Targeting seniors

While the activity level of all individuals should be addressed, the older generation is often forgotten or ignored. The fitness industry has a tremendous opportunity to tap into this growing segment of the population. Marketing and programming strategies for the younger and middle-aged populations are not as effective with the older adults. It is essential that these strategies address the needs of this unique group of people.

Examine the reasons for lack of exercise. Before you begin marketing and programming to seniors, examine the reasons why people in this population do not exercise. A common reason is lack of time. Anyone who has attempted to improve exercise adherence is all too familiar with this excuse. While some people are in fact very busy, most have merely adopted the perception that they are too busy to exercise. It may help to have your senior clients keep a log or journal for a few weeks. They may find that their time goes to where it does for the average American, who watches between 27 to 30 hours of television per week.

After neutralizing the issue of time, address the next reason for not being active: fatigue. First, determine whether the fatigue is a result of a medical condition. If it is, your client should seek medical advice. Many times seniors are fatigued because they do not sleep well at night. If they don't sleep, it may be because they are inactive during the day.

The last common reason given for not being physically active is a chronic painful condition, such as osteoporosis, arthritis or bad back, knee, hip, etc. According to the National Osteoporosis Foundation, in 1996, 25 million Americans were affected by osteoporosis, resulting in an estimated 1.5 million fractures. With arthritis, the majority of people over the age of 65 show some radiological evidence of osteoarthritis. However, in 1996, the Department of Health and Human Services stated that physical activity that is appropriate for a person who has a joint or bone condition can contribute to increased function and mobility, increased energy and an improved sense of well-being.

Marketing. Of course, it is difficult to address lack of time, fatigue and pain if older adults do not come into your facility. A public-service type of ad campaign may prove effective as a simple marketing procedure. It should be kept purely educational with a brief mention of your facility at the end encouraging readers to call your facility for more information. A public service message could also be coupled with a less subtle advertisement on what your club has to offer in the way of physical activity for seniors.

Your second marketing strategy can focus on why people exercise. Capitalize on the reasons for exercising offered by older people who are already engaged in physical activity. The most common reasons seniors give for exercising are feeling better, having fun, controlling weight, improving flexibility, relaxing, socializing and reducing stress. A study of men and women ages 50 to 81 found that exercise is an important way to receive positive feedback from others and to improve individual fitness. Another study of women who were older than 50 listed their incentives for participating in physical activity as social interaction, improved mental health, weight control and physical appearance. Physical activity in people who are older is known to increase muscle tone, strength and agility, which in turn, helps to prevent falls.

Emphasize some of these positive factors of physical activity in your ad campaign. If you use a print ad, make sure the person in the picture is an older adult who is doing something that is common among their peers. A good example for demonstrating strength and flexibility is showing an older person lifting a grandchild. If you run a radio ad, the people in the ad should be discussing an issue relevant to the older population, and why being physically active is beneficial to them.

Programming

A successful marketing strategy can get people in the door, but then what? Do you have programs that will appeal to an older population? Individualization with socialization is key. Each person needs to have personal attention. It is also important that activities build on what the person already enjoys. Once it is determined what each person can and cannot do, most of the programs should focus on group activities. This population seeks social interaction and is motivated by positive feedback. Whether it is water exercise, outdoor walking, stretching, indoor biking, resistance training or modified yoga, all can be performed effectively in a group. Finally, all programming should revolve around education and promoting the benefits of physical activity for improving quality of life.

The fitness industry possesses the necessary tools to successfully get the older population moving. While extreme care is needed when dealing with older adults, remember that people die from coronary heart disease, not exercise.