How to Capitalize on 'Fitness After 50'

Baby Boomers. We have all heard the term, and many of us are a part of that generation. One hundred million Baby Boomers are now 50 and older. They are a huge market, but how many health clubs are taking advantage of this and offering services that target their needs?

Welcyon Fitness Over 50 is a fitness concept specifically designed to cater to the unique set of needs and limitations of people 50 and over.

According to Suzy Boerboom, the CEO and co-founder of Welcyon, when it comes to looking for a gym, people over 50 can be rather picky. Big box clubs can be intimidating – with vast amounts of equipment that can be difficult to operate and pose the risk of injury. Welcyon strives to understand its niche clientele and adapt to their needs.

“They’re drawn to boutique health clubs that are smaller, more personal and less intimidating,” explained Boerboom. “This is Welcyon’s niche, of course, and we’re innovating a whole new approach that caters to the needs of people over 50. Our clubs are small, our training is completely individualized, our equipment is safe and smart and our atmosphere is friendly and community oriented.”

Of course, working with such a niche clientele can present certain difficulties. Boerboom explained that many of their members haven’t been active in 10 years or more, and a lot of them struggle with health conditions such as high blood pressure, diabetes, heart disease, etc.

“You have to accommodate these issues with a lot of customization,” said Boerboom. “Our coaches are trained to help older people create programs tailored to their needs and limitations. Sure, you can hire a personal trainer at just about any gym, but very few of them have the specialized knowledge required to work with people over 50. They don’t understand the challenges, and are more likely to put you on the wrong equipment and push you too hard, so there is a greater chance of injury. “

While navigating these issues can be difficult, Boerboom explained a few factors that have lead to the franchise’s success.

Welcyon does not equip its facilities like any traditional big box gym. Its equipment is designed to minimize chance of injury, while maximizing strength building. Members also use personalized smart cards, which allows them to track their progress. “When members slide in their smart cards, the machine greets them by name, counts their reps and automatically calibrates for future workouts based on their performance,” said Boerboom. “Seeing your progress is motivational and educational. Our highly structured program creates confidence and inspires people to keep at it.”

The welcoming atmosphere at Welcyon also encourages members to keep coming back. In fact, Boerboom says it is the core of the company’s success. “Our first mission is to set them at ease and help them feel more at home,” said Boerboom. “When they walk in, they see that they’re surrounded by people just like themselves. This, in and of itself, is enormously reassuring. We’ve deliberately created an environment where these folks can come together, connect and socialize over a cup of coffee after their workouts.”

So what is the best way to attract older adults to your facility? According to Boerboom, the first step is to know how to appropriately address them. “Stop calling them seniors,” said Boerboom. “Like elderly and geriatric, it’s a term with a lot of negative baggage and perceptions. They are older adults, and they still have the potential to live long, healthy and vital lives.”

The second step is to realize their needs are unique. It is crucial to offer customized training options. “You can’t apply the same model you’ve created for people in their 20s and 30s,” she explained. “You need to consider the very real differences between a 26-year-old marathoner and a 56-year-old sales executive who hasn’t worked out since 1983. You need to customize a program based on that person’s age, health history, goals and limitations. Most of all, you need to make them feel at home.”

By Emily Harbourne