» Fiſty Plus
Fitness Business Canada recently sat down with Milner to learn more about the ICAA, its mission to change the way we age, and what this all means to the fitness industry.
FBC: How did you discover your passion for the aging market?
Colin Milner: Although I could name many defining moments, my passion for the age 50-plus market re- ally started when I attended a ses- sion by John Rude, a well-respect- ed consultant in the aging field, at a 1992 conference. John’s passion for this market and the impact we could have on the lives of millions provided the spark, and Dennis Keiser, CEO of Keiser Corporation, fanned the spark into a flame during my time as Keiser’s vice-president of sales and marketing.
26 Fitness Business Canada March/April 2013
Dennis is a very wise man. With his tutoring, I came to embrace the older adult segment of the market. Finally, the outcomes played a sig-
nificant role. The research shows that, no matter your age, you can dramati- cally improve your quality of life by being physically active—most of us are familiar with this research. But I vis- ited facilities and spoke to older adults who had gone from using a wheelchair to a walker, a walker to a cane, and then to walking independently. I saw the quantum shift in their thinking. These sessions had such an impact on me, turning the flame into the wildfire it is today.
FBC: How did you get the idea for ICAA?
CM: Simply put, through frustration. During my time with Keiser I visited
over 1,000 fitness clubs and seniors housing communities. These visits re- vealed to me an absence of attention to the aging Baby Boomer and older adult market. Few groups truly focused on this market, and those who provided programming saw it as a small part of their overall business. I also saw, and continue to see, a lack of individu- als truly qualified to work with aging adults. As with many business oppor- tunities, I saw a need and was frustrat- ed that no one was addressing it. I de- cided to address it.
FBC: What were your objectives for ICAA?
CM: My goal was to unify sectors serving older adults to create an indus- try dedicated to better health, wellness and quality of life for this age group— the active aging industry. Active aging
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48