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A basic strength training programme can help maintain


older adults’ ability to continue with their normal lives


when serving the older population. That’s right – many older adults need your services to help them achieve their basic activities of daily living. Let’s use strength as an example. By


the age of 80, 46 per cent of older adults cannot lift 10lbs. This inability has a profound effect on the lives of these individuals, from playing with their grand-kids to carrying grocery-filled shopping bags. This can, in most cases, be altered with a basic strength training programme, enabling them to achieve the fitness levels they need to function.


energising your members If you’re like most people, you may feel a little sluggish on some days of the week. As we age, 82 per cent of older adults state that they wish to maintain their energy levels to help them age on their own terms. As a matter of fact, 69 per cent of older people exercise to gain energy – yet lack of energy is a major barrier to exercise. The opportunity? Offer energy-


boosting programmes for a population that’s seeking alternative solutions. You may be asking yourself: what is an energy-boosting programme, and where do I start? Start with a simple questionnaire to establish why your


46 PER CENT OF OLDER BRITS DON’T FEEL ADVERTISING IS GEARED TOWARDS THEM. WHEN ATTEMPTED, IT’S STEREOTYPED


customer lacks energy. The reason could be as simple as poor scheduling or poor diet. It could also be a medical issue, so be sure to work hand-in-hand with their doctor during this phase. Once you’ve established why they lack


energy, you can create a programme to help them regain it. Examples of this could be life/time management, stress reduction or assessing social contact, as a lack of the latter can create depression and a feeling of fatigue. Be sure to add in a nutritional


component and, of course, fi tness and a sleep regime. By incorporating these elements, you now have a marketable Energy Boosting Programme.


MARKETING Another topic covered at the ICAA


event was the challenge we face in marketing to older people – especially given the fact that 46 per cent of older Brits don’t feel that advertising or marketing is geared towards them, and when it is attempted, 50 per cent of this group say that advertising is often stereotyped or patronising. To set yourself apart from the


competition, you will want to become more relevant to an older population. To accomplish this, incorporate images of regular older people into your advertising and marketing while telling a story about how they can maintain or improve their quality of life with your offering, and be sure to make it fun. A key point to remember: this effort will be foiled if your marketing message does not reinforce what you actually offer at your centre.


NEW ERA The dawning of an older society is


now upon us. To profit in this new era will require a new way of thinking – in many cases unlearning what made you successful in the past, for what works for the young has limited appeal to a seasoned crowd. With every opportunity there is


fear, risk and change. There is also reward, leadership and a more prosperous future. The media, based on the research, has made their choice. Will you profi t from it?


healthclub@leisuremedia.com colin milner is ceo of the icaa


october 2010 © cybertrek 2010 Read Health Club Management online at healthclubmanagement.co.uk/digital 63


PHOTO: SPORTENGLAND.ORG


PHOTO: WWW.ISTOCK.COM


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