SilverSneakers by Tivity Health, a fitness program for older adults in the U.S., has appointed IMC Licensing as its exclusive brand licensing agency. IMC will explore brand and product partnership opportunities to inspire more older adults to engage in healthy activities.  

SilverSneakers is available to 18 million eligible members nationwide through more than 70 Medicare Advantage, Medicare Supplement and group retiree plans, and offers solutions designed to support better health for adults over 65.  Over its 30-year history, the brand has evolved from fitness classes offered in a handful of locations into a healthy lifestyle program that offers in-person and virtual physical activity, social engagement and mental enrichment opportunities.   

“SilverSneakers is committed to reaching older adults where they are and supporting healthy activities that fit their lifestyles, fitness levels and preferences,” says Stacey Santo, chief experience and marketing officer, Tivity Health. “Finding the right brand partners will be another way that we can extend our program to more seniors by increasing awareness of the benefit and emphasizing the importance of moving more to maintain and improve health. We look forward to working with IMC as we explore opportunities to further elevate our brand and bring exciting collaborations to our members.”  

IMC will seek best-in-class product and retail partners who embrace health and wellness and who want to deepen their relationship with the fast-growing 65 and up population. SilverSneakers is a known and trusted brand among seniors. In an October 2021 study by Morning Consult, 78% of those 65+ were familiar with SilverSneakers. In addition, the brand has an NPS score of 83 based on its 2021 Annual Member Survey.   

“Millions of older adults have experienced the life-changing benefits of physical activity through SilverSneakers,” says Stephen Reily, chief executive officer, IMC. “IMC is excited to build partnerships and products – from footwear and apparel to food and nutrition offerings – that deepen seniors’ relationship with SilverSneakers and support their journey to a healthier lifestyle.”  

To support success consistent with the brand’s scale, IMC has added licensing and product-development veterans, Ken Wyse and Lisa Schultz, to its team. As longtime president of global licensing for PVH Corp., Wyse built and managed successful global portfolios for the Tommy Hilfiger, IZOD and Van Heusen brands, among others. Schultz built The Gap’s new-product design team during its heyday and later oversaw product development and design for Sears and Kmart, working to build brands like Jaclyn Smith and Joe Boxer at retail.