New Take on an Aging Opportunity That shopworn stereotype has led many clubs to


make halfhearted efforts to attract and serve this group. “But the reality,” says Milner, “is that the past 50 years have witnessed remarkable increases in healthcare, incomes, and longevity.” In other words: Old age isn’t what it used to be. “In fact, today,” he points out, “older adults are


eagerly seeking health- and fitness-centric solutions.” “Why are clubs fighting for the tiny 18-to-34-year-


old share of the population and virtually ignoring a market that, statistically, is larger, more loyal, and has significantly more discretionary income?” ponders Kay Van Norman, an ICAA board member and presi- dent of Brilliant Aging, a Montana-based consultancy specializing in older-adult health. “Why would any business owner want to limit their clientele?”


mean is that it’s appropriate for people at a particular functional level? “I encourage clubs to stop referring to programs


as being for ‘seniors’ or ‘older adults.’ I’m 53—does that mean, in a couple of years, I’ll have to join the seniors’ class? I’m very fit, and I have a real problem with that,” admits Van Norman, who is also the author of Exercise and Wellness for Older Adults. June Kahn strongly endorses the same philosophy.


Kahn is the Life Power Pilates Coordinator for Life Time Fitness, Inc. (NYSE: LTM), the Chanhassen, Min- nesota-based chain with 83 facilities in 18 states, and the director of senior programming for Body Bar, Inc., the Boulder, Colorado-based equipment manufac- turer. “Some 25% of my club clients are older adults,” she says, “and they don’t like to be called seniors.”


“Operators need to ask themselves, ‘How can I position my club to be an attractive place for the unique clients who are coming through my doors?’”


Kay Van Norman


Colin Milner


REQUIRED: A NEW MINDSET Moving beyond a “mediocre” performance in this arena requires a sincere interest and a real com- mitment, and may also call for modifications in terms of facility, equipment, programming, and staff. But, possibly, the biggest and most productive shift is a change in mindset. “Club operators need to move away from an age-based approach,” says Van Norman, “and adopt one that’s more functional in nature. “Take age out of the equation,” she demands.


“It really is, after all, just a number. “You could, for example, have, within the same


club, a 70-year-old who competes in triathlons, as well as a deconditioned 25-year-old who can’t com- plete six sit-ups,” she continues. “So why advertise that a certain class is for seniors, when what you really


June Kahn


Bruce Hymanson Kahn has spent more than 20 years working with


older members in both group-fitness and personal- training settings, and, in talking about them, tends to emphasize words such as variation, flexibility, open-mindedness, responsiveness, and adaptability. This cohort, she insists, represents a wide range of abilities, opportunities, and possibilities, and needs to be cared for accordingly. “Sometimes,” she says, “I’m really blown away by


how strong and flexible some of my older clients are, but there always those who present with limitations and, thus, require lower-intensity routines. You’ve got to be able to accommodate members at both extremes, as well as all of those individuals in between.” Beyond that, an instructor also has to be able to recognize, and respond to, changes in personal expectations and potential.


56 Club Business Internat ional


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JANUARY 2011 |


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