Live the Riverfront is an multi-year parternship between Blue Cross Blue Shield of Michigan and the Detroit RiverFront Conservancy that will promote physical fitness and healthy living initiatives through a series of free activities along the riverfront. The Live the Riverfront partnership allows the Conservancy to reach new audiences and continue to provide programming that keeps the riverfront vibrant and engaging for visitors. 

As the presenting sponsor of Live the Riverfront, Blue Cross Blue Shield of Michigan once again reinforces its commitment to the community by partnering with the Conservancy to promote healthy living and physical fitness through a variety of initiatives.

Live the Riverfront highlights include a Wednesday lunchtime summertime walking program, a 5K/10K walk/run, weekly fitness classes and the construction of a riverfront fitness park in 2015.

Live the RiverFront Programming 


Walk the RiverWalk Wednesdays

Walk the RiverWalk Wednesdays is a no-cost summer walking initiative designed to foster a sense of wellness among people living and working in downtown Detroit.  The program is open to anyone interested in participating, however.  Over the course of 16 weeks, registered participants are encouraged to visit the riverfront on Wednesdays to walk during the lunch hour or during scheduled breaks.

Participants check in via an online portal to record progress and to receive a free BCBSM-branded gift for every third check in.  The initiative kicks off on in early May with a free pedometer giveaway.  Other gifts include a T-shirt, drawstring bag, water bottle and a health massager.  At the program’s conclusion on late August , all participants who checked in eight or more times are eligible for a drawing of Detroit RiverFront Conservancy prizes like memberships, engraved paver bricks along the waterfront and tickets to the Organization’s annual fundraiser gala, Shimmer on the River. 

Registration information for 2015 Walk the RiverWalk Wednesdays will be available in spring of 2015.



Blue Cross Blue Shield of Michigan Riverfront Run/Walk

The much-anticipated Blue Cross Blue Shield of Michigan Riverfront Run/Walk replaces the Conservancy’s popular waterfront River Days Run.  Held June 6, this event showcases the Detroit riverfront and takes participants along the RiverWalk and the Dequindre Cut Greenway.  Building upon the success of the 2014 event and the three previous races, this event is expected to draw more than 1,000 participants. 

The Blue Cross Blue Shield of Michigan Riverfront Run/Walk includes both a 5K and a 10K run/walk.  The top three finishers in each male and female age group will receive medals, with all participants receiving a performance T-shirt and a wristband that is good for a one-day admission to the Conservancy’s upcoming Detroit River Days festival.  

This year's BCBSM Riverfront Run will take place June 6th. Registration information will be available in mid March of 2015.



 Weekly Fitness Classes

Blue Cross Blue Shield of Michigan and the Detroit RiverFront Conservancy encourage potential participants to try something new and engage both mind and body by attending free weekly Yoga and T’ai Chi classes at Rivard Plaza from June through late August.  Over the years, these classes have become extremely popular and have drawn participants of all ages and skill levels.  

These programs are presented in partnership with Urban Solace. 

No registration is necessary for the yoga and T’ai Chi classes.  Participants are encouraged to bring their own yoga mats.



Riverfront Fit Park

In 2015, Blue Cross Blue Shield of Michigan and Detroit RiverFront Conservancy will unveil a free outdoor public workout space along the riverfront consisting of stationary, permanently installed equipment, similar to other such spaces gaining popularity throughout the world.

The Riverfront Fit Park will offer a diverse program of exercise and wellness instruction, with the potential for including circuit workouts and boot camps.  Details for the park, including the location and the specific type of equipment that will be featured, are currently being finalized.