market has 47 times more wealth than the younger population. • Healthcare is still not designed
to address multiple chronic-health conditions, yet 50% of age 65-plus people have two or more such condi- tions. Health professionals also lack the training to address these issues effectively. • Families and individuals are ill-
prepared for growing old, whether the focus is health maintenance or fi- nancial stability. For example, 76% of Boomers say they will work into their late 70s, yet 40% of those in this group who retired early did so due to health issues.
FBC: What global trends in aging do you feel will have an impact on the fitness industry?
CM: The fitness industry is evolving and everyone involved—from owners/ managers to instructors to product designers to sales people—needs to be aware of this shift and the opportuni- ties a burgeoning 50-plus market will create. The following are just a few of the trends being driven by the older adult. 1. New rationale for exercising reg-
ularly. Today, health equals wealth—a concept that is changing the reasons people exercise. Getting fit for fitness’ sake or to look a certain way has low appeal for 50-plus individuals. Better reasons include improving quality of life and the ability to function op- timally, lowering healthcare costs, and building the health and stamina needed to work and care for family members. 2. New emphasis on lifespan fit-
ness. Targeting the 19-45 old demo- graphic—which most clubs do today—a ignores more than half the popula- tion. We need more centres, equip- ment and programs that are suitable for all ages and that address the needs of everyone. 3. Life coach as agent for change.
The life coaching industry is poised to flourish, and it’s not just about help- ing people get new jobs. Managing the whole constellation of factors involved with “what’s next” for an older person— travel, finances, health status, needs and desires—requires unique training and skills. Properly trained and expe- rienced life coaches will help prepare their clients for a vibrant future, at any age.
“The fitness industry is evolving and everyone involved—from owners/managers to instructors to product designers to sales people—needs to be aware of this shiſt and the opportunities a burgeoning 50-plus market will create.”
4. Rebranding fitness as “unique”
and “engaging.” The current brand of fitness has remained relatively con- stant over the past decade. The real- ity is that the current model serves a small percentage of the population—for the rest of the population, obesity and multiple chronic health conditions statistics continue to increase. To at- tract these groups, the industry needs to become more client-focused, creat- ing unique experiences and custom- ized programming. For example, short- er classes for certain activities and choices that go beyond aerobics and total-body workouts. People are look- ing for activities specifically geared to helping them function better in the real world. 5. Wellness, wellness, wellness.
Physical activity is just one of the seven dimensions of wellness. It’s im- portant, but needs to be delivered in a larger context. The fitness industry should start connecting the dots by educating its instructors on the inter- play among the physical, social, emo- tional, environmental, vocational, in- tellectual, and spiritual dimensions, and creating quieter, friendlier envi- ronments conducive to making those connections. 6. More mind-body programming.
Along with a wellness philosophy, fit- ness centres should understand and embrace more mind-body program- ming that emphasizes the value of not being in constant motion. Rather than focusing solely on burning calories, programs should also teach partici- pants how to become more aware of how to initiate slower, more deliberate and functional movements with good form. Think meditation and medita- tion gardens, tai chi and other mind- body offerings.
7. Technology to support wellness
outcomes. The idea that 50-plus con- sumers are technophobes is a myth. There is huge room for growth in technologies that facilitate self-assess- ments, automated messaging and re- minders, and outcomes data for orga- nizations that offer such tools to their members. 8. Green exercise and equipment.
Multi-generational playgrounds and wellness parks are manifestations of an emerging trend toward green exer- cise. The benefits of outdoor play have been well documented for people of all ages. Similarly, green equipment— walking trails, gardens and water—sup- port exploration of the environment, as well as providing physical challeng- es that can improve fitness.
FBC: What work remains to be done?
CM: Like any form of social change, it takes time to have an impact. To help this move along faster, the ICAA launched it’s Changing the Way We Age campaign in 2011. It lets organi- zations and individuals help make change happen. Today, we have over 1,000 campaign champions in the Canada, the U.S., U.K. and Australia, who utilize the free resources provided by ICAA to deliver the message of ac- tive aging. I hope that by our 15th anniversary,
in 2016, all of our collective work will have made a difference, and we will have broken through some of the re- sistance we face today. After all, we are really setting the stage for our own fu- ture and that of future generations. FBC
For more information on the International Council on Active Aging, visit
www.icaa.cc.
March/April 2013 Fitness Business Canada 29
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