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Marketing to Baby Boomers and Seniors: How Do They Feel About Fitness?

Age is not what it used to be, in so many ways. For the first time in history, America's senior citizens outnumber its teenagers. At the same time, people fifty, sixty and seventy years old are, for the most part, more youthful than they've ever been before. As heads of industry and commerce endeavor to meet the market demands of this aging population, it must be remembered that fitness and exercise are at least as much the arena of the over-fifty as the under-forty. Sporty pursuits fight the aches, pains and outward signs of aging, and today's mature consumers know this.

When they were growing up, exercise for the sake of it was rarer. Before the advent of freeways and strip malls, day-to-day life incorporated more vigorous activity; few people went out of their way to seek it. Over the past half century, with the average job and lifestyle becoming ever more sedentary, research data on health benefits of physical activity has proliferated. The coincidence of these developments has meant big business for gyms and any number of fitness crazes.

Some boomers may be unaware how much an exercise program can boost their quality of life. Others, though well aware they should be practicing a fitness regime, are unsure where to begin. And those already engaged in a practice are probably looking for ways to raise their game. Across all levels of experience, the mature market represents endless possibilities for fitness professionals and companies in the field.

Information is one of the most valuable commodities. Aging boomers want to know how to stay "healthy" in a broader sense of the word than has heretofore been common. Health means not only a strong heart, but also increased energy, an alert mind, good flexibility and lesser susceptibility to injuries. More than increasing life span, it's about an expanding capacity to enjoy life now. Many of the effects associated with aging, say experts, are the cumulative consequence of a lifetime of poor nutrition and inactivity.

Planning to work with mature clients in the fitness field? Mark Goldstein, co-founder of Age Wave, Inc. and an authority on the mature market, suggests that mature consumers will:

Value quality and convenience above all;
Appreciate communication appropriate to their generation;
Like to be acknowledged for their life experience;
Like to feel membership with a community;
Want consistency between what you promise and what they get
Seek safety, honest facts and information;
Like interaction and a friendly relationship.

Loss of strength and independence is the most frightening aspect of aging, and the great news is it can be warded off with exercise. This true fountain of youth, presented as an inviting and unintimidating prospect, might be the best thing that ever happened to mature consumers.

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