It’s impossible for seniors to stay inactive these days. The benefits of an active lifestyle are well known to the elderly, despite all of the talk about nutrition and exercise.
Many seniors over the age of 55 want to experience the health benefits of healthy aging. The gym is not something they are new to. Many of them have maintained some type of exercise throughout their life, be it hardcore training in the gym or an enjoyable round of golf on a sunny afternoon. These women have managed to multitask for years, with many having full-time careers and raising children while still finding time to exercise. They were able to learn the basics of strength training, aerobics and power walking. To combat fatigue and tension, they also embraced stress reliefs like yoga and pilates. Many people found these activities to be a way out of a busy life.
This is why it’s only natural that baby boomers want to keep their active lifestyle and continue into retirement. Perhaps they are able to put more emphasis on their health, and well-being, now that the constraints of time have been lifted.
There is a tremendous opportunity for senior-friendly programming services and gyms. If gym owners want to be ahead of the curve in the future, it is important to focus on appealing to this market and keeping them coming back.
This is how to do it. Are seniors interested in staying healthy? First, it’s important that senior citizens can see themselves in a picture they relate to. Market success depends on seeing yourself as the person in the image. Being strong, healthy, and full of energy is key to your marketing success. When a senior sees a gorgeous twentysomething image and smiles back, it becomes a hindrance in their efforts to be competitive. A senior with a good image will inspire the target audience. This ad will be viewed by the 55+ market and become a model for them. Like everyone else, seniors need to feel comfortable putting themselves in that ad and believe it might be them looking out. You can now have a positive outlook and be more optimistic. “can-do” attitude.
Senior citizens are as old and as wise as the people around them. The mind-set is again a powerful tool. The aging stereotypes of senior citizens are being challenged by boomers. Seniors who are in their sixties look, act, and feel ten- to fifteen years younger that their real age often do. Advertisement should promote this healthy reversal, which is known as “turning back the clock”
Education is another way of encouraging fitness. This can be done by educating the elderly who are interested in getting active and wants to know how they will benefit their lives. It is important that they understand the pros and cons of the proposed fitness program, as well as what they can expect. Properly presented, the campaign must cover every part of seniors’ lives. The campaign is within reach of seniors. They just need to go out and create realistic goals that are achievable in a realistic amount of time.
Here’s the second point. The marketing message should be about the improvement of seniors’ lives as a result exercise and activity, not the promise that you will have a beautiful body or meet the right person. Exercise can improve the quality of seniors’ lives and allow them to enjoy more of their daily activities.
You should include feedback and testimonials of actual senior citizens who were happy about their accomplishments. “before and after stories of weight loss”Please. They want to know how other seniors have experienced it. The seniors want to hear all about their successes. This gives them the confidence that they are capable of accomplishing anything. This sends out a message to other members and encourages them to join.
It’s common for seniors to test out a program before committing to it. It’s smart to limit the number of classes to these seniors by offering special programs. There are many senior living options that offer exercise activities. Retirement communities, nursing homes and other senior living facilities recognize the benefits and need for fitness and nutrition programs. It is possible to reach large numbers of senior citizens by approaching these senior homes. Senior assisted living communities often do not offer fitness classes, or have programs that are available. However, they may soon. You can visit these facilities and give a program or class for free. This will let you know if seniors are interested in the programs and if they have enough funding. You can target seniors by doing this.
Fitness marketers need to change their approach towards seniors. Seniors are not quick to judge and appreciate a more thoughtful, soft-selling approach. Seniors value information and patience. The trust built through this process instills confidence and provides senior citizens with the opportunity to purchase a membership. This basically confirms they did the right thing by taking the first step towards joining.
For seniors to feel fulfilled, they have specific expectations. Seniors also desire socialization as part of their program. Seniors need guidance and an instructor who can safely lead them through the program. The instructor should also be aware of any potential injuries and help with educating them on osteoporosis. Their preference is for easy access and minimal steps. They want to be able to see progress and feel valued and appreciated.
Like any other market, sales must be tailored to the needs and preferences of each customer. The greying market for boomers will continue to grow in 2010 and the future. It will become even more important to slow down the effects and reverse the decline through exercise and movement. The marketers know this, and it is important for anyone at any age. As with everyone else, senior citizens want to have a good quality life. Exercise is a key component of that.