Bold

Bold is a healthy aging company that describes itself as AI-enabled and combines age-friendly virtual care with exercise and nutrition programs designed for older adults on Medicare. Its consumer offering is organized around four areas: guided exercise (thousands of on-demand and daily live seated and standing classes covering balance, mobility, strength training, yoga, Pilates, Tai Chi and meditation), education (live and on-demand expert talks and articles on topics such as brain health and nutrition), community (live classes and Q&A sessions with experts), and virtual care (access to licensed doctors, therapists and nurse practitioners specializing in healthy aging, along with integrated prescriptions). The company also positions its combined offering around goals such as weight loss, pain reduction and increased energy.

At sign-up, members answer questions about their background, goals and preferences, and Bold's team of clinical researchers, physical therapists, doctors and trainers designs a personalized weekly exercise program; members can choose exercise frequency, set email, SMS or push reminders through the Bold app, track progress, join monthly challenges and earn badges. Classes require no equipment, though some suggest dumbbells or resistance bands, and are accessible from a computer, smartphone or tablet. Programs are intended to be adaptable for older adults with chronic conditions, with balance training presented as a core pillar for fall prevention. Members without health plan coverage can use Bold Basic, a free library of select exercise classes; legacy paid tiers referenced by the company include Bold Premium, Bold Unlimited, Bold Foundations and Bold Start.

Business model

Bold contracts with Medicare Advantage plans, providers and other Medicare organizations, which make the program available to their members at no cost; eligibility is verified against the member's health plan or provider. Coverage continues while the member remains with a participating plan or provider, with a 45-day grace period after a change, after which the account converts to the free Bold Basic tier. Bold is also available to Original Medicare members in a growing number of states, including at no cost through the ACCESS program.

Access is distributed through health plan and provider partnerships rather than sold to consumers; the company also offers a free Bold Basic tier for those without plan coverage. Legacy consumer memberships (Bold Premium, Bold Unlimited, Bold Foundations, Bold Start) are being transitioned to complimentary access and then to Bold Basic.

Traction

Bold states its program is available at no cost to 12 million Medicare members nationwide and reports member outcomes including more than a 2x increase in weekly physical activity and a 40% reduction in falls and related hospitalizations. The company publishes member testimonials from adults in their 60s through 80s and states it is hiring for open positions.