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a new AGE G


et out the trumpets, paint the placards and line the streets – the celebrations are about to begin. On 1


January 2011, the first of the Boomers will turn 65. This generation fascinates the media, and we can expect a parade of stories about the Boomer milestone throughout the coming year. Just imagine how many times journalists might repeat that “65 is the new 45” mantra. We can look forward, too, to reports


about the continued proliferation of products and services geared to helping fool Mother Nature – from wrinkle creams and fat-fi ghting drugs, to brain stimulants and longevity treatments. No matter how you slice it, the 2011 milestone is sure to set the pace for years to come, just as we saw post-1996 – the year the Boomers turned 50. But what does all this really mean for


you and your business? Simply put, it represents untold opportunities! The fi rst such opportunity is the


millions, if not billions, of pounds we will gain in free publicity, as the media continues to rethink and realign on concepts of ageing. However, this free


62


Colin Milner reports on the key discussion topics at the ICAA’s recent, inaugural, UK event


marketing is only of benefi t to you if you have the right programmes, staff, equipment and facility designs in place.


UK FOCUS To help set the stage for the impending


new dawn, the International Council on Active Aging (ICAA) – the world’s largest active ageing association – ran its first ever UK event on 13 July this year, in partnership with Vida Wellness and the British Heart Foundation National Centre for Physical Activity and Health. In this feature, we outline some of the


key messages that attendees walked away from the event with. We trust that you too will benefit from these insights. Because of the tireless work by


researchers worldwide, we’re continuing to learn that age itself has a much smaller impact on how we could live in our later years than is commonly believed. We now know that the opportunity for a better, healthier life is possible at any age. Cue the marketeers! With the evidence growing that


lifestyle is the trump card to combat disease, prolong life and achieve a better quality of life, governments,


Read Health Club Management online at healthclubmanagement.co.uk/digital


communities and businesses have begun creating more lifestyle opportunities to help the population age well. Some of these options include:


wellness The two trillion dollar global wellness industry is being driven in part by the Boomers’ insatiable appetite to feel and look youthful. Because of this, you may wish to place a greater emphasis on the multi-dimensional model of wellness – physical, spiritual, cognitive, social, emotional, environmental and vocational – instead of just fitness. Examples range from brain fitness programmes for the cognitive dimension, to meditation gardens for the spiritual dimension. No matter which, providing programmes that focus on the seven dimensions of wellness is good for business, as older populations find these services more compelling, based on their life stage.


fitness to function For the past few years, functional fitness has been a hot entity in the fitness industry. Moving forward you may wish to hone in on a tailored version of this


october 2010 © cybertrek 2010


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