The Wellness Opportunity “The 2018 Active-Aging Industry Trends Survey: Visions


of the Future, conducted by the International Council on Active Aging® (ICAA), asked hundreds of individuals from organizations serving the health and well-being of


older adults to forecast changes in their wellness-related activities and programs over the next five years. In seven out of 11 categories spanning multiple


dimensions of wellness, more than half said they expect to increase their wellness offerings.”


programs), with 70 percent of respon- dents forecasting more offerings by 2023. In second place, tied at 61 per-


BY COLIN MILNER T


he demand for wellness goods and services continues to mul- tiply exponentially–$4.2 tril-


lion dollars globally–spawning en- tirely new industries and occupying an increasing portion of the economic spectrum. With rapid growth comes rapid


change, and this year the shifts are es- pecially apparent. The 2018 Active-Aging Industry


Trends Survey: Visions of the Future, conducted by the International Council on Active Aging® (ICAA), asked hundreds of individuals from organizations serving the health and well-being of older adults to forecast changes in their wellness-related activ- ities and programs over the next five years. In seven out of 11 categories span-


ning multiple dimensions of wellness, more than half said they expect to in- crease their wellness offerings. The biggest jump was in technology-led exercise (using robots, Skype or online


cent forecasting an increase, were the fields of education (including lifelong learning and teaching) and instruc- tor-led physical exercise and fitness. Expansion of health and nutrition edu- cation also ranked high. “In the community at large, centres


and agencies plan to offer more life- long learning, health education and disease management while maintain- ing recreational opportunities,” the survey reports. “Many seniors centres have repositioned to attract young- er clients, and broadening programs is one way to accomplish this. Fitness centres and parks similarly seem to be increasing their non-exercise offerings to provide a wider type of education on all the areas that promote health.” Only one category of wellness activ-


ity showed a marked drop-off: 66 per- cent of respondents said they expected to be offering fewer spiritual activities by 2023. As reported by J. Walter Thompson,


consumers and organizations from traditional healthcare, the workplace, food, pharmaceuticals, hospitality and other business sectors in the de- veloped world are moving towards healthier and more-active service models. ICAA’s survey suggests the shift to


wellness will dramatically alter the culture of senior living communities. The majority – 59 percent – forecast that by 2023 their business models will be based on a wellness lifestyle with options for care, rather than the more-traditional care-based model. Changes typically manifest in the form of expanded programs in multiple ar- eas of wellness, healthier diets, more activities and more emphasis on pre- vention and quality of life than cures. For the purposes of the survey, the


term wellness encompassed lifestyle opportunities found within a seven- dimension model: spiritual, physical, emotional, vocational, environmental, social and intellectual. The survey was completed by 673


individuals from a variety of organiza- tions. Those broadly categorized as se- nior living and care comprised 58 per- cent; community/senior centres and government or non-governmental agen- cies made up 16 percent; colleges, ther- apy clinics and in-home services com- prised 14 percent, and fitness clubs and studios, parks and recreation organiza- tions and other organizations serving adults 50 and over made up 12 percent. The bottom line? In all segments of


the industry wellness is creating new and exciting opportunities.


Colin Milner is the founder and CEO of the International Council on Active Aging. Contact him at www.icaa.cc.


Winter 2019 Fitness Business Canada 23


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