Humana Launches 'Invite' Campaign to Get Older Adults Moving Through Pickleball
Krissy Vann | Host, All Things Fitness and Wellness
Humana is doubling down on its support for senior fitness with a nationwide campaign centered on pickleball, the fastest growing sport in America.
The new initiative, called Invite, aims to motivate older adults to stay physically and socially active by joining the pickleball movement, regardless of their current fitness level. The campaign debuted this week alongside a television spot leading up to the Carvana PPA Tour event in San Clemente, California, and will air on ESPN2, CBS Sports, FS1, FS2, and the Tennis Channel.
“Pickleball is more than a game. It’s a gateway to better health, new friendships, and joyful movement at any age,” said Jennifer Ilecki, Chief Marketing Officer at Humana. “With Invite, we’re not just celebrating the incredible athletes already on the court. We’re encouraging everyone to take that first step toward active aging.”
The campaign expands across multiple media channels, including digital, print, and social platforms, and includes an offer for complimentary pickleball paddles, while supplies last. The message is clear: movement, community, and connection are more accessible than ever through pickleball.
Humana’s investment in the sport is not new. The company has spent years building relationships with key pickleball organizations while embedding itself in events that target the 50 plus demographic. Its partnerships span all levels of play, from recreational communities to the professional circuit.
On the competitive front, Humana has extended its official healthcare partnership with the Association of Pickleball Players Tour, serving as title sponsor of the Humana Cup, a season-long team event for pro players aged 50 and up. The 2025 APP season kicked off with the Humana APP Fort Lauderdale Open in January.
Humana also holds the title of “Official Healthcare Partner” of the Carvana PPA Tour and has launched Humana Champions Showcase events, including the new Humana Senior Open Tour. These events provide ranking points and prize money opportunities for top senior athletes.
Through its relationship with U.S. Senior Pickleball, Humana is working to bring the sport to a broader base of older adults, offering clinics, events, and sponsoring the USSP Championship Series. The company has also introduced a brand ambassador program to spotlight senior athletes and encourage participation.
The campaign builds on Humana’s wider wellness strategy, which includes sponsorship of the National Senior Games and the National Mall of Pickleball, a large-scale activation on the National Mall in Washington, D.C., celebrating community health through sport.
In its hometown of Louisville, Kentucky, the Humana Foundation has contributed to the local pickleball scene by funding 12 new indoor courts at the Norton Healthcare Sports and Learning Center. The $325,000 donation, made through the Urban League of Louisville, was designed to create inclusive spaces for multigenerational play.
According to Humana Foundation CEO Tiffany Benjamin, the courts offer “a space where people can make new friends, find common ground, and participate in a universal sport that brings generations together.”
With Invite, Humana is framing pickleball as a low-barrier entry point into active aging, both for first-timers and experienced players. The campaign blends community engagement with wellness education, including on-site events and nutrition sessions branded as “In the Kitchen.”
As the senior fitness market continues to evolve, Humana’s latest move highlights a growing trend: positioning lifestyle sports like pickleball not just as recreation, but as scalable tools for preventive health.
