Across the U.S., about three-quarters of people enrolled in Medicare Advantage plans — a form of private insurance following the rules of Medicare — receive free gym memberships. Why is this? The answer, research has shown, is that it improves insurers’ client base: The promise of free workout time does not lure existing customers from the couch to the gym, but it does draw healthier-than-average new clients. For insurance firms, this matters. When their customers are healthier, insurers pay out fewer claims, and make higher profits. “What you see in…
