approach.
Technology-Driven Wellness Approach
Tivity Health has distinguished itself within the wellness industry through its sophisticated utilization of technology, embracing innovative solutions that enhance service delivery and member engagement. At the foundation of this approach is the company’s commitment to data analytics, which has transformed how it understands and responds to member needs.
“Tivity Health has been leveraging Big Data for years,” noted Edmisten, adding that “what AI and machine learning permits us to do is learn more about our members and consumers. Traditional statistical approaches only get you so far when dealing with Big Data”1. This recognition of advanced analytics’ potential has enabled Tivity Health to uncover crucial insights about user personas among its members, allowing for increasingly personalized service delivery and targeted engagement strategies.
The company’s strategic direction heavily emphasizes “how we leverage data insights generated from our advanced analytics coupled with OMNI channel technology to enable, automate and scale our member experience”1. By combining data augmentation with artificial intelligence, Tivity Health gains valuable understanding of how members engage with products and services, addressing awareness challenges by allowing more precise targeting of engagement efforts through various channels including digital marketing, web platforms, call centers, mobile applications, and social media1.
Beyond analytics, Tivity Health has embraced emerging technologies to enhance the wellness experience for its members. The company has actively integrated wearables and Internet of Things (IoT) devices into its platform, enabling more connected experiences while gathering additional data about members’ activity and nutrition habits1. This integration creates a virtuous cycle of improved engagement and deeper insights, continuously enhancing service delivery.
Looking toward the future, Tivity Health has recognized the transformative potential of 5G technology, particularly for addressing social isolation in rural America1. By leveraging improved connectivity, the company aims to “positively impact millions of people who are suffering from social isolation and loneliness”—conditions increasingly recognized as significant public health concerns with profound implications for both physical and mental well-being1.
The company’s technological innovation extends to voice assistants as well, with ongoing work “leveraging voice assistants, as well as mobile and wearable technology to drive customer engagement and deliver online virtual trainers for exercise”1. This forward-thinking approach demonstrates Tivity Health’s commitment to meeting members where they are technologically while providing increasingly accessible and engaging wellness solutions.
Impact on Senior Health and Wellness
Tivity Health’s most profound and measurable impact has been on the health and wellness of older adults, a demographic traditionally underserved by conventional fitness and wellness programs. Through its flagship SilverSneakers program and complementary initiatives, the company has demonstrably improved both physical and mental health outcomes for seniors across the United States.
Research published in Quality of Life Research in 2019 provided compelling evidence of the effectiveness of Tivity Health’s approach. The study found that “when SilverSneakers members increased the frequency of their participation in physical activity programs over time, they saw significant improvements in their physical and mental health and decreased the number of days per month when they felt physically or mentally unhealthy”4. More specifically, the research demonstrated that seniors who increased their fitness center visits from once weekly to three times weekly experienced “a monthly average of 1.4 fewer physically unhealthy days and almost 0.5 fewer mentally unhealthy days”4. These findings underscore not just the importance of physical activity for seniors but the specific effectiveness of structured programs like those offered by Tivity Health.
Beyond the quantifiable health improvements, Tivity Health’s programs address a critical but often overlooked aspect of senior wellness: social connection. Social isolation and loneliness represent “major concerns leading to a number of health issues in America today,” particularly among older adults1. By creating community-centered fitness experiences, Tivity Health fosters meaningful social interactions that complement physical activity’s benefits, addressing multiple dimensions of wellness simultaneously.
The company’s digital engagement strategies have further enhanced its impact on senior wellness by meeting older adults where they increasingly spend their time—online. Recognizing that “today’s seniors are vibrant and active and are eager to find ways to improve their lives—and they are looking for this information digitally and on social media,” Tivity Health has developed digital content platforms that provide valuable wellness resources while deepening connections with the SilverSneakers brand3. This approach acknowledges the technological sophistication of modern seniors and provides accessible wellness guidance regardless of physical location.
By combining evidence-based fitness programs with social engagement opportunities and digital resources, Tivity Health has pioneered a comprehensive approach to senior wellness that addresses the multifaceted needs of an aging population. The measurable improvements in both physical and mental health outcomes demonstrate the effectiveness of this approach, positioning Tivity Health as a leader in revolutionizing wellness for older adults.
Addressing Social Determinants of Health
Tivity Health’s revolutionary approach to wellness extends beyond traditional fitness programs to address broader social determinants of health—the conditions in which people live, work, and age that significantly impact health outcomes. This forward-thinking strategy recognizes that sustainable health improvements require addressing foundational social and environmental factors that shape individual wellness opportunities.
The company has embraced a growing body of research demonstrating that factors like social isolation, food insecurity, and economic stability profoundly influence health outcomes, particularly among older adults. As Edmisten observed, “the way health plans can have the most impact when identifying and engaging with the right people is through data, algorithms and technology-enabled solutions”1. This insight has guided Tivity Health’s development of sophisticated analytical tools that identify individuals at risk of experiencing adverse social determinants of health, enabling more targeted and effective interventions.
Social isolation has emerged as a particular focus area for Tivity Health, with the company recognizing its status as a major public health concern with far-reaching implications. The company’s programs deliberately foster community connections and meaningful social interactions, with fitness classes serving as natural gathering points for older adults with shared interests. By combating isolation through structured group activities, Tivity Health addresses a critical risk factor for numerous health conditions, including cardiovascular disease, depression, and cognitive decline.
Food insecurity represents another social determinant of health that Tivity Health has worked to address. Following the passage of the CHRONIC Care Act, Edmisten identified an opportunity for Tivity Health to “provide—via a sophisticated supply chain—nutritional options on a large scale to seniors”1. This recognition of nutrition’s fundamental role in wellness, particularly for vulnerable populations with limited access to healthy food options, demonstrates the company’s commitment to addressing root causes of health disparities.
Tivity Health’s approach to social determinants extends to collaborative efforts with health plans and healthcare organizations. “Many of our health plan partners have invested in development of predictive models to support those at risk of social isolation and food insecurity to name a few,” noted Edmisten1. These partnerships leverage combined resources and expertise to identify vulnerable individuals and implement targeted interventions, maximizing collective impact on population health.
By addressing these fundamental social factors, Tivity Health has positioned itself at the forefront of a significant shift in healthcare—moving from reactive treatment of conditions to proactive creation of environments and circumstances that foster health and well-being naturally. This comprehensive approach to wellness represents a truly revolutionary departure from traditional healthcare models.
Conclusion
Tivity Health has established itself as a transformative force in the wellness industry through its multifaceted approach to promoting better living. From its origins as American Healthways in 1981 to its current position as a leading provider of fitness and wellness services, the company has consistently demonstrated a commitment to innovation and responsiveness to evolving healthcare needs. Through its flagship SilverSneakers program, digital transformation initiatives, and emphasis on addressing social determinants of health, Tivity Health has revolutionized how wellness services are conceptualized, delivered, and experienced—particularly for older adults who stand to benefit tremendously from its programs.
The company’s success stems from its recognition that true wellness extends beyond physical fitness to encompass nutrition, social connection, and technological engagement. By leveraging advanced analytics, artificial intelligence, and emerging technologies like wearables and IoT devices, Tivity Health has created increasingly personalized and accessible wellness experiences while gathering valuable insights to continuously refine its approach. Research has validated the effectiveness of this strategy, demonstrating measurable improvements in both physical and mental health outcomes for program participants.
As healthcare continues to evolve toward preventative approaches and value-based care models, Tivity Health is exceptionally positioned to lead this transformation. By addressing the fundamental social and environmental factors that shape health outcomes, the company is helping to create a future where wellness is not merely the absence of illness but the presence of holistic well-being across all dimensions of life. In this way, Tivity Health truly revolutionizes wellness and promotes better living for individuals and communities across America.
