With the start of this New Year we are all witness to the muchanticipated arrival of the infamous “Baby Boomers.” Defined as those individuals that were born between January 1, 1946 and December 31, 1964, and comprised of 78-plus million adults, this population has the potential to completely transform the health and fitness industry as we know it today. However, the real question is: “Will our industry be ready to respond to, or better yet, to capitalize on this phenomenal18- year demographic wave?”
For those who might be interested, one way to at least increase the possibility of taking advantage of this unique population, market segment and its associated business opportunity is to become very familiar with its sociological and physiological profile. For example, as we know, the leadingedge of this age-wave is turning 60 years of age this year. And, they will be followed each year for the next 17 years by millions of others. Further, a very large portion of this population has not only the discretionary income to pay for life-quality enhancement activities (i.e. memberships and personal training sessions) but also, they all have a very strong desire to remain independent and self-sufficient for as long as possible. Stated differently, they have every intention of pushing “midlife” into what was only recently considered “old age.” And, given the fact that life expectancy in the U.S. today has now reached an all time high (men and women combined) of 77.6 years, you can expect to see this population seeking your services for some time to come. In short, they will have the time and desire for healthpromoting activities and the money to pay for those services. And, let me assure you, for better or for worse (depending on your perspective), given the health profile of this “arriving” population, they will need your services!!
As just eluded to, the health profile of this population will present some challenges for the segment of the health and fitness industry that does not respond to the needs that this population will present. For example, it is estimated that today: 50% of this population is hypertensive; 40% are obese (up from 31% in 2003), and when combining the overweight and obesity categories together, the percentage grows to 65%!! Further, many have issues with high cholesterol (the use of cholesterol-lowering drugs tripled for both men and women between 1995 and 1996 and between 2002 and 2003). Plus, 19% of the females and 24% of the males are still smoking. If that is not enough, let me also mention that 25% of this population have reported low-back pain/problems in the past three months with only a very small fraction reported as getting what would be considered adequate health-enhancing exercise or physical activity.
Clearly for some business owners and personal trainers in the health and fitness industry this is not a population they choose to serve. Rather, their focus and programming activities are designed for a different market segment, which is perfectly fine. However, for many others the Baby Boomers represent not only a grand business opportunity but a golden opportunity (and, I might add, long-overdue need) to accentuate the health aspects of our health and fitness industry. Further, while I am sure there are many keys to being successful, if one does choose to pursue this market segment, I am quite convinced that the following four will be among them:
1. The number one key to your success will be your staff. As is always the case, and more meaningful than anything else – people make programs. So, make sure you have your best people involved and further, be thinking about how you might have an “age appropriate and appreciative” staff available to serve this population.
2. Make sure your facility and all of the amenities are “user-friendly” and “user-safe” for the population you are attracting and serving. This would include: the changing and wet areas; the exercise equipment and program options; any assessment experiences, and even the background music, lighting, and color schemes used in your facility.
3. As you consider your program offerings, do not lose sight of the fact that many of the lifestyle and health-limiting factors that the Baby Boomers will present can be markedly and positively changed through a well-designed, proven and safely administrated weight management program. For as we know, obesity is directly linked to 32 lifestyle diseases.
4. Never lose sight of the fact that the Baby Boomers will arrive at your facility with more information and knowledge about the beneficial aspects of exercise and healthy living than any population ever to enter our industry. Thus, it is imperative that your staff is well-prepared to converse, interpret, and convey correct health and fitness information to the population you are serving.
Without question, the “Boomers” are truly “Bursting” in shear numbers and in girth size, and I sincerely hope that our industry responds to the wonderful opportunity that this presents.
Robert C. Karch, Ed.D is the Chairman of Biometrics Nutrition & Fitness. He can be contacted at 866.246.1922, or by email atbob@biometricshealth.com or visit www.biometricshealth.com.